Should you be marketing your product or your social purpose?

Do you have trouble seeing why you should be using social media marketing? If so, maybe you are marketing a product that just isn’t very engaging. Social media marketing might still be a good solution for you.

Last week, I participated in an IAA workshop on Social Media Marketing with speaker Mike Moran. There were many great tips for people working with social media marketing, but especially one point took my interest and that was deciding whether to market your product or your “social purpose” on social media.

The reason why this is interesting is that not all products will get you a lot of engagement in social media. If you look at brands such as Coca Cola, M&Ms and the like, social media – e.g. a Facebook Page – gives you great opportunity to entertain your fans and to communicate with your customers, thereby strengthening your brand. But if you sell e.g. insulation material, that might not be very engaging. I’m not saying it can’t be, but it probably won’t. In that case, what you ought to do is to market your social purpose – in the insulation case it could be a fanpage about saving energy. Instead of talking about insulation material, you can engage people in saving energy – which could be by getting new insulation in their houses.

What I’m saying is that in many cases, it can be easier and more rewarding to get people to engage in your purpose rather than your product. So, think about it before you start your social media campaign!

By the way, if you don’t engage with your customers the right way from the start, you might end up with (best case) bored fans or (worst case) people who have a negative attitude towards your company and product.