A client recently remarked “let me know when you get a sale from Twitter”. In other words, “I bet I’ll never see the day we get a sale as a result of Twitter!”
A statement said many a time I would wager. My answer, said smiling: “No, you probably won’t if you just use Twitter on its own, but use it as part of an integrated marketing plan and yes, you probably WILL see sales as a result of it.”
A great deal of our time as a marketing consultancy is spent working with clients on their marketing planning, and crucially the implementation of those plans. We ensure all marketing activity is tied together with a common message. We write blogs, newsletters, press articles, tweets, website copy – all focused on key marketing messages unique to our clients. It’s the combination of all these activities, carried out regularly, timely but regularly, which is enabling our clients to become seen as experts in each of their fields.
Crucially, the information they are imparting on their target audience is being seen in a variety of areas. Websites are great as long as people are getting to them, LinkedIn is great for networking and discussions, and Google+ is growing and will be great.
What Twitter does is allow you to ‘speak’ to a huge number of people, at no cost, and with little time. Just make sure you apply a bit of thought to ensure your message is ‘on plan’ and you create a call to action (eg website links) and you have an effective marketing tool.
In a recent statistic I read (I know stats are what you want them to be but…) ‘80% of business decision makers now prefer to get company information in a series of articles versus an advertisement.’ By using the platforms social media provides, your company information can be seen this way. Social media writing can easily be incorporated with Facebook, Twitter and other outlets, driving valuable inbound links for SEO.
I feel privileged to be involved in providing intelligent content marketing to clients who recognise what marketing actually should be, which consistent, ongoing, valuable information to customers is. With the right marketing planning and delivery, customers will ultimately reward with their business and loyalty.
Yes, marketing is still what it always was – creating messages, identifying prospective customers and trying to influence their behaviour. These days, it’s just being delivered in a different, I would say smarter way, and across different platforms, even Twitter.
Contact Appletree (debbie@appletreeuk.com) and let us know if you have or haven’t seen sales from your social media plan – and yes, that does include Twitter!
Filed under: Blogs, Marketing, Measurement, Newsletters, Planning, Sales, SEO, Social Media, Websites | Tagged: blogs, Clients, copy, marketing messages, nesletters, press articles, target audience, tweets, Twitter, website | Leave a comment »
The importance of interaction
Alice
When you’re dealing with social media, one of the most important things to consider is interaction.
Interaction is when your readers, audience, fans, friends or whatever are compelled to respond to your social networking activities. This will happen when you post up something that is worth commenting on, full of value, beneficial and helpful, entertaining or educational, or even controversial, just begging for a response to counteract it or confirm their approval or agreement with it.
Blogs thrive from comments. Spiders register a comment as new material, so it can enhance a post by making it more attractive to the search engines. It also adds to the conversation because the reader is presented with new ideas and concepts that contribute to the subject matter or interest factor. Ideally posts should be written to encourage a comment, or contain a call to action to remind readers to leave feedback or their point of view.
Facebook works on interaction, as every time you post on your profile, or ideally on someone else’s profile as a comment to their status update, Facebook sees this interaction and clocks it as a match. The more interaction you have with your Facebook friends, the more likely you are going to see your posts or blog feeds on their profiles. If you don’t partake in lots of interaction on social networking sites, it’s not only the search engines that deem you to be inactive, its the social networking robots as well, which can be detrimental if you want to create interaction to help promote yourself or your business.
Twitter is the master of interaction, of course! It is all about interacting with your fellow Twitterers, chatting, commenting, retweeting, sharing in real time – generally forming relationships with your followers as you interact and find out what they are doing. Really this is not a place to be doing business in the old sense of the word, it’s about communicating and making friends, networking by being sociable, asking after their health, family or latest event, having a giggle over a piece of news or notification from elsewhere, exchanging information about each other as if you were face to face and not separated by the web in between two computers. It is a place to find out information, learn from a blog feed, gain trust and credibility by giving and sharing, having a conversation with real people who respond readily – in other words, interacting.
Using social networking sites, and also social bookmarking sites, needs commitment to fine-tune your interaction with your followers and friends. It’s no good having a fantastic blast one day, and then forgetting to continue for the next few days. Even if your followers forgive you, the search engines and social networking sites won’t. Robots don’t understand like humans do, and they see inactivity as exactly as what it is, and immediately your ratings go down, you loose those slots on your friends’ profiles, your stats take a plunge and your Twitter streams are dark and empty.
I know it’s hard to keep it up indefinitely, so it’s worth working out a social media diary to help you keep the momentum going. Plan in advance what you are going to say that month, or week if you think short-term, so that there is always information available to use when your inspiration dries up. It’s much easier to provide content, leading onto to some beneficial interaction, if you have a focus, goal or objective towards your social networking activities – get more leads, raise your profile, extend your expertise, collect more fans or ‘likes’, increase your subscription rates, develop your visibility on the net – need I go on?
And above all – it’s so important to have fun!
Filed under: Blogs, Interaction, Online Marketing, Planning, Social Media | Tagged: audience, beneficial, comments, consistency, conversation, Facebook, fans, friends, information, inspiration, Interaction, profile, readers, search engines, Social Media, social media diary, Twitter, value | Leave a comment »