Cecile Carson Consulting (Mock Case Study)

Scenario:

You are an online marketer. You mainly rely on email marketing and social media. A new prospect reaches out to hire you for her online consulting business. She uses her name for her branding. However, she is very much concerned about privacy issues in social media. She is overwhelmed with the idea of using her pictures or videos. Write an email to convince her that it is essential to effectively use social media as a marketing channel especially if someone has an online business. Suggest best practices for using social media safely.

Response:

Dear Cecile,

I wanted to start by saying I’m thrilled to start working with you in your firm’s marketing department and I would like to thank you for reaching out with this opportunity. After learning more about you, your business, and your goals in marketing your online consulting firm, I wanted to reach out regarding your concerns about appearing in potential photo and video content. 

I first want to say that it is completely normal to feel hesitant of front-facing promotional content. Many business owners and even marketers experience worries while producing this seemingly direct content, especially because of the privacy concerns you mentioned to me earlier. However, I would like to help you navigate this challenge and better understand why it is necessary for online businesses like yours to take advantage of the benefits of creating a strong social media presence for your brand while still maintaining your personal security.

I would like to discuss the importance of a consistent brand and voice. Your business is a unique case, because it is centered around the service you provide for your clients. For example, your business name “Cecile Carson Consulting” connects potential clients to you, personally and by name. In order to maintain a consistent brand and connection, social media that includes photos and videos featuring you are integral in representing the very core of your business.

You might be wondering why a strong social media presence is necessary considering the measures you are already taking in your marketing efforts. Social media is an essential component of modern day marketing, therefore it would be a serious misstep to not utilize its power. 

Businesses can harness social media platforms like Facebook, Instagram, Twitter, YouTube and many more to understand and connect with potential customers, what content they respond to, and gauge audience sentiment about their brand. It also provides more exposure, therefore generating more sales and awareness for firms. Brands can then utilize information they learn about their audience, such as demographics, what content they engage and interact with most, and what people think about their business to inform future initiatives, services, or content through a process called Social Media Analytics.

Now, there are many ways to ensure your personal privacy is protected while at the same time participating in social media. I can ensure that your personal life and information do not cross paths with your business profiles on social media. For one, most social media platforms will ask you for permission before accessing personal information, and you always have the right to say no as privacy laws prevent businesses from collecting personal information. Your private data is able to remain private in this way.

I am always happy to sit down with you to discuss this matter further, and hope we can work together to arrive at a solution that suits you and your business’ needs.

Sincerely,

Gloria Pérez

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