Success in Social Breeds Success in Sales

Posted by on December 9, 2013 in Sales 2.0 [ 0 Comments ]

Social media marketing can connect businesses with customers in new ways.Marketing strategies are quickly evolving to encompass a more multichannel approach, which is why maintaining a significant presence on social media is more important now than ever before.
In fact, a study from Social Media Examiner found nearly 90 percent of marketers currently using at least one or a variety of social media platforms have seen increases in their business exposure. Another two-thirds discovered deftly managed social networking sites could boost lead generation.

Related: Rev Up Revenue with These 12 Inside Sales Tools

Don’t Always Look at Numbers, Look at Quality
However, the goal shouldn’t be to simply corral followers or friends. Research from ExactTarget recently showed that more than 40 percent of Facebook marketers valued the quality of their online audience over the quantity, begging the question: How can a business effectively use social media? For The Marsh Cafe, a small spot in San Francisco, success came when manager Cari Turley chose to hang a flier on her window promoting the cafe’s presence on Foursquare.

Make Your Marketing Interactive
More specifically, the music venue and cafe asked customers to check in on Foursquare and show any employee their smartphones to earn a discount on entry to see a musical performance. What’s more, the “Foursquare mayor” (cryptic, right?) could get a drink for free. The promotion eventually picked up steam and the restaurant saw an increase in business, which led to extended operating hours and the addition of extra staff. The lesson here: Growth for a business is crucial and a lot of that is being smart about how you market your services or products.

Related: Find out how your online channels can ignite your business

Your business too can create a successful campaign, and here are some tips to do it:

  1. Take a less active approach. This might seem counterintuitive, but it pays to listen to your audience’s feedback. Allow social media to work as a forum for customers to air grievances, give suggestions and even pay you compliments by sharing their own experiences. Because of shareable content is on social media, it’s also important to be responsive. The key ingredients: listen, respond and act.
  2. Have a long-term plan and outlook. Like most things, a successful campaign doesn’t happen overnight. Be patient and stay consistent. Results are far more likely to happen after you’ve put in the work. You need to give your customers and influencers time to interact with your brand online. While some companies have managed to be extremely fortunate to pounce on a great opportunity using social media – think Oreo’s infamous Superbowl tweet – most businesses need to let their marketing strategies develop.
  3. Establish and maintain a level of accessibility with existing and potential customers. One of the more unique benefits of social media is the increased accessibility for both you and consumers. Stay active and let readers know you’re there for the long haul. As we’ve previously discussed, social media sites that are neglected (ie. your Google Plus page) are either dead weight, or more likely a detriment to your company’s social media presence. So, like we said before: listen, respond, but more importantly stay active. If a potential customer visits your site and sees a thousand comments without a single response from your marketing team, they’ll likely view you as a company who doesn’t care about their customers.

Related: Social Media: Powerful Word-of-Mouth Marketing

Smart social media marketing depends on your ability to understand how social media works. It isn’t a static medium where your conversation goes one way. It’s much more of an ebbing and flowing interaction with your customers. Consumers who take the time to comment or post questions expect a response, and they crave it – the Marsh Cafe can explain this to you.

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