In the last article, the importance of blogging was discussed. Blogging is important because it makes it easier to establish, maintain, and grow your relationship with your audience.
Blogging can also help you position your firm as a thought leader in your profession. If you do it right, it will also persuade your prospects to buy into your brand in a way that will make them want to do business with you. And since you read the first two articles on blogging, you’re going to do it right!
But, here’s the question you must answer as an expert blogger: what good is great content if nobody sees it? If great content is never seen, it cannot transform a curious prospect into a completely devoted follower.
This is where social media marketing comes in.
Many people wrongly believe that social media is content marketing. This is a very common misconception. But you’re savvy enough to know better, right?
Social media marketing is the “fishing rod” of online marketing. It is the tool you will use to “catch” more prospects, engage with them, and get them interested in your incredibly awesome content.
Developing a Social Media Strategy
Before beginning your social media marketing campaign, you must develop your firm’s social media strategy. There are two main steps you will need to take when planning your online marketing efforts.
Define your Goals
What do you want to achieve with social media? Are you trying to attain a higher level of engagement with your audience? Are you simply trying to gain more business? Or perhaps you are just trying to impress your friends? Before starting your campaign, you will need to define the goals you wish you achieve.
The activities you will engage in over the course of your campaign will depend largely upon the objectives you choose. Make sure you choose carefully.
Know your Target Audience
Deciding who should make up your target audience is your next step in mapping out your social media strategy. When you figure out who you want to engage with, you will know what type of content to write.
After you figure out who your target audience is, start doing your research. You will need to gain intimate knowledge of the people who make up your audience.
In order to become better acquainted with your target market, you will need to find out the following information:
• Lifestyle – Are they married? Do they have kids? What are their hobbies and interests? What does their everyday life look like?
• Pain points – What are the things that inconvenience them? What pertinent information do they not have? What do they fear?
• Behavior – How are they addressing their needs currently? How do they deal with their pain points?
The key to effective online marketing is being able to identify the needs of your audience and ease their pain. When you have a holistic knowledge of your customer, you can craft a strategy that is designed to meet their needs.
An invaluable marketing tool that can help you create detailed profiles of your prospects is the buyer persona. The buyer persona will help you better understand the different types of people you plan to interact with.
Along with knowing who your target audience is, you will also need to know where your target audience is. Find out what social media platforms your prospects are using, what blogs they visit, and any online communities that they frequent. Wherever your audience is, there you should be.
Part II will focus on the actual implementation of your incredibly awesome social media campaign.
In the meantime, follow these tips if you want to craft an effective and comprehensive social media marketing strategy. Happy fishing!