Are you using digital marketing to boost your business? If not, you’re missing out on a great opportunity to reach potential customers.
There was a time when all it took to get your message to customers was a nicely placed ad or maybe some meetings with company executives. But social media has changed all that. Drastically.
Are you keeping up?
It’s still worth it to reach out to high-level executives since they’re signing off on most everything. But it turns out that millennials are doing much of the research and legwork for most businesses and their influence cannot be underestimated.
While many in this age group aren’t yet in executive level meetings, they are savvy in the ways of social media. They are constantly on the lookout across social platforms, using a range of mobile devices, looking for the best deals.
91% of business-to-business marketers share their content on LinkedIn, with Twitter, Facebook, and YouTube being almost as popular.
But using social media is a delicate business. While you want to reach customers with important information about your business, you don’t want to bombard them with too much all day long across all platforms. Finding balance and relevant content is key. Identify your customers’ needs and offer insight but don’t push the hard sell. They’ll definitely consider you when thinking of a purchase.
Consider the two types of engagement on social media.
- Passive engagement is when customers aren’t necessarily in the market for a product or service but they are willing to listen. Engaging with them in this state will raise interest in your company and products
- Active engagement is when customers are ready to purchase. If you’ve spent the time and cultivated their interest through social channels, chances are they’ll think of you first.
Brands who stay continuously engaged in social media are up to three times more likely to have their products and services purchased.
Jumping into social channels may require a bit of reworking of your business strategy but it’s well worth it in the long run.
Here's another piece that gives some more insight into using digital marketing to benefit your business.