Build human relations with technology
The young man’s family owned a network of car dealerships. Joining the family business after studying business seemed the natural thing to do. But then a friend complained that when traveling to other cities the biggest frustration he had was getting a taxi. This got the young man into starting a business with a technology platform that connected passengers and taxi drivers directly. The business has grown rapidly to cover several cities. Connecting consumers to products and services is the essence of business.
Another interesting story is about a social media message link to an online video that led to a telephone conversation and negotiations for marketing of healthy snacks.
Setting up a social media account does not automatically draw customers to a business. For many businesses navigating social media to reach customers can be just too time-consuming. But increasingly we hear that if we are not present on social media we are going to lose customers to others who are on social media. Listing on a digital mall with a social media presence can create outreach to prospective customers.
The old mantra that people prefer doing business with those they know, understand and trust still holds true. But in today’s world where digital technology can disrupt a traditional way of doing business, someone will do it. Going online to reach customers on their smart devises is now an important part of doing business. So, how do we establish ourselves as a trusted source of information online?
Guiding Customers To Your Business
When it was the norm for men to shave with a single blade there was no consumer demand for a closer shave using two or even more blades in a shaving stick. But when manufacturers guided men towards appreciating a closer, smoother shave with more blades added to the shaving stick demand increased and so did profits.
The same can be said about the multiple mobile devices we now have to access the internet. Technology companies guided consumers towards desiring, wanting and even needing these devises.
Television advertising has been a major source of outreach by major corporations seeking to guide customers to their products. For small and medium sized businesses social media can level the playing field. Establishing a 24/7 online video presence can build human connections and grow a customer base.
A single well-made video can be repeatedly promoted online 24/7 each time reaching a small group of individuals but over time adding up to a large audience. A video can guide them towards making a phone call at a time when their call will be answered by a human being who can assist them.
Digital Niche Marketing
Mass marketing may draw a large audience but result in very few customers. The different social media platforms all cater to different consumer niches. Announcements of business promotions and events need to be tailored to the specific social media platform.
One platform may be good for a “breaking news” headline format to encourage trending. Another platform may be more formal with the audience accessing accounts at the work place and yet another platform may be more appropriate for sharing messages about the adventures of a cat.
Understand your product well and research the appropriateness of the platform for your product. You may tailor your messaging to a social media platform but always remember that in branding and promoting your product, you must always deliver what you promise.
Match The Image To Reality
Ensure that the message you put out on social media corresponds to what you deliver in the real world. By creating a video that shows what you actually deliver without hype you can prevent disappointing prospective customers. Testimonials from satisfied customers can establish your credentials more effectively than self-praise.
Business is always about making the customer feel good about the decisions they make. Send them a message that encourages them to make that call that will make them feel good.
International Business Consultant
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