Page 67 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Applying social media marketing to
the marketing funnel

» Deploying specific tactics at each
stage of the funnel
» Deepening customer relationships
using SMM

» Complementing brand marketing

» Making direct-response and social
media marketing work together

Chapter 3

Getting in the Social

Media Marketing Frame

of Mind

he true power of social media marketing comes from applying its principles
to all parts of your business in a rigorous fashion. This begins with examin-
Ting social media marketing in relation to your marketing funnel. You then
need to understand how it relates to brand marketing and direct response — the
two traditional pillars of marketing that support the marketing funnel.
Understanding the differences helps you to better know when to deploy social
media marketing tactics versus when to depend upon brand or direct-response
tactics.

In this chapter, we also discuss how big and little ideas relate to social media mar-
keting. The marketing world has historically been driven by the big ideas. Whether
it’s been the glamorous advertising (Apple’s iconic 1984 commercial comes to
mind) or the clever in-store promotions that you see when you walk down the
aisle at your local Whole Foods, ideas drive marketing. That changes with social

CHAPTER 3 Getting in the Social Media Marketing Frame of Mind 51