social marketing: the be all, end all?
interested in ensuring repeat business, since most customers are not likely to come back for at least three years – they may only care
about selling that customer this one car, this one time.
Whereas the scrapbook store might be focusing on providing weekly education about new products and techniques, in the hopes that current customers will return, and spend, frequently. Most importantly, social marketing is not something you do once, or for a limited time (unless, of course, you find it is not netting the results you desire, and even then you might simply make adjustments to your efforts rather then throwing in the towel). Like every other aspect of marketing, it is a long-term initiative, one that requires dedicated resources, for as long as you participate in it.
wHat do i need to do? wHicH tooL(s) sHouLd we use? Again, this is dependent upon the goals of the business. If the scrapbook store’s number-one goal is to sell the new lines that come into the store every quarter, or even every month, ongoing communication that builds excitement, will be key to getting customers to return regularly. Perhaps discounts might even be necessary. Which platform is used for this purpose can vary greatly based on the customer. How, you ask? Well, who is your ideal customer? Where do they “live” and where do they “play”? Knowing who your ideal customers are is essential to long-term success; knowing where they live and play is key to finding them, not only in a receptive mood, but to also encourage them to share your offering with others. If your ideal customer is a 38-year old mother of two, who works in a corporate environment, you are not likely to experience success in reaching her through your company’s MySpace page. The key to choosing a platform, or platforms, is to know who your ideal customer is, and what their usage is of the various social media platforms.
How many peopLe, and How many Hours, wiLL be required? Once again, there is no one, right answer to these questions. Your resource requirements will be based on many factors, including: who you are trying to reach; when, where and how often you need to reach them; what kind of interaction your customers require in order to act (meaning engage or buy); the types
of products or services you offer; and, again, most importantly, your overall marketing and business goals.
If I am able to effectively communicate nothing else, please understand this: social media involves tactical activity based on an overall strategy.
Social marketing is an ongoing initiative, one that requires forethought and planning, and one that requires dedicated resources, focused attention, and constant monitoring (and tweaking as necessary). It is not a magic bullet for poor customer service or issues with your company’s reputation, nor is it necessarily the best way to “sell” to customers.
32 scrapbook business
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