As you all know by now I am a major proponent of social marketing, and actually run a business that depends on it.
To stay abreast of all the latest information and social media sites, I read every book and attend just about every webinar around. I have participated in two separate summits offered by Social Media Examiner, one on Facebook and one on Social Media. For anyone that hasn’t attended one of their summits, it is a series of on-line seminars offered two days a week over several weeks, and features some of the greatest names in social media, including Jason Falls, Chris Brogan, Scott Monty, and Mari Smith. So, when Social Media Success Summit 2012 was announced, I gave serious thought to attending. But my schedule really wouldn’t allow me the opportunity to attend all the sessions live, so I passed.
So imagine my surprise when I received a direct mail postcard, offering me (as a past attendee) the opportunity to save 67% on their newest summit “if I ACT NOW”.
Wow. A social media powerhouse has sent me a direct mail piece telling me to “act now”. I couldn’t believe it. But, there it was, plain as day. An advertisement, sent through the U.S Mail, for a virtual social media conference.
Does this throw everything I have learned (much of it from Social Media Examiner) about social media out the window? Does this mean social media really doesn’t work?
Deep breath. Count to 10.
So, what does it mean that one of the biggest social media companies is resorting to direct mail? Simply that social media is not the be-all and end-all of marketing. It means that any good marketing plan MUST include a mix on on-line and traditional marketing. It means that you need to reach yor clientele any way you can.
It means that direct mail is not dead. It means that there may be other ways to reach your audience.
Before beginning any marketing plan, whether it’s social media or traditional, you need to evaluate the best ways to reach your customers. You need to ask yourself, who your audience is, what you know about how they receive their marketing information, and whether they are a demographic that spends a large percentage of time online or are they more likely to be receptive to print advertising. And you need to understand that you should never put “all your eggs in one basket” to get your customers to “act now”.
What methods do you use to reach your audience? Have you been successful with social marketing? Traditional marketing? Both? Let me know.
Craig E. Yaris is the owner of EsquireTech Solutions, which helps small business get found on the social web, whether through Facebook, Twitter, or LinkedIn, he can both teach you the effective use of any social network or act as your social media manager, enabling you to reach your clients where they are and when they want to hear from you. He can teach your organization the social media best practices that can help you use the tools of today to cost-effectively increase your bottom line. EsquireTech Solutions brings the social web to your business. Visit EsquireTech Solutions or call 516-495-9107.
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