Should your brand be on social media?
To be honest and clear, you should know that not every brand should be on social media.
People are looking at a speific product on social media for example watch, they remember it, registering in their mind, then they go offline to a shop putting it on their hands and then maybe buying it.
So, you must think about the product or service that you’re marketing and ask yourself:
Is someone looking for this product or service on social media?
If the answer is “yes”, go ahead and concentrate a lot on your strategy on social meda website.
Ask also another question:
Can they use social media to nudge or infuence customers to buy product offline?
If “yes”, then go ahead with social media website.
And here arise another important question:
Should you be concentrating on all social media platforms?
Again maybe not. For example see a watch on instagram but not on YouTube or LinkedIn.
So, the first two things you need to understand:
- Should your brand be on social media? If yes excellent.
- Then which social media should you be on?
And to get the answer for both the above questions, you need to define your customer’s journey.
You should know is the customer seeing this from a newspaper, then coming to a shop!
After coming to a shop is He/She seeing it on social media?
And once you have your customer journey plotted, you’ll know which social media platform you should be on.
PLOT YOUR CUSTOMER JOURNEY
In marketing everybody will tell you marketing is about:
- Awareness
- Interest
- Desire
- Action
But that is normal marketing, because social marketing is different. Social media has one more stage which is: Loyalty & Advocacy
If you use social media to engage with your loyal customers, and further get those loyal customers to advocate your brand on a social media website, your customer acquistion cost will be genuinely minimal.
“Loyalty and Advocacy campaigns get you the fastest customers with minimum time and money spent on any marketin campaign”
So, remember that, get your customers digital journey correct, figure out which platform to use, figure out if you should use social media, and once you start using social media, concentrate not just on getting a purchase, but also on brand advocacy and loyalty.