Regardless of its size and its targets, the company can no longer ignore social networks, precious channels to develop its reputation and highlight its added value. Still, it is necessary to master the codes and the uses.
Facebook, Twitter, YouTube, LinkedIn ... are new media governed by the rules of sharing, interaction, and virality, which break the flow of top-down communication. The goal for Juliette Chapront, customer relations specialist, and consultant in marketing and digital training at Demos is to create new spaces of exchange between the company and its targets.
4 Tips Marketing Social Network And Business
1.Interact with its consumers/customers
"By creating points of interest on social networks (accounts, pages, groups ...), the company creates spaces to take the floor but also to listen to its consumers/customers. Hear what they have to say about the products or services offered Positive feedback or feedback enhances the image of the company Negative feedback is also valuable because it helps to respond to it and bounce back on it. First of all, by providing individual responses to arrests, as well as raising the areas of improvement to the direction of the customer relationship by being attentive to the requests expressed, but also the language used by its targets. , the social networks allow a precious collection of material to innovate as much on the products and services to be developed as on the commercial and marketing arguments to deploy ".
2.Create a community of expert users
is a smart way to involve as many people as possible in exchange for the promise of a showcase based on their talents and/or a reward in the form of a voucher. An extended community allows for greater virality when members share with their circle of contacts the tutorials they create as well as the content distributed by the company. "
3.Offer content with high added value
"Social networks are also powerful vehicles for bringing customers to themselves, rather than running after them, according to the principles of inbound marketing." "By creating and delivering content that meets the information expectations of its targets, it is possible to create a privileged relationship over time.
This is the strategy deployed by the insurer Aviva that disseminates on Facebook practical information on driving safety, health advice, prevention of domestic accidents. The distribution of value-added content, produced by the company or shared from specialized media, is particularly used by BtoB actors who wish to prove their competence and legitimacy in their market.is once the connivance created and the confidence installed that the introduction of more promotional messages finds its place on the social networks in an optics of cross-channel strategy ".
4.Develop your employer brand
"Employees and future employees are two targets that should not be overlooked on social media: a Twitter feed dedicated to recruitment or the corporate page on LinkedIn are ideal places to offer a glimpse of what's going on in the company. The objective is to humanize the relationship with the company to increase the commitment of the employees and give a corporate image where life is good for the potential candidates.
On his company page LinkedIn, the PMU company posts photos of the company. events like an internal poker tournament or horse racing simulations with a virtual reality helmet ". "In short, social networks are complementary media at the service of the global marketing strategy.
The choice of social networks to invest and modes of animation to be preferred must meet the development objectives of each company. company to be placed in a situation to react to the questions of consumers, customers, but also candidates, is a paradigm shift that is urgent to borrow not to cut the new uses of millions of network users social services ".