If you are a small business owner operating on a tight budget then it’s smart for you to leverage social media marketing. There’s no better way, indeed no other way, to reach out to thousands of potential customers worldwide with nil advertising costs. But this new way to market your goods and services can be an exercise in frustration if you don’t know how to go about it. Here are a few pointers, right below, to set you in the right direction.
Which are the best sites of social media marketing?
Facebook, YouTube, Twitter, and LinkedIn are undeniably the most popular social media sites. You should create a profile on all these sites even if you don’t intend to use them all. Trying to tackle all of them simultaneously might be a bit overwhelming to start with, but start with just one till you get the hang of it then move to the next. Once you know which provides you with the highest return for your business, focus on it.
Which is the social media on which to spend the most time?
See where your prospects are the best and spend most time there. At first you’ll need to check out the different sites just to get to know which one is right for you. The advantage in social media is that you are able to track from where your clicks are coming, and which site is providing you with the optimal converting traffic. You’ll soon be able to zero in on which site is the best for you.
How much time do I need to spend on social media to make it work for me?
It’s for you to take a call on this one. Social media moves fast so it’s better to be on in frequent short bursts rather than spend an hour at a time once every week.
Does social media work for all businesses?
Social media works for any business which has customers who use the Internet. If your customers are in a country where there’s no Internet, where Internet usage is low, or if your customer profile is over 70 years of age or so then social media marketing should not be the primary focus in terms of marketing your product and/or service.
I run an offline business. Will social media be any good?
Social media is nothing more than a communications channel. If you have nothing to offer online then focus on inviting people toward a visit to your store, or a phone consultation with you―anything that could lead to a sale.
Direct Response TV Advertising Encased in a Glass Box for All to See
Direct response TV advertisements are television ads which solicit an immediate response from viewers to a product offer. Unlike other forms of TV advertising which seek to create brand awareness in their audience, direct response TV advertising is a quick sale advertising technique. Typically it comprises a format of 60-second ads or highly persuasive 30-minute infomercials designed for instant results. The viewing audience is subjected to a high-pressure demonstration which ends with an exhortation to “act now” by going to a specified website, writing to a particular postal address or most often, to call a toll-free phone number.
No Reason to Wait; Make the Purchase Now
This form of audience request for a direct response is known as a “call to action” in direct response TV advertising parlance. A key feature is an ongoing brainwashing by showing the web address or contact phone number repetitively throughout the infomercial. The direct call to action is emphasized by a voice-over announcement urging the viewer to act now and place an order instantly.
The Common Formula
While a variety of products are marketed using the direct response technique, most often they are for household products which are unique and are designed to solve many problems. A characteristic strategy in direct response TV advertising is to show actors struggling with common household products for cleaning, food preparation, storage, and so on. These products all have something in common: the viewer can easily associate with them. Then the featured product is unveiled showing how effective it is and how easily it is able to provide a solution to these problems.
Moving Product
The combination of a product demonstration with verbal emphasis on the product’s unique benefits and a recommendation or call to action to order immediately is usually successful in swinging and touching off an ordering frenzy. Sometimes the results are lackluster though for some products.
The Typical or Practiced Steps that Direct Response TV Advertising Entails
A typical example would be a demo of a vacuum cleaner designed for efficient movement in even the smallest corners. The actor will highlight all the product’s benefits while demonstrating it. Another actor might voice concerns that the audience might have about the performance of the machine and its ability to achieve consistently, or questions about how easy it is to change the bag.
In the next sequence the actor could be shown emptying the bag quite effortlessly to the impressed amazement of the other actor. The two actors could go on for a bit with concerns and solutions proving that the vacuum is truly unique, able to work efficiently, and capable of addressing all problems which potential buyers might have. The shot would finally wind up with a call to action to “act now”. Invariably the advertiser might dangle an attractive incentive for immediate action such as some free accessories and an additional discount. But the key to this bonanza is to “act now”.
