Page 27 - Social Media Marketing for Dummies

» Use a variety of distribution channels.
The key mistake that some new social media marketers make is to focus
solely on social media platforms to carry their message. This does half the job.
Although it gets people’s attention, it doesn’t always get them to the sale. For
example, imagine that you have just tweeted about a solution for stain
removal. Unless you provide a link to your product and a place for discussion
and reviews, you have a missed opportunity. Draw a map of all your channels
(blog, website, Facebook page, newsletter, and so on), and use it whenever
you plan a new campaign. You need a link to all your venues.
» Reinvent your strategy to emphasize value.

Value is a secret weapon in this economy. When you boil away all the other
ingredients of a product sale, you uncover value. This is a tricky concept
because value is in the eye of the beholder. Understanding what imparts that
value should underlie your entire marketing strategy. Think about your current
SMM campaign. Are you focusing on features and benefits or on how the
product makes your customer feel? For example, some companies focus on
making people feel smart and sexy when they buy a certain model car. By the
same token, others may focus on models that emphasize safety and responsi-
bility. If you understand the value, you can establish a bond with your buyer.
» Market to inspire.
The globalization of our world via the Internet has given us a window into the
lives of others. It’s hard to ignore the poverty and disease that plague much of
the world’s population. Many companies are seizing the opportunity to use
their businesses to help make an impact. SMM encourages awareness of the
connection we share with others. Think about how your business can
participate.
In fact, in the last few years alone, purpose driven marketing, which is about
defining why you do what you do, has become one of the most important
ways to engage customers. Dove’s #speakbeautiful movement Twitter
campaign, which encouraged women to speak positively about themselves, is
a perfect example of this type of marketing as it flowed naturally from Dove’s
broader purpose of improving the self-esteem and confidence of women. It
wasn’t just about selling a product but demonstrating that the brand has a
more meaningful role to play in people’s lives.
» Create and curate content.
Offering engaging content is a big part of any SMM campaign. You need an
editorial calendar that lays out your topics, creation tools, and deadlines. You
also need to focus on curating content already published on the web.
Becoming a trusted source of information is key to getting your customers to
visit often. It’s important to remember that your customers are leading highly

CHAPTER 1 Understanding Social Media Marketing 11