Published Tuesday, December 27th, 2011, by Mike Sullivan.
If the business center world learned anything in 2011, it was the impact of social media on marketing campaigns. Indeed, this year we saw more business center operators experiment with social media than ever before—and we expect this trend to continue as the mobile workforce increasingly relies on social media platforms like salesforce.com and WorkSimple as part of every day business.
In the latest example of a business center brand leveraging social media to drive its marketing message to the masses, Servcorp is running a free 14-day trial on its virtual office product. This is essentially a way to kill two birds with one stone.
First, Servcorp gets potential new virtual office customers. Think about it: Once a customer tries the service, the chances of converting to a paying customer are much greater.
Second, Servcorp gets new Facebook fans whether they decide to trust the brand for their virtual office needs or not. By winning new fans, Servcorp has the opportunity to continue to put its brand in front of consumers who have at least some interest in virtual offices. The theory is, if they don’t want to rent a virtual office space now, they may choose to do so later—and Servcorp will be right there in their Facebook newsfeed with offers and discounts and value propositions.
In case you’ve never run a Facebook campaign before, take a lesson from Servcorp. Servcorp has done a number of these. Here’s how it works:
- 1. Servcorp announces the deal through its typical marketing channels.
- 2. Consumers are encouraged to “Like” Servcorp’s Facebook page.
- 3. Consumers then submit a request for the 14-day free virtual office trial on Servcorp’s Facebook wall.
- 4. Servcorp follows up the lead and hopes to generate business.
Although there are various definitions of a virtual office, Servcorp defines a virtual office as a local business telephone number; a dedicated multi-lingual receptionist at the chosen location; and 24-hour per day interactive voicemail. Servcorp has serviced and virtual office facilities available in more than 100 locations worldwide.
So as you gear up to market your business center in 2012, consider how a social media campaign can help you. Be sure to read Officing Today’s selection of articles on social media in the “Social Media Center” in the red column to your left.