When thinking about your social media campaign, it’s important to convey the experiences your customer will have with your product or service. Your messaging should answer questions like: “How does this product or service improve my life or the job I do?; what problems does it help me avoid, or reduce or solve?”
If your product or service enhances something that’s already of value to the customer, your social media marketing efforts should drive this home. Social media marketing, if done properly, provides a good opportunity for a company to remind their customers what life was like before they bought your product or service. (Often, “familiarity breeds contempt,” especially for businesses that provide a service.)
A good example of a company that does a great job of this is MeYouHealth. The company was built from the ground up with social media marketing at its core. It’s a company dedicated to engage, educate and empower individuals to pursue and maintain a healthy life, and it drives all of its communication through its entire social media ecosystem: facebook, twitter, google+, pinterest, you name it, they have a presence. And by all accounts – their customers are fiercely loyal and fully engaged with the company.
Connecting with customers within a social media setting – if done carefully and with sincerity, can go a long way to making a real connection – beyond the money.
But there’s a problem…
Over the past several years, there have been a myriad of studies done that indicate three major trends:
- Buyers are no longer paying attention to traditional marketing (which includes advertising, public relations, branding and corporate communications)
- Buyers are investigating products; services in their own way and through their own means; largely using the internet and often through sources not owned or controlled by your company, such as through word-of-mouth and independent customer reviews
- CEOs are fed up with all things “Marketing.” In a recent study conducted by Fournaise Marketing Group of 600 CEOs, 73% of them said that CMOs lack credibility and the ability to generate sufficient business growth (from their marketing efforts); 72% are tired of being asked for money (for marketing expenditures) and 77% are just done with all things concerning the notion of “Brand Equity”- this nebulous event that can’t be attributed to actual firm equity or any other metric for that matter.
1. Throw out the traditional marketing book. Give up trying to create clever messaging and instead focus on establishing an actual conversation with your customer. Examples of companies who are doing this include: The Saddleback Leather Company, WaterField Designs, and Zappos
2. Be Sincere. The days of “faking” sincerity are over. Today, everyone has a finely honed crap meter, and you’re only going to get one chance to make a great connection – make it count
3. Measure Impact by keeping score. One of the things our clients most appreciate are the comprehensive reporting we provide throughout the social media marketing engagement. Our advice to business big or small is to utilize several different analytics technology – don’t simply rely upon Google Analytics. Adding just one additional analytics tool can often yield additional insights that would otherwise be lost to you.