Social Media Tactics Build Your Brand

Until a little while ago, social media was an experiment. Will it work? Will it make a difference?

In 1995, so was that Worldwide Interweb thing. Not so much anymore.

Same goes for social media. We’re currently making the transition from if to why and how.

According to a recent study by Business.com, webinars and podcasts are the number one and number two social media resources that North American business professionals turn to to get what they need (advice, tips, etc.) to do their job. And a lot of people now, people with decision making positions, are included in that group.

Let’s take a closer look.

The report—2009 Business.com Business Social Media Benchmarking Study—found that 69.1% of the 2,393 business professionals surveyed turn to webinars and podcasts, beating out user ratings of services and products, which came in next at 62.2%.

For service firms, this marketing and lead generation strategy does a pretty good job of shaping how you’re perceived in your target market.

Consider webinars and podcasts, the top two tactics. They allow people to get a feel for what you’re like, and get to know your value proposition. The more people know what you’re like (assuming you’re likable), the more prone they are to connecting with you and your business.

If, however, no one knows you’re producing these great webinars and podcasts, you’re sunk.

All online content should be continuously shared via social media networks, bookmark sites, and regular company newsletters. Great content, if you put it out there with a reasonable amount of rigor, will find its way to others who will find value in it.

Soon, those who hadn’t been familiar with you will recognize your firm and be able to articulate what you do. Touch them enough often enough and they’ll remember you. Provide enough value, and they’ll prefer to call you when they perceive the need. Or take your call when you reach out to them.

If you’re wondering how much opportunity is really left to capitalize on these trends, consider this: I recently delivered a live lead generation executive seminar. I asked the 70+ service firm leaders who were in attendance, “Whose firm produces or regularly delivers their own podcast?”

One hand went up: mine.

I like my podcast series, and lots of folks find it helpful, but there’s plenty of room for you, too.