Lately companies that are client orientated and that are selling the whole package including the experience itself rather than just the product are more successful and more competitive on the market. The same approach to the business concept is used more and more every day not just in the service industry but also in the whole economy. The biggest problems that companies are faced with are differentiation and positioning itself on the market and the role of new/social media is becoming bigger and bigger. Facebook, Twitter, Youtube, blogs, Flickr, 500px, Instagram, Google+… There are so many options out there and its hard for business owners to create a killer marketing/social media program that works. Especially if you consider the fact that we as customers are being bombarded from all directions all the time.
Earlier this year I defended my master thesis (“Marketing plan for photographic crafts”) and during secondary research I stumbled upon an interesting book by Lawrence Chan “Social Media Marketing for Digital Photographers“.
Little digression… Did you know that 555 million web pages were recorded in 2011.? If you compare that to 2010. (when 255 million web pages were recorded), it means 300 million NEW web pages were recorded IN JUST ONE YEAR. And did you know there are 152 million blogs on the internet? Its no surprise how hard has become to create an efficient marketing/social media program.
Here are some advices/tips from the book:
- Conventional media is not obsolete; you need to learn how to incorporate social media platforms into your marketing mix.
- Talk with your clients – not at them.
- Your content needs to be interesting and valuable to your network; or else they’ll leave you.
- You should give your client a reason to talk about you and then give them the tool to do it (Facebook for example).
- Schedule weekly/monthly blogging calender; not just the topics but time to write them too (this one is a life-saver to me; I would always schedule to topics but never the time to write them – the result: non consistent blogging).
- Take a stand and be firm; explain what you are NOT.
- He explains and gives great examples of crafting brand statements (you can read the entire article on his blog).
To tell you the truth, the book left me with a zillion questions and I mean it in the best possible way. How to find out what my target market wants? How to use social media more effectively? What is my brand statement? What I want my clients to feel when being photographed by me?
I could go on and on but instead I strongly suggest you buy the book and read it. Digest it. And apply useful information to your business. Create marketing/social media program specific to your niche. You don’t have to be digital photographer to use the tools and advices from the book; in my opinion, they are applicable to service industry in general.
Hope this was helpful. Off to the next book: Your Baby in Pictures by Me Ra Koh. Happy Monday!