Don’t be fooled!
By Roger La Salle
The changing landscape
The world of business is changing at an alarming rate and we need to move with the times.
Many of us are now open for business 24 hours a day, seven days a week. We are mobile connected, you just never know who may be calling you. A missed call may be a missed opportunity.
In marketing, social media seems to be all the go these days so much so that television advertising is now extremely cheap, except for the few top rating shows. Of course many print publications that relied entirely on advertising are now downsizing, closing or moving to the e-space as they struggle to find relevance for paying customers.
Is it that simple?
All good, but don’t be fooled. Blasting the social media space does have its downsides including the cost, over exposure and money wasted on inappropriate channels.
For example, whilst is may be appropriate to promote and have others wholly endorse a new fitness craze on Facebook, Instagram and some of the other more casual social media sites, the same would not likely apply to a new surgical scalpel, or blood sampling syringe.
The fact is, we need to look at where the market we are targeting clusters. What is appropriate for one is not necessarily the case for the other.
Many experts would say the main purpose of social media in business is to drive people to your web site.
For some products and services this may be so, in which case a lot of work needs to be done to ensure your site is easy and fast to open and grabs the reader’s attention at a glance. SEO of you web site in this case is essential, but properly thought through, this can often be done at for next to no cost.
Many use AdWords to be near the top of Google and BING but this can be very expensive. Further, in many cases people ignore AdWords as it may send the message that you on top, screaming for attention, not because you are good, but because you‘re paying. Beware, the downside of AdWords.
Ideally, if you can identify the most common search term for your business activity and register a URL including that term you are well down the path of being number one without ever paying.
In some cases a web site is not so important or even necessary if the sales process can be made directly from the social media channel. Again, we must ask, where does our market reside and what is the most cost effective interact?
Engaging Social Media?
Whilst some engage social media experts who blast the e-space at a monthly cost, which may be far less than a full time hire, make sure that you are properly targeting your market. You are the experts, so focus your social media people.
For example, we all complain about the traffic these days, but let’s look at the upside. People with long commutes listen to the radio, now more than ever. Use this to advantage, but again, think of your audience. A millennial may listen to a rock station whereas a senior executive, CEO or Board Chairman will be listening to an entirely different station.
Use an Opportunity Matrix to find how your customers behave. The rest will come naturally but don’t be fooled into thinking that blasting on social media is necessarily money well spent.
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Roger La Salle, trains people in innovation, marketing and the new emerging art of Opportunity Capture. “Matrix Thinking”™ is now used in organizations in more than 29 countries. He is sought after as a speaker on Innovation, Opportunity and Business Development, is the author of four books, and a Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies, both in Australia and overseas. He has been responsible for a number of successful technology start-ups and in 2004 was a regular panelist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast