"We need to start using social media NOW!", have you or someone in your company said this recently? It's been a very urgent request lately at 710 Studios. And well, I agree. If your company is not using social media marketing yet, umm, I ask very politely "what are you waiting for?". BUT, and that's a big "but", before you start are you prepared? The act of being social is to communicate with others, so what is it that you have to share. And is it worthy of being retweeted or shared by others? Here are three key elements you should prepare before you jump into social media marketing for your company:
Know Your Buyer PersonasBefore you start sharing content, you need to know who you should be targeting. And when I say "know", I mean you need to get as specific as you can. Know their demographics, current job title, pain point, values and goals, and especially where they search for information. It's important to paint a clear picture of who these buyer personas are and your entire company should understand them as well.
Setup A Blog and Provide Remarkable ContentThere are so many advantages to having a company blog, but in this post I want to stay focused on the relationship it has with social media marketing. When you start tweeting or creating posts you want to attract the right visitors to your website. One of the best ways to do this is by writing remarkable content that addresses the needs or wants (aka pain points) of your buyer personas. Keep in mind, the blog posts that you share should stay focused on the buyer's needs and not your product.
Create Landing Pages, CTA's and OffersAs mentioned above, you want to provide remarkable content that will resonate with the buyer and get them to click on a link you are tweeting or posting in order to guide this visitor down the sales funnel. By sharing a landing page that includes a call-to-action button to an exciting free offer you create an opportunity for the visitor to interact with you. These offers (ebooks, white papers, webinars, video tutorials, etc.) can be shared on Facebook, Twitter, LinkedIn, Google+ and wherever else you see fit. If your offer is remarkable to the viewer, they will share it with their friends. KAPOW! You just got yourself more opportunities to attract new leads.
Remember to keep maintaining your blog (at least 1-3 blog posts per week) and offers (1-2 per month). Once all three of these elements are defined and setup, you are prepared to go forth and be a social butterfly. BUT wait, yes, here is another "but", to make this all successful, make sure you follow the rules, well, more like recommended guidelines when tweeting and posting to Facebook, Google + and LinkedIn. There are specific techniques to use that will help you reach your ultimate social potential. Now go be creative, have fun and be remarkable.