It is All about digital marketing,
I listen to far too often from medium towards the larger corporations that the biggest worry they have with any digital marketing strategy, predominantly utilising Facebook, or any social media platform for that matter; the possibility of receiving adverse comments on their Facebook business webpages etc .
Well that is an interesting concept; aren’t they saying categorically that they expect negative comments because they either don’t believe in their product or they have concern about their ability to provide an accepted level of service to their customer? They consider a digital marketing strategy along with Social Media dangerous to their brand, this is so typical with corporate Fats Cats operating in a safety net, while collecting their large salaries, yet achieving nothing…
So from the starting point they do not have faith in their product? Then why on earth are they in business or why on earth do they work with an organisation that they fear! What say we they just improve their game and obtain back to basics?
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OK, Im side tracking again.
Or even easier compared to that, encourage the negativity, may fear it. After all, it is that negativity that can help them strive towards the perfect product or greater support; the negative comments are from their customers or potential customers, shouldn’t they be listening (or engaging) using them? Of course they should! That is what electronic marketing is all about.
Marketing has joined a completely new paradigm of client engagement, (due to many digital marketing techniques) listening and evolution. Classic marketing techniques are not only coming back, they may be back, and to top it off relationships are being forged like never before.
Facebook, as one example, has given an opportunity for the first time in history to create a someone to many and many to one communication platform for business. A business can market itself to many people at once (like the TV, radio or even print media) BUT Facebook allows for the many in order to chat back, and not only to a person but to each other.
To not embrace this particular paradigm shift is not only foolish, yet naive. Embrace digital media.
Today let me assume that many of you are conscious how important your use of digital press, and more so Facebook, for your business is; you have setup a Facebook page and started to post content material. Great, BUT , you have to do it right! Facebook is about engagement and connection building, some of you will recognise that will concept to brand marketing. Nicely that’s exactly what it is. It is a platform for you to market your brand, not relentless selling as many do. This is a key part of digital marketing with Social Media.
Let me get back to what caused me to write this post. I had observed a rather large business, in the Wellness niche, post a comment on Facebook about health insurance (obviously, that’s what they sell after all) They apparently got inundated with some negative feedback. This is fine, but it’s what they did next that was a disaster! And it’s not the first time I have seen this completed, and certainly wont be the last. Instead of addressing (engaging) with their potential prospects they made a comment on the post stating that they have removed a few comments due to the nature of them. WORLD FAMOUS FAIL! especially for a digital marketing business. The only comment they made was to highlight that they censure their content. Does that not allow you to question their integrity as a small business? So the opportunity to engage and potentially gain respect, and more customers, was blow out the door; not only did they not engage (which incidentally this page rarely does) but they had such disrespect for the potential customer that they deleted their comments.
I’m not having a go at this particular business, I have a close friend whose business does some great stuff on Facebook, but they don’t engage! They miss out the number one reason they are digital marketing on Facebook; engagement and developing a fan base (customers and potential customers). They regularly post some great images, and I always make a comment, however, not once has there been an answer to my comment! Again, fail! A business should make it policy to truly have the last word on ALL comments on Facebook. The concerning point here is this particular business outsource there Social Media to a supposed expert.
Getting back to the moral of the story, use digital marketing strategies, especially Facebook for your Business, promote your business on Facebook not by advertising but providing interesting content; and most importantly ENGAGE with your fans! That is what marketing is focused on after all!