In light of reviewing a survey conducted by BIGresearch and and the Retail Advertising and Marketing Association, I thought it would be a relevant time to discuss the human element of marketing. Yes, I deliberately said "marketing" instead of "social marketing" in that last sentence, which is the focal point of this post.
In their survey, they focused on the influential factors between social media users and average adults for wanting to learn more about a product or service. The chart below provided by eMarketer depicts how various communication channels from this survey arouse social media user and average adult interests in the US.
Out of 11 different communication channels, social media elements come in as the sixth, seventh and eighth most influential factors that cause social media users and average adults to want to learn more about a product or service. While social media is an extremely cost-effective medium to influence these kinds of users (potentially free, depending on your objectives), there are other, more influential mediums that should be used as well.
If cost is an issue, then the second, third, fourth and fifth most influential factors may be of little interest to you. Luckily, for all of us, the most influential factor that impacts the interest of both social media users and average adults is (technically) free: face-to-face communication.
Your Words Can Have A Very Influential Impact
Face-to-face communication is not only the most influential medium, but it can also have synergistic effects as well. Think about it: let's say you go out and meet a potential client face-to-face. You spend 1 hour with them and just completely 'wow' them with your services and expertise. You're certain you left a very influential impression with this person, but that may just be the beginning.
This person may end up discussing their meeting and impressions with you throughout their various social networks and media. That means not only have you used the most influential communication channel on this person, but that person is now potentially using the sixth, seventh, eighth (and maybe even the ninth and tenth) most influential communication channels to tell their friends and peers about you as well.
Why This Is Important To You
For many of us, social marketing can act as a great way to develop relationships with people without ever meeting them in person. It can make lead generation more anonymous, thus making us feel less reluctant to move out of our comfort zone. While that may be the case, it's important to remember that face-to-face communication establishes a unique level of credibility and trust in business. Social media marketing is extremely important to use, but as cliché as it may be, you shouldn't put all of your eggs in that one basket.
Diversify your resources and take the time to meet with people face-to-face. Even with technology making leaps and bounds in the communication spectrum, face-to-face is still the preferred way to communicate.
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