Don't shoot the medium

March 18, 2010 posted by Amy

Photo by Gideon Tsang

This week I read an article in the Wall Street Journal called entrepreneurs question value of Social Media. The article subtitle is, "Marketing via Facebook, Twitter yields results for some, others say it's Overrated; 'Hype now exceeds the reality '. "

I understand the article trying to make — where are the results? I was promised that if I engage with social media, I be successful. Where is my pot of gold?

Marketing and advertising are the means to raise awareness of you, your brand or your product. Yes, opinions are created on the marketing of only but it is highly unlikely that just marketing and advertising sales close. That is the task of your website, sellers, shop, telephone reps, sales process.

You have an incredible campaign (social media or otherwise) that drives traffic and awareness grows but if you can't seal the deal, you're out of business. If you are using social media or email marketing to get traffic from them, you need to measure your results. What percentage of visitors are converting into customers?

What can you do to increase this percentage? Take a close look at your product, sales process, website, follow through. What can be improved? How do you share your advantage and value? Your landing page website can use what optimization? Your online form looks log? Be leads get succeeded at fast enough.

If your traffic is growing but your sales are not, don't shoot the marketing medium. Look in the mirror and see how you can benefit from your traffic win.

How are you benefit from your social media marketing?

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