Social Media Is Just A Small Part of Your Marketing Mix

by Vered DeLeeuw

I wish I could tell you that by hiring me, you are going to eliminate the need to do any other type of marketing. But you won’t. By hiring me, or any other social media manager, you are adding to your marketing mix. You’re adding a wonderful, powerful, relatively affordable tool – but it’s an add-on.

Social media marketing can greatly enhance your marketing efforts. A blog can improve your search engine rankings, making it easier for prospects to find you. Social media channels such as Facebook, Twitter and Youtube can make it easier to reach out to prospects, and to communicate with and listen to existing customers. They are also great tools for quick, efficient customer service.

But you still need traditional marketing and traditional PR. As a B2B company, you will continue to run seminars and webinars, publish white papers and press releases and attend/ present in conferences. As a B2C company, you will continue with merchandising activities like coupons, displays, store fronts (real and Internet) and other offers to entice people to buy. You will keep sending out newsletters and email offers, and issuing regular press releases. Both B2B and B2C will continue advertising – online and offline.

Social media will enhance these efforts. Your blog will help position you as a thought-leader in your space. It will help your SEO efforts, making it easier for people to find you. It can also be used as a tool for communicating with prospects and customers, via the comments.

For B2B companies, Twitter and LinkedIn will make it easier to connect with influencers in your industry, including analysts and journalists, and to push your content to the relevant audience via posting it to LinkedIn groups. For B2C companies, Youtube, Facebook and Twitter will all work to not just generate new leads, but also to create brand loyalty among existing customers.

So can social media be your sole marketing activity? Of course not. But it can greatly enhance your marketing efforts and, ultimately, increase your sales.

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