Avionics News January 2016 - 50

series

BUSINESS BASICS
B Y

G R E G

L A S L O

#ModernMarketing

How to build a social media plan to benefit your business

H

ashtags, retweets and mentions. Oh my.
In case you've been living and working under
a rock this decade, you should know that social
media is a hot ticket - and not only among consumers, but
also with the businesses that court them.

According to a recent study by eMarketer, 88 percent
of American companies already use at least one platform
for marketing purposes. And the number shows no sign of
going cold.
Whether your avionics shop is among that cohort
or not is no longer the question; indeed, according to
online marketing agency SingleGrain, the real question
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avionics news

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january

2016

is whether you're going to manage your presence actively or you're going to let "social" happen to you. Your
customers, competitors and other contacts may already
be talking about your products and services, and it's up
to you whether you're going to lead that conversation or
let it pass.
Of course, you join the former group by creating a
strategy that allows you to grow your online presence
with interesting, shareable, influential content that highlights your expertise, brand and values. When done right,
you create relationships that build your standing among
users who are pilots and aircraft owners.
But to do this, you must hold the attention of that target
market until you capture them in your selling process,
according to digital marketing consultancy Relevance. To
get there, you'll want to review how social media works,
revisit how to create a social media strategy, and re-examine how to implement that strategy in whichever platform
speaks most closely to your customers. Whether you're
a fan of social media or not, it's part of the consumer
culture. If you want to market to today's customers, it's
something you might as well start to like.
Being social
The best reason to use social media is simple - it's
where the prospects are. About 80 percent of consumers do their product discovery, research, comparisons,
and service-provider selection online, and nearly threequarters of those shoppers use social networking sites,



Table of Contents for the Digital Edition of Avionics News January 2016

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Avionics News January 2016 - Intro
Avionics News January 2016 - No label
Avionics News January 2016 - Cover2
Avionics News January 2016 - 1
Avionics News January 2016 - 2
Avionics News January 2016 - 3
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Avionics News January 2016 - Cover3
Avionics News January 2016 - Cover4
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