Reach Your Audience through Social Websites

Regardless of whether you market to businesses or consumers, you are marketing to people. And people have interests outside of work. Millions of viewers, of all ages, spend hours on social websites like MySpace.com and YouTube.com.

That’s why advertisers are so willing to spend big bucks to be seen there. But why not be a participant? There are two simple ways you could accomplish this. First, create a profile on MySpace for your company. The Terms of Use state that the services “may be used for promotional purposes as well, but direct commercial endeavors may only be used if they are specifically endorsed or authorized by MySpace.” So don’t place an outright advertisement.

Instead create a profile as if your company were a person. Post pictures from events, golf outings, presentations, the Holiday Party, a volunteer service or cause event you organized or participated in, an awards ceremony etc. Demonstrate that you are more than a business, that you are a group of caring, intelligent people who participate in life.

Let viewers know what you are up to; share success stories of your employees; or share personal triumph stories like how you pulled an all-nighter on Tuesday in order to get parts to your automotive manufacturing client. Present your company as a living, breathing entity that any person can relate to.

Keep it fun. Don’t sell. Engage.

Secondly, if you provide a service or a product then let people know how it works. Post a “how-to” or demonstration video to YouTube.com and then stream it to your MySpace page or website directly. Or if you have exceptional facilities then post a video tour of them, especially if you built a green building or engage in green manufacturing or business practices. Remember to associate the most effective keywords with your MySpace and YouTube posts so you can generate targeted traffic.

Like any initiative you undertake, identifying your target audience groups, and having a clear objective is necessary to achieve your goals. Who are your customers? What do you want them to understand about your company?

Demographics for visits to online social networks are broad. You’ll have the most success by delivering appropriate content that suits the demographic you want to target. Visit a number of social networking sites to understand who uses them and for what purpose.

For example, LinkedIn.com is used for professional networking, whereas Facebook.com, just like MySpace.com, is more for connecting with old friends and making new ones. Twitter.com offers you some interesting opportunities. Basically it acts as a quick-note network where you can post everything your company (or you) is up to such as launching a new product or hiring a new executive.

Social Websites allow you to engage with your clients on a more personal level, outside a business setting.

Keep in mind, as with any endeavor you undertake, there are costs involved, both in time and management.

As I stated in an earlier post (Are You Advertising or Marketing Your Business), marketing is about facilitating an exchange between your company and your clients. Social Websites provide a platform for that exchange to take place outside of business hours. So find the ones that work for your company and fill them with targeted and fresh content. Send an informal email or make a posting to your corporate site inviting customers to visit you at your social website.

And remember to lead off with an engaging reason why they would enjoy it.

In the end, isn’t that what it’s all about?