Once you decide to use social media marketing, you need to think it through to the end and understand what it takes. You can’t establish a presence on Facebook or Twitter, or make your website social media friendly without investing time and money into that effort. You spend time with writing press releases and designing marketing brochures; the same needs to happen with social media. The only difference is that within social media you are sharing information, listening to feedback and exchanging ideas. It really is an interactive medium.
It Pays Off!
In a study done by emarketer.com, they show that the average cost per lead of inbound verses outbound marketing. For outbound marketing, it was $332 per lead. For inbound, it was $134 per lead, a difference of nearly $200! That’s the impact social media marketing can have.
So what is considered inbound and outbound marketing? Inbound marketing includes blogs, ebooks, whitepapers, viral video marketing, search engine optimization, webinars and RSS feeds. Outbound includes things such as print ads, television ads, cold calling, tradeshows and email blasts.
Developing a Content Marketing Strategy
Having a content marketing strategy, also known as a content management strategy, will help you in seeing the same type of results. Content is the catalyst for building relationships with prospects in a social media world.
Content transcends websites and drives the effectiveness of social media. In social media, content is king.
There is an old advertising saying that goes, “No one that ever bought a drill, wanted the drill. What they really wanted was a hole.” It is crucial to understand that customers are most interested in what your product can do for them, not its features.
As part of your content management strategy, you want to lead with information that emphasizes and connects with the underlying reasons why people want what you are selling. Articles and press releases, for example, are a lot stronger than typical ads in a newspaper. Within social media you actually have the ability to convey messages to your market through articles. They are more likely to be trusted and they will bypass some of the reservations consumers have when it comes to advertising.
Cover the Basics
As you begin writing your content, be sure to cover some of the basics.
- Good titles lead to clicks. You really want to make your titles catchy. For example, “The 5 Secrets to Making Social Media Marketing Work for You,” conveys information and is engaging.
- Mix your media. Not everyone has the chance to read through articles so mixing media is a great option for your content management. Adding videos and photos makes the information more engaging and easier to scan.
- Keep it short. Web posts are meant to be consumed quickly. Twitter has become famous for its bite size bits of information. If you have a lot to say, break it up into numerous part or take a little portion of it and drive viewers to your website where they can engage in more information.
- Encourage commentary. Commentary measures success. If you are only getting a few, or not getting any comments, you are missing the boat on engaging people and having them communicate with you.
- Include a call to action. Whether it is on a landing page or a subpage of your website, this is what will drive your viewers to act. The goal is to move the consumers from just being part of your network into the next stage in your sales process.
Download The Essential Guide to inbound Marketing for Executives for a step-by-step guide on how to implement and inbound marketing and social media marketing plan.
Posted on Sun, July 20, 2014
by Think Creative Digital Marketing filed under