The majority of businesses can all benefit in some way by harnessing the power of social media. With more people using social media everyday, the opportunities for brands to effectively communicate their values and sell their services or products has never been better.
But it’s also an incredibly noisy world. With so many brands competing in the aesthetic industry space on social media, what tactics can be used to stand out from the crowd?
One of the growing trends that marketers are using to ensure their social media efforts are optimised is social targeting. Platforms such as Facebook and Twitter have developed the technology so that brands can target particular demographics (location and interests) and communicate effectively through advertising. Compared to print publications, the cost of social advertising is much better value for money. Plus, brands have the added advantage of being able to measure the effectiveness of their social adverts through reliable metrics, especially the cost per click (CPC) rate and click through rate (CTR). This means brands can sanction lean marketing strategies that produce measurable ROI numbers.
The trend in social advertising is also a reflection of how the public at large now consume media. Many people now get their news from social media sites, rather than television or the newspapers. So brands that aren’t moving with that shift in media consumption will lose out to competitors – it’s simply a case of being seen in the right places.
Brands should also keep in mind that the new emerging platforms – such as Instagram and Snapchat are developing their technologies to provide this advertising capability.
Social media also allows customers to directly interact with brands. This gives businesses in the aesthetic industry space and opportunity to provide excellent customer service and integrate leads into their sales funnels. It’s also a brilliant way of providing social proof to prospective customers – for example, if you have a great social media customer service, that will get noticed through reviews and user comments.
So if you haven’t already, start making the most out of social media. It’s certainly worth an investment of time that can win you new business.
By Mark Bugg, Web Marketing Clinic