Social media is presented as cost -effective, if not free. It enables anyone to publish information, compared to high cost barrier of many forms of traditional media. We see a few blogs reach the same traffic portion as TV ad on primetime and we think that could be us.
Guest what? Big businesses are using social media in force and they have like a gazillion more dollars to spend. They even have an entire social media and content creation team. This one-hour minimum per day medium is just another marketing channel for them.
So what 6 things can you do if you want to make it work for your business?
1. Push to other marketing channels. Eg. email sign up. You’ve seen it. In order to watch a Budwieser video or preview Chanel's latest collection, you have to put in your email address. Email marketing has the highest return on investment per dollar spent. Traffic sources on your website/blog remain anonymous and you can’t test comparative messages. And instead of one generic communication for everyone, you can create very targeted messages for distinctive groups in your marketing list by doing some segmentation.
2. Distinct calls to action. Social Media is just one way of marketing your business. Support your other marketing efforts or accelerate stages of the buying process. Eg. try before you buy incentives, video demonstration, webinar or information sessions/events.