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“People prefer to do business with people they know, like and trust.” You’ve heard it many times. And today, instead of going to cocktail parties or networking events to meet people, there’s social media.

I admit it, I’m a fan of social media

I love keeping up with family and friends I don’t see often—events, kids growing up, inspirational quotes, funny videos, travel, sunsets, etc. The social stuff. As for business—having lots of connections is good for referrals, resources, hiring and reputation building.

In our last issue we talked about the big 3 social channels most everyone knows. Personally, I like Facebook for the social and family connections. I use LinkedIn to learn more about my industry, ask questions and connect with other business people. I’ve also found the “endorsement” feature very useful. It’s a huge credibility booster.

What about you?

What social channels work for you and your business?

These are good for specific categories and target audiences:

  • Pinterest—80% of regular users are women. Retailers find success with high-impact photos and graphics that are shared or “repinned.”
  • Houzz—sort of like Pinterest for the home. I’ve talked to two builders and a landscaper who are getting more inquiries from Houzz than from their website.
  • Instagram and Vine—focused on photo and video-sharing, both are now preferred over Facebook by younger audiences, which is why Facebook bought Instagram.

Even though social is social, it also keeps you and what you offer visible, at a low cost, to a wide range of people. Yes, it takes time. But it’s also a good way to build credibility and be found by those who want what you offer.

Remember, most people today spend a ton of time searching online before they make contact—whether they’re buying, looking to hire a consultant, or trying to learn more about an industry, company, product or service.

A larger social footprint, in addition to your blog and website, gives you credibility when you turn up in someone’s search. It’s also expected … if you’re a professional, you need a LinkedIn profile. Most companies have a Facebook page.

Although the end goal is action …

jay_baer_quoteSocial is a “drip marketing” activity. Just like networking, it takes time to meet someone and get to know them.

Watch what people respond to. On sites like Houzz, people are looking for ideas and inspiration. Top quality “wow” photos are essential. On LinkedIn, it’s about doing business, sharing ideas and providing value. On Instagram, it’s all about the photos. You can create a “tribe” or following on nearly any social site.

Be social, friendly and helpful. Less selling, more conversation. More give and take. More sharing of ideas, information, content that’s relevant to the audience and the channel you’re in. Weave in stories about what you offer, what you do, why people choose you.

Yes, social media is a powerful addition to your marketing strategy. If you haven’t jumped in yet, now’s the time to evaluate. Is it a good fit? Are your target audiences using social media? Yes? Then you should be, too. “Fish where the fish are” …

Interested in evaluating your social reach? Or deciding how to jump in? Let’s talk.

Or download our reference to the latest specifications for visuals on social media. Social thrives on visual storytelling. Update your pictures now.

GET MY SOCIAL IMAGE SPEX

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Jennifer Larsen Morrow

Creative Company President/Brand Visionary

Email: jlmorrow@creativeco.com
Twitter: @jlmorrow
LinkedIn: /in/jenniferlarsenmorrow
866.363.4433

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