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RESEARCH, ANALYSIS & TRENDS
Against this background, a strategically
planned fan page or blog posting is still a
worthwhile investment.
Almost one third of the social media users
already purchased services and products
because they have been recommended in
the Web 2.0, and more than one in four
made those buying decisions based on ad-
vertising in social media. Marketing depart-
ments neither can neglect these facts nor
jump now retrospectively on the bandwagon,
without having big advertising budgets – at
least in the case of Facebook.
That’s why young companies rely on new
trends, such as Instagram or Snapchat, and
position themselves early in the market, be-
fore all others do it. Only those who break
new ground and link a great story with their
performance will have long-term success
with social media.
As Keith Errington from Equinet Media high-
lighted in his blog, “professional services
marketing is not immune to the broader
changes transforming the marketing tech-
niques of the current generation of market-
ers. In every sector, marketing has changed.
Older techniques, such as advertising, direct
mail, flyers and trade shows, are not produc-
ing the same results they did in the past and
are proving expensive and uneconomical.
And while some traditional techniques, such
as business networking, are still delivering
new clients, they are time-consuming and
require a physical presence that limits their
scope and range. So the newer channels of
digital marketing – social media, opt-in news-
letters, blogging and the like – are becoming
the most effective way for any business to
reach new and existing clients.”
Understand your target market, or buyer per-
sonas, and talking to them about things they
are interested in – otherwise they will not
give your message the time of day.
”Remember it’s not about the messages you
want to broadcast, it’s about the messages
they want to hear. Get this right and you will
not only attract prospective clients, but those
people will be pre-qualified so you are not
wasting your time nurturing fruitless relation-
ships”, Keith explained. And don’t forget to
add the human touch. “As much activity
takes place online and not face-to-face, the
ability to empathize with the other party and
feel like a real human being is a key skill”, he
concluded.
If you are still indecisive, let me tell you that
you have actually no other choice. A lack of
content and being inactive on social media
will decimate your referral rate and leave
your performance behind.◊
By Daniela La Marca
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
Against this background, a strategically
planned fan page or blog posting is still a
worthwhile investment.
Almost one third of the social media users
already purchased services and products
because they have been recommended in
the Web 2.0, and more than one in four
made those buying decisions based on ad-
vertising in social media. Marketing depart-
ments neither can neglect these facts nor
jump now retrospectively on the bandwagon,
without having big advertising budgets – at
least in the case of Facebook.
That’s why young companies rely on new
trends, such as Instagram or Snapchat, and
position themselves early in the market, be-
fore all others do it. Only those who break
new ground and link a great story with their
performance will have long-term success
with social media.
As Keith Errington from Equinet Media high-
lighted in his blog, “professional services
marketing is not immune to the broader
changes transforming the marketing tech-
niques of the current generation of market-
ers. In every sector, marketing has changed.
Older techniques, such as advertising, direct
mail, flyers and trade shows, are not produc-
ing the same results they did in the past and
are proving expensive and uneconomical.
And while some traditional techniques, such
as business networking, are still delivering
new clients, they are time-consuming and
require a physical presence that limits their
scope and range. So the newer channels of
digital marketing – social media, opt-in news-
letters, blogging and the like – are becoming
the most effective way for any business to
reach new and existing clients.”
Understand your target market, or buyer per-
sonas, and talking to them about things they
are interested in – otherwise they will not
give your message the time of day.
”Remember it’s not about the messages you
want to broadcast, it’s about the messages
they want to hear. Get this right and you will
not only attract prospective clients, but those
people will be pre-qualified so you are not
wasting your time nurturing fruitless relation-
ships”, Keith explained. And don’t forget to
add the human touch. “As much activity
takes place online and not face-to-face, the
ability to empathize with the other party and
feel like a real human being is a key skill”, he
concluded.
If you are still indecisive, let me tell you that
you have actually no other choice. A lack of
content and being inactive on social media
will decimate your referral rate and leave
your performance behind.◊
By Daniela La Marca
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
