Why social media should be part of your marketing mix

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15/06/2017

Everyone’s online these days. When people search for a business, they don’t pick up the phone book anymore, they head straight for Google.

That’s why social media should be an essential part of the marketing mix for every business. It’s easy, it’s cheap, and it’s relatively simple to manage. But most importantly, it’s where your customers are. If they can engage with you via social media, you have the chance to establish more of a personal connection, and in the long-run this will make them more likely to buy from you.

How social media works for business

Don’t think of social media as an advertising tool – that’s a common mistake that a lot of business owners make when they first start using social media to promote their business.

Instead, think of it like a party. When you’re first introduced to someone, you don’t dive right in and start telling them why they should buy from your business. You get to know them first, create a connection, and give them a chance to find out about you more naturally.

Apply those same principles to connecting with people on social media:

• Engage with your customers and start conversations with them
• Give them a chance to get to know you
• Encourage them to visit your business website – where you can start selling to them

Research has shown that if people have had a positive experience with a business’s social media profile, they’re more likely to recommend it to others.

Which one is best for me?

It really depends on what kind of business you’re running, but when you’re selling direct to the customer, Facebook is often a good choice. Not only is it the most-used of all social media platforms (over 1 billion users), but it’s versatile, flexible, and easy to use. You can post pictures, videos and text updates.

There’s also Facebook for Business. This service helps you get the most out of marketing through Facebook by guiding you through the many paid opportunities the platform offers – this can help you to get more page likes, click-throughs, or just make sure more people see the advertisement.

If you’re a B2B business, then LinkedIn’s a good place to get set up. This professional social media platform allows you to network by joining online industry groups, as well as setting up a profile for your business.

If you’re new to social media, it’s best to start with one option until you get used to things. Then as you become more confident, you could sign up for more platforms and combine them to provide a better customer experience. For example, you might have a business that sells DIY tools. You’ve got followers through your Facebook, page, so you could set up a YouTube account with videos showing how to use your products.

Remember your goals

Always keep in mind that the main goal when using social media for business is to listen, share and engage. One of the main advantages of social media over traditional advertising methods is that you can get real-time feedback on your business. It’s really one of the best reasons to utilise social media. You need to pay attention to what people are saying. Getting positive feedback is always gratifying, but more focus should be on negative comments, since they’ll help you improve your product or service.

Keep your audience engaged. Acknowledge and respond to comments, even those that might not paint your business in the best light. The fact that you’ve got them mentioning you in the first place is a positive, even if you don’t like what they’re saying. Opening a dialogue with someone who’s disgruntled gives you a prime opportunity to showcase your great customer service skills.

Advice and resources

• Beginners Guide to Social Media for Business