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The latest Business
Link survey into business communication preferences showed that
over three quarters of respondents recognised
the importance of managing their business’s reputation online,
combined with economic concerns limiting the potential of more
traditional paid-for marketing methods, Cambs’ businesses can’t
afford to be shy of the online world.
For those currently taking a back
seat, what better time than Social Media Week (1st - 5th
February) to take the digital the plunge for your business?
And, as always, Business Link in the East of England is on hand to
provide some top tips on using social media to give your business
the edge.
A recent survey by Business Link
into preferred methods of receiving business information revealed
that digital communications topped the polls with 81%. With email
and websites leading the way, 10% favoured face-to-face conversation
and the more traditional telephone trailed behind at 2%.
Despite this widespread digital
preference for receiving information, and with most respondents
recognising the importance of a business’s online reputation, East
of England SMEs are still divided in their use of social media as a
marketing and networking tool. Just over half of respondents
currently take advantage of online communities for a business
purpose, with LinkedIn, Facebook and Twitter as the top 3 choices.
Pat Smith, Chief Executive of
Business Link in the East of England, said: “Many businesses tell us
that they feel they should be using social media to engage with
customers, but that they are unsure what sites to use and how to
make them work to best effect.
“That’s why we’re encouraging
businesses to get online during Social Media Week and simply give it
a go. I’d urge those that need help deciding which networks to join,
or want online etiquette tips explained, to visit the Business Link
website –
www.businesslink.gov.uk/east - where
tips, tools and guides can be found.”
Business Link’s top tips for using
social media can help Cambs’ more inexperienced or apprehensive
social media converts take advantage of the business prospects that
online communities and communication portals present.
In addition, Business Link in the
East of England has set up its own social media portal, Shareful -
www.shareful.org
- which brings together ideas and advice on starting up or
growing successful enterprises. Business Link’s Top Tips for Using
Social Media:
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Research existing social media
outlets to assess which are best for your business. Consider
your objectives: if you want to improve your contact base to
find jobs, people and business opportunities, then you might
want to try LinkedIn for business orientated professional
networking; if you want to target a customer base, then Facebook
might be a better outlet; updates on Twitter could keep
customers informed about relevant news and products/services;
YouTube can be used to upload any video (from a visual how-to to
a documentation of a recent company event) and can be linked
back to your own website.
-
Integrate social media into your
existing marketing plan. Despite the fact that much social media
functions as a free marketing tool, it still needs to be on
strategy and managed in the same way other communication
platforms would be.
-
Don’t neglect your more
traditional marketing methods – use social media as an extension
of these. Consider customer behaviour: transferring
communication completely to the web would, for example, alienate
those customers who prefer to be contacted by phone or post.
-
Make sure to keep time
management in mind when approaching social media. Make time to
save time – one of the benefits of using social media is that it
allows real-time communication and releases information quickly
into the public domain. Allocate specific and regular times to
check for things like customer feedback to make sure all issues
that may arise are addressed.
-
Set targets: social media is
highly measurable, and targets, for example aiming to increase
monthly traffic to your company website, help keep track of the
efficiency of your social media campaign.
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Be patient: a hugely successful
immediate social media impact is rare and it may take time to
see results in your marketing strategy.
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Once you find the right social
media channel, avoid being aggressive or too persistent: running
competitions and offering special deals and discounts to social
media followers is much more likely to appeal than plain sales
messages.
-
Remember that social media is a
form of communication between your business and its target
markets, but also between customers and the business. Providing
a platform for customer feedback in this way, and being seen to
act upon it, establishes your business as service-led.
Any small business looking for help
and advice can contact Business Link on 08457 17 16 15 or visit
www.businesslink.gov.uk/east.
About Business Link in the East of England:
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Business Link provides information, practical advice and
support to help people to start, run or grow their businesses
-
Our clients fall in to two main categories:
- Those running or working in
established small and medium sized businesses
- Those who want to start their own
business
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Both client groups can access independent, impartial and, in
most instances, free help and support from Business Link in the
form of:
- Free one-to-one help from an
experienced Business Adviser (established businesses) or
Enterprise Awareness Manager (start-ups)
- Workshops and briefings on a range
of business subjects such as business planning, sales and
marketing, legislation, developing people
- Telephone and online support through
our Regional Information and Intelligence centre
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Business Link in the East of England works with businesses
and entrepreneurs in the 6 counties in the East of England:
Bedfordshire, Cambridgeshire, Essex Hertfordshire, Norfolk and
Suffolk
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Business Link is a government initiative to promote
enterprise, funded in the East of England by the East of England
Development Agency
December 2009 -
Peterborough UK Community Website
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