As more and more people carry the Internet around in their pockets, the social network marketing world is at the cusp of yet another dramatic change. Mobile phones, netbooks, iPads, e-book readers, and an increasing range of online gadgets have revolutionized what it means to be connected.
Today, people can read (and post) reviews about your products, compare prices, and find out exactly how you stack up against the competition from literally anywhere, with just a few taps on a touch screen. Mobile social networking is booming, and services like Foursquare even let users tag and comment about actual geographical locations using GPS. If your friend is complaining about the bad pizza they ate Saturday night, they can now tell everyone exactly where they got it, and you’ll know which restaurant to avoid even if you are not familiar with the area. Same thing when someone recommends a great pub with a friendly atmosphere,or any other establishment.
So, what does this mean for your business?
In a few words, you either adapt to the changing times and use the mobile social networks to your advantage, or you risk watching your business slowly dwindle and die.
1. If you’re competing on price alone, you’re doomed
Let’s face it: competing on price has always been a dead end strategy. Once you reach the lowest point, you’re left with nothing better to offer your clients. Now, if you are running a brick and mortar business, prospective buyers can check prices and search the ‘Net for better deals from right inside your shop.
This means that – now, more than ever – you need that something extra to really make your business stand out from the crowd. Maybe you have a no-questions asked returns policy. Or you have the expertise and knowledge that will help people make the most of your products. Or your shop is a focal point – kind of a club – for people who share the same interests or hobby. Maybe all of those things together!
The bottom line is that you have to offer customers a top-notch experience, so that looking elsewhere never even crosses their minds.
2. You must bolster your online presence, even if you only do business offline
Anyone can google your products or company name right before they walk through the door, so you need to make sure that the information they find will encourage them to do business with you.
Make an effort to be even more active on the social media. Cultivate a following on Facebook and on relevant online forums. Work on building an impressive online presence that inspires confidence, establishes you as an expert, and helps you clinch the deal.
3. Work hard to earn great reviews
Visit Amazon.com and you can see what people think of just about any book, toy or gadget you can imagine. On eBay, you can tell at a glance from the ratings which sellers you can trust (even though they may just be running a small business out of their home) and which ones to avoid like the plague. In today’s online version of word-of-mouth recommendations, reviews and ratings from perfect strangers can really make or break your business.
What if a journalist from your local paper came over to do a write-up of your company? Wouldn’t you give them the ’special’ treatment? Well, each and every one of your customers now has potentially as much or more reach than that journalist, thanks to the social Internet. You really need to be your best every single time.
Go the extra mile to please your customers and earn their praise. Encourage your customers to get involved in the social media, and to recommend you to their contacts. Actively seek customer testimonials and publish them prominently on your website and blog, where your prospects will find them.
And remember: it’s not just about your company. It’s also about you!
