For businesses to earn the trust of a customer or client, it used to require some face-to-face contact and small talk about the weather or the latest gadget. Being friendly was the point. Now, some of the communication of face-to-face encounters has been replaced with and augmented by social media like Facebook and Twitter, which allow businesses to reap the benefits of a one-on-one, but on a much larger scale.
Marketing through today’s social media allows businesses to get to know their customers’ preferences, increase the company’s goodwill, and generate new leads, all from a desktop.
This type of marketing depends on defining the company and the type of customers it deals with as well as the product. Taking these items into account will allow you to fine-tune your social media strategies so you are not casting about in the dark and possibly creating ill-will by advertising where you aren’t welcome.
The importance of social media marketing is becoming increasingly evident to those looking for the best avenues to grow their business. Consider these points:
Know Thy Customer— At the top of the list for many marketers is that social media contact allows businesses to virtually interact with actual consumers and so discover their preferences as well as their dislikes. This way the business can best configure itself to suit the customer.
Easy DoesIt — The ease and flexibility of social media allows companies to keep themselves in front of the customer or client, helping them to retain their existing business even as they seek out new clientele. It’s also a cheap and easy way to announce new products, special offers, new features, or other events of interest to the customer base.
Intimacy Equals Leads — Social media makes the message of a company break through the mass marketing noise of less-personalised efforts such as television ads and email blasts, and allows businesses to generate new leads with interesting blog items or website features.
Familiarity Breeds Loyalty — Social media can be a conduit to build a personal relationship with the customer. A birthday greeting, congratulations on a new job, or some other comment on Facebook will keep clients coming back and learning more about the business. Customers will also welcome the chance to register complaints or suggestions, building goodwill and perceptions of trustworthiness.
Powerful Traffic Signs — Social media can help guide quality, interested consumers to a company website or blog. If people are interested in knowing more about something that was posted on the company website, they are halfway to becoming a new customer.
Tracking and Monitoring —Companies can monitor data through social media sites, such as how the visitor heard about the company, who the visitors are, their opinions, and where they went following their visit. All this can help marketers craft a more powerful web presence.
Going Big-Time— Content on a blog or website, be it a stunning video or a fascinating piece of information, can then “go viral” and be picked up by other bloggers or re-tweeted, multiplying the message and drawing yet more traffic to the originator and providing the company with more recognition.