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Here, then, is the argument against social media marketing. Perhaps this is not a popular view, but one worth considering, if for no other reason than to force you to justify your social media campaign.
Social media is a time suck
What’s more, social media management requires ongoing, and in some cases, 24/7 attention. If a business fails to respond quickly to comments and questions, never comments on or shares other posts, or simply runs the whole campaign using automated tools, the chances of building a devoted community drop to about nil.
The question for retailers is this: Can the time devoted to social media marketing be better applied elsewhere? What is the return on my investment on social media compared to what it might be for other forms of online or offline marketing?
More direct routes to revenue are available
- Pay-per-click (PPC) advertising gets a retailer to the top of Google instantly. With the right ad, offer and landing page, results can come quickly and the ROI of the campaign can be measured to a “t.”
- Email marketing is proven and popular — and effective with the right strategy. Email can be used to distribute coupons, announce sales, introduce new items and other messaging points that inspire conversions.
- Sponsorships work very well, especially for local retailers that support local charitable causes and community events. Besides getting free, positive online and offline press, sponsorships build strong brand affinity that a tepid social media presence will never match.
- Search engine optimization (SEO) is a long-term proposition, but the payoff can be huge. When a retailer is prominent on Google in organic search, those search engine users see credibility, reliability and popularity — attributes of your business that inspire people to do business. When people are searching online with local intent, they are usually in the market now. And, with more people searching for local companies on mobile devices, SEO becomes more promising than ever before.
We could have discussed 14 options, but these are enough to make my point. In addition to being more directly tied to conversions, these four options have other advantages.
Email and PPC are flexible and easy to ramp up and down. Don’t like the results? Change the strategy, change the tactics, pull the plug instantly. Love the results? Expand the budget, and ROI will increase. Social media, in contrast, takes an ongoing, time-intensive effort, and results are hard to measure.
Sponsorships and SEO are long-term campaigns, similar to social media. However, sponsorships and SEO are proven strategies for retail marketing. Social media sites come and go. While Facebook and Twitter are hot today, who can say with certainty whether they will exist in their present form five years down the road? Google’s dominance and the entrenched habits of search engine users make Google a much safer bet. Sponsorships — they have been around as long as business has been around. Another safe bet.
Think it through
Thanks for sharing your tips in the form of Social Media marketing post. every business owners need such tips. As a furniture business owners I found your post very suitable for me and my business to generate more leads via Social Media. Amazing tips. Valuable Post. I will try to follow your tips for my carved wooden furniture business. There is a great post and nice article.
Thank you for the nice comment. That is what we try to do, help companies like yours.
Check back often, I try to post regularly.
My best
I'm not going to leave this video up for long, so check it out now before I take it down!
Just wanted to let you know about a great opportunity I have just come across. This company is looking for experienced social media users for positions that pay really well.
I thought you might be interested. You can get all the details here: https://socialsalerep.com?hyden4754
Make use of tools like hashatory whenever youre looking for the right hashtags for your post.
Superb explanation & it's too clear to understand the concept as well, keep sharing admin with some updated information with right examples. Keep update more posts.
Hi,thank you so much for this insightful post. I do also have a suggestion for people who want to get followers on twitter and instagram. I developed a social media marketing software for that. You can check it out :)
http://twittermoneybot.com
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Considering the Downsides of Social Media Marketing: Delve into the counterargument against SMM, weighing the potential pitfalls and challenges businesses may face in their marketing efforts.
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Brad Shorr
Director of Content Strategy for Straight North, a Chicago SEO company.