Despite the extensive experience of promoting global brands on social networks, not all companies know how to properly do marketing on social networks.
About what mistakes should not be made and how to avoid them, says Brett Relander, co-founder of Tactical Marketing Labs, a company that deals with a business advertising and customer protection on the Internet. Brett Relander has been working in the field of digital marketing for over 10 years, working with such large corporations as the Dallas Cowboys and IKEA and teaching marketing at the University of Texas.
Marketing without a plan
The most important component of social media advertising that many companies miss is the development of strategies. Clear goal setting is needed. Here are some questions to help you get started writing your plan.
Why do you want to use social networks?
What is your potential target audience?
What do you mean and in what style do you communicate with your subscribers?
How will social networking move with other marketing communications companies?
Who will manage your social media pages: one person or a group?
Too active positioning in social networks
Many companies are too active in trying to get customers’ attention, and they get annoyed by it. It is important to remember that social media is a dialogue, not a monologue. Their essence is in relationships between people, not sales. Nobody goes to social networks to buy something. If you understand why people enter and retain on social networks, you will already know how to communicate with users and what information and content they would like to see on your page.
Rarely updating the page
Do not start a page on social networks unless you are sure that you will be actively posting to it. An inactive and inappropriate account is worse for the company than the absence of your social media page at all.
Personal and corporate
For many entrepreneurs and small business owners, the boundaries between personal and corporate blogs are often blurred. It is important to remember the purpose of each account and make a clear distinction. There is nothing wrong with writing a little about personal attitude to things on your business blog. But always remember the purpose for which you have this page.
For many small business owners, it is quite difficult to accept the fact that it is impossible to please everyone. There are many situations where you just have to take a deep breath and not respond to critical remarks. As a small business owner, you are very attached to your business, and often this emotional attachment provokes the wrong decisions. Anything you say or write can be sent to thousands if not millions of people in just a few seconds. The best way to protect your company is by noting every problem and complaint and responding politely.
Positioning on social networks means that every customer interaction is targeted. Customer relations become more relevant to your business. Think of something unusual and funny about them and you will see amazing results.
For example, Zappos offers its customers first to like their site and then to subscribe. Immediately after liking, users are directed to the mailing page. One of the best marketing campaigns on the Internet is the Zappos Fan of the Week competition, which offers customers to shoot with the original company box. Other users vote and choose the winner whose photo is on the wall of the company page.
Blendtec viral marketing may be one of the good examples of social networking positioning. Low budget campaign Will it blend? Marketing Director George Wright invented it and it immediately became a hit. In a video distributed via Youtube, Tom Dickson’s CEO grinds a blender of small crumbs into an iPad, a vuvuzela, a Rubik’s cube, a skull and other ineligible blender calculators.