Traditional marketing tactics such as advertising, referrals, and public relations are still very important, but social media tactics have now become a part of everyday marketing’s fabric and need to be considered at the strategic level of your marketing decision-making process.
So, rather than asking yourself if you should or should not use Facebook or Twitter, the question is: “How can Facebook and Twitter help you achieve your marketing objectives?” It’s the same as asking how direct mail or having two more salespeople might fit into the plans.
From this integrated viewpoint, social media participation can start to make more sense for each individual marketer’s needs and goals. Here are some few tips from Kick Start Sales Force.
1) Integrate: Don’t treat your social media activity as something separate from your other marketing initiatives. Feature links to your social media profiles in your email signature, on your business cards, in your ads, and as a standard block of copy in your weekly HTML email newsletter. Make your social media profiles a part of your address copy block and you will soon see adding them to all that you do as an automatic action.
2) Amplify: Use your social media activity to create awareness for and amplify your content housed in other places. This can go for teasing some aspect of your latest blog post on Twitter or in your Facebook status, creating full-blown events on Eventful or Meetup, or pointing to mentions of your firm in the media. I would also add that filtering other people’s great content and pointing this out to your followers, fans, and subscribers fits into this category, as it builds your overall reputation for good content sharing and helps to buffer the notion that you are simply broadcasting your announcements. Quality over quantity always wins in social media marketing.
3) Repurpose: Taking content that appears in one form and twisting it in ways that make it more available in another, or to another audience, is one of the secrets to success in the hyper info-driven marketing world in which we find ourselves. You can string five blog posts together and make them available as a workshop handout or a bonus for your LinkedIn group. Never look at any content as a single use, single medium, single act.
4) Generate leads: So many people want to generate leads in the wide world of social media, but can’t seem to understand how or have met with downright hostile reactions when trying. Effectively generating leads from social media marketing is really no different than effectively generating leads anywhere—it’s just that the care you must take to do it right is amplified by the “no selling allowed” culture. No one likes to be sold to in any environment—the trick is to let them buy—and this is even more important in social media marketing.
5) Learn: One of the hang ups I frequently encounter from people just trying to get started in social media marketing is the paralysis formed when they stare blankly at Twitter, wondering what in the world to say. The pressure to fill the silence can be so overwhelming that they eventually succumb and tweet what they had for lunch.