I am going to be fairly direct with you. Unless you sell this product, your business is facing super stiff competition. That’s the tough news. The good news is that your competition is in the same boat.
Not so long ago, if you needed to market your business, traditional practices dictated that you buy ad spots on a local radio station or run an ad in a newspaper (or better yet, the local Pennysaver!) And of course, you had to make sure your business had an ad in time for the next delivery of the Yellow Pages. (Did I just date myself? At Bounce, we call this experience!) If you had some big bucks to spend, you might have promoted your business on a local billboard or ran a few TV spots.
Don’t get me wrong, all of these tactics are sound and still in use today. Why? Because they work and have, for a long, long time. But this isn’t 1991 or even 2011. The internet has changed the game.
Businesses today may not have the time or the budget for those big ad spends. The traditional route is passive and it is very difficult to measure the value to justify the expense. Nowadays, businesses have a wide array of tools at their disposal; some can get technical, sure. But getting started isn’t and the cost to entry is relatively low, especially when you are just getting started.
At Bounce, we urge our clients to establish a presence on social media. With a thoughtful approach, the right platform and some data, you too can get started, but only if you want to connect with your customers.
In this edition of Bounce Ahead, we share the pros (and some cons) of launching a social media presence for your business. From our point of view, it's a must have, but read on and let us know if you agree or not.
Bounce Marketing & Consulting
P.S.: Guess what? Even the Yoshida Kogyo Kabushikikaisha zipper people face tough competition. (But I bet you are wearing one of their zippers, right now!)
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Something to Consider
Some businesses can still get a great return using traditional marketing approaches. When executed correctly, a business can connect with its audience, purely through a witty ad campaign or even with a wacky spokesperson. But what if the ad doesn’t land or if you don’t have the budget to go the traditional route to spend? Traditional marketing methods can be hit or miss and it can be difficult to track the return on your investment.
Employing social media is a cost effective solution and a must have for a business in 2021. There it is. The heart of the matter. I know, mind blown. Ok, maybe not, but the writing is on the wall and it’s in permanent ink.
Armed with a strategy, readily available data, a point of view and a consistent approach, you can carve out distinct messaging that aligns with your brand to broadcast your messages, where your clients are and with content they are interested in receiving. But before you jump in, let’s consider the good and the not so good of social media for your business.
- More to talk about. Think about it. How many times can you ask a potential customer, “Are you ready to buy? Are you ready to buy?” By establishing a presence on social media, you create a platform where you can share so much more than just a sales offer. (BTW, your customers are looking to see if you have a presence on social media. Count on it.)
- It’s easy to get going. Social media is a cost effective solution to create a presence online. But this approach is not limited to just start ups. Even established firms use social media to test messaging or even launch something new. With an email address, some basic info and of course, the right social media platform, you can jump in, at minimal cost to get going.
- Take the bull by the horns. Since this is your platform, you have complete control of what you talk about, when, why and how. You create the forum and you drive the discussion, directly with your customers. But that can get slippery, and fast. More on that, in a minute.
The Not So Good
- Our most precious commodity. Managing 1, let alone a few social media accounts, can be time consuming. Once you launch your social media, you should not stop and it needs to be consistent. Intermittent posting is not a good look for your business. If you don’t have the time to commit to a regular schedule, hold off or hire someone who can. There are also many automated tools you can use, but even those require maintenance and management. Plus, there are cost considerations with automation.
- My treasure is your trash. One of the great things about social media, is that it gives everyone a voice and a platform to comment on the latest hot button issue or trending topic. But this works both ways. Businesses need to choose their words carefully--sometimes, it can be hard to separate the personal from the professional. What you think is witty or worth commenting on could backfire and your business’ social feed could be inundated with negative comments or worse. All of the sudden, you are in damage control mode. No bueno.
There are just a few considerations, before launching your business’ social media feed.
At Bounce, we embrace it, but let’s remember that it’s just one tool in your tool kit of marketing and communications tactics; it’s not a silver bullet or a cure all. And as with anything else in business, this takes time to grow and requires lots of patience.
Bounce at Work
The team at Thumb United understands how valuable it is to use social media to spread awareness about their brand, products and purpose. Bounce worked with Thumb United to establish their voice and presence on LinkedIN. Together, we created a strategic approach to their messaging and we paired beautiful branded design with storytelling to position their brand as approachable, relatable and one to support.
For Bounce, it’s been a great pleasure serving Thumb United; a mission-based lifestyle apparel brand that encourages living a less distracted life. Check out their latest article about the impact of distracted driving.
Thumb United is in this for the long haul and we are proud to support their great work and encourage you to do the same!
(Small) Businesses We Love
Bounce is working with Convene Communications to expand our workplace communications tools to support our growing business needs. It's been great working with Convene since they listen first, are collaborative, strategic and provide end user training to make our experience, and that of our customers, as seamless as possible.
Convene specializes in partnering with clients to enhance the employee experience by helping them plan and implement the most appropriate digital communications tools to utilize to drive collaboration across their organization.
Things Worth Sharing
- In 2019, Peloton, which makes exercise gear, released an ad in which a young wife chronicles her workouts on one of the company’s exercise machines. Brain Steniberg from Variety shares his thoughts on whether this was a social media dream or nightmare.
- Queens celebrates Earth Day with cleanups, plantings, sustainable tips, walks, forest therapy, hayrides, sculpture, and special lemonade. Additional fun includes music, poetry, film, and delicious BBQ. Check out the latest issue of QEDC’s, It’s in Queens weekly newsletter, to stay in the know about the best events happening all over our home town.
- Laura Benson from Leverage shares this great article that breaks down each of the most popular social outlets to demonstrate the advantages of each. Learn how to best leverage each platform with this social media comparison infographic.
- Kit Smith from Brandwatch assembled a collection of 123 social media statistics and facts looking at the major platforms and how people around the world use it for pleasure and business. Data wonks, rejoice!
- With corporations thirsty to stay relevant, they often overreach their cultural bounds with public gaffes that make us cringe and rage in equal measure, writes Sam Leary from Ranker. Failure is the best teacher.
- Bonus best zen big brother link! Watch this 6 year old big brother use the power of breathing to keep his 4 year old little brother from losing his top. Impressive, Noah!