Channel Surfing: Mastering Social Media
Social media isn’t about you—it’s about helping your customers and connecting with them so that when they have a need for digital and printed marketing solutions, they remember that they have a friend on Twitter/Facebook/the Web who specializes in that. It can’t be a one-time occurrence, or a new blog once every six months.
Another tool printers can utilize is video. Video is one of the hottest, most influential trends in social media right now. In order to catch the attention of, and leave an impression on, marketers, printers certainly need to do more than just list the equipment that they have and the services that they provide.
In today’s world, many marketers need to be able to visualize specific solutions that the printer’s hardware and services can bring to them, and video can be a great way to bring a printer’s solutions to life.
Take, for example, Mojave Copy & Printing in Victorville, CA. In order to sell their service of providing well-designed window signs that can be made interactive with QR codes, they posted a video of an installation. By posting this video, they not only made it possible to demonstrate their services online, but they also gave their consumer a tool to demo why they’d want to invest money in an interactive window sign for their company. And, the marketer could easily show that video to his or her management team in order to justify the expense and potential benefits.
Companies and executives are finally beginning to really jump on the social media bandwagon, and that’s fantastic. For social media to fully work for everyone, businesses and brands need to be able to evaluate the impact (positive and negative) that their social media use is having.
Firms must have concrete goals and concrete baselines to measure return on investment. They need to define what they want to accomplish. A number of available tools that support measuring social media range from Google Analytics to HootSuite to Salesforce.com’s Service Cloud 2.
John Foley Jr. is the CEO of interlinkONE and Grow Socially. John and his team help printers get on a strong path to marketing success. Their approach includes software solutions, consulting, Website development, marketing audits, and strategic marketing plans. interlinkONE’s software solutions for the print industry include their marketing automation platform, MAX, and ilinkONE V8. Learn more about MAX: Marketing Automation. Executed. by visiting MarketWithMAX.com, John at JohnFoleyJr.com, and his companies at interlinkONE.com and GrowSocially.com.