If you think social media is just about kids messaging inanities to each other, or politicians putting their foot in it, think again.
Apparently Investec, the ‘High Net Worth’ bank has a potential pool of about 90,000 customers and they see it as a way of personalising financial services. Zalando has some 28m fashion shoppers looking for advice on the hottest new looks, and Jaguar Land Rover see it as an opportunity for people to engage with the brand, whether you can afford one of their cars or not!
For professional service marketing, and in other B2B markets like technology and engineering, social media is a great way of growing a following of engaged prospects, and offers one method to keep yourself on the radar – this is particularly important where the purchase cycle is infrequent.
The good news is: SOCIAL MEDIA WORKS!
But the bad news is: IT’S COMPLICATED!
There’s a lot to consider, and it has to be done at a senior level as every posting is putting your brand in the public eye, inviting interest, engagement or – yes, it happens – derision. It’s not for the office intern!
‘Campaign’ Magazine recently had a debate about the effectiveness of social media as a channel, and the commentary makes fascinating reading https://www.campaignlive.co.uk/article/social-media-marketing-update-its-complicated/1665996
Moral: be active in social media.
Warning: make sure you do it with expert guidance.
Solution: hire Marcom to make it the most effective marketing channel you have!