Lately, we have come across a few articles that discuss the benefits of using Facebook to communicate with customers and to build your brand awareness. While we agree with using Facebook as a tool to communicate with customers, we recommend integrating social media with email marketing.
Are you arming your company with the correct tools to reach your target audience?
We came across an article, How to Use Facebook for Wine Marketing, that discusses tools business owners can use to save time with social media by setting up pre- determined content and scheduling comments to post at different times throughout the day and week.
While this route will save you time, it misses a key point: In doing only automated posting, you aren't interacting with your customers in conversations. Putting news out there for your customers to see is a great first step but being effective and successful at social media requires more interaction. If you are looking for ways to manage both, refer back to the August 2011 issue of our bi-monthly newsletter, Strategic Guidance from the Ground Up.
The biggest gap I see when I read articles about using social media to reach consumers is that in most industries, the age demographic range is so wide that it rarely coincides with the majority of social media users.
This year, Pew Research Center conducted research on social media demographics. It showed that the majority of social media users are between the ages of 18 and 29, which approximates to nearly 400 million users. Compare these numbers with the results from the annual research made by Wine Business Monthly on wine consumption. In 2012 their research concluded that the majority of wine consumers are between 35 and 46, about 44 million consumers.
These statistics show that when looking at the majority, there is a big gap in using just social media to connect with your customers. In order to communicate effectively, you have to utilize the tools that your customers are using.
We recommend aligning a social media plan with an email marketing strategy to better communicate special offers and events. In June of this year, a Google blog reported that there were approximately 425 million users using Gmail; in 2011, ComScore revealed 350 million users were using Hotmail and 310 were using Yahoo as their email account provider.
With these figures it is more likely that all your customers or potential customers have an email address, while only a percentage may have social media accounts. Find more information on these statistics in an Email and Webmail Report by Mark Brownlow.
If you are looking to effectively communicate with your customers, we can help. Our Small Business Communications Suite is structured to align a company’s email marketing, social media and media relations into a cohesive strategy. Our cost effective, flat-fee quarterly service combines one media pitch per quarter, monthly email marketing and a 6-month social media strategy. All these services combine to achieve better return on investment plus show how strategic marketing can work for you.
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