The vast majority (80%) of Australian businesses don’t have a social media marketing strategy because they find it hard to see where social media fits into their marketing. From experience with my customers, it’s also because there is too much confusing advice on offer and the technology is changing so fast that the advice is often out of date.
My answer to the question: “should you use social media for your business?” is definitely yes, and …….. Before launching social media I ask my customers: “How are you measuring and responding to the need to build stronger customer relationships and gain trust, which results in increased and return sales?” The answer to this question provides clarity and shapes the medium for communicating to increase relationship, trust and sales.
Most smaller businesses will benefit from using at least 3 media channels for a typical marketing campaign, such as their website, e-mail, blog, social media, and more. Economy, technological advancements, and cultural changes will continue to drive cross-media and social media marketing opportunities. These changes already seen in the USA and Australia, point to the rapid take-up and use of mobile devices and tablets for online research and purchases.
Importantly, new research from KPMG suggest your own website is an important influence for customers. This research also suggests that while people still like to use PCs for social networking; business need to prepare for the growing impact of mobile devices.
Overlooked in discussions about customer communication – Email is often an under utilised medium for direct engagement. As customers increasingly start to expect customised services, email communication can be tailored to foster trust, while reducing the cost of communication technology and without jeopardising the quality of the message. Trust will soon become the most significant differentiator for online businesses.
The converged lifestyle of social media has empowered customers to be vocal about their preferences and demands. Businesses that are able to measure and respond to this evolving customer relationship will ultimately build stronger relationships and gain critical trust with their customers.
While there is now reasonable evidence that businesses utilising social media to engage customers are building stronger, more trusting relationships; it’s important to remember that social media should be a part of an integrated Marketing Strategy, whether it is in print, mobile, online, or social media.
Do you need advice regarding an integrated marketing strategy? Do you think your business should be using social media, but just don’t know how? Have you been using social media but getting no results? If the answer to any of these questions is yes, then Zenworkz Authentic Marketing can help. Owner, Teresa Bassham has over 22 years marketing experience, in both on and off line marketing, and is passionate about social media, providing options to do the social media for your business, or coach you to learn how to do it yourself.
If you have any specific questions you would like to ask, leave a comment below or on my Facebook page: