Twitter, LinkedIn, Facebook, Google+ and now Pinterest -- the number of social networking sites clamoring for our attention can seek overwhelming. But if you're in business, you need to use social networks to gain attention and customers. Why? The first reason is simple: they are a powerful free way to win influence for your business. But in a much larger way, social networks are transforming the way customers interact with brands.
Master that shift and your business will profit.
Let's take a look at some of the ins and outs of the social networks, and how you can use them to drive your marketing goals.
Twitter is called a "micro-blogging" platform when in reality it's so much more. People use the service to transmit 140-character updates about their lives, their businesses and their expertise.
Want to use Twitter for marketing? Consider using Twitter "lists" to cultivate groups of people who could be important to your business. For instance, if you've launched a book review blog, use Twitter lists to track and follow influential reviewers and tastemakers. Following and retweeting their tweets could lead you to whole new audiences.
Use tools like Hootsuite or Tweetdeck to schedule out messages promoting your goods and services. But remember to engage and to tweet about more than just your business! The most successful Twitter uses bring value beyond just promoting themselves.
Facebook has long been prized by marketers for its ubiquity and reach.
As of January 2013, Facebook has 1.06 billion monthly active users and continues adding them quickly. Of greater interest to the entrepreneur is Facebook's marketing platform, which allows you to "bid" for clicks and impressions at any amount you desire. Build up a fan page quickly with qualified leads, or promote your fan page posts to friends of fans -- both are excellent ways to boost your reach on the powerful social network on a minimal (and scalable budget).
Pinterest is a social network that's taken the web by storm, crossing the 10 million unique visitor mark faster than any standalone site in history, according to TechCrunch. Delivering extremely high engagement from its users, Pinterest also hits a demographic that businesses covet, namely, affluent women.
Pinterest is terrific for marketing activities, especially for those who take the time to craft a clever approach.
And don't worry if your product isn't terribly visually interesting. Brands on Pinterest have shown how you can use the network to create positive associations around their brands that stimulate participation and sharing. Consider Benjamin Moore paint for instance. This Pinboard of doors makes you think of the joys a new color of paint can bring, and it was simple to set up. Similarly, Oberlin College had some fun in collecting photos of iconic "womb" chairs that make their campus so unique. Think about a unique attribute of your product and use it to create an unusual Pinboard.
Google+
Very much still the new kid on the social networking block, Google+ is still geared toward heavy users of social networks and those who work in technology. But surprisingly, college students are another growing sector. Photographers love the integrated tools, and technology savvy power users like Robert Scoble and Felicia Day have millions of people in their "circles." What does all of this mean for you? It simply means if there's a promising demographic you would like to pursue, invest some time in getting to know that crew on G+. Your investment will be paid back in new customers and vital market research.
Consider creating a "circle" around your business and add people to it that you feel would be receptive to your messages. Spend 10 minutes each day looking at the things those people are posting.
Though it's a niche network that's mostly geared toward job seekers, LinkedIn is worth your time. Make sure your profile has your business name in it, including all possible abbreviations, and is complete and open to the Internet. That will help your performance in search results. Additionally, consider setting up a company page -- you can outline your products and services there in a handsomely designed interface, as well as including video and even contact info for salespeople.
Learn more about leveraging social networking sites to grow your business here.
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