Should Your Business Engage on Social Media?
- Do your potential customers use social media platforms?
- Are you selling products or services B2C or B2B?
- Would your business gain a benefit by specifically targeting potential and exisiting clients by where they live, age, gender, their interests and hobbies, their job, their academic achievements etc?
- Are you looking to drive brand awareness?
- Is your brand trying to break into new markets?
- Would you benefit from additional traffic to your website?
- Are you releasing new products / services and are interesting to get feedback on their appeal or on how best to formulate your marketing / sales messaging?
- Are you looking for cost effective advertising that is proven to work when you get the fundamentals correct?
Our guess is that you answered yes to more than one of the above questions. Most likely your business would answer yes to most of them (we know ours does). Yet many businesses are still ignoring the potential of engaging with their existing and potential customers on social media platforms.
All Your Social Media Activities Can be Planned and Analysed
Your Social Media Activities Need Objectives
Too many businesses jump into social media for all the right reasons, however, few of the smaller to medium size business document the clearly defined objectives they are attempting to achieve with their efforts.
And even fewer of those businesses have any idea at all how to measure the success of their social media activities.
We often believe this is the reason smaller businesses do not go into social media marketing. The business owner and / or management are busy in the day to day running of the business and have little time for ill considered distractions.
Sometimes they may dabble in social media with a predictable lack of results. This, of course, becomes a self-fulfilling prophecy. “See, we told you it wouldn’t work!”
You should never go into any business venture without clear (and clearly measurable) objectives, a plan, strategies and tactics to deliver on your objectives. And measurement of the results is essential if you want to improve.
How Can We Plan & Measure Our Success?
At the end of the day social media marketing is just another form of marketing. In its basic form it is no different to newspaper ads, radio, magazine advertorials, TV ads or program sponsorships or billboards, signs at bus stops or on buses etc etc.
Targeting pre-online marketing was difficult. If you ran an advertising campaign and foot traffic through your store, calls to your business and / or sales jumped then you could be perfectly content that your money had delivered results.
It was also not so complex to measure the revenue or profit increases versus your expenditure. Not so simple, though, if you were running advertising campaigns across multiple platforms.
All that has changed in the digital age. Modern digital platforms allow you to understand which platform is delivering what in terms of customer engagement with your promotions or content, traffic to your business page or website, conversions of traffic into leads and sales and, yes, with some effort you can even attribute where the initial contact originated (try doing that with TV, radio, newspapers or billboards).
What it takes is up front strategising and planned implementations. Analytics and measurement strategies must be formulated up front and regularly checked to ensure they are delivering the data accurately.
Modern digital platforms allow you to understand which parts of your campaign are delivering what in terms of customer engagement with your promotions or content, traffic to your business page or website and conversions of digital traffic into leads and sales…
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Stephen Gaebler is a strong, clear, big-picture thinker. He is helping to create the future of work and of free enterprise. I've worked with him on several formal and informal projects over the past few years, and he has never failed to enlarge my perspective, challenge my blind spots, and clarify my vision.