Today I will present a shortened version of a recent workshop I held entitled 10 Strategies for Social Media Marketing Success. My goal is to give each of you key indicators to listen and look for when qualifying referrals for Leap Year Marketing. This presentation focuses on one of our specialites, Social Media, although we offer a full line of Marketing Services to our clientele.
In the Evolving world of social media marketing it can be hard for a time-starved small business ororganization to keep pace and know what to do when it comes to connecting with customers on sites like Facebook, Twitter, LinkedIn, Foursquare, and Yelp.While there’s no “one-size fits all” approach, we’ve assembled 10 best practices for social mediamarketing success that will help your business or organization, whether you’re just getting started ortrying to take your efforts to the next level.
Like most marketing and business efforts, it’s good to have a goal in mind as you delve into social media marketing.Keep in mind that the return on investment with social media marketing cannot always be measured in hard dollars. While one can offer deals and make sales, the real power of social media marketing is in building relationships and remaining top of mind with existing customers. Plus, the viral nature of social media can help you find and connect with new customers.
Social media marketing is important because today, customers want choices where they interact with brands. Social media gives them that choice,so it’s important to have a presence where your customers are looking to interact with you and other businesses. So ask your customers what networks they use.
Unless you have a famous name (like LeBron James, Ashton Kutcher, or Bill Gates) or a famous brand, your customers, members, andfans need to be told where they can connect with you through social media.
Social media is just that: Social. It’s about having conversations and engaging with people. Sites like Facebook, Twitter, andLinkedIn excel at making conversations easy to start and easy to join. What you don’t want to do is jump into the middle of aconversation just for the sake of doing so or to make an obvious sales pitch. What you should do is add value to the conversationat hand by sharing your expertise and knowledge as it applies to the situation.On this post on one of our client’s Facebook pages, I posted the photo and relevant information about it. A happy customer commented on their positive experience. John Butler, the owner of Admiralty Chimney, then made a more personal comment based on his direct contact with the person. Something tells me this is a customer for life.
Relevancy is one of the gray areas of social media. As a business or organization participating in social media, you want to stay relevant toyour business and, where appropriate, locale. Post about happenings in the greater community. Keep in mind the human element and whatconnects us to each other as people. Social media is a two-way dialog, not just a one-way communication. Engage by asking for more information. You may be surprised by the positive response.
How often should you post? Post as often as it is relevant to your followers. No more, no less, but at least tow to three times per week. Sometimes people will make a negative comment in social media. When you respond, it’s recommended that you nicely ask how you can help the person, then attempt to take the conversation offline. Keep a thick skin. You’re going to run into negative comments. Don’t take them personally. Likewise, respond to the positive comments as well. If someone gives you a glowing review, respond with a thank you. It shows that you’re paying attention to all of your customers, not just the squeaky wheels. In this example, Josh Plunkett, owner of Cooper Hill Pizzeria in Northwood, our very first client, was notified by me when this person made a complaint on the Facebook page. He logged on, handled the situation, and even added a promise of improvement with the possible help of two other followers who had joined in on the conversation. As you can see 432 people viewed the interaction. Josh handled this professionally and proved he is not afraid to deal with unhappy customers.
Sharing content on Social Media is a good idea and even encouraged. It’s a best practice to share links to relevant articles, blog posts, and other content with your audience. Social media networks make this an easy thing to do. One thing to remember, though, is to cite thesource of the link if it’s not your own content.
When it comes to social media marketing, it’s good to remember that it’s just another — but very powerful —tool in your marketing arsenal, and not a cure-all or replacement for other strategies that are already workingfor you. When qualifying referrals for Leap Year Marketing, listen for key words like:Facebook, newsletters, open house and other events, wanting more followers or a larger email list. These are all good indicators that we can help that business grow what they already have or get them started in the right direction.Thank you!
Leap Year Marketing BNI presentation
1 Have a Goal “The real power of social media marketing is in BUILDING RELATIONSHIPSand remaining top of mind with existing customers.”
4 Tell your customers where you are WE ARE HERE!!! AND HERE!!! AND HERE!!! Places AND HERE!!!“Put links to your social media pageson your website, in your emailnewsletters, and in your personal email signature.”
5 Don’t Just Join Conversations. Add Value to Them“Sites like Facebook, Twitter, andLinkedIn excel at makingconversations easy to start andeasy to join.”
6 Be Relevant 7 Be Engaging“Anything you can do to be a part ofsocial media conversations helpsincrease your exposure.”
8 Be Active It allows you to9 Respond in a timely way “Keep a thick skin.”
10 Give Credit Where Credit Is Due“It’s a best practice to share links torelevant articles, blog posts, and othercontent with your audience.“