Goshen News, Goshen, IN

Business

August 4, 2013

TECH TALK WITH MIKE: Common social marketing mistakes and how to avoid them

It is no secret that online marketing today is different from traditional marketing.

Gone are the days of simply putting up a website with a, “if we build it, they will come” attitude. It is important in the online marketing scene to intersect with potential customers. By engaging, interacting, and offering tips and ideas, trust can be built that results in sales.  

In social media marketing this type of online interaction has been coined “relationship marketing.” What makes relationship marketing different from traditional marketing is its focus on customer acquisition and retention through satisfaction rather than direct sales tactics. It emphasizes the necessity of maintaining long-term customer relationships beyond intrusive promotional messages. Both inbound digital marketing efforts and social media fall within the realm of relationship marketing.  

So how exactly is modern marketing different from its traditional counterpart?

While traditional marketers conveyed their messages through direct advertising, relational marketers engage their prospective customers through meaningful conversations that makes the company more human, and approachable. This approach realizes the value of relational equity with current and prospective customers, and uses technology both before and after sales to reach and retain them.

Having outlined an overview of what relational marketing is, here are a few common errors that marketers tend to make today in the digital arena. These happen mainly when companies try to apply the old principles of traditional marketing to modern digital and social marketing.  Three common mistakes are:

The hard sell

The hard sell does not work in social media very well simply because an intelligent customer is alert to the ways and tactics of salesmen and gets turned off by being sold.  As well, users of social media are on social media networks to socialize, so a hard pitch to “buy now” is disruptive and often unwanted. A customer prefers information on the ways in which a product can solve the problem. This calls for marketers serving as a industry resource with the information they share.

The key is offering value and assistance, basically being helpful as opposed to high pressure and totally product feature oriented. People will want to learn about your product if they feel the company is reputable and friendly. This means the social perception of a company is growing in importance. Not simply a online review, but based on real and current interaction. The information you offer should speak of your unique value proposition and competitive advantage in ways that solve buyer problems, not as a infomercial. The difference between the two is critical to understand.

One-way communication

If you are only broadcasting information and not responding to questions and comments, you’re going to lose in the new digital marketing arena!  The key is to have active conversations with your prospects on the social networks where your prospects spend time. Conversation means dialogue that is two way.  

Asking questions to find out what the needs and problems are that prospects face, and then offering insight and solutions is truly valuable.  The days of one way pitches are over when it comes to social media marketing. Do not make the mistake of simply queuing up a series of messages and auto-deploying with no plan to monitor, respond, or attempt to engage. Creating dialogue is critical in the social sphere and in the Facebook world in particular.

Removing negative comments

No one really likes interacting with disgruntled customers. The fact is, though, that it happens, whether it is from no fault of the your company or actual product problems. A big way to escalate a situation, however, is to delete negative social comments. In today’s day, deleting is not going to work or last. Someone, somewhere likely saw it and by deleting it, it only raises the question of whether the company is hiding something. Instead, negative comments must be dealt with. A good tactic is to try and post a public reply that is helpful and that attempts to direct the user to off-line methods to move the conversation out of the public sphere so that the details can be addressed. Something like, “I’m sorry to hear of your issues, if you can send the details to support@yourdomain.com” our team will be able to review and look into it.”  This offers the public a way to see your response and can actually build credibility. I have seen where loyal customers come to the aid and chime in with comments and assistance as well, thus making a social “issue” actually into a show of community strength and loyalty to the company.

The bottom line: be real, authentic and helpful. A prospect is looking for help or suggestions to address their problems, not hype or hard sell.   While they may not be ready to buy at the moment, positive interactions can make them come back to buy when they are ready. It’s time to focus on marketing that the customer wants, and is comfortable with. Make way for relationship marketing in your online plans.

Mike Gingerich leads the Social Application division of web design company, Digital Hill Multimedia (http://www.DigitalHill.com). He is a co-founder of TabSite.com, a leader in Facebook fan page tools for businesses. TabSite offers brands the power to boost Facebook marketing with contests and promotions.  For more information on TabSite, please visit www.tabsite.com.

