Facebook, Twitter, Instagram, LinkedIn, Snapchat. Social networks are attracting more and more people to the Internet. Initially related to a hobby, these platforms have become real marketing assets for companies.
It is now essential and essential for the latter to learn how to use them to address new targets and develop their market. This new communication channel not only strengthens the company’s presence on the Internet, but also increases the number of customers and recruits future employees differently. If for a long time having a website and social networks was a huge plus for companies, it is no longer imaginable today to do without them. Companies that risk ignoring the Internet miss the key element of a brand’s marketing development strategy.
Social networks in particular have grown exponentially over the last 10 years. Their major advantage is their simplicity and speed. For most users, they are intuitive, require no instructions for use, and present no difficulty in accessing information. It is enough that an Internet user discovers a product, a service or a person who interests him, so that he informs immediately all his community. The potential of social networks is therefore enormous for companies that want to develop their customer base, their brand image and their turnover. The major asset of networks is also the possibility of influencing a panel of people according to their interests, but without the feeling of being guided.
The main advantage of social networks is the proximity they offer companies to their customers. It is a direct communication channel that allows users to share their experience with the product or service. This is an aspect that is not always found in other marketing and communication media. Of course, by exposing your company to social networks you take the risk of negative comments detrimental to the brand. This should not be seen as a danger, but on the contrary as an opportunity to bounce back from the negative opinion and propose an individual solution to the user. Most users gladly tell their misadventures on the internet. Since it will be impossible to eliminate negative comments on the net, you might as well control them by responding to complaints, which will be easier if the comments are on your own networks rather than on various consumer forums. In case of recurrent remarks, you can take the problem back to your employees and think about how to correct this trend. The general rule is therefore to regulate its networks, without leaving consumers to their own devices.
Positive opinions, for their part, will enhance the product and indirectly, the company’s brand image.
It is by remaining attentive to all comments that we can anticipate customer expectations and adopt the best strategy. The latter may concern the innovations to be made to the products or the marketing arguments that will make them a success. Moreover, consumer’s opinions are often listened to more than the brand’s discourse, sometimes considered too commercial. The user feels reassured by the opinions of his peers: if a product is advised and recommended by hundreds of Internet users then it is very likely that it suits me too.
The presence of companies and brands on social media is therefore common. These sites represent a vector of communication in the same way as the traditional media. But with two significant advantages: a lower cost and a very attractive return on investment. As an entrepreneur, whether you run a small business or an SME, you must therefore create a page in the name of your company. It should contain the essential information about your company and will include a link to your official website.
Social networks need to complement a more traditional marketing strategy that is focused on the official website. The objective is then to generate additional traffic from these networks and thus convert these visitors into customers.
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