While it has not totally replaced the traditional methods of marketing, social media has provided businesses a new avenue to see and be seen by customers. This shift has helped small businesses gain exposure due to their minimal cost and easy maintenance. Now even that small café at the corner of the street can even have its own fan page.
Here are some examples of how you can maximize a social media platform to promote your campaign or help your business gain exposure:
Create advertising that connects with people
Remember the Old Spice campaign “The Man Your Man Can Smell Like”? That’s a perfect example of how a brand can gain a lot of exposure just by using the correct platform for its kind of advertising. Their hilarious videos got an average of 40 million views on YouTube, and later on, people started making their own spoofs. From this campaign, we can see that people tend to promote something that makes a big impact on them, whether it’s because of its utter brilliance or outlandish outrageousness. Old Spice didn’t have to spend too much promoting its product, and what made it work for them is the fact that people were stimulated enough to pass the message on to their peers, and even make their own interpretations of the ad.
Increase participation through contests
The tourism campaign for Queensland, Australia increased its web search popularity by 40% and started attracting thousands of tourists with the aid of a competition. They had posted links to their website on Facebook and made announcements on Twitter to draw participants. By offering a handsome reward for the winner, many people took their chances and boosted the exposure of their campaign. This just goes to show that humans are naturally competitive and such traits can be capitalized for promotion.
Build a community and harvest ideas from it
Ana White currently has almost 70,000 fans from Facebook, and her tips and projects has more than 25,000 pins on Pinterest. Clearly, she has attracted the attention of both men and women who are interested in carpentry. She started gathering followers by giving out helpful tips and step by step instructions on how to do some simple furniture projects and when the community grew, the other members also started pitching their own ideas, and Ana gives them a platform for their ideas to be heard by many. Soon, she was able to have a blog where most of the posts were contributed by her fans. It’s been pretty much like planting – Ana had been generous and nurturing enough to make the homemaker community grow, and now, she’s harvesting the fruits of her labor.
The real power of social media comes from its members, and the key to make a certain campaign work is to spark the interests of these people and keep them engaged. Once done properly, you will find that you wouldn’t have to make too much effort to promote your business because your fans will do it for you.