Marketers must not ignore the potential of social media as a promotional tool, an expert has urged.
Debra Murphy, writing for the Masterful Marketing website, explained that firms can see considerable returns through spending time creating relationships online with their clients.
She argued that this is slightly different to more traditional internet promotions, such as advertising and direct marketing, as it pulls consumers in rather than pushing them towards a product or service.
Firms should regularly update a corporate blog which appeals specifically to its target audience, Ms Murphy continued.
"Build your website and continue to work the content so that it reaches your ideal clients with the precise message that resonates with them," she urged.
Earlier this year, industry commentator Lee Odden, writing for the Online Marketing Blog, commented that using social media tactics such as a corporate blog can help enhance a brand’s perceived authority as well as increasing visibility.
He recommended businesses provide consumers with useful information which supports their reputation and products.
