Social Media Success Formula
How Many Channels Are You On -And Why?
With the proliferation of social media many businesses today have an urgency to engage on every platform. The majority implement a presence on channels without knowing who their audience actually is, or how to best reach them.
On average businesses spread themselves across 5 social channels. Most agencies push businesses in this direction. That’s the wrong strategy. The right strategy – dominate one core channel first, diversify to other channels later. Align your digital strategies and tactics with offline channels so messaging is amplified and branding is consistently reinforced wherever prospects may find your brand.
d.Mark’s social methodology starts with developing unique buyer personas for your business, identifying pain points in relation to what your product or service offers to ease that pain. Your business should be on a social channel where its product or service improves – in some form or fashion – the personal or professional life of the audience.
Before launching any social channel goals should be set to measure against. It’s time-consuming, costly and continual – but necessary if you’re truly committed to having a social presence. An interactive two-way conversation should be the goal, not a one way talk at them, spam your message out. Develop content around the audience needs and desires, not yours.
Common social media goals to work toward include
• Improve Brand Perception / visibility
• Acquire customers / generate leads
• Increase relevance / influence
• Move people along the sales funnel
• Create customer service content
• Build community and fulfill a mission
• Engender loyalty / ongoing customer engagement (CRM)
• Attract new employees
• Educate partners
ROI is realized by using social media as a launching pad to your website where visitors are converted to being customers and existing customer’s expand on past purchases. Every business needs to evaluate ROI but at the same time recognize that’s looking backward.
Measure social media success for the future, always recognizing that social media isn’t where money is made – it’s simply one more avenue to getting there.
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