This archive report was first published on 8 January 2020.
Marketing Your Business Online: A Double-Edged Sword ¶
January 8, 2020
Marketing your business online can be a great way to reach a wider audience and drive sales, but it also comes with its own set of challenges. A tarnished reputation, security risks, legal ramifications, and a goldmine for your competition are just a few of the pitfalls to watch out for.
Paul Njiru, a farmer based in Embu, learned this the hard way when his social media account was hacked and his clients were swindled. He had been using his account to market his business and had gained a significant following, but when the hack occurred, his reputation was left in tatters.
The Risks of Social Media Marketing ¶
- A tarnished reputation is a hard sell: Rachael Wanjiku, who markets men's apparel through her social media accounts, warns that cyberspace is a place one needs to tread carefully. Disgruntled customers can post damaging comments or make posts that could potentially ruin you.
- Security risk: James Mugo, an IT expert, says social media accounts can have security breaches and be hacked into. This would have an impact on one's brand and could lead to a loss of trust from customers.
- Legal ramifications: Every platform has its own legal requirements, and failing to comply with these can lead to costly litigation.
- Goldmine for your competition: Joseph Kamotho, who runs JD Trendy Men's Wear, knows that everything you need to know about your competition is out there. This can be a double-edged sword, as while it can provide valuable insights, it can also be used against you by unscrupulous competitors.
How to Avoid the Pitfalls ¶
- Respond to customers' anxieties and queries promptly: Getting back to your clients is not only good manners but also allows you to nip in the bud any looming bad publicity.
- Find out where your demographic is: Don't do blind marketing. Do your research and find what suits your business best.
- Be engaging: You can't afford to be lax with your social media marketing. Usually, the account that posts often gets a higher response from the audience, which boosts your chances of making a sale.
By being aware of these pitfalls and taking steps to avoid them, you can ensure that your online marketing efforts are successful and don't end in disaster.
