Today, I am attending a great Social Media Marketing Conference produced by Fred Pryor and hosted at the Hilton Garden Inn in Oxnard, CA. For me, it is a great refresher course about a very complex process and a reminder of how to use social media appropriately for greater marketing. It is almost counter intuitive to one directional messages as the social two way aspect creates a more tailored and loyal audience. This is also a great time to reflect upon my social marketing successes and failures, and to explore the concepts of Socialnomics and the social sales cycle.
One primary goal of social marketing is to find your audience and to create your audience through the social marketing tool. You want to find/establish an audience that knows, likes, and trusts what you are saying so that when you advertise something your audience knows, likes, and trusts what you are advertising. You need to be genuine, and you need to create atmosphere of learning, informing, and providing. It is extremely beneficial also to let others shine. You don’t have to create all the content. You can be a collector of recommending content.
Second is to simply watch this video about why this is so import today. Hey, you may even want to watch it twice. This video provides some great definition in why this is so important. It even provides purpose for encouraging your organization to use this process for increasing customers in my case enrollments in distance education.
Thirdly, examine the social sales cycle: Awareness, Interest, Consideration, Intent, Evaluation, and Purchase. The cycle gives control to the buyer, and the organization needs to be honest and transparent. It needs to be personalized. It needs to be consistent and it needs to communicate to the individual.
Quote: “Any business that you are getting because of price you can lose just as easily because lack of trust, like, or knowledge. How do you get the customer to stay and remain loyal? In my case how do you retain the enrolled student?”
Fourthly, Tools are simply that. Whether you are using a blog, microblog, social message, photo sharing, multimedia sharing, review, or any other social site. It is a tool. How you use it is more important. Twitter, LinkedIn, YouTube, WordPress, Periscope, Digg, Instagram . . . they are just tools. You want to turn strangers into friends, friends into customers, customers into evangelists. That is the return on investment.