“Emerging media” can be a scary term to some brands. To some, it signifies something new and wild that requires breaking through communications barriers and demands time and attention without the tried-and-true guidelines provided by traditional marketing.
One of my most memorable college professors refused to discuss much relating to online marketing. He was determined to make sure each and every student understood the ideas, theories, and fundamentals of marketing. While we all sat in his classroom, staring at pretty Macs, and longing to explore the wide-reaching, ever-changing world wide web, he walked us through the basics. Now that I’m actively involved in that big ole’ Internet world, I understand why. If you know the basics, you can begin to adapt to whatever is thrown your way.
While emerging media is certainly a game changer, basic marketing strategies are easily applicable to social media.
1. Research
Before running a campaign, a team of marketers scours for information about the marketplace, competitors, consumers, the industry, and everything between. Social media is no different.
Find out who your potential consumers are, what your competitors are doing, how thought leaders in your industry are reacting to social media, and what people are saying about your brand online.
2. Know your audience
I recently spoke with the owner of 3 homecare franchises about how social media could help his business. At first, he was adamant that none of his elderly clients or their adult children had the time or technological capability to interact on social networking sites. He was shocked when I showed him Nielson’s findings that the third most popular online destination for seniors 65 + is Facebook.
Much of social media success depends on knowing who your audience is and what they’re doing online. Assuming your audience isn’t involved in social media or choosing the wrong venue to promote your brand could result in countless missed opportunities.
3. Set goals
Traditional marketing campaigns set goals in terms of awareness, sales, inquiries, etc. Social media has its own metrics, but requires setting goals all the same.
Know how many followers or fans you want. Strive to maintain a specific percentage of engagement, influence, or generosity. Learn the terms for various social media metrics and determine which ones matter the most to your brand. Make your goals time-sensitive and specific.
4. Diversify
As the saying goes, “don’t put all your eggs in one basket.” Traditional marketing campaigns use more than one component. Remember the same principle within social media. One platform won’t solve all your problems, so diversify.
5. Integrate
Remember “integrated marketing communications?” Sounds like a great place to fit in your social media efforts.
Cross-promote between social media platforms and traditional marketing platforms. Let your listeners know you’re on Twitter when you run that radio spot. Ask your Facebook fans what they think of your newest commercial. Put your latest print ad on Flickr. Let your audience do more than listen to your brand. Invite them to become immersed in it.
6. Build relationships
If you’ve ever taken a college personal selling class, you’re no stranger to the importance of building relationships with your customers. Bring a little of that salesperson charm online with you. Ask questions. Respond to comments and mentions. Show off your personality, and personalize the experience for your followers and fans.
7. Give it time
This marketing principle is two-fold.
First, give yourself time to experiment a little. Be realistic when you’re setting your goals, and be patient as you launch your brand online.
Second, successful social media use requires time on your part. It takes time to set up and maintain social media accounts. It takes more time to interact with your consumers. Creating a social media account and then abandoning it doesn’t do anything worthwhile for you or your consumer, so keep on keeping on and schedule enough time to do so.
8. Evaluate
Once goals are set, use social media services or companies to evaluate the ongoing success with your social media efforts. Learn from your successes and failures. Then, tweak your social media strategy accordingly.