Social Media Marketing and the retailer – a discussion on social media movement to use these platforms as a customer service platform
I recently attended a social media seminar here in Montreal. Its aim was to showcase how some companies successfully engaged the consumer via their social media platforms. Social media platforms provide a one-to-one, customized interaction and retailers are taking advantage to keep their customer close!
Personally, I was hoping to learn a few new tactics or trends for small B2B companies who are in a very competitive market and sell me-too products. However, the focus on the seminar was on consumer products and retailers, in particular, building client loyalty, using it as a customer service tool and increasing sales by way of referrals.
I’m sure you knew this already, as did we!
Key take away points were:
1. Be consistent. If your company has a formal environment, then posts, plugs, brand visuals and other items should also reflect this character trait. You can read more about this in our previous post, “Guide to Establishing Leadership in the Digital World.”
2. Promotions. Create dedicated promotions only available on your social media platforms to generate activity, noise, talking, likes and pass-along.
3. Establish goals. While this point, when presented, was a bit foggy, I do understand the need to establish a goal prior to launching any program. For example: In 2013, I want to increase my FB likes so I can leverage this platform in the area of client loyalty.
4. Respond. Respond to all comments and likes. These platforms are collaborative platforms and participatory tools, which means you need to establish a process of who responds and when.
Improve Your SEO
1. Add geotag. Add this feature in the contact page of your website as it will help your site’s ranking for those ‘local searches’.
2. List Site On local directories. Listing your site on quality directories provide good backlinks to your site and improve your site’s SEO. To find these directories, start by searching online, for example, “Canada Shopping Directory”. When you do find them, add your website. Ensure these are quality websites.
3. Organic search. Remember to add local keywords in your website to enhance SEO; for example Montreal, Toronto sales office, HO is in Mtl, Quebec and so on.
Why is SEO important? Because today we start online, people search online for local business. We do it all the time.
Social Media Marketing for B2B
Oh, you are probably wondering what about small B2B companies? Just as I suspected, most of the current Social Media platforms are not a good fit for small B2B companies. Funny enough, there were lots of other companies attending the seminar who were hoping for the same – find the secret sauce in Social Media for B2B businesses.
However, we did have an engaging discussion on all social media platforms during which everyone agreed that LinkedIn was the best platform for B2B companies. LinkedIn is not the lead generator as traditional methods (i.e. trade shows, cold calling, newsletter and so on). As of 2019, things have changed for many social media platforms. Today, LinkedIn should be used to network, a long-tail sales lead generator.
Which now leads me to think, what next? What’s the next big idea? I’ve got my thinking cap on…..
As of January 2019, Facebook has matured and a good platform for B2B companies. If you are a small manufacturing company or provide a service to B2B industries, Facebook advertising still offers great value for the price.
If you’re interested in investing in social media marketing or Facebook advertising, give us a call. We can help with strategy, implementation and management for both of these marketing programs.