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5 Tips To Starting Social Media Marketing
by Rick Rusch
Social media is trending among brand managers, retailers and business owners right now. At this point, with nearly one-third of all businesses saying that social media helps their business it is difficult to defend the "wait and see" attitude that's been prevalent among those same groups.
Unfortunately the mystic of social media has many in charge of extending their brands' message - flat-footed. Too anchored in old style and too fearful to pivot into the fray that we have seen social media become.
To help my clients I focus on consistency and measurability. Consistency because diffused marketing can be worse than no marketing and measurability because its essential to manage anything in marketing - you must know what is working so you can do more of it!
Here are 5 steps to get you going in social media -
Establish Your Brand Voice - This is fairly basic stuff, but before you go out on Twitter and Facebook to promote your brand, you have to decide what exactly your brand stands for. I'm continually surprised by how few brands have actually taken this step. Oddly enough, it is essential for any type of marketing to work - no only social media.
Invite Conversation - Social media is two-way communication. Use that to your advantage. What your fans say about your brand has far more credibility than what you say.
Stay Relevant - Stay on message unless the opportunity to divert brings value and interest to your audience. It also protects your social media communication to appear less "canned" and more conversational.
Seek Cohesiveness, Not Consistency - cohesion is a bit looser than consistency and involves rallying your messaging around a brand principle (see Brand Voice above).
Know Your Audience - Social media provides a wealth of information about what your target demographic is interested in, so use that information to develop a content strategy. In doing so, you may find that you have to tweak the strategy a bit because of new information.
Measurability is a whole different topic. And commonly follows the conversation about the basics I've covered here. So we'll touch on social media measurability later.
Social Media in the Grocery Biz
See three YouTubes taken at the recent Social Media presentation:
Claus QR Code
Connections
We're Doing it Again! If you missed the FREE Social Media in the Grocery Biz seminar this week, you have another chance next week Wednesday, September 21st at Wipfli Accounting Firm-3703 Oakwood Hills Parkway in Eau Claire. The WGA, Wipfli, and SnowShoeFoods, LLC have teamed up to offer these seminars intended to bring grocers up to speed on social marketing and find out how to use it to grow business. It's totally free! Your cost is your time and attention. Bring a laptop if you can. This seminar is for beginners (like the WGA's President BRANDON SCHOLZ), intermediates and those who are already up and running. Contact SARAH DECORAH or call her at 888-342-5942. Do it today!! Click here for more info. If You're Not Convinced Don't just take our word that these seminars are essential to your business. Here's feedback from attendees that attended the seminar this week in the Dells: "Exactly what I was looking for!" "No matter what you think you know about social media, there is still so much out there to learn." "I hope more seminars are offered...very valuable information for my store!" To sign up email Sarah or call the WGA |
Who: The seminars are designed to help beginners, intermediate and current users understand how social media can be used in the store to bring in customers and improve your competitive position. No matter what your level or understanding, these seminars built around unique components are designed to accommodate everyone who attends. Bring your laptop as you'll be engaged on hands-on learning! (We'll have a few extras if you can't bring one.) When & Where:
Program: The education modules are hands on/interactive components that will help you understand and grow your knowledge about the application of social media in the grocery biz. [1] SoLoMo: the view from 30,000 feet. An introduction and overview of the most important trends in Social, Local and Mobile media platforms. Attendees will introduce themselves to the room and discuss how they currently use SoLoMo media. [2] The Business Case for Social Networking. A discussion of how Facebook, Twitter, Yelp and other social networks can be leveraged to accomplish specific, quantifiable business goals. Does it drive sales and your ROI? Attendees will evaluate their existing social network activity based on quality-of-content metrics. [3] Facebook 101: accomplishing business goals with the world's most popular social network. An examination of how Facebook's unique features and interfaces can be leveraged into low cost, high return advertising opportunities. This isn't about how to sign up for Facebook! [4] Mobile Marketing 101: turning your customer's phone into your marketing asset. An overview of the various ways to incorporate smartphones into your advertising portfolio. A hands-on demonstration of Fresh Madison Market's True Local App [5] Square Deal: using QR codes to build your business.A complete crash course on QR codes: what they are, how to create them, and how to make them work for you. Attendees will make a QR code for their store's web site or Facebook page. [6] Friendly Fire: identifying, avoiding and resolving negative customer reviews and content. An in-depth look at best practices for protecting your company's on-line reputation. Attendees will survey and address reviews of their company on Google Places, Yelp and other platforms. [7] Bidding for Bucks: how to leverage SoLoMo advertising networks into increased volume. A when/where/why/how discussion of Facebook Ads, Google Adwords, iAds and other targeted new media advertising networks. Attendees will commission a new Facebook Ad for their Facebook page or web page. [8] Proximal Profits: using location based technologies and networks to bring more customers in your door. A survey of the various location-based tools available to retailers, and a discussion of best practices for using these tools to accomplish business goals. Here's a quick exercise to get you thinking: Click here and identify the 3 things that make this ad stand out and why your customers may know something you don't. We'll give you the answers at the seminar.
Not sure? Consider these stories in the news:
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