How To Find The Right Social Media Marketing Mix For Your Biz

By on July 20, 2011

As a business owner, you’re faced with a lot of tough choices that you have to make about the promotion of your business. Do you stick with traditional advertising? Do you drop old school internet marketing and replace it with social marketing? There are a lot of things you can do! Today we’re going to discuss how to find the right marketing balance for your business.

Spotlight on Your Business Message

In the never ending sea of social sites, you’ll be tempted to sign up to many that aren’t right for your business. But how are you supposed to know where to go, and what profiles to concentrate on? It’s a fairly safe bet that you have a large customer base on Facebook, Twitter, Youtube and LinkedIn. After all – everyone’s there.

For any other sites you may be interested in integrating into your social marketing mix – you need data. You can’t get it before you sign up and begin to track your efforts. That’s why competitive analysis is important. If your competitors have spent time, money and effort building a presence on a certain social site, then you probably should too. Once you’re there, the metrics will do the rest.

The key is to balance your business message with the many forms of social marketing available on the internet. If your business brand would make a particularly interesting application – it might be worth your while to pour money into that. As long as you are true to the original message of your business, you’ll be able to find the right medium to convey it to your fans.

Don’t Forget To Create a Plan

One of the most common mistakes businesses make, is that they are still stuck in the ‘experimenting’ mindset of 2009. Social media is here, its now, its real. You should have a plan. Without a plan, you won’t be able to track, monitor and measure your progress efficiently on various sites, or through various promotional media.

Join a site – post everyday – look at analytics – change stuff, is NOT a social media marketing plan. Yet shockingly enough, this is the exact formula for many businesses out there in the social sphere right now. Start with small segments of your plan and pick apart each site’s functionality, media buy and marketing platforms.

Not All Success is Worth Repeating

When you get results from social media, they have to be weighed against the time, effort, money and testing that went into them. Once you learn how to communicate with your fans on a certain platform, sales will become easier. But not all social media success is worth repeating. Sometimes you’ll achieve success, and realize that the process was too expensive, challenging or unpredictable.

Look Ahead Not Behind

Social media is always moving forward, so watching out for new ways to market your business is crucial. Keep an eye on mobile marketing, and try to strategize ways of developing your business message on new social technologies. As Ritu B. Pant of ritubpant.com says, it’s about people, platform, participation and promotion. Focus on where your audience is, find them, join in on their conversations and then promote your business!

How do you balance each social marketing process, for a well rounded strategy that works? Share your great insights below!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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