Why Some of Your Best Prospects will Never be on Social

Not on Facebook

Many of the most successful marketing campaigns of the last couple of years have been entirely focused on social media. As the masses flock to Facebook, Twitter, and Google+, some businesses are starting to put nearly all of their eggs in the social media basket. As dangerous as it may sound, this is actually a good idea for some businesses. The ROI for many verticals is much higher through social than any other form of marketing.

This post, recommended by @timfelsky as a subject that needs to be addressed, is one that must be handled cautiously. Right now, many businesses are starting to understand that social media is a venue through which to start the conversation and get people into “the funnel” who may never have been there otherwise. It’s a way to enhance the experience so that they have an opportunity to stay all the way through the process.

Social media marketing campaigns must stay focused, and therein lies the real dilemma. What about the people who are not currently and likely never will be on Facebook, Twitter, or Google+?

First, It’s Not an Age Thing

Elderly on Computer

Let’s get that out of the way immediately. Do not fall into the trap of thinking that your older prospects aren’t on social media. That’s simply not true. The fastest growing demographic on social networking sites is 55-65 year-old women.

Generation Y is definitely a large part of social media and as they grow and emerge into the buying/decision-making world, they’re becoming a group that must be understood. The “executive bracket” that used to be 35-55 years-old is expanding in both directions – people are living longer and achieving success earlier.

In short, while you should be conscious of who your target market is, don’t think that just because you’re a Cadillac dealer or an estate planner that social media isn’t reaching your people. It is. They’re there. They’re getting your message IF you’re doing it right and putting it in the proper places.

It’s a Trust Thing

Trust Fall

I wish I had the study that showed this (I hate referencing “facts” without backing them up with data), but I learned a few months ago that the biggest reason cited by people who are not using social media is a lack of trust. They don’t trust putting their data on there. They don’t trust the messages coming through social media. They don’t trust the companies that are using social media to gather data and broadcast messages.

They don’t trust us.

It makes sense. There are horror stories out there of scams and hacks that put people at risk through social media. They’ve abandoned the notion and will likely never reconsider. Are they lost to you forever if you base your marketing campaigns completely around social media? Only if you do it wrong.

Doing it Right

Facebook Weekly Specials

I wise “man” once said something that applies perfectly to social media marketing.

“Do or do not. There is no try.” ~ Yoda

The easiest way to fail at social media is to “give it a shot.” It’s something that can be very rewarding, but it requires commitment, planning, and focus. Those who dip their toes in, dangle their legs in from the side, maybe even wade through the shallow end of the pool – they will fail. Those who dive in with a plan and proper form have the best chance of success.

If there’s a good chance that many good prospects in your target market are not using social media and will never be pulled into campaigns surrounding it, be sure to include another option. This isn’t for every business or situation, but it’s necessary for many. I give this tip cautiously because it should be a well-planned but non-time-consuming thought that goes into every campaign.

Stay true. Stay the course. Focus your social media marketing efforts around social media, but allow the ability for those who aren’t there to still be able to contact you (and to allow you to contact them).

Just don’t get caught in the inclusiveness trap. Going 99.5% social with your campaigns is your fastest road to success. The 0.5% – remember them but don’t let them steer your direction.

Comments

  1. says

    This was indeed an interesting read. Social media is most certainly an important road to go down. However, many people have been focusing more and more on internet marketing over recent years and neglecting the importance of telemarketing. For example, several years ago SEO (search engine optimisation) was a big industry. It still is but the internet market has become so saturated that things are starting to turn full circle. Off-line marketing strategies such as Telemarketing are as important as ever.

    Thanks

  2. says

    No doubt that the article provides a lot of information about the present social media like facebook, Google and so on. I am very pleased to have such a kind person providing these resourceful articles.

  3. says

    I can see why business are using social media site to handle things for them, but as you said, I think it is dangerous.

    I bet some of these businesses are investing heavily in these spaces, not only with advertising costs but staffing their social pages. What happens when all of this collapses? Look at MySpace…..

  4. says

    Traditional advertising and marketing methods are not dead by any means and companies should not focus solely on social media tactics to engage with their customers. Social media is best used in conjunction with traditional methods (mailers, newspaper ads, coupons, etc), as well as with a personal touch. Human contact, whether it be a personal phone call, a handshake, or a personalized letter, still go a long way and social media methods have to continue to adjust and adapt to this.

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