The business is changing rapidly. But as technologies come and go, these principles stand the proverbial test of time: Marketing is about connecting consumers with messages. Find your consumers where it’s convenient for them and get your message across.
If you’re still wondering what social media has to do with your business, think for a minute where you would start if you were looking for a new TV and needed to shop around. Or I wanted to see what an old friend from college was up to. Or they were hungry for some Thai food and were looking for good restaurants nearby. Are you still wondering?
I do not believe it.
Create your action plan
Once you’re on board with social media, the most important thing is to decide, in advance, what exactly you want your social media efforts to do for you. Do you want to provide better customer service? Sell more products? Increase brand awareness? Decide what the goal is and the strategy will follow.
Make your presence known on the social media platforms that best suit your product. If you are targeting professionally minded professionals, make sure your LinkedIn profile is top-notch; If blogging moms are your market, try daily posts on a well-maintained Facebook page.
Above all, make sure your branding is consistent across platforms, right down to the font and images you use. Customers want to feel confident that they are getting a high-quality, reliable product, no matter where they go to look for it.
Don’t forget to designate a person within your company to take charge of the social media efforts, and make sure it’s someone who actually gets on social media and enjoys it (or risks getting “I Hate my work “to his followers).
Track your progress
Once you have a campaign underway, take a step back to evaluate your work. On Web 3.0, success is measured in fans, followers, shares, and clicks, so be sure to keep up.
Advanced analytics tools (I recommend Google Analytics) can tell you how many people viewed your Facebook profile, how many of those viewers followed a link to your home page, and how many of them bought something from your site. A little older brother? Maybe. But for companies trying to understand what motivates their customers, it’s really cool.
Evaluate and adapt
So, you launched your campaign, increased your likes, and posted some results. Whats Next?
If you are reaching your goals, well, keep doing what you are doing. Maybe you will reallocate some of your budget toward a greater social media wonder.
On the other hand, if you don’t get the results you expected, it’s time to reevaluate. Find out where your strategy is lacking and adjust accordingly. Your message may not be consistent from platform to platform. You may not be reaching the audience you want. Maybe you need to try a completely different site (already on Pinterest?).
If you’re not sure where you’re going wrong, try A / B testing – test one campaign against another. See which one attracts the audience the best. Stick to what works and ditch what doesn’t.
But whatever you do, don’t let fear stop you from breaking into the social media webosphere.
By not giving your customers an easy way to find you (and, in turn, doing analytical research to learn about them), you are missing out on a huge opportunity. And if you’re not getting your message out, you can bet your competitors are.
Ready to jump on the social media train?
Contact AtomicInteractive.com for help launching a great action plan for social media.