As times change and technology progresses, businesses need to create marketing action plans to reflect the trends of their targeted audience. Every business should consider social media marketing to bring in further success. Social media is controlled by customers, which means that businesses can benefit from a social media marketing action plan to enhance their brand. Each social media outlet holds their own value to businesses as they all target and function differently, yet cohesively. Ultimately, the shift in the use of social media has completely changed the objective of any successful marketing plan.
In order for any business to create a productive social media action plan, it must focus on engagement with users and get involved in active listening through the use of social media. There are two different types of active listening, participant listening (asks for feedback and comments through business social media outlets) and unobtrusive listening (searches on conversations regarding the business product or services). Additionally, statistics show that customers prefer social media marketing as it allows them to rate and get information on products through users like themselves. Roughly around fifty percent of social media users have made buys solemnly based on social media brand recommendations.
Yet, a very small percentage of businesses have or use both social media marketing or even use social media outlets to reach their customers. Therefore, it is important to understand and acknowledge both the pros and the challenges presented by social media marketing. Some of the key positives of using social media marketing include brand recognition and authenticity, lower marketing costs, building customer trust and feedback and breeding brand communities. Though, social media marketing has its perks to create customer loyalty and build brand awareness, it is still a participation in public unedited conversation forums. Businesses need to construct a social media marketing plan that is prepared to handle negative conversations and feedback. Ensuring that what they post and how they interact creates a professional brand to its user. Additionally, businesses need to fully understand and educate a themselves on the use and rules of social media use in order to avoid legal implications.
Unfortunately, businesses must be aware of difficult customers who seek to write bad reviews when the opportunity is presented (aka Karens), but writing down a set of rules will manage and overcome these challenges. As a result, once a business understands the main purpose of social media marketing, it can do a lot to increase your traffic and grow the success of the business. To sum it up, businesses who do not engage in social media marketing, miss out on a huge opportunity to connect with potential customers.
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