Social Media Marketing is Branding
Social Media Marketing is Branding
None of these things lead directly to conversions but they do lead to higher company awareness and the good old fashioned fuzzy-feelings we get when we know that that we are valued as a customer. Most times we are probably not even be aware of these things on a conscious level. But the effect shows as we have a tendency to patron these companies more frequently than the other alternatives.
Branding is a viable marketing strategy
Businesses worldwide invest millions of dollars in branding campaigns each year. In fact, let's put aside pure branding campaigns. If you think about it, providing good customer service is branding too. The quality of customer service a company provides (good or bad), causes an image of that company to be branded into the consumers mind. Over time, a little here and a little there builds up into a solid perception of that company. Whether they like it or not they have established a recognizable brand by doing little more than going about their business.
When it comes to realizing the benefits of branding, most companies will tell you that it is valuable. But increases in sales can rarely be traced back to a single customer service or branding event. But that doesn't negate the value or stop companies from investing their money into these types of campaigns. The lack of trackable ROI on a per-sale level doesn't make branding (or good customer service) an unnecessary expense. In fact I don't think any consumer would argue against the necessity of excellent customer service.
So what's all this have to do with social media?
Social media is branding
Over time Target may see an increase in brand awareness and overall sales due to their clever TV commercials that do little more than show people dancing around a red target symbol, but I doubt they can trace any sales increase to a single commercial spot. I'm sure Wal-Mart can't track a single purchase to the addition of the elderly employee standing at the entrance greeting customers. But when we walk through those doors, we feel that Wal-Mart cares just a little bit more about me, the customer. So goes social media.
When we engage in social media and online social networking, we similarly don't see any immediate, trackable results. But, like branding and customer service, we don't need to in order to understand that it's valuable. When companies engage in social media they can't think of it as a traditional marketing expense with a return on investment that can be shown on paper. Results won't be seen immediately and usually only after a very long period of time, and you'll not likely be able to pinpoint a single new sale or customer on a particular branding campaign.
But social media is still important. It provides a way for companies to get out there and get noticed. It's an opportunity to go where the consumers are and create a presence. Like a TV ad, you don't have to wait for consumers to find you, you go where they are. But instead of forcing yourself on them while they are watching their favorite TV show, social media let's you actually hang out with them. You're not the ad on the wall, you're the guy holding the drink telling stories that your audience finds fascinating.
Social media is better than branding and customer service
Because of the direct interaction social media affords the client with their customers, it truly is better than any branding campaign, including one-on-one customer service. Customer service means that the target consumer has to become a customer first (or at least be very close to becoming a customer) before you can make a good impression.
Social media, however allows you to brand yourself long before anyone becomes your customer. And it can often be the catalyst that brings them over. And why wouldn't they? You've already become a part of the group. In fact, if you've done your social marketing right, you've already become their friend. This is interactive branding at work.
So don't be afraid to participate in social media just because you don't see the ROI. You're not likely to, at least not immediately and not in a way you can pinpoint one event causing another. But over time, you can build your social reputation. This leads to credibility. And over time that credibility and awareness will very likely lead to an increase in your customer base.
Social Media Marketing is Branding - To learn more about this author, visit Stoney G deGeyter's Website.
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Think of all the ways that companies use branding to build awareness of themselves or to promote their social awareness and customer service values. A few things come to mind such as greeters at the entrance of my favorite store, go-green awareness issues, charity drives that "give back" to the community for every purchase made, TV screens playing music videos or news as you wait in line, and the list goes on.
None of these things lead directly to conversions but they do lead to higher company awareness and the good old fashioned fuzzy-feelings we get when we know that that we are valued as a customer. Most times we are probably not even be aware of these things on a conscious level. But the effect shows as we have a tendency to patron these companies more frequently than the other alternatives.
Branding is a viable marketing strategy
Businesses worldwide invest millions of dollars in branding campaigns each year. In fact, let's put aside pure branding campaigns. If you think about it, providing good customer service is branding too. The quality of customer service a company provides (good or bad), causes an image of that company to be branded into the consumers mind. Over time, a little here and a little there builds up into a solid perception of that company. Whether they like it or not they have established a recognizable brand by doing little more than going about their business.
When it comes to realizing the benefits of branding, most companies will tell you that it is valuable. But increases in sales can rarely be traced back to a single customer service or branding event. But that doesn't negate the value or stop companies from investing their money into these types of campaigns. The lack of trackable ROI on a per-sale level doesn't make branding (or good customer service) an unnecessary expense. In fact I don't think any consumer would argue against the necessity of excellent customer service.
So what's all this have to do with social media?
Social media is branding
Over time Target may see an increase in brand awareness and overall sales due to their clever TV commercials that do little more than show people dancing around a red target symbol, but I doubt they can trace any sales increase to a single commercial spot. I'm sure Wal-Mart can't track a single purchase to the addition of the elderly employee standing at the entrance greeting customers. But when we walk through those doors, we feel that Wal-Mart cares just a little bit more about me, the customer. So goes social media.
When we engage in social media and online social networking, we similarly don't see any immediate, trackable results. But, like branding and customer service, we don't need to in order to understand that it's valuable. When companies engage in social media they can't think of it as a traditional marketing expense with a return on investment that can be shown on paper. Results won't be seen immediately and usually only after a very long period of time, and you'll not likely be able to pinpoint a single new sale or customer on a particular branding campaign.
But social media is still important. It provides a way for companies to get out there and get noticed. It's an opportunity to go where the consumers are and create a presence. Like a TV ad, you don't have to wait for consumers to find you, you go where they are. But instead of forcing yourself on them while they are watching their favorite TV show, social media let's you actually hang out with them. You're not the ad on the wall, you're the guy holding the drink telling stories that your audience finds fascinating.
Social media is better than branding and customer service
Because of the direct interaction social media affords the client with their customers, it truly is better than any branding campaign, including one-on-one customer service. Customer service means that the target consumer has to become a customer first (or at least be very close to becoming a customer) before you can make a good impression.
Social media, however allows you to brand yourself long before anyone becomes your customer. And it can often be the catalyst that brings them over. And why wouldn't they? You've already become a part of the group. In fact, if you've done your social marketing right, you've already become their friend. This is interactive branding at work.
So don't be afraid to participate in social media just because you don't see the ROI. You're not likely to, at least not immediately and not in a way you can pinpoint one event causing another. But over time, you can build your social reputation. This leads to credibility. And over time that credibility and awareness will very likely lead to an increase in your customer base.
Social Media Marketing is Branding - To learn more about this author, visit Stoney G deGeyter's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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