It's Time to Sort the Hype from Reality in Social Media Marketing
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It's Time to Sort the Hype from Reality in Social Media Marketing
Kate Gingold
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It's Time to Sort the Hype from Reality in Social Media Marketing

Sure, it’s everywhere, but is social media marketing really a must-have for smaller businesses or is it just another way to take a cut of your profits? Let’s look at the facts. 

Advertising on Facebook began in 2006, which means that, for anyone under thirty, there has always been social media marketing. In the beginning, experts assured us that direct mail, Yellow Pages, and even email couldn’t beat it. But is that still true?

It’s complicated.
For younger people, direct mail is having a comeback. A postcard or catalog in their physical mailbox is a novelty and there’s less competition there than there used to be. People also tend to leave paper mail around to read later rather than toss it while they will immediately delete email notifications rather than save them. Still, the average person spends 2 ½ hours a day on social media, so that’s a lot of opportunity to share your message.

It’s one part of the plan.
The best marketing strategies use a number of platforms that support each other. With more people than ever researching, shopping, and buying online, Search Engine Optimization is vital and a strong social media presence helps boost your website’s ranking.  

Also, once a postcard is tossed into the recycling bin, the chances of someone coming across it at a later date are pretty slim, but messages on social media platforms continue to exist long after they were first posted to be commented on or reposted in the future. 

It works best when you do. 
When folks tell us “I gave up on social media because it didn’t get me any new customers” we quiz them about the rest of their marketing. How many new customers did you get from your name on that Little League jersey? How many from your booth at that last expo? Comparing the ROI statistics from all of your marketing campaigns can be illuminating. Particularly if you have never measured the ROI before.

Goal-setting is important, too. Are you truly trying to get a purchase or are you trying for a new lead? Brand recognition and customer service are also possible goals. It’s useless to compare your social media results to other advertising options if you don’t set the right goals and actively measure your success. 

Some businesses spend $4,000 (and more!) every month for their social media marketing. Others spend only their time. Which is better? It all depends on the ROI, which in turn depends on goal-setting and measurement. Just having a social presence is not going to explode your sales. But a smart social media marketing strategy could really grow your business. If you’re ready to make social media work for you, let’s discuss it. Give us a call today to learn all the options.    

Photo by Tim Douglas from Pexels

This article is an update to “Social Media: Separating the Hype from Reality” dated 10/13/2014.

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Kate Gingold

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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