Can Social Media Generate Visibility and Sales for Your Company?
August 10, 2009 by Mary Ellen
“We’re kind of thinking about social media. I don’t know much about it. How could a company like ours use social media to reach out to potential customers?”
Before I could answer, my luncheon partner added, “You know, I don’t really know what exactly you do. Does your company even address these kind of questions? I’d like to pick your brain on some marketing questions.”
Because more small business owners are asking, I took real questions from a recent sales call and detailed them here for you.
Question:
Can social media serve a regional pet food company?
Answer:
Yes. For example, you could use Facebook to announce special events. Or, a tool like Twitter could provide information about pet food to dog owners across the country. A blog could feature product information or stories from pet owners who’d used your product. You could discuss your product and how it compares to other similar products. We’re speculating here. There are dozens of social media channels or outlets. Using any of them requires a strategy. What is it you want to achieve?
Question:
Could I promote a taste event for dogs?
Answer:
Sure, why not? Take a flip cam with you to the event and film the dogs enjoying your product. That kind of fun can go a long ways towards generating enthusiasm for the product. Let the public see the natural reaction of pets to your food.
By the way, plan to take a model release form with you and get the pet owners to sign off on your rights to use that film in the promotion of your product. Video is one of the hottest items out there right now. Your video from a special tasting event could be used on your own website as well as posted on YouTube or Vimeo or dozens of other sites that might be appropriate. Still pictures, for example could be posted on Flickr.
What if, for example, you used a flip cam to talk with store owners about product experiences. You could post those videos on the web and begin to tell your product story in a different way. (Remember, when you say it, it’s a claim. When the customer says it, it’s fact.) Recent sales research shows potential customers prefer this type of sharing to blatant advertising. Social media can help with that goal.
Question:
Couldn’t I develop something in social media and not have to worry about my website?
Answer:
That strategy may not serve you well long-term. When you post information on Facebook, it’s not the same as posting it on your website. Facebook owns their application. If you violate Facebook rules, your postings, fan page, or any other information could potentially be disallowed and then your hard work would be lost.
Question:
So do I need to think about making use of social media or is it just for the big companies?
Answer:
Social media could start a grassroots buzz about your product, regardless of your company size. It won’t happen without careful planning. Think it through. Strategize. Your social media success will be in direct proportion to the effort you put into it.
Okay. Rather than winging it, take the time to answer some specific questions about your target and long term goals. We’ll talk more about those – and how they apply to social media – in future postings.
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Mary Ellen – This is a big help, thanks!
Anytime, Roby!