 

1
Text Only
Business
  • Digital Life Review Amazon Phone-9 [Duplicate] Amazon Fire breaks ground for phones NEW YORK — What I find fascinating about Amazon’s Fire phone isn’t the gizmos such as the 3-D imagery or the camera scanner that helps you get more information about products.Rather, I like that Amazon is thinking a lot about how phones ought to work

    July 28, 2014 5 Photos

  • News and South Bend Tribune reach delivery agreement GOSHEN — The Goshen News announced today it has reached an agreement with the South Bend Tribune to have its newspaper carriers deliver the Goshen News in Elkhart, LaGrange and Kosciusko counties. According to Publisher Ron Smith, the agreement will

    July 28, 2014

  • BIZ GN140727 urban gypsy image Crafters open Urban Gypsy & Co in Goshen GOSHEN — A shop filled with colorful and fragrant items along East Lincoln Avenue has become part of the growing arts and artisan culture in the city.Urban Gypsy & Co. is at 111 E. Lincoln Ave.Missy Wrathell, Elkhart, and McKenzie Beiler and Kristin

    July 27, 2014 1 Photo

  • PicPlayPost: App to create dynamic collages If you have a smartphone, you’ve likely seen and used various photo collage apps that allow you to add multiple photos that are then combined into one image collage. There are many to choose from and they all work about the same.PicPlayPost is differ

    July 27, 2014

  • Fast Food Workers Convention-3 [Duplicate] Fast food workers push wage hike CHICAGO — Fast food workers say they’re prepared to escalate their campaign for higher wages and union representation, starting with a national convention in suburban Chicago where more than 1,000 workers are expected to discuss the future of the ef

    July 25, 2014 1 Photo

  • Supreme Industries reports improved quarter GOSHEN — Supreme Industries Inc. reported Thursday its second quarter sales and income were up. The company, which makes specialized commercial vehicles, reported its consolidated net sales from continuing operations grew to $71.6 million in the seco

    July 24, 2014

  • Earns General Motors [Duplicate] Recalls cost GM $1.5 billion DETROIT — Recall costs chopped $1.5 billion from General Motors' bottom line in the second quarter, cutting its net income by 85 percent. The automaker, which is in the midst of the worst recall crisis in its history, posted a net profit of $190 mil

    July 24, 2014 1 Photo

  • Amazon Kindle Service [Duplicate] Amazon unlimited e-book service is limited NEW YORK — Amazon’s new “unlimited” e-book service lets you read 600,000 books. That sounds like more than you’ll ever read, but I found myself struggling to find the books I wanted. It turns out that the library of 600,000 is bit like a small bookst

    July 21, 2014 1 Photo

  • BIZ GN140720 blue barn berry farm image 01 New berry farm also offers classes, treats SYRACUSE — A retirement hobby has grown into a new agriculture-based business for a local family.Don and Peggy Bucher and Shanda and Chris Sheeren are members of a farm family who operate Bucher Farms along N. 300 East. According to Shanda, her mothe

    July 20, 2014 2 Photos

  • BIZ GN140720 mike gingerich column image Online marketing methods to grow sales Growing sales through selling online is a powerful way to reach more people and extend your market.To sell online means getting in front of the right people in the right places. You want much more of a laser focus than a scattershot approach. It also

    July 20, 2014 1 Photo

Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
AP Video
US Ready to Slap New Sanctions on Russia Kerry: Not Worried About Israeli Criticism Boater Rescued From Edge of Kentucky Dam Girl Struck by Plane on Florida Beach Dies Rodents Rampant in Gardens Around Louvre House to Vote on Slimmed-down Bill for Border Looming Demand Could Undercut Flight Safety Raw: 2 Shells Hit Fuel Tank at Gaza Power Plant Raw: Massive Explosions From Airstrikes in Gaza Giant Ketchup Bottle Water Tower Up for Sale Easier Nuclear Construction Promises Fall Short Kerry: Humanitarian Cease-fire Efforts Continue Raw: Corruption Trial Begins for Former Va Gov. The Carbon Trap: US Exports Global Warming Traditional African Dishes Teach Healthy Eating
Poll

With military action and tensions escalating between Russia and Ukraine, as well as Israel and Palestine, are you worried that the U.S. and other nations may get drawn into these conflicts?

Yes, it is a great concern of mine
I’m a little worried, but not too much
No, I’m not worried at all
     View Results