Working with professionals in the housing and skilled trades industries, many of my clients and prospects have been using print marketing for decades. They're comfortable with print marketing, even if they feel their results from it are lacking. As business owners, we're required to be flexible and innovative, but just like in personal life, change can be scary! For some, it's just easier to stick with the devil they know, than the one they don't. Here are my reasons for switching to social media marketing, and why I won't go back.
- Knowing Exactly What You're Getting - Print marketing agencies will generally give you a number of the people you are going to reach with your campaign, along with the postal code or region those people belong to. That's great to know going in, sure. But how do you know if that many people actually looked at your postcard or flyer? How many kept it on their fridge for future reference? For the people who did look at it and decide to keep it on hand, how old were they? Do they have families? Were they the owners of that home, or are they renting? Without this information, you can't actually know how effective your campaign was in targeting the right consumers. Social media on the other hand, tells you exactly who you're reaching, whether or not they engaged with your campaign and when. This means you know what is effective, what isn't, and how your consumers react to changes you make as they happen.
- For instance, I can tell you that one of the campaigns I launched on Twitter in May reached almost 3000 people, 89% of which were between 25 - 54 years old, 58% were making $150,000+ per year, and 69% were from BC or the Greater Vancouver region.
What are your feelings about social media marketing? Have you considered trying it? What are your concerns? I'd love to chat and hear your thoughts!