Here are 10 very simple steps to make sure that your social media marketing programme starts smart, has a strong launch and allows you to get the most from your new B2B communications.
1. Determine Social Media Marketing Programme Goals
Though it’s a brand new era, the place to begin is with the age-old exercise of goal-setting: Will you be working to generate new leads and sales, increase awareness of your offerings, decrease marketing spend as compared to traditional media, ensure the relevance of your company, decrease purchasing cycles, extend the reach of your market footprint… or achieve other goals?
Remember, you’ll be investing time, budget, and resources into your social media marketing programmes, so the first step is to determine exactly what you’re seeking to achieve in return.
2. Conduct Three-Point Research
A well-planned initiative always involves research at the outset, and with social media there are three key types of research that you’ll need to conduct—customer, competitive, and community:
To ensure that your programs deliver a high level of value, identify your customers’ business needs, challenges, and technology preferences.
To differentiate yourself from your competitors, understand which programs, tools, and content they are (and are not) employing.
Learn which online professional communities—and influencers—are relevant to your business sector so that you can start building relationships with them.
3. Set a Strategy
Now that you’ve determined your goals and done your research, you can move on to setting your strategy.
A (very) common misstep by marketers starting out in social media is that they identify a tool before setting a strategy: They just know “We need to get on Facebook, Now!”—but don’t know why they should, much less how they’ll use their presence to achieve business benefits.
Once you’ve set your strategy for reaching your goals, the set of tools you’ll need becomes very clear—whether your social media marketing strategy is to educate your audience on a business subject, produce an outlet for like-minded professionals to network, initiate a new communications channel or application that saves executives time and solves business problems, or create a new outlet for crowdsourcing product development.
4. Identify your Marketing 2.0 Toolset
Providing an unprecedented array of tools, technologies, and platforms, social media offers B2B marketers more choice than ever, at the most affordable costs. So choose wisely and make sure that the tools you choose support your strategy (step 3) and map to your audience’s comfort levels (step 2).
Some professional audiences are more comfortable participating in online forums than they are using Twitter or Facebook, whereas others might prefer content delivered in text, such as in the form of a blog, rather than via audio podcasts or online videos.
5. Define ROI Metrics
Now that you’ve designated your goals, strategy, and tools, it’s time to define a set of metrics to evaluate your program’s ROI.
Depending on your goals, metrics might measure the number of leads generated, increase in sales, the number of brand mentions and whether they’re positive or negative, improvement in search engine rankings, level of user engagement, and so on.
The point is that you’ll need to closely track progress, so you’ll want to define which metrics you’re assessing, how you’ll assess them, and how often. And you won’t only need them for your own department… Trust me, your boss will be asking for them, too.
6. Train Your People
Because these two-way tools give rise to powerful, customer-led communities, many marketing practices have drastically changed. The BIG action point here is to not only prepare your social media program but also prepare your people for social media.
Ensure that everyone involved with the program understands the fundamentals of marketing and communicating with these new media, practices that increase success rates, and what practices to avoid in order to decrease risk.
7. Create Content Processes
Social media marketing programs don’t have specific start and end dates—once they’re launched they keep going and need constant attention and care. Far too many marketers create the program, but not the processes needed to support the program.
Creating processes is key in ensuring that your programs remain “fresh” with new content and are managed by resources that can answer users’ questions in a timely fashion, interact with the community on a regular basis, and take care of issues when they arise.
8. Implement Monitoring Systems
In this new world order—where everyone has a voice and everyone is empowered with the tools to amplify their opinions, preferences, and ideas—monitoring online conversations is not a luxury, it’s a priority.
Whether a customer is expressing a compliment, voicing a complaint, or offering a suggestion, you need to know about it, no matter where on the Web it’s being mentioned.
There are plenty of free and paid services that will enable you to monitor online mentions; you’ll also need to identify which resource will be tracking brand mentions and responding to feedback when necessary.
9. Launch… and Promote!
Now that you’ve done the upfront work, built your program, created your processes, trained your people, and instituted brand monitoring systems, you’re ready to launch.
But just as we learned during the Web’s early days, the “build-it-and-they-will-come” mentality is a surefire way to fail.
It’s a good idea to stay in beta (or soft-launch mode) for a couple months to ensure all features and processes are working optimally, but when you’re ready you’ll most definitely want to promote your new social media marketing program and have a plan for doing so.
10. Facilitate Internal Communications
Once you’ve shared your program with the world, share the lessons learned and the progress of your social media programs with other departments and groups in your organization that would also benefit from those insights—such as Management, Customer Service, PR, Sales, and R&D.
You might distribute monthly reports, or make a quarterly event of holding brown-bag lunch briefings where you invite representatives from relevant departments to discuss findings and next steps—and let social media be a way to open up conversations within your own company, too.
What tools do you use to market through Social Media and how do you measure? We’d love to hear in the comments below!
Attending a conference with other participants from around the country such as the upcoming National Women’s Day conference or this week’s International Web Summit in Dublin opens up a world of opportunities for growth, learning, and fellowship. Why not take a little time to plan ahead so that you can maximize your results from attending.
