Leveraging paid and organic social networks to amplify content and awareness.
90% of customers’ time is spent in Apps, and a huge slice of that time is in Social Media. As much as we’d like to think our website is getting all the attention, the data just doesn’t bear that out.
Customers now expect your brand to participate in Social Media, and they reward that participation with their attention and business.
Social media is your opportunity to fill the information voids in the customer journey. Using social amplification, great content can be distributed where customers are, connected to retargeting technologies, and turned into strong ROI and awareness as they move down the funnel.
Conversations are expected, too. When customers reach out on social media, they expect the responsiveness to match your other customer service channels. When it lags or fails them, your brand may lose their confidence – or even cause them to complain loudly in front of other customers.
Customers in social networks are usually not there to be sold to. This causes many companies scale back their SMM investment before it has a chance, and it’s exactly the wrong thing to do since your competitors are probably right there to make them into lifetime customers. Companies that consider the multi-modal sales process, however, understand that being helpful, engaging and relevant today often leads to a sale or lead tomorrow.
* Most visitors come to a site multiple times during their “buy” journey, and via different means. When someone doesn’t buy the first visit, let’s say to a blog post, you can still market your offering to them over the weeks to come when they may be closer to buy mode, sometimes with retargeting-enhanced PPC.
Review your profiles, customer conversations, follower count, engagement and other metrics using state-of-the-art tools.
Understand how “content centered” your organization is, and review the content that is produced. Discuss content production with authors and producers.
After gathering essential information about your current capacity, the potential and your team’s readiness for SMM, items will be organized into a Strengths, Weaknesses, Opportunities and Threats (SWOT) document.
With SWOT and other evidence, propose a Social Media marketing program, including KPIs and measurement programs.
Setup needed profiles, publishing tools, editorial calendars, author assignments, and content marketing advice with milestones and priorities. Coach team through the workflow process of topic research, content creation, sharing, and amplification.
Show team how to assess Social Media Marketing success and how to pivot their approach towards what’s working. Work with team to build KPI reports that help stakeholders see the long term impact of these programs on revenue and branding.