social marketing: the be all, end all?
• Establish yourself and/or your company as the authority on your industry, or offering, by providing concise, focused, unique, relevant,
and valuable (non-sales) content that your audience will value.
• Treasure your reputation, and guard it with your life! In today’s online world, word spreads fast, whether the words are complementary or disparaging. At the first sign of trouble, acknowledge the issue and respond, taking responsibility and making changes when necessary, and correcting incorrect information in a professional manner. Never engage someone who’s hell-bent on your destruction, by responding to attacks in a reciprocal manner. Instead, diffuse their power by stating the facts and remaining calm and unemotional. And, be sure to acknowledge and thank anyone who sings your praises – they deserve your loyalty!
• Contribute content elsewhere. Provide some of your best material to others whom you admire, on others’ forums or posted as comments on others’ posts. This will not only endear you to the recipient of your content, but could enable other audiences, audiences you might otherwise not reach, to learn about you and your company.
• Spell check, grammar check and proofread all content – nothing reduces a person’s or company’s credibility like typos and obvious spelling or grammatical mistakes.
• When you read something of value elsewhere, share the information with your audience, by providing a link or Tweeting about it – not only will your audience likely appreciate the content, you might gain new fans as a result of reTweets or links to your site, as the information is shared by your audience and others.
• No one cares about your marketing except you – make all content relevant to the needs or desires of your audience.
• Build a strong community and forge reciprocal relationships – let your community guide your efforts and empower those who demonstrate a desire to lead. These “influencers” are of great value to any company, and have the ability to spread your reach, far and wide.
• Deliver outstanding customer service, whether you are working with customers, prospects, interested parties such as the press, or your suppliers. Keep the promises you make and deliver on your commitments.
• Look for opportunities to participate in cross- promotions or co-marketing, with companies whom you do business with and respect, or whose offering complements yours – each company could provide a link
to the other’s site/content enabling, each to benefit from new audience members.
• When soliciting a sale, be sure it is appropriate and of
value to its recipient - include a call-to-action, and install a landing page, that makes the buying process easy and enjoyable – there’s nothing worse than clicking on a link for a sale product, and ending up on the front page of the shopping area of a site, with no idea of how to find the product being promoted!
• Don’t apply hard-sell tactics! Social marketing is not for selling, it’s for providing value to your potential and current customers. Providing value endears people to you, and will
36 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