Rob Clark, Managing Partner of LucidPointe in Darien introduced local small business owners to the necessity of making social media a part of their marketing mix at a recent CLASP Homes sponsored seminar.
Social media are everywhere. Clark pointed out that 74 percent of US consumers use social media to guide purchase decisions, 55 percent share purchases on social networks. They’re also important to the charities we support, with 68 percent of prospective donors saying they seek additional information after reading a friend’s post.
“At its core, marketing is about eliciting a physical and measurable response.” It’s about identifying prospects, engaging them, making them customers, following up to keep them, then analyzing each step to build on what works and change or drop what doesn’t.
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He presented four of the most important social media apps - Facebook, Google+, Twitter and Pinterest. Each delivers - if you use them properly. But each is a great diversion if you don’t.
Facebook is the ubiquitous site young people use to give out TMI. For business people, it’s a great site to make your profile visible, to talk about your business, to engage others, and make “Friends.” Make it a news source, keep it current - tell everyone you’re hosting a seminar next month or invite people to an upcoming fundraising event. And get your customers, clients or donors to “Like” you.
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“Everyone should use Google+” Clark said. It’s similar to Facebook in many ways. One difference is that it creates “circles” that parallel the way people build distinct networks - family, business associates, customers, friends, their softball team. It also ties in with Google’s own application network - search, YouTube, and new feature called Hangouts…
Twitter is more than knowing where Katy Perry is right now. It is also a marketing support tool. Using 140 character “tweets” with links to longer stories or videos, a business can create awareness, build relationships, promote a product and survey customers. And as the best servant of immediacy, it enables a business to offer here and now coupons.
Pinterest is a terrific site if visuals strengthen a business - a realtor can post photos or a video tour of a listing. But it’s also a great site for looking at cat pictures when that’s not the most important thing you should be doing at the moment.
Susan Catalano, co-founder of HireWorthy in Weston, introduced LinkedIn, a “no investment” social media app that creates individual and business visibility. She told the group that every professional who is not on LinkedIn should join immediately, and everyone who is should update their profile and keep it up to date.
LinkedIn members create profiles and build networks to peers, customers, organizations, groups - all to publicize themselves and their businesses. Broadcast your skills and expertise. “Post messages, comment on others’ messages, endorse others’ skills…Give your prospects a reason to take action.”
Clark added another no cost way to get a business found by consumers - Search Engine Optimization - embedding highly relevant search terms in every web presence yields better placement among unpaid, “organic,” search returns. For example, a person searches for a Team Brasil shirt to wear to a World Cup watching party. Your site includes “FIFA World Cup,” “team jerseys,” and lists countries whose jerseys you stock. Your competitor only mentions “sports wear” or “team jerseys.” Your listing appears above his.
And, he said, creating a mobile friendly web presence is also essential. A Google study recently found that consumers spend over 15 hours per week researching products on their smart phones, 93 percent buy products they’ve researched and 48 percent said companies whose sites are not mobile friendly made them feel the company doesn’t care about their business.
Photographer Rick Kallaher lightened the mood, while leaving a clear message - “Visuals are very important.” Have your professional picture taken by a professional. “The eyes are the key to the soul,” something your wife and her iPhone may not quite capture. Wear solid colors rather than distracting prints, and bring two outfits. Do your hair. Get plenty of sleep the night before, and when you get the results back have someone else help you select your best photo.
Clark summed up, calling social media essential and saying - “The most important step is to get started.”
