Hopefully I'm preaching to the converted here, but I think there are a few little fish out there that are not getting the most out of their customer base.
It's important to go back to basics and remember that once someone has purchased something from you once, if the purchasing process was positive, chances are they will buy from you again!
You don't have to wait for them to come to you though! Why not look at a strategy for inviting your customers back to visit you often! Here are a couple of examples of what you can do:
If your business involves shipping product to your customers:
If your business is service oriented:
In most cases, the use of social media is designed to draw people to your website and to encourage them to purchase your product or service. Whenever you send out information, whether it be electronic or in hard copy, make sure that the piece is branded well and clearly shows the company's web site. For example, advertise a great offer or promotion on Facebook, but ensure that the customer has to click through to your website to see more. Who knows what other products they might purchase whilst looking through the site? Branding and consistency is also key - make sure that all your collateral has a similar look and feel which will help in recalling the company name or web address down the track!
If you'd like further advice on looking after your customers, consider me your new BFF! Give me a buzz!
I saw a question posed on LinkedIn the other day that asked this question. I found it strange because right away my answer is that you need to focus on both! But it got me thinking... are there any reasons why you should focus on one or the other?
It really does depend on what you are trying to achieve. If, for example, you are selling product on your website, then your social media should drive people to your site. So which one is more important? I'd say both! Your website has to be up to date and contain relevant content, but social media is the best way to inform people about the existence of your site.
If your website is all about raising awareness, then I think the answer is slightly different, but we end up at the same conclusion. Social Media AND the website will therefore be doing the same thing. However, a website enables you to provide more information than social media can offer. For example, instagram allows you to post a picture and a comment, Facebook allows you to post a status, and as for Twitter, well, you're limited to just a handful of characters! Of course there are many more options but I think you get the drift. Your website will give you more room to promote your product, service, or cause - and potentially promote it in different ways to different audiences! But again, you have to have some way of driving people to your site, so social media is an excellent vehicle for this.
If you think you only have time to do one or the other, I think you need to re-address the way you divide your time. There are plenty of tools out on the market that allow you to link your social media to each other, so potentially you only need to post something once, and it populates across the different platforms you have chosen. So keep that website up to date, and consider posting when you've updated your site - do you have a new product or service, or is there a special offer you're promoting for the month? Whilst many sites state that you must be putting information up on social media frequently - like 3 -4 times a day, you are much better off posting relevant and up to date content when it is available than just posting because "you were told you should do it that way".
IS WHAT YOU'RE DOING EFFECTIVE?
If you haven't looked into Google Analytics or Webmaster tools (or plenty of other tools out there), it might be time to do so. There's no point continually posting information if no one's looking at it! Then it is truly a waste of your time. You might be making lots of sales, but if this is the case, then it's not from your social media or website strategy! (Imagine what you could be achieving if your online strategies worked??!!)
Make a plan, stick to it for a couple of months, and regularly keep track of who's looking at what. If it's not working, consider another strategy! And don't just expect that because you're paying someone to do it for you, that it is being done, and it's working! Ask to see the reports of effectiveness, and if they can't show you that what they are doing is making a difference, then it's definitely time for a change.
So after all that rambling, the answer to my question is BOTH! But what do you think?
I have to admit it. I'm one of those people that sees a sign, no matter where it is, and immediately notices the bad spelling or grammar! I'm sure we've all seen them and groaned! What fascinates me is that there are people out there making money from bad signage!!
What's with people not understanding the difference between' your' and 'you're'? Or there, they're and their? Or my personal favorite: "Loose 5 kilos in 5 days". I don't know about you, but having loose kilos does not sound appealing. I'd rather lose them, thanks very much!
I'm a stickler for spelling, and can't understand why it can go so wrong! Computer programs are fully equipped with spell checkers, and I'll almost always ask someone to check my spelling before I send something out - unless it's absolutely urgent!
Whilst some people won't care that you've spelt something wrong, trust me, I will! I'd prefer to find another supplier that has made enough of an effort to get things right. It's a small thing, but in a world where we are all competing against each other to generate leads and win over more customers, why not take that extra 5 minutes to check if your sentence is correct? Or ask someone to help!
Beware those that don't get it right - you may see me growling at you as I pass by! Grrrrrrrr!
So many people in small businesses are time poor or don't understand the rapidly changing landscape of marketing, particularly how they can best use online marketing to their advantage. Here's a collection of ramblings designed to help those little fish out there!
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