I can’t put it better than social media whizz Jason Squires does. There was a time when advertising meant forking out a wedge of cash for a professionally designed, if not a little insipid, poster or ad that might or might not have reached its intended target.
For the big boys that was just fine. For small businesses, that was far from ideal.
Today, more and more businesses are opting away from traditional advertising methods in favour of using social media to mass promote companies, and for good reason.
The Downfall of Traditional Advertising
The advertising world as it was is now but a hulking dinosaur patiently awaiting extinction.
Go back just a decade and advertising through platforms like TV, radio, magazine, newspaper, and billboard advertising was still very much the thing for businesses to do.
Today, magazine and newspaper sales have plummeted with people preferring to get their news and information from the internet and iPhones. TV advertising is slumping as more and more households opt to fast forward commercial breaks on pre-recorded digital television. As for radio advertising, well.
While it might sound like we’re painting a very deliberate picture of doom and gloom, consider just how much attention you pay to those platforms today.
The Emergence of Social Media
Corresponding with the downturn in traditional advertising, the emergence of the internet, and more specifically social media, saw a huge increase in small businesses adopting a D.I.Y. ethic and getting out there and appealing to new customers.
The likes of Facebook, Twitter, LinkedIn, Google+, and Pinterest have all grown into huge internet presences with millions of users. As the social media has grown, so has its use as a marketing tool.
Today, you’d be hard pushed to find a major company without a Facebook page while start-ups generally have a Twitter account before a bank account.
The benefits of using social media to mass promote companies are huge. Firstly, there’s the small fact that you can tailor your campaign so that it lands in front of your perfect customer. Then there’s the fact that it’s inexpensive.
Even companies with a shoestring budget can afford to play marketing in the social media world, mainly because so much of it is free.
Perhaps the biggest bonus to using social media to mass promote companies is the opportunity to make an impact. The internet has been built around viral marketing.
Viral marketing brought us ‘Gangnam Style’ and the ‘Harlem Shake’.
Viral marketing brought us a gorilla playing the drums and flashmobs.
And viral marketing brought us cats. So many cats.
In today’s media climate, you don’t need a big budget to wow. Whereas a rock band would once have spent millions filming a promo video, today bands are asking fans to splice together footage to create a video. Why? Because it’s cheaper and it has every chance to make as big an impact as Slash stood in the desert playing guitar.
So, if you’re plotting a marketing campaign on a shoestring budget, social media is without a doubt the best place to start. So get that Social Media Marketing Strategy sorted, roll out training and toast that successful implementation.