SocialMediaMgr was established as an on- and off-line marketing company to provide social media set up and management services for business. That was only two years ago in 2010 when New Zealand business owners barely knew what social media was, let alone understood how they could benefit from it or how to incorporate it into the sales and marketing mix.
It was the latest and greatest marketing trend in the US, set to sweep the world and change the way we communicate. Many thought it was a fad but we saw that this new way of marketing would soon become the norm.
A lot of time was spent explaining social media to business owners. Now, well into 2013, companies see social media as a must-have. Some use it with ease while others still struggle to keep up with the communication and engagement.
One thing all businesses have in common is that managers want to see their efforts and investment rewarded. They want large, engaged audiences, increased awareness of their products and a raft of new sales leads. Some expect social media to deliver instant results and massive numbers of fans with little effort – the magic-wand of marketing.
Unfortunately for those with that expectation, a reality check may be needed. As time has moved on, it has become very clear that social media is not a standalone marketing tool. It simply does not work at its best in isolation – and it requires hard work to be a success.
When integrated into an overall marketing vision with specific objectives set and focused on addressing the right audiences, social media offers an exciting new way to connect with your customers.
However, successful use of social media requires businesses to make a mind-shift. Instead of delivering messages, it’s all about relationships. The buzz words are all two-way: you are advised to ‘connect’ and ‘interact’ with your customers, potential clients, suppliers, associates, key influencers. Or as a collective noun – your network.
It is about building awareness and online credibility, selecting and establishing the right platforms to reach your target audience.
If you want to successfully market your business through social media, you must be able to answer the following questions:
- Who are you selling to?
- What is your business all about?
- Is your business open to changing its marketing approach?
- Is your business prepared to share knowledge with its audiences?
- Finally, to establish credibility you need to show what you know – don’t be your own best kept secret.
