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Mick Dickinson of BuzzedUp and Develop Social on why social media has the potential to boost your Bristol business. 

Almost all businesses will benefit from a strong online presence — and that doesn’t just mean your website. Canny Bristol business operators have realised that being active on social networks is a smart way to build local awareness and interest for products and services.

‘Social marketing’ is not for everyone. But consider this… if your customers are using Facebook, Twitter, or LinkedIn; if they read blogs or watch YouTube videos; or if they appreciate online reviews, use comparison sites or comment on web articles, then they are already using social media. (Google search returns are now heavily influenced by social media activity). So, if your customers use social media, shouldn’t you, too?

Stop shouting, start listening

It’s hard to think of a business where word of mouth or referrals are not important. Social marketing harnesses the way people are connected to speed up the referral process, spread key messages and generate positive word of mouth about your business.

However, marketing using social platforms is NOT the same as traditional marketing, which relied on broadcasting sales messages in the hope that some stuck. While targeted local advertising certainly works, we live in a world where a Google search is often part of our buying process, and increasingly we ask our online networks and friends for advice and recommendations.

The new marketing is about dialogues, sharing valuable information and thus growing relationships over time. It is not about sell, sell, sell!

Connected and strong

Social media gives businesses the opportunity to develop good relationships with potential customers, suppliers, industry partners and journalists. Consistent engagement  on the right platforms can raise your flag in a crowded market, fill the sales funnel and gives you a chance to develop or refine your products and services. You have direct, immediate contact with those who are buying from you, wherever they are.

Online networking is a great way to identify suppliers, pool knowledge, partner up with other businesses and to find buddies who can offer you advice and tips on business questions.

But where do I start?

There is a dizzying range of social media and finding something to say on each can be daunting. Your strategy should be to be selective about where you choose to engage, to build a set of key messages, and to stay committed. Too many businesses sign up to Twitter or Facebook and become disenchanted because they have no strategy, no useful content to share. Some expert training or support often pays dividends for businesses that want to leverage social media marketing to make more sales.  

Mick Dickinson is part of DevelopSocial. If you're interested in social media for business, but don't know where to start, be sure to visit www.developsocial.co.uk