Social media marketing: Good for reaching prospective customers, job seekers and investors alike
Something my boss said recently in regard to a weekly Internet radio show we started for Bizzuka got me thinking. "What you're doing (in terms of the show) will not just help us create greater awareness among prospects, but among those considering coming to work for us," he said.
It caused me to realize that marketing, especially social media marketing, is not just about building a prospect list. Sometimes, whether intentional or not, it's also about attracting quality talent and/or wealthy investors.
In yesterday's post featuring real estate blogger Andy Kaufman, he made reference to something mortgage blogger Brian Brady said about the web: "By using these online tools to connect and generate social capital, we're leaving little bread crumbs all over the internet that show our passion and knowledge."
All these various forms of online media - blogs, podcasts, social networks, social bookmarking and sharing sites - create a sense of ubiquity, said Kaufman. Literally, it seems we're everywhere, at least so far as Google is concerned. And that bodes well when prospects, job seekers or investors do a search.
Plus, it helps us manage our online reputation. Consistently created content drives down the chance that something critical that's been said will rank highly. Barring the breakout of a viral storm of criticism, negative content is literally overwhelmed.
I think it's good for any business to present a 360 degree view of itself. In this day when Google is the new yellow pages, it's a differentiating factor.
We'll keep using every form of social media we can think of to build our brand, showcase our people, products and services, and create a community of interested followers - whether they are prospective customers, employees or investors. In this era of the Web 2.0, it just makes sense. We'll do it because we can...and so can you!
Are we making optimum use of all these tools? Probably not, but I'm working on it. Doubtless, there is room for improvement.
One thing we try and do is use social media marketing tools to build awareness about other forms of marketing, such as sponsorships, Webinars and email. The more we can integrate marketing efforts, the better. Even though we're attempting to present a circumferential view of our company, we want the message to be consistent.
Here's a drumroll of social media tools Bizzuka is currently using. How does it stack up against your company?
Ning: Paul Chaney
StumbleUpon: pchaney
"Plus, it helps us manage our online reputation. Consistently created content drives down the chance that something critical that's been said about us will rank highly. Barring the breakout of a viral storm of criticism, negative content is literally overwhelmed"
I didn't even think of this option. That's a very good reason for updated and adding content
Posted by: Brian Brady | June 25, 2008 at 10:28 AM
Hey Paul,
I was wondering what might be the most effective way to use social networking?
I have a profile on Blogcatalog which I use the most, and Facebook, which I use less, and Ive just signed up with Splurk as I like the short sharp update aspect of it.
I want to spread word of my business, which is publishing my own children's books.
My target audience is primarily parents and teachers, but includes anyone who buys books for kids aged 3-8.
Would you suggest networking specifically where those parents and teachers are, or where my own interests take me?
It's such a huge place out there, and I only have limited time to spend each week on this.
How can I be most effective.?
Is it a matter of being very pro active in a few places, or graze on much larger areas?
What would you advise? I would be really interested in your views as this is something I have been struggling with for a while.
Posted by: helen mcglasson | July 07, 2008 at 11:16 AM
Helen,
Thanks for those questions. Here's my take and I welcome others to chime in.
The money is in the niches. While your books may have mass appeal, as you suggest you don't have the time (nor the budget I imagine) to reach a mass audience. That's why I would concentrate my efforts on participating in social networks where parents of young children are to be found. "Mommy and Me" might be one example.
I would also start blogging. That's still one of the best ways (if not the best way) to establish your credibility as an author. But, I wouldn't limit it to blogging. Participating in social networks, commenting on other topically-related blogs,etc. are all ways to build some name recognition.
A couple of other ideas...
Free book offer - That's one way to build some word-of-mouth
Advertising - You might also consider advertising on some of these niche social networks. I'd hold off on that until you see where the other gets you.
Lastly, I'd join LinkedIn and network with other authors. Join Twitter and Plurk as well.
I believe wholeheartedly that "conversations lead to clients," or in your case, customers.
Posted by: Paul Chaney | July 07, 2008 at 11:28 AM
Hi Helen. Blog book tours, where reviews of your book appear on several blogs over the course of the week, along with interviews featuring you and the blogger, are proven book marketing techniques. The blog book tour should focus on blogs in your niche market, including family blogs, parenting blogs, educational blogs, book blogs, and so on. Build a blog tour theme.
Many family oriented internet radio shows are seeking guests. You could contact the PR department of such internet radio networks as BlogTalkRadio and Talk Shoe. A quick Google search will turn up several. Their PR reps will send your request to several related hosts. You can listen to and comment on some shows and become known to the host, and approach the hosts directly as well.
Are you blogging, and using Twitter and other social media tools to build relationships with other bloggers? You can create podcasts (Audacity is free) and do virtual readings from your book, and place the podcast on your blog for download. You can do virtual readings, and create a book trailer on YouTube as well.
As with creating a blog book tour on your own, be sure to build a relationship with the bloggers and hosts in advance to build trust and to get to know one another.
All my best on the success your book.
Posted by: Wayne Hurlbert | July 07, 2008 at 01:19 PM