Marketing and Promotion Using Social Media

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(The following is excerpted from the author’s second edition of Revealed! Smartselling Strategies.)

If you are an employee of a company, the primary marketing of your products will probably be handled by the company. However, if you are an independent salesperson and the responsibility for marketing is yours, or if you are new at sales, you may want to consider taking a short course in basic marketing.

There are many courses offered online designed to be completed at your own pace and in your own time. Also, explore new marketing strategies that will help you advance your market outreach. It’s essential to know how to use social media connections and new technology options.

Social media is here, and can be very effective if you are willing to give it a try. Not only is social media a vital way to connect in the business world but it’s the way to keep up with what’s going on in your clients’ lives and with other people you will be calling on. If you post a comment on a client’s page, they will be pleased that you took time and noticed them with a short reply.

I don’t view social media as a substitute for personal calls, but it may be the way that many clients prefer to get current information.

There are many good social media experts to help steer you or your company in the right direction. A blog is one way to go, and there are many free blog services. Or consider building a Facebook page. Facebook is a simple and timely way to update clients on new products, technology and promotions you may be offering. It’s easy to post photos on your Facebook timeline. Also, consider putting links to Facebook, Flickr, Twitter, LinkedIn and/or Pinterest on your website to provide current information on you and your company. LinkedIn is targeted for business connections more than the others. In any case, be aware of the group etiquette for each of the social media and how social media can benefit you.

An opportunity to extend your exposure from social media is to link back to your own website from your social media pages. Paid advertising and targeted promotions are other possibilities in social media. But it does take time to accumulate a long list of friends, “likes” and “tweets.” When you add new names to your e‑mail contacts and database, be sure to add those to your social media for the widest exposure. At the same time, keep your social media pages current and updated, especially your profiles. Set aside time in your schedule to post on your pages at least once during the week. A “dead” page won’t attract a new client.

While many business people think social media is far more efficient than attending trade shows and making face-to-face calls for establishing contacts, there are others who believe that social media is a waste of time in terms of business return. You won’t know for yourself and your business unless you give it a try. Become familiar with social media and learn how the various platforms might work for you and how people communicate using them. At the same time, social media doesn’t necessarily mark the end of person-to-person, across-the-desk relationships. The two approaches can work together for you.

It’s essential these days to have your own engaging website. Even one page will do. Your website projects the image you want to present for yourself and your products. The site doesn’t need to be entirely promotional. A little humor may engage your audience. Be sure the site is professionally designed and written, and that it offers easy access or links for people to contact you directly from your site. Strike a balance between business updates and a bit of personal news that is related to your business, perhaps some news about an upcoming trip or a new book that you found to be very helpful.

Your website should accurately reflect the information that you present in your social media pages. You might want to include FAQs about your products and services and a contact form for prospective clients to request specific information about you, your services, and your products.

Your web page is also an opportunity to post pictures of completed projects that have some unique appeal to show off your talents. It’s also appropriate to include testimonials from satisfied clients on your page.

MANA welcomes your comments on this article. Write to us at [email protected].