You have created a LinkedIn and Facebook marketing campaign. So now what? Learn the secrets to successfully managing it.
- The secret to success in social media will rely heavily on planning, staying engaged, and above all, being responsive. When it comes to planning, you'll find no better friend than your content calendar. How important is your content calendar? Well, almost 90% of companies are taking part in some form of content marketing, but less than a third believe their content marketing is effective. That's no surprise when you realize that only about a third of companies say they have a documented marketing strategy.
It should also come as no surprise that the companies with a marketing plan are 60% more likely to be more effective with their content than those who don't. Why? Well first, the simple act of creating a calendar, forces you to focus more on content creation than those that don't. With a calendar, you're far more likely to get the right content in front of the right audience. A content calendar also allows you to make the most of your resources. Knowing in advance gives you time to create new content, repurpose existing content to meet your goals and objectives, as well as letting you take advantage of your staff and resources in assisting in the creation of new content.
More importantly, with a calendar, you're far less likely to experience gaps in the delivery of your content. The more your content is in the world, the more opportunity you have to improve your visibility and your SEO rankings. Once your content is out in the world, it's important that you stay engaged in monitoring what's working, what's not, and in what areas you need to improve. Social media done right should create a two-way conversation. The quicker you know if consumers are responding to your message, the better.
Fortunately, along with your other analytic tools you're using to analyze and optimize your content, social media platforms offer even more analytic tools of their own to better help you determine what's working, with who, and where. Social media allows you access to even more analytical tools that can greatly increase your chances of online success, but only if you're paying attention and using the valuable information they provide to your advantage. As I said just a moment ago, social media should be a two-way conversation and nothing is more frustrating than feeling that you're not being heard.
Luckily, social media allows you to communicate directly with the consumer in a timely manner. Even in real time, if you're not being proactive in monitoring activity on your social sites, blogs and reviews, all the content in the world isn't going to do more for your brand and reputation than great customer service. Additionally, by directly engaging the customer by being hyper-responsive to their online comments and concerns, you'll keep your finger on the pulse of what your consumer actually wants and needs.
Not only will you gain greater insight into what's working and what's not, you'll also gain valuable information and inspiration for new, even more relevant content, that your customer is looking for. If you have a plan, stay engaged with what's going on, and remain responsive, you'll exponentially increase your odds for social media marketing success.
- Categories of offline and online B2C companies
- Developing personas
- Measuring persona success
- Creating effective website copy
- Measuring the success of your content
- Engaging with social media marketing
- Measuring the success of pay-per-click campaigns