It is essential that entrepreneurs understand what the key marketing skills are to start building the foundations for a successful business. Businesses often increase the awareness and visibility of their site through the use of social media channels such as Facebook to advertise their products and services, getting friends to share content to create a ‘snowball’ effect which will result in increased exposure.
Social media is a powerful tool, assisting in raising the profile of a business and developing the brand, creating awareness in the mind of the customer. For a business to grow, however, you will need to produce high quality and well managed content that will tempt customers into searching further for products and services.
In addition, an active presence online shows approachability, leading to positive engagement and endorsement from customer reviews. Social media will prove invaluable to understanding what your customers and potential customers think about your business.
However, there are also challenges associated with being socially active online. Negative exposure is difficult to manage and could affect the reputation of the brand. On social media people will leave negative comments about their experiences with an organisation, so how do we manage this?
Unless the posts are abusive, it would be better to keep the reviews visible and provide a professional and timely response to them. This demonstrates to potential customers that their views are important, and issues can be resolved amicably.
Digital marketing is about targeting the right audience; creating eye-catching content, ensuring it is on point and provides the right message; and engaging and talking to customers online.
So, what should an entrepreneur consider when using social media to grow the business and brand awareness?