Internet marketing means we have more communication tools than ever before. And, what’s more, the speed at which they are being introduced – and at which the public are lapping them up – doesn’t seem to be slowing down.
Here is a 5 step framework for your Social Media Marketing strategy to help you to review which digital marketing techniques work for you, and create a plan which is right for your organisation, your budget and your audiences.
What are your objectives for using Digital Media?
Are you looking to:
- acquire more visitors to your website?
- convert visitors into customers?
- engage more fully with your clients?
- improve the retention and loyalty of your customers?
Step 1: Planning
I have to confess, I like to do the planning bit after the next steps, but all the text books say planning has to come first…
- Who will be responsible?
- Who needs to be kept informed?
- How is social media being used in your sector?
- What are you competitors doing with social media marketing?
- What are your SMART objectives?
- How will you report against these objectives?
Step 2: Listening
- What terms will help you to identify relevant conversations in the social media marketing space.
- Try monitoring your digital footprint
- Who are the leaders of the pack, setting the agenda?
- At what points in a customer journey do people connect?
- How are you able to monitor these conversations?
Step 3: Conversing
- Who are you speaking to? Journalists? Customers? Intermediaries?
- Which social media platforms do they use?
- Who is the “real” person who will be the voice of your SM?
- Create a content / editorial schedule
- What good stuff (“link bait”) will you have your site?
Step 4: Responding
- How will you handle responding?
- Public vs private responding
- Do you have a Social Media policy?
Step 5: Measuring Your Success
- Money is a key measure: Sales
- Reverb: Fans, Followers, Friends
- Engagement: Videos viewed, programmes downloaded
- Quality vs Quantity
- Return on Investment
- Google Analytics Social Media Filter & Goals