Talking to the owner of a local business about his internet activity...
Backgound: he and his son have two part-time assistants. The owner is approaching age 60 and preparing for his son (who is half that age) to take over the business in the next few years. The business has had a website for many years and it covers their needs (although the content could be updated). The main source of leads is from a large, specialised marketplace service - think Etsy, RightMove, etc. Typically, the son has been tasked with the social media aspect of the business as the dad has limited knowledge of it and does not want to start learning it now.
Looking at their website links to social media, we see Facebook and Twitter: FB is updated regularly and Twitter has not been touched for 5 years. Although it's not mentioned on the website, there is also an Instagram account which is frequently updated and is more popular than the other two media combined.
What is Marketing?
Having been in Marketing since before Internet use was widespread, we understand the many facets of above/below the line, direct/indirect marketing and the difference between marketing and sales (often a blurry line dismissed by ambitious salespeople). Marketing is not only about making money today but ensuring stability for future sales.
But we've wandered off-track a little... marketing is essential to seek out potential customers and persuade them to contact your sales force - whether that is a visit to your website full of stuff to spend their money on or by encouraging them to contact you by 'phone, email, whatever.
Social Media Marketing
Social Media is a very powerful marketing tool and cheaper than advertising, although the two can work together. For example, if you are not getting enough Facebook followers by natural growth, you can pay a few pounds to kick-start a 'follow-us' campaign. This has worked extremely well for some of our clients. Of course, the way to keep followers engaged is to post interesting and varied information with images or a video - regularly but not too often as to get on people's nerves!
With Instagram and Facebook being linked, one post can be shared to both media simultaneously.
Social Media is 'horses for courses' and you will have to determine which suits you best. It's free so try a few but be sure to suitably tailor your posts. Don't forget to interact and be friendly because this is a social environment, not an excuse for free in-your-face advertising! This means that you should look through others' posts and react to them (nicely, of course) to build a rapport.
Data Analysis
Another aspect of growing your business is knowing (not assuming) which avenues have been successful in bringing in potential customers. Insights are available with most social media and websites can have Google Analytics installed. As with all statistics, you need to understand how best to interpret the data.
For example, when we were selling a property, the agent provided us with a copy of the Rightmove property views data for the first month. It showed that, after the first day, views dropped to a daily average of 10% of the initial number for the rest of the month. The graph was labelled 'property views' with no other explanation. We asked the agents if a 'view' was of the property listing within the scrollable results or whether it was an in-depth view of information, photographs, etc. They didn't know so the information was mostly worthless.
Which of these is considered a 'view'?
(deliberately fuzzy because the content detail is not relevant to this post)
Tip: when you first talk to a new contact, ask how he/she discovered you, e.g. via search engine, by recommendation, advertising, etc.
Google Analytics
Google Analytics provides considerably more information regarding the activity on your website. Sadly, the website we referred to at the start of this post has not been linked to a Google Analytics account therefore there will be no historical performance date from that resource.
We hope this helps you to refine your internet marketing and social media management. Feel free to post questions in the comments or contact us if you'd like our assistance.
