In under a decade, social media has become a mainstream channel for consumers.
72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005. (Source: MediaPost)
As marketers, we must embrace the change and explore this new & exciting channel for communication with our customers. Simply put, if you’re not embracing social media, you’re missing out.
“Progress is impossible without change, and those who cannot change their minds cannot change anything”- George Bernard Shaw
For some, this change can be overwhelming, time consuming, fast paced and scary. Whilst it’s true that you must invest in this change, with the same time and care you invest in traditional marketing channels, the bottom line we often overlook is simplicity.
Social media is simply a new channel for communication with your audience that ultimately can compliment your existing marketing mix. It’s a place to listen, to learn, to inform, to help and to engage.
The exact same principles you apply to more traditional channels apply to social media too.
Send the right message, to the right people, in the right place, at the right time.
Marketing 101, right?
The Right Message
Earn the attention of your audience. Provide valuable content. Be Helpful. Solve Problems. Engage.
54% of B2B marketers plan to increase spending on content marketing in 2014. (Source: MyCustomer.com)
The Right People
Social media is not a mass marketing channel. In fact, I can’t think of one that is. Use hashtags, targeted ads and social media tools to laser in on your audience. Think your audience isn’t on social media? Think again.
In fact, the 55-64 age group is the fastest growing demographic on Twitter — at 79% since 2012. (Source: Jeff Bullas)
The Right Place
You don’t have to be on all social media channels, but you do have to be where your audience is.
Approximately 46% of online users count on social media when making a purchase decision. (Source: Nielsen)
The Right Time
Is your brand prepared to be spontaneous? Be timely. Respond quickly. Leverage trends and current affairs.
More than 70% of users expect to hear back from the brand they’re interacting with on Twitter, and 53% want a response within the hour. (Source: Search Engine Watch)
Make sure your brand is ready to send the right message, to the right people, in the right place, at the right time. Our audience is embracing social media. Are you?
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