By Catherine Bristow
New technologies are constantly emerging, bringing with them innovative ways for your consumers to interact with the world around them. This ever-changing technology landscape has stimulated the evolution of marketing – creating new ways to impact on your target audience.
However, a large portion of small and medium enterprises are completely unaware of the shifts in technology which illustrates short-sightedness in their marketing strategies. Snoozing in the midst of the current marketing trends might well result in a loss of connection with your customers.
It is imperative to understand that the way in which consumers interact with marketing campaigns has changed. Consumers are no longer passive in the face of marketing but, due to the constant advances in technology, are now actively involved in how they consume marketing information. Technology has empowered consumers to seek out information according to their own tastes and preferences.
This is where social media strongly enters the frame, allowing your business to interact with an actively involved consumer. Not all social media platforms will be beneficial to your business or clients. It is therefore exceptionally important to identify which ones will pay off as well as when is the right time to adopt them for maximum return on investment.
How do you as a small or medium business without a dedicated marketing team make the right decision on the social media platform that will benefit you most?
Technology evolves too quickly for me to keep track of:
It’s true that technology, and therefore marketing strategies, are constantly evolving bringing in new social media platforms at an astounding rate. But failing to utilize these platforms – especially when most of them are free – could result in a disconnect with your customers. Implementing an external overseer of your Social Media marketing strategy will ensure that your business remains current with the platforms that will benefit you.
Why outsource my Social Media strategy?
1. The Cost Factor: As a small or medium business enterprise it’s all about the bottom line. You need to keep a tight rein over your expenses eating into your profits. Most small or medium businesses cannot afford to employ a dedicated social media marketing manager as the cost would far outweigh the benefit. Your requirements are small but still necessary and it would make better business sense to choose the services you require rather than “buying the whole package” when you only utilize a fraction.
2. The Time Factor: keeping abreast with social media trends and movements is time consuming. It involves research into the benefit factor for your business as well as a sensitivity to what is happening in the market and how to respond to the social media shifts.
3. The Now Factor: Social media exists in the real-time zone. Your social media strategy would include a constant stream of information to your consumer ensuring that your presence is maintained resulting in a greater awareness of your product or services. This requires both knowledge and talent in disseminating the information – be it through copywriting, blogging, editing or even account maintenance.
Although utilizing the benefits of Social Media for the marketing of your business is essential, it is also important to understand that this does not supersede the traditional consumer. The social media strategy aids in expanding your marketing opportunities and therefore your presence in your industry. Ignoring one or the other could lead to a lack of understanding of your target audience and an unsuccessful brand awareness campaign.
