Social Media Isn’t an Overnight Marketing Solution

There’s a debate growing online about the effectiveness of Facebook’s Mobile Ads.  Facebook touts that their mobile ads are clicked on 13% more than their desktop ads and that they are more profitable.  Critics say these numbers are inflated due to mistaken click-throughs and there is no data available on what the ROI is.  

What does all this mean to your business?

It means that people are trying to use social media marketing like traditional marketing where the purpose is to generate leads now.  Social media marketing works best when a business uses it to engage its’ audience instead of trying to sell them.  It’s about building trust and awareness of your area of expertise.

Let’s say you own a flooring store.  Instead of using your social media platforms to advertise your big sale each week, use social media to inform your clients about your industry and products without trying to sell them.  Link to articles about new trends in floor covering, talk about the importance of using a good installer, show pictures of recent installations, etc.  Become an expert about flooring and let your followers know that when they have questions about anything related to flooring that you’re the person to come to.  Building that awareness as an expert in your field will drive business to you.  But it’s not an overnight solution.  

When used properly, social media marketing is a grow-it-slow-but-steady approach.  If you’re a business looking for lead generation use the tools that work best like Google AdWords and other forms of traditional marketing.  But most importantly, stop trying to turn social media marketing into something it’s not.

What Social Media Really Is

Webster defines social media as:  forms of electronic communication (as Web sites for social networking and micro blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)

The first known use of social media was in 2004 and in only 8 years has become the number one activity on the internet.  In fact people spend nearly 25% of their time online on social media.  In many cases social media has even replaced standard forms of interpersonal communication.  Many of today’s tech-savvy youth spend more time communicating via mobile devices and social media networks than with interpersonal communication.

What does all of this mean for your business? 

Some contend that social media presents an enormous challenge for businesses because most business owners are used to marketing by talking at potential customers.  Marketing via social media means listening and engaging with your customers and prospects. 

The most important elements of using social media to engage with your customers are the ability to share information, build your reputation as an expert in your field, listen to what your customers are saying and to maintain a visible presence.

Social media marketing become effective as you become a “social authority” in your field.  You want prospective customers to think of you when they need information about your industry.  This provides you with “top of mind awareness” that has been a key to successful advertising campaigns for decades.  However with social media you can’t control the message but rather participate in the conversation.

It’s a delicate balance to be sure and that’s the main reason why your business needs to have a solid social media marketing strategy.  If you don’t have someone on staff that knows social media marketing you owe it to your business to hire someone who does.  The growth of your business depends on it.