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Social media vs. traditional business marketing (strawberry milk shake or a chocolate parfait?)

Author: lhaworld

Date Posted: July 21st, 2010

It’s All About Your Goals!
You may have been lead to believe that comparing social media marketing to traditional marketing is like comparing rocks to radishes, that these two types of marketing have nothing in common. However, nothing could be further from the truth. The difference between social media and traditional business marketing is like the difference between a strawberry milk shake and chocolate parfait. Both are sweet treats — they simply appeal to different pallets.

Imagine for a moment that you are inviting guests over for dessert and are trying to decide whether to serve a strawberry shake or that chocolate parfait. Before making your decision there are some things you need to consider.

First, you are going to want to decide what your goal is in inviting guests for dessert, and who those guests will be. Are you trying to make new friends? Or do you want to show your old friends how special they are to you? Next, how are you going to know if your dessert was a success? Will you know by the look on their face when they first taste it? Perhaps, you plan on asking them what they think of your skills?

Believe it or not embarking on a marketing campaign is a lot like inviting those guests in for dessert. Your decision on whether to use social marketing media, traditional marketing media or both will depend on your marketing goals. Here are three steps that will help you be more successful on your next marketing campaign.

Step One: Ask

Decide on your specific marketing goals and objectives. Do you want to gain more customers or get your old customers to do more business with your company? Do you have a new product or service that you want to introduce to a specific type of customer or to all customers in general? Once you know what your marketing objectives are then it becomes more clear exactly which customers you are trying to reach. Knowing who your customers are will help you decide if you can best reach them through traditional business marketing or through social media marketing or if a combination of the two will best suit your goals.

Now that you’ve gotten those critical questions answered you can decide how you will measure the success of your campaign. Your results may take the form of increased sales or business or by some other means. By Asking the right questions you will get your campaign off to a good start.

Step Two: Aim

The more specific your marketing objectives, the more focused and personalized your marketing efforts will be. If you can carefully select the right target audience at the right time with the right message, the results will follow. Here is where you take Aim and decide who you will invite to the table and whether to serve that shake, that parfait or both.

Step Three: Action

Now that you have defined your marketing goals and the best ways of accomplishing them, and have established a clear plan of how to measure the results of your campaign, you’re ready to take Action and whip up a dessert your guests will love. Bon Appetit!

22 Responses to “Social media vs. traditional business marketing (strawberry milk shake or a chocolate parfait?)”

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