The above chart that was shown at a recent marketing launch showcasing a suite of new media measurement tools as reported in Business Media. The chart visually presents the current condition of Social Media as it relates to those who use social media in their communications: It’s confusing and becoming more complicated daily.
Unless you happen to possess a Ph.D. in online psychographics and analysis the every day marketer is beginning to question the value of Social Media in general. And actually, even General Motors recently expressed its thoughts on the subject by cancelling their $5 million dollar social media budget on Facebook. I’ve heard some argue that GM’s total budget is a pittance of Facebook’s total advertising revenues, and of course this is correct. However, I think the more important point is even GM found it confusing with ALL of their wise external Social Media counsel.
Which leads us to question the resources, both internal and external that are being used for Social Media activities. As you sort through your Social Media program there are seven marketing tactics that will increase your reach and penetration with your customers and prospective customers. Get set, these are the primary basics but startlingly few B2B marketers truly use them:
Tactic 1: Use email marketing. Opted-in e-mailings continue to outperform any other media type because it’s direct and easy to understand.
Tactic 2: Use Email newsletters. Opted-in e-newsletters are excellent for keeping a large audience up-to-date with your most recent activities and announcements. Brevity is key as well as offering valuable tips. Lengthy articles should be saved for your Internet Site.
Tactic 3: Use a strongly matched branding and messaging system. This system should be harmonized on your website and throughout ALL of your media communications.
Tactic 4: Use sharing extensively on your website. This simple functionality allows your guests to easily post your thoughtfully written articles and section descriptions on their many different types of social media they use. This gets your word out and spreads it to places you wouldn’t be able to post easily. Examples of these might include Linkedin, Facebook, Google+, digg, Technorati, Delicious, Twitter, Buzz, Email, RSS, Reddit, Stumblers, and SlideShare, to name several.
Tactic 5: Use keyword website optimization. Using keywords that are pre-determined throughout your website will drive traffic to your doorstep. Emphasize the one particular distinctive your brand offers and push it throughout your website using one set of keywords to make your point clear. A website filled with multiple and confusing value propositions will not earn the loyalty of your guests to stick around for more.
Tactic 6: Focus on Google. This will probably set some off, but let Facebook be your secondary place of marketing, particularly if you are a B2B marketer. Here are some interesting facts to support my point: Facebook has 51% of all internet users. Google has 90% of all internet users. Facebook had $1.06 billion in Q1 Revenues, down 6.5 percent year on year and down 32 percent sequentially. Google had $2.9 Billion, up 1 percent year on year and up 0.7 percent sequentially. Facebook click through rates are 0.051% whereas Google is 0.4%. Source: Business Insider
Tactic 7: Tie your entire media communications together. It’s clear that Google has done a terrific job in helping its advertisers monetize their Return On Marketing Investment. So tying your entire media communications program, online and in print, to your website as your primary communications tool, is the most proactive and effective way to market your business.
The Social Media complexities often serve to confuse rather than clarify what should be marketed first and emphasized. Following the simple tactics above will keep you out of the complexities of Social Media, which are plaguing so many marketers today.