How To Have A Clear Social Media Marketing Campaign

Send Your Message Across

I always suggest not to start implementing a social media marketing strategy if you haven't thought through the following points.

1. What your goal is:

What do you expect to gain from social media? If it is only sales, prepare to be disappointed.

Not because you can’t improve sales with social media’s help, but because sales will only be a result of achieving one or more of the marketing goals below.

The basis of a clear and successful marketing plan is determining which of them is your goal - which one do you want to be? After that, it is much easier to create a successful marketing strategy plan.

Some of the main goals you can work towards which will result in a considerable ROI for your Social Media marketing will be:

• Leader in your Industry
• Innovator
• Customer Service Leader
• Content Leader
• Educational Leader
• Non-Profit Leader

You'll only see an increase in sales once you have achieved one or more of these goals.

2. Who your target market is:

If you are a B2B company, the key question is whether your clients are B2B or B2C?

• If your clients are a B2B company then you need to understand that you are not talking to a company, but to the people that manage or work for that company.
• If your clients are a B2C company, the best approach is to be an educational or content leader, educating your client’s clients to increase their sales and by default your sales.

Whether you are a B2C or B2B business, make sure you understand your target market's interests, location, gender, age range,etc.

3. What your message is:

We always recommend our clients write ten clear messages on, for example:

• What problem does your product or service solve?
• What is its value?
• What difference will it make to your clients?
• What is unique about your business in comparison with your competition?

Once you have these ideas written and clear, make about 10 messages as if you were talking to your audience in front of you. These messages will be the foundations of your strategy and how you communicate with your audience online.

4. What are the right social media platforms for you:

Twitter and Facebook are not necessarily the ones you need.

Make sure you do enough research; have a look at which social networks your competition is using, look at their followers and see if they are within your target market. This will show you if they are on that social network, and whether they are active or passive in their account. The age and gender can also be a good indicator of where they might be.

In my last workshop here in Cambridge someone said to me, "My clients are not on Facebook because they told me that they only use Facebook to have a look at their family and friends' updates".

Be careful with your judgement. Most people will use Facebook to look at their family and friends' updates - but why does that detract their value as an audience for Facebook marketing?

People don't go on Facebook to buy or look for a solution to a problem, but that doesn't mean they won't consider it. At the end, we go back to point number 1: what is your goal? Sales can't be your main goal.

Remember that sales will be only a result to achieving one or more of the goals above.

Published on LinkedIn.

Mili Ponce

Contact us on Twitter, on Facebook, or leave your comments below. To find out about social media training or management why not take a look at our website for more info http://socialmediacambridge.co.uk/.