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Businesses that are new to digital marketing often ask, “How do I make social media work for my business?”. Social media supports and enhances business functions that are focused on achieving specific business objectives, such as expanding brand awareness, driving leads, customer service, and more. However, just as in any other department of your business you want it to be well planned. Producing an effective and successful social media campaign comes down to three factors:
(Source: Google Images)
- Clear Vision
- Purpose
- Execution
Having a Clear Vision
Clarity about what you want to achieve with your social media campaign is of most importance and must be discussed thoroughly before you even begin your campaign. Get with your staff and outline what it is you will be using it for. What is the focus of your campaign:
- Cut cost on customer service?
- Expand your reach and brand reputation in your market online?
- Encourage repeated business?
- To gain valuable information from your customers on how you can make your business better?
Regardless of what your goals might be, they must be clearly defined before you even think about registering your twitter account!
Purpose = Value
As important as what your goals are for the social real, what is equally, if not more, important is “why” they are of valuable objectives. Don’t get caught up in the mindset of, “We have to have a twitter account because our competition has one” or “We can rank better for terms in the search engine.” While these have some truth to them, they should not be the driving force of your campaign. Purpose creates value, and customers can smell it a mile away. If your market sees that you are there for a specific reason and feel you care for their needs, they will know where to go when they have issues. Make it more about the sale, make it about the customer, for without them there is no sale.
Execution Requires Time and Patience
You may have heard the common phrase, “Social Media doesn’t happen overnight.” Well there is a reason it is common, because it’s true. Developing a successful engaging social presence doesn’t happen on your first try. It requires trial and error, which implies failure. Temporary failure. Finding out what doesn’t work is just as important is discovering what does work, by learning not to make those mistakes again. What can ease the sting of failure is being hones with yourself about all the things that can go wrong and create a plan of action should that situation arise. Make small objectives and take them one at a time until you find what works. You will see your wins increase as you patiently press forward in your social journey.
Go For It!
Combine all these elements Clear Vision, Purpose and Execution and no doubt you will begin to see astonishing results. Olivier Blanchard from from the BrandBuilder Blog said it best,
“Understanding the objectives, clarifying the value, and demonstrating that you understand the risks, hurdles, and challenges ahead will go a long way toward deflating fear and instilling confidence in your endeavor.”
Remember you are the expert in the field and you know your customer’s better than anyone, give them what they need in a way that only you can. Speaking with authority and confidence will build a customers trust for your brand. A little trust goes a long way.
We would love to know how you organize your campaigns, define purpose and brainstorm for social media success! Comments are always welcomed and appreciated.
