It's become increasingly important for small businesses to have established social media accounts where they post regularly, but does this eliminate the need to do other targeted proactive marketing? Absolutely not!
A company has minimal control over who sees social media posts. You can invite people to follow you but you cannot truly target your audience. Public posts may or may not be seen by your most valued customers and prospects. The impressive recent project photo you share may receive likes, but when you look closer, those likes may be coming from your employees, your employee's friends and family, or random people who happened upon your post.
This is not to say you shouldn't be posting on social media. Having active, current accounts shows customers and prospects you are a legitimate organization that values interaction, and it offers another way to communicate, share, and advertise.
A well-balanced marketing plan includes social media as well as targeted proactive marketing. This targeted marketing is directed one-on-one to an audience of customers and prospects whom you have identified as having the potential to increase your bottom line and help grow your business.
Reach out regularly and proactively to this list of people with quality content that brings them value, and you will reap many benefits. This type of marketing offers the opportunity to share capabilities, inspire ideas, enhance your brand, strengthen relationships, and keep you top-of-mind.
Gain momentum and attention by marketing on a regular predictable schedule. Your audience will learn to expect and anticipate your content. Receive additional benefits from these marketing interactions by following up with key customers. For example, send an email with content of interest to them, then have someone on your team make a follow-up call to bring their attention to it and offer to answer questions.
You can create content on your own by gathering photos and getting permission to share them, then writing corresponding email content, articles, and blog posts. However, the process is very time-consuming, which is one reason many companies don't engage with their target audience as much as they should. This is where Sign Promoter offers great value and convenience! Sign Promoter Toolkits provide content that allows you to commit to and successfully execute predictable, proactive marketing engagement with ease. Use the Toolkits in combination with social media and you'll have a robust, effective marketing program.
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