A social marketing strategy is at the heart of all successful inbound marketing campaigns. Developing a following and establishing conversations can establish the foundation of a scalable, cost-effective demand generation plan. However, jumping into the deep end of the social media pool can be very daunting if you are not normally social or at least somewhat organized or disciplined.
Where should you start? What social networks will deliver the best returns for your efforts?
There are literally hundreds, if not thousands, of social networks available. Each has their own focus, audience, set of expected behaviors and potential to drive measureable leads.
A blog at YourWishMarking offers “5 Ways To Avoid Social Marketing Quicksand”:
- Focus on just a few networks: for B2B the best approach would be to establish a blog, twitter account and follow LinkedIn groups
- Create a task list: at the risk of sounding trite you do need to stay a bit focused but at a minimum it you set up a list of to do items as reminders of daily or weekly actions recommended (tweet a thought, retweet something interesting, respond to a question on someone else’s blog, …)
- Set a timer: social media marketing should not be all consuming. Reserve only a couple of hours per week
- Consolidate your efforts: always strive to repurpose all content across social media networks (i.e. tweeting your latest blog post, responding to a LinkedIn group question with a link to social media content or a specific call to action)
- Use efficiency tools: there are a number of tools available to make social media easier but the best recommendation is to schedule out your posts as much as possible
Social media marketing may seem daunting but will be the best delivery vehicle for cost effective leads as well as insight into what your audience is really thinking about. It is very important to have established your brand pyramid and maintain that as your yardstick for message consistency.
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