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Last week, Kristoffer was featured in an interview at Krawattenträger, a blog on social media marketing. Apart from talking about Imooty’s development over the past years, he was asked how Imooty uses social media for marketing purposes. The answer is that we haven’t done much of that (so far). The best ROI for our target audience has proved to be good old direct mail and followups per phone.
Many companies seem to be embarrassed admitting to this. Sure, there are many cases where there’s reason to cringe at opportunity lost by not following a social media marketing strategy, however, it also not for everyone.
First step is obviously finding out where your customers are likely to hang out. If you’re a B2B service, it probably won’t make sense to pursue MySpace users. Secondly, the effort required to convert “fans”, “contacts” or “friends” into paying customers can be considerable so there needs to be someone in charge of community management. Then, the million dollar question, what’s the social media marketing budget? It’ll definitely not be enough registering a profile here and there and wait for magic to occur…
Trying to do too much will inevitably end up with a lot of things being done poorly. Don’t try being everywhere all the time, focus on delivering content that your audience will find meaningful.
To conclude, there’s no sense in rushing into social media marketing just for the sake of it. Research whether it makes sense for your product or service, find out where your prospects are, how they interact and assess what your cost is going to be.
Already do social media marketing and want to assess your ROI? Register with Imooty.eu for a free trial today!
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