The Internet boasts a wealth of opportunities many of which are entirely free, but just because it comes without a price tag is it necessarily worth it?
With the importance of social media shouted at every opportunity plus the dozens of success stories splashed across every industry blog and news sites it is very easy for anyone to get caught up in excitement and rigmarole of it all. Businesses have wisened up to the fact that customers are online and that they need to join the conversation.
What can they learn or benefit from doing so?
- They can receive valuable feedback
- Create meaningful relationships with the target audience
- Identify any upset or complaining customers and help
- Communicate the brand message to a wide audience
- Promote their products and services
So, from the outset, it would make good business sense utilise every direct channel to the consumer. The, its free so what’s the harm, approach to online marketing, whilst having good intentions, is not the best approach to producing effective results. Social media requires time, above everything else, and as we all know time is money so whilst your Facebook profile will come without a price its success will not.
Something for free is nice, but when it comes to building your online presence remember that creating multiple profiles can cost in multiple ways; time and reputation. Any online profile bearing your brand should be kept up to date and to engage your target market this will require constant attention, if a profile is created and abandoned then this will have a negative impact upon your brand image.
It is very easy to set up a page, profile or channel on every social and business network you come across, but before doing so it is worth considering the real value it will bring to your online presence. These online tools are not generically suitable for every business, it is worth remembering that a certain type of people are using them for a reason, and whatever that person is using that website for does it necessarily fit in with your business?
Before any business embarks on an online marketing campaign thorough research must be performed into the marketplace; who are your customers and what online media are they using? Embarking on a wild social media crusade without any planning or preparation will only result in wasted time and effort. Rather than juggle multiple accounts and profiles, each of which will no doubt require a different strategy, opt to streamline all energies into one cohesive social media strategy that may not be entirely free but it will provide a much more pleasing ROI.
