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June 24th, 2013

Let’s Get Digital

Do you have a Facebook page? Does your business? If you answered no to either question, as soon as you’re done reading this blog, you should get on that.  

The biggest shift we have seen in the way our country fundamentally operates since the industrial revolution has been with the Internet and social media. As a marketer, it’s important that you’re in on the change because, trust us, it’s not a fad.

Research shows that of all the hours an average person spends online, nearly a quarter of that time is spent on social media sites. When you cross-reference that data with how social media can help with customer communication, brand exposure, traffic to your site and SEO, it’d be silly to not participate in the new way of being.

Here is an example of how our new world works versus our old world using the example of a customer looking for a new bakery.

Old World

Step 1: Refer to the phone book or ask a neighbor

Step 2: Call the business

New World:

Step 1: Google “Bakery in Dallas” or

Step 2: Pose a question to Social Media asking for hundreds of friends’ input {Step 1 and 2 are interchangeable}

Step 3: The likelihood of a friend referring someone with a direct link to their site or Facebook page is high.

Step 4: The person searching is likely to “like” the recommendation’s Facebook page and engage in business.

And as you’ll see in the real example below, it took Vanessa less than 10 minutes to have everything she needed for referral number one.

Social media plays a pivotal role in the consumer process and it is critical that we be one-step ahead of the consumer. So, if you’re not on social media, our recommendation is that you, at least, do the following: (1)Set up a Facebook and Twitter account. (2) Sign up for a content management service like Sprout Social and Hoot Suite. They will help you manage two platforms at the same time. (3) Commit to an editorial calendar of three posts per week (more advanced social media marketers are posting up to three times a day, but don’t overcommit yourself and get discouraged) (4) Slowly start to integrate social media into your marketing. An example of this may be that you offer a discount to patrons who “like” you on Facebook or “follow” you on Twitter OR you can run special advertisements to your social media followers only like Banana Republic did in the example below.

Another thing to keep in mind is that when someone is talking about social media, they are not just talking about social networking sites like Facebook and Twitter. Yes, that is a critical element to the social world, but the other components are Search Engine Optimization (SEO), blog posts, videos and more. So, if you are at a point where you have mastered the social media basics, we encourage you to explore some of the other elements to a success social strategy.

More blogs to come on content generation and SEO. Stay tuned.

           

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