In 2009 Analox began investigating how best to use social media in our marketing mix. Is it as powerful as people are saying? How could it benefit Analox?
Our ultimate aim was to get the Analox name recognised as a trusted source of information in each industry sector we supply. Therefore, it was important that our social networking focus not on selling but informing, and on directing people to our website to find out more.
The push into social networking has coincided with the launch of our new website. Rather than create an online product catalogue, the new website is designed as an information portal – a place where visitors can find market-specific information.
Alongside analox.net, we’ve created our own YouTube channel, and market specific Blog and Twitter accounts. These increase the wealth of information we’re offering, catering for different markets and different people by varying the formats used.
So what’s the benefit of social media? Through YouTube we can show people how to use our products. Watching someone else is easier than interpreting a series of diagrams. We also convey other people’s experiences by creating our own ‘video diary room’ at exhibitions. There’s nothing more powerful than other people talking about our products.
As well as creating a central Blog and Twitter account, we’ve used sector expertise within the company to create individual targeted Blogs and Tweets. The personal touch works well – the blogger might well be someone you speak to on the phone when you call Analox.
But, is social networking delivering for us as a company? Our website statistics show that in April 2010, both Twitter and the Analox Blog are in the top 10 sites which refer visitors to analox.net. And those visitors who come from Twitter or the Blogs stay longer on the Analox site and view more pages.
Yes, there’s a cost in preparing videos and websites, and there’s a time commitment required to regularly update blogs. However, as part of a marketing mix, social media is a cost effective additional method which raises awareness of the company’s name and helps in positioning us exactly where we want to be – as THE source of information on gas analysis.
Michelle Morley – Marketing Manager at Analox Sensor Technology Ltd
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