The arrival of the large number of social media platforms is not something to fear and resist. It offers any wise entrepreneur a number of new ways to communicate and research his markets. Embracing this new technology and using all the amazing benefits it offers, will allow your business to stand head and shoulders above the competition. The most effective way to leverage all the benefits offered by this new technology is to use a blend of traditional marketing and networking strategies, combined with a targeted social media strategy.
Effective, traditional marketing and networking strategies were always about targeting the right market, identifying the right organisations or people, within those markets and then communicating the right message to them. The objective was and still is to connect with these people, so that they could get to know like and trust you and your product and service. Using traditional methods to market your business, such as print media, radio, television would be pointless, unless you knew who your target client was and how best to reach them. The same basic business principals hold true for any social media marketing strategy.
Effective traditional networking where you would develop, mutually beneficial, connection with the right people, required face to face meeting and developing meaningful connections with people, who could make a difference in your life or business. This has not changed with the advent of social media. Social media has simply accelerated the pace at which you can identify prospective people to connect with. The incredible volume of useful background information, which is available on the various social media platforms, is a powerful tool to help you get to know your prospects and clients better.
An effective social media strategy is not about building massive networks of thousands of distant connections. To be effective you must use the information available through social media, to research and get to know your prospects better. To get the most from your social media marketing and networking strategy, you must know who your ideal client is, what their needs are and where to find them.
Traditional marketing and networking strategies were never effective unless they were targeted at the right people in the right place. The same is true for any strategy, which utilises social media. Carefully select and target individuals, consistently communicate with them, always trying to add value to them. Over time you will build a network of raving fans, who will not only buy your products or services, but who will be an important part of your marketing strategy too.
Social Media as a Networking Tool
Non-relational approaches to networking can never work. Faceless websites, handing out bucket loads of business cards at conferences or sending pointless mass emails is not only ineffective, but can actually drive potential connections away from you. Networking is never about quantity, it is about the quality of relationships you can develop and sustain. The way your business or life turns out is directly proportional to the quality of meaningful relationships you can develop and most importantly sustain.
In this very competitive market place it is imperative that we are known. It is impossible to be needed if you are not known. So yes social media does serve as an opportunity to create awareness about what you and your business offer. Awareness does not create trust or meaningful connection. So if it is purely awareness that you want to create in the market place, then by all means continue to spray a diluted message into the market place via your social media platforms and pray that someone will see it, need it, trust you and then approach you.
