Evolution of Social Media
Not long ago, brands were joining the Social Media wave for all the wrong reasons. (Spoiler alert: a big number of small to medium businesses still are)
Some would claim “this is the future”, “everyone uses social media” and others claimed “all brands are doing it”, and although they were (and are) right, you can do the right thing, for all the wrong reasons. We’re approaching the end of 2016, and brands are still using the ineffective contest approach where they instruct people to like their page, tag a certain number of friends, and share their post for a chance to win.
It might sound harsh, but that only means one of two things:
- The Marketing Department has no strategic approach for properly delivering an effective multi-channel / omni-channel Message for an unforgettable user experience.
- The community manager has no idea how to properly engage with the audience, therefore wasting precious resources.
Both of them are hurting your business in more ways that you might imagine.
Now let me tell you, the evolution of Social Media is something that is happening whether one likes it / accepts it, or not.
Facebook changes its algorithm several times a year, trying to find ways to serve ads better. As you might’ve seen or heard, as time goes by, the organic reach on fan pages decreases, and we’re up to an average of less than 10% Organic Reach (5 to 7% most of the time) favoring Paid (Boosted) Posts. So, what benefits are you actually reaping without a multi-channel / omni-channel user experience communication approach?
On the other hand, if your Community Manager can’t identify in what stage of the Sales Funnel your visitors are, how can he / she deliver relevant content that will allow your business to stay in business?
So we have to be very clear here; just because “everyone uses social media” doesn’t mean they want to be tagged on an unrelated, irrelevant post offering, and it most definitely doesn’t mean that the purpose of having our brand on Social Media is because “all brands are doing it”.
By all means, we encourage you to be present in Social Media, and not only that, but to do it in an active manner. This digital media, is a bridge that allows you to be in touch with your current customers, and prospects. It allows them to voice their concerns, engage with the brand, and help you champion your business. Yes, Social Media is about interactions, and creating community.
However, Social Media is so much more than that. It is a living, breathing creature that must be understood, and used to help your company brand, and grow. Social Media is part of a bigger strategy. A strategy that integrates mediums to offer a consistent and cohesive Marketing Message, and an unforgettable brand / shopping experience. As any other medium, it’s one that you must understand, and you must invest in it.
Your brand must adopt a People Based Marketing approach where every touch point carries on the conversation, and allows you to:
- Identify Prospects
- Gather information
- Guide them through the Sales Funnel
- Mature Leads
- Convert Leads to Customers
A good starting point for that is to learn about how to create Custom Audiences by using your Analytics, and Pixel Codes from what is happening on your website, or hiring a Digital Marketing Agency that can help you:
- Create a Digital Marketing Strategy using the S.M.A.R.T. Methodology
- Define / Identify the stages of the Sales Funnel where your prospects are currently on
- Integrate your webpage with your Facebook Page to deliver relevant information according to their actions / intent
- Define strategies that will allow your business to gather and mature leads to achieve business growth
- Define, Execute & Measure a Re targeting campaign to increase conversions
Click on the following link to learn more about how Moma Consulting can help you achieve your Marketing Goals by taking advantage of the evolution of social media, and using your website traffic to deliver a consistent, and cohesive Multi-channel Marketing Message for an unforgettable experience for your users: Click here