I have been resisting social media but looking at it this way suddenly brings to light the significance of the art of social for a successful digital launch, or growth, or whatever applies in your case.
When I started in business, it was ALL about business, and not at all about social.
In fact, social media didn’t exist and companies had marketing campaigns that demonstrated an all-about-me, my company, my product, my…you-name-it, mentality. Some of them still operate this way, but the ones who are industry front-runners, like the ever-lovable example of Apple, have adopted a much more customer-centric philosophy and are deeply engaged in social media. Heck, they’re so good at it that they have people pre-ordering or lining up to buy products before they even become available! That’s WoW marketing in my book.
Oh drats…I think this means you and I need to get in the game…and resort to “getting social.”
This feels a little like looking forward to getting a shot at the Dr.’s office to me. I just might be a little nervous about the whole prospect of social media but maybe for you, social media is already like an extra limb from your body and already feels quite comfortable. (I can’t imagine.)
Either way, it comes down to looking at the use of social media as part…quite probably an essential piece…of your digital marketing strategy.
I use the word “strategy” here with purpose. For example, using Twitter in your campaign isn’t about sharing important information like what you had for breakfast.
What I’m saying is that you should give some thought to everything that you put out there. The idea is to conscientiously build your credibility– and like– and trust with the audience you are also building, and all while creating awareness and interest in your content.
So what’s the plan? Well, first, the plan is to make a plan.
Carefully look at your social media strategy in connection with the overall campaign. WRITE down your objectives then organize projected content along with an outline of a “share” plan.
Think about which social media channels (or buttons) are your best fit. Since I’m new to this, I may want to go a bit slower and start with just a couple of well-chosen areas and that’s okay. Changing, adapting and growing along the way will help hone your skills and results as you go.
“Think of social media as a distribution source.” Brian Clark, of copyblogger.com
You need to make CONTENT DISTRIBUTION AND PROMOTION a part of your plan. Content marketing expert Jay Baer often says, “Content is fire. Social media is gasoline.”
I guess that means it’s time to light the match and make a plan for making your excellent content combustible! Help it spread.
To organize and schedule the social media channels you decide to use, you may want to check out Hootsuite or Buffer as your “switchboard,” a home base, for the social media segment of content management strategy. You can schedule when you interact, what you’ll say and where you’ll link to and more. Also, as you go, you can analyze your social media to find out more…like what time of day an account shows most activity, or involvement by an audience, for example.
Here’s a comparison Molly Pittman of Digital Marketer (2015) put together. It may help you select the right social media to match to your ideal customer and use to build traffic for your efforts:
Another way to learn more about…and match to…your desired target audience, is to use Alexa, a tool that will give you demographics from any website. Also interesting in the data they provide is the number of, and key sites linked to that site which, of course, could offer more traffic.
How social do you get?
I’ve read arguments for both having all social app “buttons” on everything you do to widen traffic visibility and on the other hand, not to have too many, adding clutter and losing some “shares” because people do better with less choices. Weigh this from the psychological/design aspects this theory suggests as well as for your particular niche or industry to decide what works best for you and takes you to where your users are. That’s really the key.
In my case, social media shyness and niche focus will most likely lead me to start on a smaller scale. I’m still excited about trying it all and will surely learn more as I go.
Before I jump in and become social I’m going to:
- read everything possible on Social Media Marketing
- consider all of this
- create a content and social media plan, and
- test written strategy against other pieces in the Marketing Game Plan
I’m sure there will be a lot to share about the social media experience. Let me know what you think about the social media hub of your marketing campaign by leaving a comment, please.
♥ Assignment for Your Business:
1.) Think about social media channels that suit your USP/ideal customers
2.) Investigate to confirm your thinking, verifying demographics of various channels; for example: FB vs. LinkedIn and how they fit with your desired audience
3.) Plan your relevant content and organize your social media plan in a written strategy
4.) Confirm that your social media strategy supports and balances with your other Marketing Plan elements like the USP and Customer Persona Profile
5.) Make sure your planned communications reflect the Mission/Vision/Values or Statement of Purpose for your business and that you maintain your company’s unique “voice” throughout
What’s working for you? How social are you?