Here’s the thing…
Sometimes, the people in charge are stuck in older styles of marketing that have worked in the past. It’s up to you to prove that getting into social media a great plan, and will convert to sales- how do you do it?
You know that the future of marketing is online.
443 million LinkedIn users,
310 million monthly active users on Twitter,
1.23 billion active monthly active users on Facebook.
81% of people search online before buying a service or purchase
Google is the first place 94% consumers go when looking for a solution to a problem.
So businesses got websites. Then many of them left them lying there, without adding updates or keeping the content fresh. If someone stumbles upon their site, they have very little to discern it from the billion others on the web. That is where social media is useful.
Social Media Shares Your Business Personality- It’s an opportunity to connect with potential customers, prove your social merits, and a free source of market research. It is so much more than just selling your product and here are some more reasons you can tell your boss that social media should be in their future.
Trust- First and foremost, building trust is the number 1 most useful reason for devising and executing a social strategy. Your clients want to feel they know your brand, and providing photos of employees, blogs and directly interacting with the market is a genuinely useful endeavour. You can turn from a cookie cutter site, into a voice with an ethos, and a story, reaching people that you wouldn’t ordinarily by doing so. Advertising can’t get to someone’s heart as often as a kind and authentically helpful chat on Facebook can. And it’s much cheaper. It’s the online equivalent of a friendly chat with someone in the shop, but on the internet. So there’s no overheads for a shop front, and the social media marketer can chat to several customers at once, and many per hour. The conversation remains searchable in future, which will impress more potential customers without doing any extra work. Bargain.
Show Off Your Skills: You know what you’re doing, right? Well, with social media you can prove it. By providing case studies, articles and commentary on your industry, you are building social proof of your skills. Be a voice and show your customers that you don’t just walk the walk, you talk the talk too. Once you’re a contributor to conversations, you become known for it. Then, if a question comes up in your field, people in the online community will know to tag you, so you can give the answer. This is a brilliant PR exercise, achieved more cheaply than it used to be to get customers to see how much you knew. Share articles in your field, and become a thought leader in your area of expertise.
Search Engine Optimisation (SEO): Staying current and keeping up to date online will enable people to find your site more readily than if you don’t. Conversion rates for sites using social media do not skyrocket instantly, but as part of a tactical overall strategy for your online presence, it’s required. You should not be selling in every post you make. This is spammy and will do more harm than good. Instead offer little tidbits of advice, and if the conversation turns naturally towards it, then direct them to your website, or offer a free no obligation quote. This benefits your site by keeping people coming to it, boosting your SEO. Bonus! If you would like further advice about how to manage your SEO, click here.
Marketing Value: Here’s how to start a simple online marketing funnel. Get your employees to write a blog, upload it every week, and then share it on your social media. Your customers will be interested to see what you are up to. You will be able to include keywords that you wish to rank for, making it easier for customers who are really interested in your product or service to find you when they search a buyer oriented search query into Google. This focuses your attentions to the customer who wants you, in a way more targeted approach than classical media. Why not market directly to those who are searching your niche, making marketing more efficient?
Productivity: Social media is a pull media, not push. People dip in and out of the feeds that interest them- and the info is available when they want it. They can search via hashtags for topics that interest them, and when they do, they come to you. If you aim to rank for searches related to yr industry, the simple act alone o Email marketing may target your engaged prospects, but each email may be relevant and convert only to 1% of those. The other 99% will ignore it or unsubscribe. With social media, people are looking for you. They are on Twitter to read tweets. You are there to join the conversation, and to sway it towards your product or service, because you are not selling constantly. That’s not how it works best, and you will quickly be labelled a bore if all you do is market to anyone who speaks to you.
Industry relations: Show your boss analysis. You can search his competition and show how many are on social media. Also, checkout LinkedIn signal to find out who has connected their LinkedIn to their Twitter. You can also search by who has talked about a certain topic in a certain area. This means if you are a plumber, and someone in your area has looked for a plumber, you can contact them, taking you to warm leads. You can also show your boss how many similar businesses are broadcasting, and where he appears on the spectrum. Using other people’s online clout can be a very useful way to convince effective actions from your boss. Take screenshots of what you find, and incorporate it into your presentation.
As you can see, there are so many great points about running a social media campaign, that if you are prepared, passionate and confident, the proof is there. All you have to do is get the point across and emphasise the benefits to them. Most bosses will want to get involved and just won’t have the time to research. Your pitch can be the education and the push they need to get them online and engaged.
Check out this article about starting a blog if you liked this read!
Do you have experience of convincing someone social media was a good idea? How did it work out? I’d love to hear your stories of triumph (or failure!), please comment below or find us on @presencemarket