Social media marketing can’t be considered a fad any more. However, there are still plenty of business owners who believe that social media marketing cannot benefit their industry, that it only works for some businesses. This is a fallacy. Social media marketing can have an impact on every business in some way. Success in social media marketing can be summed up by three main goals:
- More traffic to your website
- Improving your company’s personal relationships with customers
- Increasing your visibility to grow your audience and brand recognition
Of course, some businesses will benefit more than others, just because every business is different and with unique needs. For instance, personal relationships are more paramount to a company with ongoing consulting clients than they might be for a company whose products are purchased once or rarely. In the same way, some industries are better suited to social media marketing. Let’s look at a few.
If there’s an industry that depends on visibility and charisma, real estate is it. Most real estate agents get their business through referrals and references, both of which are only the click of a button away, with the right network. Real estate agents can use their personality to shine in their online profiles, and that can make a big difference. The more their audience grows, the easier it is for your listings to reach newer people and potential buyers.
Human Resources and Recruiting
Anyone who is in the recruiting field already knows that it’s hard to find that perfect fit of a candidate. It’s not just about finding someone with the right education and experience, but also someone who will be the right fit in the client company’s culture, and willing to leave their current position. With social media, recruiters and human resource managers are able to cast a wide net, showcase their persona and find a select pool of candidates.
The mass marketing potential of social media is seen clearly with countless retail brands. Retail is an example of B2C. If this is your business, you’ll be able to post about your products, and gather social media followers and start building brand recognition with complete strangers, who otherwise would never even be aware of your products. Consider Facebook, Twitter and Instagram, which allow companies to reach a large number of individuals at once, making them ideal for retailers.
It wouldn’t be a stretch to say that tech companies have a huge advantage when it comes to social media. People working in tech are more attuned to the constantly changing landscape, including what’s going on with social media. They will be the first ones trying out new apps and platforms. They may also be able to use social media to display their expertise and give out useful tips.
The Surprise Industries
There are some very traditional industries that end up performing well on social media. Some of these are:
- Manufacturing – not known as a ‘hot’ industry, and not one that changes often, it’s usually written off as not a business with many tech savvy people. However, manufacturers have virtually no competition when it comes to social media, making it an advantage for the early adopters. Plus the national and international reach of social media can put manufacturers in touch with businesses and customers that they’d never think of contacting.
- Science and Engineering – considered ‘hot’ industries due to changes and advances, scientists and engineers have the ability to generate huge followings online, by discussing their work and experiments.
B2B Consulting – social media has tremendous potential for building individual relationships, quite contrary to its mass marketing reputation. That’s what B2B consulting companies need, and can leverage with platforms like LinkedIn and Twitter, especially when it comes to making contacts within their industry and engaging on a personal level.