The ad agency writes good copy, produces the ad for three media – print, radio, and television – and then sends out the media buyers to check out the best available space and airtime for maximum impact.
It was also easier then to measure the impact of these ads or “commercials” on the public.
If they did buy, the ad was effective, and the ad stayed on for a while.
If people don’t buy, the agency revises the ad, or buys a different time slot or space on another paper.
Everything about advertising changed when the Internet started and things went online
It wasn’t as easy as it used to be, and there is no longer any set standard for measuring impact.
This is because ads are now everywhere – billboards, TV, radio, newspapers, magazines, the online versions of these media, your handheld device.
And they’re on social media as well, something unheard of about 15 to 20 years ago.
Social media has made a big impact on advertising and brand promotion so much during the last few years that every brand manager has included this in the list of the most essential outlets his ad has to appear on.
Now, any ad that doesn’t make use of social media would be ineffective, unless it’s about something that has established a following long before social media came about. This brings to mind exactly what kind of social marketing strategy a promoter should be implementing for his particular brand.
There is one thing that any marketer should keep in mind when using social media to promote his brand: he or she should strive to create followers first, and customers later. In other words, he or she should strive to build a community that believes in something that the brand represents. This is a key element of social marketing strategy that actually comes way back even before the Internet and social media was born.
To build a community, building awareness of your brand is no longer sufficient. You don’t want to just grab people’s attention and expect to build them as a community; you need to keep their attention. And that is where social marketing strategy comes in.
Do you ever wonder why you don’t hear catchy slogans anymore on radio or TV? That’s because they don’t work anymore in this digital age. Neither do massive ad campaigns which agencies used to do during product launches. The key content strategy now is to make your brand stand for something your audience could relate to.
If your brand is a health drink for men, for example, wouldn’t you want to appeal to men who follow an extreme lifestyle and get that element into your ad? When you implement your social marketing strategy, there might be some significant impact if you target social media groups who follow this kind of lifestyle.
In other words, figure out what you and your brand stand for when you plan your social marketing strategy, and you’ll know what kind of audience you need to target.
Planning YOUR Social Marketing Strategy
Having determined what you stand for and having known your target audience, it will now be easier to identify what kind of competition you have around. Are there others out there with the same mission as yours? What are they doing? Are they being successful in what they do? Are there some things you can do to be more effective than they are?
There may be some things that you could improve on what they’re doing, so don’t be afraid to innovate. And don’t be driven by that compulsion to be original if there’s something new that you could actually do to make your promotion perform more effectively than theirs. Check out Rob Fore’s free MLM Lead Generation Bootcamp and pick up new trends to use in your own marketing strategy.
When you implement your social marketing strategy, focus on a proper and consistent structure for your message. Every successful content product has a clearly defined structure. That clear structure helps your audience focus on your main content rather than exert energy trying to understand your message.
Good product content is said to deliver two things: consistency and surprise. That is also true with social marketing strategy – you should set expectations, but be ready to break the rules from time to time. Just be aware that without consistency of structure, there can be no surprise.
As you measure the impact of your social marketing strategy, be reminded that your overall objective is not just to build an audience, but also to build a community that you could engage in online conversation on a continuing basis. This is where some marketers could go wrong, because they think their audience following shows the strength of their community.
More Ways to be Effective
For them, their Facebook and Twitter follows show them how big a community they have created that believe in their brand. That is not necessarily the case. A community is not just that. A social media community becomes a source of referrals and new leads over time. When your following gives feedback and recommends solutions for your benefit that shows a certain amount of loyalty. That’s when they become a community.
When you’re sure that you have started a community, don’t stop interacting with them. Engage them like you are their leader and you’re there to show them the way.
Engagement is another social marketing strategy that is essential, because you build more trust in your brand that way and you encourage more of your community to take action and buy your product. Not only that, they will attract more people who will believe in your brand and want to become members of your community.
To summarize, social marketing strategy will work well if the marketer has a definite objective in his social media message and focuses consistently on that objective. His message should be properly structured, taking the guesswork out of the audience’s mind. When he goes out there and proceeds to make his message viral, his objective must be to build a community that sees how his brand could relate to them and respond to their needs.
Finally, social marketing should build trust among your community. Your social marketing strategy will be most effective when users in the community know and trust you. You can build that trust by consistently spending time online and interacting with them whenever you can.