HOME > Guest Blog: Dave Bradley - Not All Social Media Has to Be About Cats
Social Media used to be a great way of showing people what ridiculous things your cat would do, or how your cat resembled Nicholas Lyndhurst or how your cat is scared of a cucumber (see the bottom of the article), then pesky marketers got involved. Nowadays it is very much at the forefront of any sensible businesses marketing strategy. Whether a medium sized law firm using LinkedIn or a small family shop selling cards through Facebook – you can, and should, be maximising your social media powers.
How Dave Bradley Uses Social Media
Dave Bradley is a successful entrepreneur, founder of GLOE and a specialist business coach. Dave has implemented a social media strategy in his business and in this, the first Opus Guest Blog, Dave discusses how and why businesses use social media…
Many of us use Facebook and Twitter as part of our everyday conversations with friends and family but I would suggest as business owners we need to adopt a different mindset towards using social media. Social media is a tool of our trade and as such using it becomes an investment in the growth of our business.
Let’s start with a fundamental question which any business owner needs to ask before making an investment. What is the return on my investment going to be? The answer is always more complex than you spend £10 to return £80.
I was recently approached by a potential customer for our services. The first part of the conversation was around what they wanted to achieve? In this case it was a complex response which involved business goals, life style goals, and managing staff. First question you need to answer is what is your goal? Is it solely a business goal? Some organisations use social media for Corporate Social responsibility, others as a customer service channel. Whatever your response, only when this is identified you can set about developing the appropriate strategies to achieve your ambition.
Part of your business strategy will be marketing your services. Quite simply this lets people know about the products and services you offer.
Social media will be a major part of your marketing strategy. As such it becomes part of your marketing budget. You can use Facebook, LinkedIn, Twitter and the like at no charge except for your labour. If you give your time an hourly rate then you can appreciate how much you are going to invest in your effort. A blog may take 2 hours to write and post, tweets 5-30 minutes each (look for good imagery), and a LinkedIn post 1 hour. This may be a spurious argument because you can do tweets and blogs when you are relaxing by the pool or have a spare minute waiting in a coffee shop, but if you are serious about growing a business then you want to know what return you are getting for your effort. You also want to target that effort to get the best return and establish whether it is best served using a marketing agency to support you.
Only when you have absolute clarity about your business goals should you ask: Who are your potential customers for each of your products or services? What is their need that you can satisfy?
Your investment in using social media now becomes targeted towards your business goals rather than scatter gun. You can identify and use the social media which appeals to your target market. You can create content which is focused on your potential customers. This also means you can measure the return on your investment in line with what you set out to achieve and make adjustments if necessary. In this way using social media becomes a smart marketing tool for growing your business.
This is where social media joins the realms of the Potteresque Dark Arts. Let’s not forget there are many people out there who need us to believe that social media is essential to our business growth. You will find no end of commentators who claim to be able to make thousands $ from their social media exploits. This may be possible but we would never make this claim for a social media campaign. Social media is primarily a marketing not a sales tool. Both Facebook and Twitter are currently developing new ways to change this so new sales avenues may open up in the near future.
Let’s go back to the fundamental question. What do you want to achieve?
Social media will be part of your marketing strategy alongside many other options like magazine advertising, pay per click advertising, PR, email campaigns and good old word of mouth. Your marketing mix will be determined by what you want to achieve.
Some examples of what you want your social media marketing to achieve might be to:
Drive traffic to your website
Raise your profile
Establish your reputation
Sell training plans or training camp places
Sell product like clothing
Provide a public service
To ascertain whether your social media is giving you an ROI be smart:
This is very simple. What does your target audience read? Friends and acquaintances will be your easiest market and will often be friends on Facebook, in your Facebook and Google groups. Twitter is a good scatter gun since you may not know many of your followers. LinkedIn is a good place to gain corporate clients and you can now post blogs to LinkedIn. Pinterest, Tumblr and Instagram have specific types of user. Are they the people you want to attract? If so write content specifically for this audience.
Blogs allow you to create more in-depth content and are good for building your reputation. You can promote your blogs using links on Twitter, Facebook, and your groups. Many of us use services like wordpress.com and Blogger for our blogs. These are brilliant and I use them for fun. For business put your blogs on your website since this is your shop window. Your blog will attract potential customers who may browse a while and make a purchase. SEO is compromised however if you duplicate the content so it’s better to post in one place only.
Keep your eyes open because other social media channels are on the rise. The key is to find out what your target audience is using.
The adage; ‘Content is King’ means whatever channel you use needs good content. It’s your content which attracts people to click through to your website; your shop front.
There is no doubt that social media can play a part in growing your business. Stephen Covey said ‘Begin with the end in mind’, so create your social media campaigns with your business goals in mind. By targeting your effort and resources at a specific target market you can measure the success of each campaign. Then and only then will you know what is working for your business.
If you’ve enjoyed Dave Bradley’s guest blog, you can watch his last webinar on demand for a limited time. Find out more here.
Before you leave, here's the funny cucumber cat video: