Sep 10
10
How Local Search Marketing Fits The Social Media Profile
As local search marketing consultants one of the services we offer our clients is setting up a social media marketing plan.
It therefore makes sense that once the social media aspect is set as part of your overall local search marketing business plan, that we monitor closely what people are saying about your local online business.
Do You Use Social Media As Part Of Your Local Search Marketing?
Most Local Business owners have around 10% social media marketing incorporated into their overall local search marketing strategy. It makes perfect sense that social media can bring a lot of customers to know your business which is is your main objective, but make sure you monitor what people say about your business online because this commentary either makes or breaks your business reputation and whether customers like or dislike doing business with you.
Online Sales Come From Local Search Marketing And Social Media Networks
On a more positive note, consumers are talking about your local business in social media channels, and you need a strategy to engage in these conversations. Ignoring them – or jumping in without a plan – is a missed opportunity.
So here are the six lessons that you can learn about using social media to shift brand perceptions and increase online sales keeping in mind that this only one part of your local search marketing plan:
Lesson #1. Listen before you speak
Listening and researching your market are well-known prerequisites to entering social media. However, once you’ve entered the space, you should keep your ears open.Listening to social channels like blogs and forums gives you insight into the market’s reactions to your local business, products, competition and trends. It also can guide you in your response to negative feedback.
Lesson #2. Add value when joining conversations
People often compare products or services in forums and blogs, or wonder aloud in social channels which product they should buy. In these cases, you can respond with third-party reviews and sample photos or videos about your products. The key is to provide information to help the consumer decide – not to barge in and offer a discount.
In response to social media complaints about your product send your complainants to links offering potential solutions. For example, you can send a person complaining to a link to a product user manual and to customer service contact information.
Lesson #3. Don’t be intrusive
A conversation between two people, such as on Facebook, is not a good place to add your company’s point of view. Doing so would be intrusive and could upset them. Places such as public forums and blog posts are much more appropriate places to add your commentary.
Most Local Search Marketing Business' Do The Social Media Stuff All Wrong
Lesson #4. Use real people to monitor
Showing real people behind your brand is important:
- First, no one wants to talk to a logo. They want to speak with a person.
- Second, if someone is angry, they’re more likely to tone down their language when dealing with a person.
Lesson #5. Treat consumer and business customers differently
In other words having a chat with a customer on FaceBook will be different to a large corporate who you have been using your services as part of their outsource strategy. e.g. with a corporate customer you will strive to raise awareness and establish your service leadership by:
- Creating relevant content, such as white papers or blog posts
- Contributing to relevant conversations online
- Refer commentators to your educational content
Lesson #6. Transparency is paramount
When engaging in social media uphold to do the following
- Identify who is speaking to you and build both report which leads onto trust
- Uphold your business values
- Be transparent and be yourself
- Protect confidential information
- Avoid unsubstantiated product claims eg. that your product does this but in fact doesn't
Local Search Marketing is very diverse with many disciplines to be mastered. I hope this post on social media has informed you how easy it is to use social media to build business sales.
If you want more about local search marketing, then click here
