It's Time for Marketing to Get Social!
Marketing is no longer effective when operated in a vacuum. Your prospects are spending time in a variety of places online that you don't control. If your presence and participation is lacking, you're an after thought - if you're thought about at all.
Considering that recent research finds that nearly one third of marketing budgets are spent on content development, participating on social networks is one way to help maximize the value of that investment while creating inbound demand at the same time.
Below is an example of can be structured when you choose to integrate your outbound marketing efforts with inbound demand generation:
Integrated Content Execution
Don't let the example above give you pause. You can incorporate one social tool at a time, as you gain confidence and resources. What's important to note is the interplay and use extensions that become possible when social platforms are incorporated into the marketing execution mix.
The most important choice is in selecting to use the social tools that your prospects and customers are using. If they're not there, then participation will not return the quantifiable outcomes you need.
We'll help you choose the appropriate platforms in relation to your target markets and customer base. Then we'll show you how to incorporate methods of social interaction as seamless extensions of the content and marketing strategies you're already using.
Several things to consider:
- Conversations are not corporate sales-pitch opportunities.
- Styles of interactions will vary based on tools selected.
- Listening first is critical.
- Timely response is required as participation goes both ways.
- Be human, be helpful.
Marketing Interactions provides the following social networking services:
Blogging Programs
Writing a blog is one of the best, and cost efficient, means to publishing content on a timely basis. When your blog is an extension of the marketing storyline you're already sharing, you'll build credibility through the consistent sharing of relevant and related ideas. And, that's a key point for creating pathways that pull prospects to explore your website content in addition to reading your blog posts. A blog can impact your search engine optimization and drive a steady stream of additional traffic to engage with your company.
It's also worth noting that prospects may subscribe anonymously to your blog's RSS feed when they're not yet ready to identify themselves to your company. We'll provide you with an editorial strategy that includes guidance on how to respond to comments and where to find ideas for continuous blog post development. We'll also help you shift your writing style to accommodate the more conversational approach that engaging blogs require.
Twitter Streams
Tweeting is a bit of an art form when done well. It's not about how many followers you can get, but how many of the right kind of followers you attract (e.g., prospects and customers). You also must balance the way you communicate company-focused posts with the sharing of useful information produced by others. The right mix will increase your credibility as well as build engagement beyond what's possible with your other nurturing programs, often working in sync with them to amplify results and increase pipeline momentum. We'll help you discern who to follow, develop relevant conversational streams and make the most out of those 140 characters.
LinkedIn Participation Guides
LinkedIn can be a very valuable, interactive network when used properly. From status updates to group discussions and news postings, the opportunity to enter into conversations and share valuable ideas with like-minded people can deliver noticeable impact to your marketing results. Building engagement requires a focus on relevance and a knack for interacting with those in your network in a way that's appreciated because it adds value for them.
When you integrate social media strategies into your marketing mix, you've expanded the depth and breadth of your communications beyond your database. Referral, word of mouth and pass along by influencers is more valuable than ever for the marketing-to-sales process. We can help your company take advantage of this opportunity to increase engagement naturally by incorporating social networks into your eMarketing strategies. And, we can help you develop methods of measurement to ensure that your social programs provide a return on investment that makes good business sense.
If you'd like to add online conversations and participation into your marketing mix, let's talk about the possibilities of producing an impact to your company's pipeline.