Social Media Marketing (SMM) and Optimization (SMO) is an important – perhaps even critical – Internet marketing strategy. Time and time again marketers are unsure of how to approach marketing in the social networks or even if they should at all. Almost daily I’m asked by Marketing Managers and CMOs about how to get into the networks and what the benefits are. I’m amazed that they are not sure if they should do this. At some point, one must seriously investigate and take the plunge. The benefits of marketing in this arena are far too numerous to sit on the sidelines. So today I just wanted to go through a few of the up front benefits we see all the time.
The approach and exact methods used in a campaign vary drastically based on your business size, vertical and whether B2B or B2C. However, two aspects remaining constant across any campaign are the goals of garnering relevant inbound hyperlinks to your target site as well as driving new and increased impressions on a brand. Let’s explore some of these and other important benefits of embracing Social Media Marketing campaigns:
What are the elements of brand marketing?
• Target market research: collecting information on prospect needs and preferences
• Features and benefits: identifying target prospects are interested in and which will move them to purchase
• Brand presentation: designing a web page that maximizes the impact and impression of your business.
• Brand experience: creating a Web site or other advertisement that makes the users meeting with your product or service memorable, fun or useful.
Traffic from the Social Network –
Traffic is great for major websites where the business model is based on siteSocial Media Traffic Bottleneck session numbers, pageviews advertising impressions and CPC models. Major media websites can benefit greatly from social media as leveraging social news sites can deliver thousands upon thousands of relatively targeted users to a site. Traffic can come directly from very targeted points of the social network for bursts and/or for long periods of time depending on the approach.
There is a lot of free traffic for you website to be had at social networking sites. The key thing is that you need to be helpful and have a good sense of humor to succeed. Apply the old concept of ‘givers gain’ by helping people – you can freely of your advice, or give a product away. Whatever, never be dishonest or overtly sell, otherwise you’ll be found out and blown out the water.
Brand Impressions –
Brand marketing is the art/science of making the right impression on prospects, Impressions are a result of traffic and more unique sessions on a website.. It’s the active process of discovering, developing and bringing the right image or identity of your company to the marketplace. Too often, clients are focused on the later stages of the brand identity development process, such as the presentation on a Web site or Various forms of social media can drive consistent brand impressions and exposure through very targeted communities.
Viral Word of Mouth –
In this area learn about techniques that can be used to build strong word-of-mouth or referral (or pass along) campaigns for finding new customers. Coverage includes the lastest twist on this topic called buzz marketing.
Traffic from the Links –
As a result of the links formed from your content going viral, a successful campaign will often continue to deliver targeted traffic from the links acquired. This traffic is pretty much set in stone for as long as the link remains live. Oftentimes the links are built in targeted industry sites and blogs and end up being archived and remaining live on the web indefinitely. Ongoing, direct referral traffic, from targeted sites
Tagging and Bookmarking –
Good content, when properly distributed in targeted social networks will in many cases be tagged by users who have accounts in those networks. Tags end up being revisited by friends of those users who originally tagged the content, but also will show up in social network site searches. The more users tagging your content the better over the long term. Interestingly enough, some social networks tagging information on user profiles shows up in major search engines searches (due to the tremendous link & trust authority that many of these sites have).
Community Popularity –
Building community around your brand by leveraging the various social media websites and employing the tools and API’s offered is important. If you are able set up, participate and add value for other members in a community, you’ve engaged in true social media work. This takes dedication to participate in a meaningful and creative way, however the return on attraction to your brand is unparalleled.
Reputation Management –
Social Networks have become a powerful tool for reputation management which is a crucial point in brand marketing. Being first to control a targeted URL or Pofile set-up on a major social network can be of endless benefit to your brand over the long term. With this action, marketers have better reach and control over brand dialogue.
With all of the above, it’s endlessly important to find as many ways as possible to track the success of your social media campaign. Tracking the success of your campaign comes in many forms and depends on your goals.