I was at a meeting last night made up of respected leaders from a well-known membership organisation that provides volunteers and funding to local and international communities. We were all there to talk about how we might be able to work across the boundaries of our individual clubs to create a bigger impact with regards to the public image of the organisation.
Whilst talking about the various ways we can market ourselves it became clear that some clubs re still scared by social media, fearful that it will only bring negativity and downgrade their good name and good standing in the community.
This got me to thinking, is social media really something we should still fear in 2019?
Social Media Is Where Your Customers Are Spending Their Time
If you are afraid of or confused about the social media landscape and are avoiding it, I am here to help. Stop keeping your business in the dark ages, it’s time to get on social media and connect with your potential customers and dedicated fans.
If you think social media is just a fad, then I’ve got news for you… social media is here to stay.
Furthermore, I have had the pleasure of working with many amazing clients over the last few years by helping them grow their social media following from ground zero. So don’t worry you aren’t the only one who is afraid of change or investing in a “new” marketing strategy.
But trust me, if you are not using social media just keep in mind your competitors are using it to attract your target market away from you! So don’t miss out on the opportunity, especially if you are a small business!
If you are hesitant about using social media to build a community around your small business, you aren’t the only one. In fact, I have noticed that there are three specific reasons many small business owners are hesitant about investing in a social media strategy but why they should today.
1. Small Businesses Want Immediate Results
One of the biggest reasons many small businesses stay away from social media is because they want to see immediate results. Unfortunately, growing a social media following takes time and if you want to build a community of fans around your brand, that also takes time. Unlike traditional advertising methods, social media is a long-term strategy which is often a scary thing to hear. Especially if you are a small business, every pound counts, I get it. But just think of it like this, an investment in social media marketing today could pay dividends in the future!
For example, one of the biggest business social media influencers right now is Gary Vaynerchuk. But how did he rise to fame? He invested years into growing his personal brand on social media through the creation of inspiring content, entertaining viewers through a Wine show called, “Wine Library TV”, and providing value to people on their entrepreneurial journeys. Over the years, Gary’s brand has adapted and grown to new heights which have allowed him to not only leverage new content but build trust with viewers. In addition, this newfound “trust” has allowed him to generate new clients for his advertising agency, Vayner Media!
So think of social media as a long-term marketing strategy and you can leverage it to grow your personal brand and your business’s brand online!
2. Small Businesses Don’t Understand the Benefits
Another reason many companies are behind when it comes to social media is that they don’t understand the benefits of social media marketing. Social media has the power to connect a company directly to their target market while providing them with actionable insights. Are you still not impressed? Well, social media has the power to drive traffic to your website, create a community around your brand and help your bottom line.
If your goal at the end of the day is to get more customers, social media can help you on your journey. For example, one way many companies use social media is by driving customers to their website through entertaining or educational content. Don’t believe me? One brand that has become well-known for educational and inspirational videos is Goalcast. They have grown a substantial following on social media by creating biographical videos of famous individuals such as Elon Musk and Arnold Schwarzenegger.
So don’t underestimate the power of social media, it has the potential to take your business to the next level by generating more potential customers while creating valuable brand loyalty.
3. Social media creates negativity
A successful business cannot lay in fear of risk but embrace the rewards it can achieve. Brand negativity by those few you speak about will occur even if your business never logs into a social network. In fact, there's a greater risk since that negativity will be the only content feeding social proof around your brand. Social media does embolden haters but it also provides a new soapbox for great experiences. If anything, social media has increased the importance of building positive customer experiences online and off.
Social media does have a powerful amplifying effect. But just like any technology, it can be used for good or evil. The key is building the right social strategy for your brand. It's not a "one size fits all" marketing solution. It has to be adopted in strategic, tailored ways
There is no reason to not invest time, money, and effort into a social media strategy this year. Social media has truly changed the way that businesses can communicate with their customers. That’s because it gives businesses an affordable and accessible way to grow a community around their brand.
Seriously, don’t fear the social media landscape. Think of it as a way to communicate with your customers and grow a community around your brand!
So what are you waiting for? Get your business on social media today, contact LjH Consulting to start that journey.
Lisa Hunter is an experienced Marketing, Events and Project Manager. She has over 10 years’ experience working in the IT and marketing industry, delivering strategic marketing support and managing creative projects for a wide-range of clients. In this blog she shares her knowledge and experiences…we hope you enjoy it.