We’re all still reeling from the changes at Google. Believe me, SEO webmasters everywhere are scrambling to alter basically everything they do daily, monthly, etc. But, one marketing technique that is currently in play that will be more important than ever during this time is social media marketing.
If you haven’t gotten on that bandwagon yet, I don’t know what to tell you, the time for denial and “hoping it will go away” has come and gone. You can’t ignore it, you can’t get away from it. It’s here to stay, deal with it.
If you are using social media but aren’t quite sure if you’re using it correctly, here are some tips that I just gave to a customer. He’s worked hard to build up the number of followers on Twitter and Facebook and now he’s working on building a strategy for actually marketing to this group. Here’s the information I gave him.
Social Media Marketing Strategy
As for your social media strategy, it’s simple to set one up. You have to keep in mind that social media is not just about “telling” people about something, you actually want to engage them. That means you want to present a campaign that encourages them to do something. Enter a contest, spread the word, fill out a poll, etc.
1) Focus on ONE target for a time period (1 month, 2 months, etc.)
2) The “target” could be a keyword phrase, a target audience, a location, whatever.
3) If there are discounts, offer those up front and center. Maybe a chance to win a discount if they give a review.
4) Use pictures, real pictures, funny pictures. Pictures from customers would be great.
5) Tweet about every event that you attend and/or is related to your service (not just twitter but you get the point). Think Global, Post Local.
6) In every post, tweet, etc. use a phrase like “share this with your friends”. Shameless marketing.
7) Be consistent, post 3 days a week, daily, Mon – Fri, whatever but keep it consistent.
8) You should have a plan at least 3 months ahead of time. So, if you were putting something together today, it should be for January 2014 at the earliest. In fact, if you were doing something today I would begin targeting February (Valentines).
9) Basically, you are putting together a story board of sorts ahead of time. So that on the day of the post, the information you want to send out is already written.
So, as an example, if you wanted to target “yacht vacations in st thomas” for the time of January 2014
1) I would reach out to the customers in the past who have done this trip and offer something to them for a review, photos, videos, etc.
2) I would start gathering data about st thomas, shopping, restaurants, events, etc. that will be occurring during the time you are marketing that target.
3) I would put together a video of yachting and st thomas. Don’t discount YouTube for marketing, it’s the 2nd most used search engine in the world.
4) Then write down your tweet, post, etc. and give it a date (us a calendar or whatever suits you). The idea is that you can take some time to put the information together.
5) January 1 you can then go to your “calendar” that you’ve put together and begin posting this information.
You have the numbers, now you can use them. You can see how social media marketing is REALLY best conducted by the business owner. I know there are companies out there who do that for businesses, but the information they put out is generic and I haven’t seen any good information on the ROI of these services. But I have seen very good reviews and reports on social media marketing when it is conducted within the company. So, go for it.