A recent Razorfish Consumer Experience Report stated that nearly 50% of web users make purchase decisions based on recommendations they received through social media sites. Surprisingly, only 25% of businesses have Facebook pages. That disparity means that many businesses are losing significant sales.

Like any effective marketing strategy, social media marketing is designed to promote a business’ product or service and drive higher sales. Social media marketing takes place online at those networking, or social, platforms where consumers connect and communicate. Some of the most popular networking platforms include Facebook, Twitter, Linked-In, etc.

While traditional marketing and social media marketing may share a common objective, they differ in terms of how they approach consumers, build relationships, and interact with consumers. The table below provides a brief comparison of traditional and social media marketing:

Traditional Marketing

  • Goal is to dominate the market.
  • Method is to shout out loud in order to attract attention.
  • Focus is on the product or brand.
  • The advertiser PUSHES the product or service.
  • Relies upon advertising.
  • Advertiser nurtures leads.

Social Media Marketing

  • Goal is to create a social media community within the market.
  • Method is to listen to what is being said and then to whisper a reply.
  • Focus is on the customer’s relationship with the product or brand.
  • The advertiser PULLS people in with their story or message.
  • Relies upon word of mouth advertising conveyed via social marketing.
  • Advertiser nurtures relationships.

Social media marketing offers many valuable benefits:

  • Social media marketing is already happening. People are already talking about your company, its products or services, its reputation, etc. on various social networking sites. Do you know what conversations are taking place? Where they’re taking place? What’s being said about your company? Are you participating in these conversations?
  • Social media is where your customers are. Facebook alone is adding 600,000 new users each day. Many of those users could be interested in what you have to offer.
  • Consumers trust the recommendations of their friends and followers more than they trust traditional ads that run in traditional media formats. You have to join the discussion if you want to become engaged with your customers and prospects.

Interactive Web Alliance can train your staff to use social media. We can also design and implement a comprehensive social media marketing campaign for your business or specific brands. Choose a customized social media marketing program or select from one of our social media marketing packages:

The “Solopreneur” Package

  • Our Online Marketing (ACT) Blueprint.
  • A one-hour strategy session to outline and clarify your social media strategy.
  • Email feedback on your current social media efforts.
  • Tips on ways to effectively integrate your entire online marketing campaign.
  • An MP3 that provides suggestions on how to implement effective social media campaigns that can be managed without a major time commitment.

The “Small Business” Package

  • Our Online Marketing (ACT) Blueprint.
  • An analysis of your current social media marketing strategy and recommendations for making it more effective.
  • Support in clarifying your online brand, desired outcomes, and key differentiators.
  • Customized graphics that can be loaded on your website and other social media sites, such as: A customized Facebook Fan Page. A customized Twitter background. Branded icons for your website. Strategies and techniques that will integrate your social media efforts across platforms.
  • Ten content ideas that you can use to populate your sites.
  • Suggestions on how to implement effective social media campaigns that can be managed without a major time commitment.
  • Assistance in monitoring online conversations and providing a framework of possible responses.

The “Enterprise” Package Evaluation/Strategy/Implementation:

  • Comprehensive evaluation of your company’s social media marketing campaign.
  • An evaluation of your personal social media profiles on select major platforms (Facebook, LinkedIn, etc.) with suggestions on maximizing each site’s potential to drive more business.
  • A customized Facebook page that includes applications, RSS feeds and custom graphics for your brand or business. Launching a customized Facebook ad to attract fans. Delivery of 1,000,000 ad impressions and at least 25 Facebook fans.
  • A customized Twitter background.
  • An evaluation of your website and blog with recommendations for ways to integrate social media marketing within the website.
  • Full email support for the 90 days following the launch of your social media marketing campaign.

Training:

  • 60 minute strategy session on social media marketing.
  • 60 minute training session on Twitter, including how to Tweet, what to Tweet and how to gain quality followers. Also includes an introduction to relevant Twitter tools that can help you Tweet more effectively in less time.
  • Support with industry and lead monitoring, including how to monitor conversations, how to get involved in those conversations, and how to identify qualified leads.