This page contains a Flash digital edition of a book.
social marketing: the be all, end all?


Social marketing can serve many purposes, including:


• As a means to learn about current and new customers’ behavior, needs and desires


• Delivering valuable content to interested parties • Increasing mindshare • Enhancing a brand’s reputation and trust in that brand • Providing a forum for like-minded individuals to meet and share


• Providing two-way communication with prospects and customers


• Monitoring and response to customer service issues and opportunities


• Monitoring and response to PR issues and opportunities • Offering specials or coupons to opt-in subscribers or visitors


• Communicating about a company and/or its products and services • Selling


sociaL marketing not onLy enabLes companies to


buiLd LoyaLty witHin tHeir customer base, but


customers, wiLLingLy communicate, unprompted,


witH otHers about tHe company, and its


products and services.


Note that “selling” was placed at the bottom of the above list. This was intentional. Providing value is what endears you to customers and prospects. If you focus solely on selling to your audience, you’ll likely find they soon stop listening. There’s a delicate balance between offering real value to your audience, and getting your products and/or services in their hands. It’s critical that you keep that in mind when crafting messages.


When executed effectively, social marketing not only enables companies to build loyalty within their customer base, but customers, or fans, willingly communicate, unprompted, with others about the company, and its products and services. In fact, most fans consider themselves heroes when they share their good fortune of finding your company with their networks of friends, family members and colleagues! You want these heroes on your team.


so, wHat are tHe keys to sociaL marketing success? weLL, Here are just a few:


• Don’t eliminate your other marketing efforts, unless they are not working for you. Email and direct mail can still be effective means of communication, as can


ongoing PR and advertising. The key is determining which efforts are best suited to reaching your goals.


• Be sure to coordinate your current marketing efforts with your new social marketing efforts – inconsistent messaging is confusing for customers, and could place you in a vulnerable position with your competition.


34 scrapbook business


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84
Produced with Yudu - www.yudu.com