The beauty of social media is its accessibility – no matter what the size of your organisation, provided there’s someone savvy who can take ownership of your firm’s profile, you can leverage this particular type of online marketing. But whether you’re planning a little light Tweeting, or a major campaign involving Facebook, Youtube videos and blogging, the most important thing is to make sure that your activity tallies up with your marketing objectives.
It’s important to consider the various channels available to you, and work out which ones will reach your target audience of potential customers:
LinkedIn – This online business networking tool is great for working your personal network. You can make connections with friends, colleagues and customers, find out who knows who, and request introductions to new people. Contacts can also write ‘recommendations’, which are basically testimonials that will be displayed on your profile. If yours is a B2B operation, you might want to consider joining a specialist group, and sharing your expertise on the forums.
Facebook – This network is best leveraged by the type of businesses that consumers are likely to chat about during their social interactions. For example, someone might recommend a restaurant or local independent shop, or they may want to find out more about a hobby or their favourite brand of clothing. Businesses can set up their own pages, upload pictures and information about their activities, then post ‘updates’. It’s best to make sure these encourage interaction from Facebook users who ‘like’ the page, rather than just churning out commercial messages. If social media users feel like you’re spamming them, they won’t want to engage with the brand.
Twitter – This 140-character micro-blogging channel is simple yet effective. It’s important to make sure your account name is as close as possible to your business name, even if you have to use an underscore – as spaces are not allowed, also think about how upper and lower cases can be used to clarify. As with updates on other platforms, it’s important to get the frequency and content right. Don’t bombard your followers with lots of tweets, and try to post something regularly. Again, constant commercial messages are a no-no, although there’s no harm in promoting the odd special offer. Asking questions about your industry or service is a good way of inviting feedback, while highlighting pertinent news stories will highlight your specialist awareness.
Blog – To boost your website up the organic search rankings, it’s best to have your blog integrated into your website, because the more relevant content you can put on your site the higher it will be ranked. But what should you write about? Think about the sort of questions that your customers ask you. What sort of advice are your employees always dishing out? Are there any current industry issues that you can offer a perspective upon? If you’re really stuck, have a sneaky peek at your competitors, to see what’s on their news agenda. However, don’t whatever you do copy their posts, since you’ll be breaking Copyright rules. Once you’ve posted a new blog entry, it’s well worth promoting it through the other social media channels, so your LinkedIn, Facebook and Twitter contacts all know you’ve added new content.
Whichever channel – or combination of channels – that you choose, the key to success with all of them is to engage with your prospective and existing customers on the level that they wish to engage upon. By being open and friendly, welcoming and responding to both positive and negative comments, you will achieve more respect that if you use these platforms as advertising vehicles. It goes without saying that you also need to respond promptly, as social media users will expect this communication channel to be checked almost as often as you check your email or voicemail.
Social media is a great opportunity, but in order to achieve your business objectives, it should be wielded carefully.
Happy New Year! Hopefully you’ve had a well-deserved Christmas break and have come back to work raring to go. However, if understandably you’re feeling rather cautious after so much negativity in the press, we’re here to remind you that there are several reasons to feel positive about 2012.
As financial experts with over 2,000 clients in Essex and London, we have a good insight into how local businesses are faring, and what’s clear is that this year will continue to reward the best: those who offer the best service, the best value, and are structured and managed in the best way for the challenges and opportunities ahead.
So if you’re slightly in the doldrums after the festive high, take at look at some concrete reasons to feel better about the coming year, and then call us to make sure you’re in the best possible position to make sure your business achieves its full potential!
Going UP!
Clearly the economy is suffering, but the outlook for entrepreneurial small and medium sized businesses is encouraging. A key difference between this recession and the last is that business is far more fragmented – with SMEs accounting for 99% of all enterprise in the UK. Add to this the wealth of communications technology available to all, and we’re in a far better position to survive and prosper than in any previous downturn.
A snap-shot of recent good news:
- Last year alone 480,000 new businesses were created, creating jobs and investment opportunities throughout the UK.
- The Markit/CIPS Purchasing Managers’ Index showed an increase in the UK service sector, with better than expected performances for the manufacturing and construction sectors.
- British factories received a surge in orders from Germany, Eastern Europe and China in December in 2011.
- Christmas high street sales were much stronger than anticipated.
- House purchase loans have hit their highest level since December 2009.
- Four fifths of SMEs (up from 76 percent in 2010) believe that 2012 will be as prosperous or more prosperous than 2011.
- Advances in digital marketing and social media have made communicating with new and existing customers much easier for every business. With access to such a powerful and cost effective tool, more and more companies are finding themselves better able to compete.
Success in this context relies upon sustained investment in skills, innovation, service and organisation. We can help you with some of these areas – and probably more than you’d expect from a traditional accountant. In addition to being experts in all aspects of corporate finance, we also have sector-specific expertise and are well placed to help you develop, grow and even network.
So whether you need an injection of positivity, or we’re preaching to the converted and you want to find out more about how we can help you this year, please contact CBHC today.