1. Set Goals Before You Go
Before you leave for the conference, write down some goals that you want to accomplish during the conference. Be specific but holistic – not “I want 50 new business cards”! These goals could include items about specific skills you want to hone, questions you want to have answered, people you want to contact, areas for which you want to have referral contacts, etc. Set three to five goals for each day of the conference (some goals may stay in place each day) do a mind check on them throughout the day and then hold yourself accountable for them at the end of each day.
2. Be Prepared
It always astonishes me how often I meet people at conferences who can’t succinctly tell me what they do and why I should work with them or recommend them to my clients. Get your Elevator Pitch polished and ready. Be prepared to chat about your work – have three bullet points you always get across. Have your business cards to hand (not buried in your bag across the room), with strong branding and all your relevant details clearly printed. Ensure your website is up to date with your latest announcements or offers and that the branding on your site is the same as the branding on your cards. Bring samples if relevant, it’s always easier to touch or taste than to understand a waffling description. These are the most basic marketing must haves and it’s amazing how many people you meet without them.
3. Dress to Impress but Efficiently
The way you dress and your overall look tells me a lot about who you are, what area you work in and the way you do business. It may be unfair but it’s true. You need to always look professional but with your own style and flair. Plan your look for a conference, keeping in mind the people you will want to talk to and the message you want to leave with them. Hotels and conference centers are notorious for having great variations in temperature, so dress in layers that can be removed and added on. You will probably be spending more time on your feet and doing more walking than usual, maybe reconsider those killer heels unless you wear them daily. Be comfortable, you’ll exude more confidence.
4. Be Attractive
Everyone goes to a conference to learn and have fun, but no one enjoys being around people who are boorish, self-centered, or needy. Don’t be a seller or a clinger, be a conversation maker. Show enthusiasm for what you do, ask questions, introduce people, draw people into your circle and use humour to make people feel welcome and interesting. Be yourself. Have a friendly exit strategy ready it’s easy to get stuck with a group who are not helping achieve your conference goals.
5. Network, Network, Network
A conference is a priceless opportunity to make yourself and your brand known and to get to know others. You’ve already set some goals that will get you started. Now be alert to other opportunities. Always remember the person you’re chatting with may never buy from you but it’s who they know that counts. Be sure they understand what you do and the type of client you’re looking for – make it easy for them to refer you. Be a good and active listener and engage in the conversation if you want others to remember you. Get a card from everyone you meet and make a note on it as an aide memoire. Be active networking online throughout the conference, using hash tags give a live feed on the key learning points for each speaker on Twitter, give relevant updates through LinkedIn and on your company facebook pages. Comment on other posters updates, start conversations and meet up face to face.
6. Learn From Every Experience
You will learn a huge amount from attending a conference. There will be wonderful speakers with knowledge and experience to share. Take just one or two points from each session – Imagine you have to sum it up in a single tweet (Better still, send that Tweet!). You will learn a great deal as you network with colleagues. And there will be some mistakes you make that will also teach you important lessons. Learn from every single experience that you have. Keep a note of your key learning points both positive and negative.
7. Lighten Your Load
Conferences are great places to pick up “Stuff”. You’ll collect business cards, brochures, handouts, t-shirts, bags, books, tapes and random samples. Before you know it you will have more things to haul home then you can imagine. Working in Marketing I am a divil for this, I collect designs I like, marketing ideas I think might benefit clients, web shots etc. Needless to say most I never look at again. Lighten your load throughout the conference by trawling through the collateral you collect, make notes on it on the conversations you had with the provider and be ruthless in what you jettison. If you are abroad, simply post it home… It’s much easier to mail a few pounds of material to yourself than it is to haul it back on a plane. Make a note of everyone you met regardless of their value to your business, keep the cards with you. Make notes of what you promised and to whom to make follow up fast and easy. Do this at the end of each conference day.
8. Back at the Office
When you return to the office after the conference, be sure to promptly do whatever you have promised to do. Make contact with everyone you had conversations with, even just to say it was good to meet them, or to thank them for their advice. Don’t just send an email – write a letter – you are bringing your brand and message across their desk, again making it easy for them to refer you. Connect with these people on LinkedIn and Twitter using a personal message and if they accept your invitation you have access to their online networks, leveraging your relationship as a referral. Contact attendees you met based near you and arrange to meet up face to face to discover more about each other’s business. The more they understand what you do and the type of client you are looking for the more confidence they will have to refer business your way. Remember 14% of EU businesses say they will buy from an advert, 78% say they will buy from a referral. Go through the notes you made and look at where the learning can be applied – act on it!
Redstorm CEO, Carol O'Kelly, is a very hugely respected, award winning, keynote speaker in the areas of Personal Branding, Strategy, Communications, Executive Presence and LinkedIn. She has a huge passion for what she does and for the clients she works with. From C-Suite Personal Branding work to Communications Strategy projects and her Advisory roles, she brings all her energy, enthusiasm and focus to her work.