.There really are no secrets when it comes to the success of social media as a business tool. The sheer convenience of being able to communicate and interact with customers is enticing a growing number of businesses to jump on the social media bandwagon.
According to the 2011 Domainz eBiz Review, 50% of businesses with an online presence were using social media, compared with just 29% in 2010. In the next 12 months, the majority of the 725 businesses polled plan to increase their investment in website and internet tools.
But it’s not enough that your business is using social media – you need to be using it in the right way. That’s where marketing specialist Kerry Ensor, founder of Social Media Mgr, comes in. The impact of specialist advice on business social media strategy can be the difference between success and failure.
Some local businesses have shared their experiences on how social media has helped them.
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Is anybody out there?
For social media to be effective you need to be where your customers are, says Sandra Finlay of ezlunch.co.nz “It comes down to who you are trying to appeal to, who your customers are and what they do. In the end, there’s no point being on a media channel if no one is listening and interacting,” she says.
Ezlunch.co.nz launched in 2010, merges technology and nutrition to provide healthy school lunches, made and delivered by local suppliers. Finlay uses a blog, Facebook and LinkedIn to connect with all those involved with ezlunch – the families, the schools and the suppliers.
She says it’s the blog articles that are helping ezlunch’s search engine rankings. Even though the search results take users to specific blog articles, once users are there they can have a look around and link through to the main ezlunch website. Finlay says users also learn about new articles via Facebook.
“Working the blog and Facebook together is really important. The blog on its own wouldn’t be anything without Facebook and vice versa.”
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The numbers game
Another great combination in the social media suite is Facebook and Twitter, and it’s this pairing that helped launch Delish Cupcakes in 2009.
“When we first opened our store we didn’t have a grand opening initially, we just announced it on Facebook and Twitter – that’s where our first customers came from,” says Colleen Holden.
“Social media has been great to spread the word about our business. Once people taste our product, then they’re willing to share that with their friends by directing them to our Facebook page. The page is a great way for people to talk about their favourite flavours and what they want in a cupcake.”
When it comes to Delish Cupcakes substantial number of ‘likers’, Holden says all growth is customer driven.
“It just happened… it’s purely of it’s own making, which is really good. We know of a certain number of businesses out there that exploit to a certain degree just to boost numbers, but we’re not interested in that. We would rather have genuine likers as opposed to just figures sitting there.”
While Delish Cupcakes don’t have a specific social media strategy, Holden says it’s simply become habit – a good one.
“We find it a useful tool to keep in contact with our customers and to gauge what they want, and also for us to promote new products. Everyday we post photos of our flavours we have in store for the day. We’ve really just embraced social media, and it’s just habit now.”
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So, what do you think?
Facebook ‘likers’ of LisaSarah Stainless Steel Art are lucky enough to see the latest designs flowing through the mind of artist Lisa Turley.
“Before designing new ranges I like to ask what people are interested in, to give me ideas for new designs. I also frequently post potential new designs (or more than one version) for feedback. Working from home, this is a great way for me to get another opinion, and it also often results in a sale.”
Turley is also growing her business and her likers through Facebook Ads.
“I have recently started testing Facebook Ads, and have noticed an increase in hits on my website, and in the number of likers on my page…. almost a 100% increase in my likers and a 20% increase in website hits. I just secured a new stockist in Hamilton from them seeing my Facebook Ad and becoming a liker.”
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Getting the right fit
Social media is already playing an important role in the marketing of the recently launched Natural Sleep Shop, which offers a ‘one-stop-sleep-shop’ of 100% natural products to improve the whole family’s sleep. While the owner Hayley Fraser-McKenzie realises the importance of social media as everyone becomes more connected, she also know that to be effective, messages must be targeted and timely.
“I can see a time when people get Facebook fatigue,” she says. “The trick will be to keep our marketing messages relevant and helpful. We also need to be strategic in how we use social media, rather than just applying the same messages across Facebook, Twitter, LinkedIn etc, as potential customers using these platforms vary quite considerably. One size definitely does not suit all!”
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as published in Albany Buzz magazine, Jan 2012
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