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Social Media Marketing: Doing More With Less

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One of the major benefits of using social media is the ability to reach a large audience without spending loads of money or time. On Friday at The SMART Show in Chicago, Steve Robinson of Constant Contact talked about how to get the most out of your social media marketing.

According to Robinson, a Nielsen survey revealed that 78 percent of consumers most trust third-party recommendations when they’re choosing a product or service to buy. Some of those people are getting their recommendations from friends, but more and more are going online to Yelp, Google, and other sites for them. So spreading positive messaging via social media can be a huge way to convince shoppers to come to you.

Here are some of Robinson’s tips for making social media work for you:

  • Don’t assume you have to be on Facebook. Your most important social media tool is where your customers and prospects are, which varies according to location, target market, and other factors. It may be Facebook, but it may not be.
  • Instead of trying to use 4 or 5 social networks at once, focus on one. When you feel you’ve mastered it, move on to another.
  • If you’re not offering an excellent customer experience, fix that before you start social media marketing. Otherwise, people aren’t going to post good things about you.
  • Set measurable goals — how many Twitter followers or Facebook likes you want to gain, how many of your posts you want to see shared or retweeted, how many website hits you want to get, or how much face-to-face business you want to generate. The goal itself doesn’t matter as much as that it’s measurable.
  • You don’t have to come up with all your content. A lot can be retweeted or shared from elsewhere. Some needs to be original, but you can also be an aggregator who finds information that will be interesting to the people in your network.
  • If you share a great offer, make sure you can fulfill it. The worst thing you can do is attract a lot of attention with a great offer and then not be able to meet the demand, and end up creating a negative customer experience.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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David Squires

Social Media Marketing: Doing More With Less

mm

Published

on

One of the major benefits of using social media is the ability to reach a large audience without spending loads of money or time. On Friday at The SMART Show in Chicago, Steve Robinson of Constant Contact talked about how to get the most out of your social media marketing.

According to Robinson, a Nielsen survey revealed that 78 percent of consumers most trust third-party recommendations when they’re choosing a product or service to buy. Some of those people are getting their recommendations from friends, but more and more are going online to Yelp, Google, and other sites for them. So spreading positive messaging via social media can be a huge way to convince shoppers to come to you.

Here are some of Robinson’s tips for making social media work for you:

  • Don’t assume you have to be on Facebook. Your most important social media tool is where your customers and prospects are, which varies according to location, target market, and other factors. It may be Facebook, but it may not be.
  • Instead of trying to use 4 or 5 social networks at once, focus on one. When you feel you’ve mastered it, move on to another.
  • If you’re not offering an excellent customer experience, fix that before you start social media marketing. Otherwise, people aren’t going to post good things about you.
  • Set measurable goals — how many Twitter followers or Facebook likes you want to gain, how many of your posts you want to see shared or retweeted, how many website hits you want to get, or how much face-to-face business you want to generate. The goal itself doesn’t matter as much as that it’s measurable.
  • You don’t have to come up with all your content. A lot can be retweeted or shared from elsewhere. Some needs to be original, but you can also be an aggregator who finds information that will be interesting to the people in your network.
  • If you share a great offer, make sure you can fulfill it. The worst thing you can do is attract a lot of attention with a great offer and then not be able to meet the demand, and end up creating a negative customer experience.

{JFBCLike}

{JFBCComments}

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular