Making Local Social Work
Many local businesses view the thought of social media marketing with disdain, believing it is too much work with no return on investment for their business. Nothing could be further from the truth. A social media strategy, when managed properly, allows businesses to engage existing and potential customers, advertise in a very targeted manner, create trusted links to their website that boost search engine and local listings optimization, and show the world the business’ mission, values, and personality.
Social media is changing word-of-mouth marketing at a rapid pace. As with any tool in the marketing kit bag, everything must tie back to overall business goals. To that end, a social media marketing plan helps to boost brand awareness, reputation, sales, and customer satisfaction.
- Brand Awareness: Potential customers want to know the personality and reputation of businesses they may choose to use, especially those they allow into their home. Social media allows you to tell your story consistently across the Internet.
- Reputation Management: Stay ahead of the competition and stay top of mind by consistently telling your story and making yourself accessible. A recent Nielsen study showed 92% of consumers believe the recommendations from friends and family over all forms of advertising, and businesses can potentially see an increase in sales of up to 58% thanks to good reviews.
- Sales: Studies show the average consumer uses more than 10 different sources of information to make a purchase decision. Your business must be represented everywhere the consumer might look with consistent branding.
- Customer Satisfaction: Did you know that 80% of customer service inquiries on social media go unanswered? Don’t be part of this statistic. Use social media to engage in conversations, build meaningful relationships, and get referrals.
Local businesses have an advantage on social media but they must be customer-centric in their approach. Consumers have lost interest in salesmanship. Now it’s all about meeting the consumer’s needs as they move through the buyer’s journey. By putting your face and your personality behind your social channels, you can offer customers a custom experience they won’t get at a big company—both online and offline. Authenticity will gain you fans and followers, and one-on-one engagements will keep them interested in your brand. Get your name in front of them even when they aren’t thinking about you with a well-rounded social media marketing plan.