Social Media Marketing : A Love / Hate Relationship

Social media marketing can be as frustrating as ants at a picnic – But you need it for business survival.

To most small to medium sized business owners this new and necessary way of marketing can be confusing, annoying, completely unpredictable and challenging to calculate ROI on – and they are right on all accounts..

Don’t let it take the wind out of your sails (sales), just learn to keep it simple.

Here’s my view. I was a retailer for a good part of my life prior to developing retail consulting and marketing companies. I 100% believed in the power of marketing for ongoing business success. Depending on what my retail venture was at the time, I would be spending anywhere between $2000 to $5000 monthly as a marketing budget (these were small to medium sized businesses) primarily this ad spend was in combinations of online, print, radio and T.V. ads.

Goals were simple: I wanted more customers for our business, I wanted to promote new products, I wanted to engage more people to our culture, I wanted higher ranking online and I wanted us to make more profit – well, it worked.

It worked for as long as it was supposed to work. Times change, generations change, consumers change – it’s all good, we are all in constant evolution – you have to adapt.
Enter now – There are over 3 billion internet users—and over 2 billion have active social media accounts. Popular social platforms have become marketing giants, offering businesses valuable data about their customers and a way to reach them.

Social Media Marketing allows you to Build brand awareness and loyalty, gives  24/7 accessibility, gain valuable customer insights, run targeted ads with real-time results, generate higher converting leads, provide rich customer experiences, increase website traffic and search ranking and make more profit – just to name a few. Realistically all that – at a fraction of the price you have been paying for old school marketing.

So that’s all good, right? So if there is that much to love – what’s to hate about social media marketing? Great question!

Well to many small businesses it’s just plain hard to understand. SEO, digital story, social networking, tags, webinars, platforms, frequency, Facebook Ads, bla, bla, bla. I get it.

Ok, so what should you do? Get over it and get on with it. Because you really should be doing it. If you are a small to medium sized business, you can create a dramatic social presence leading to results for a fraction of what you may have been spending on promotion. If you are a small
business that has not been doing any marketing – this is your entry point – you don’t have to spend huge coin, don’t let anyone tell you different.

But here’s the deal – You have to have dedicated person doing this for you. Whether it’s an hired employee of yours or you hire an outside source to take the lead for you. Also – you will only get results if you play the long game. It’s important you build up a following of trust and business culture. You can have 50,000 Facebook likes my friend – those won’t pay your bills.

The morale of this story. It doesn’t have to be hard. Don’t sweat the small stuff and get all caught up in the ever changing algorithms and data you may keep hearing about – most of it is useless tripe..

Your main take away should be this. Doing some sort of marketing is better than doing nothing at all. Back in the day when we all did print, radio and T.V ads – the message was simple – we wanted good people, our customers to know that we were open for business and had something special to offer just them.

Social Media Marketing is just an updated way to reach those good people.

Happy Retailing.

Geoff Mintenko Evolution Social Media Marketing / Retail Evolution