When putting together any marketing campaign there are many things to consider – the two things that should be tent poles of your plans are:
Who is your target audience?
What are your goals?
Having actionable and measurable goals is important to help you
determine if your current marketing plans are effective and if they
are delivering adequate ROI.
Social media can be an effective tactic in your overall marketing strategy, but you need to have goals for what you want to achieve.
Ask yourself, Why are we doing social media?
The answer shouldn’t be “because there are lots of people on Facebook”.
Just like the rest of your media plans, you need to have goals for your social campaigns. A new research study is out and it looks into the leading business objectives that companies have for their social media content and how they evaluate its effectiveness.
• Over half said that wanted to increase revenue
• Almost half said it was to foster a better customer experience
• Over four in 10 stated they wanted to increase their perception as a
• Just under 15% were looking to increase operational efficiency
• When it came to measuring the effectiveness of their social entities, the top five metrics that these companies consider are:
-Number of followers and fans (96%)
-Traffic directed to company web site (89%)
-Social mentions across platforms (84%)
-Share of social conversations (66%)
-Social influence (63%)
• The top 5 ways they measured how social media helped them
generate revenue were:
-Tracking traffic from all channels (84%)
-Customer satisfaction evidence (66%)
-New customers directed from social media (62%)
-Leads from social sites (60%)
-Direct sales from social campaigns (59%)
What Does This Mean To You?
Marketing isn’t an expense your company can do without. It’s an investment in your organization’s future, but you need to make wise investments. Creating effective and efficient campaigns is a key success factor. By building your strategies around who you want your customer to be and what you want your campaigns to deliver will help you evaluate what tactics work and what you need to change. We are now in the 4th quarter, have you thought about what you are going to do different as we enter the busy holiday season?
Before you know it, we will be ringing in the New Year – when are you planning to create strategies for 2013?
Paraphrasing Winston Churchill – A failure to plan is a plan for failure
Social media is an important tool in your marketing strategy. It can provide benefits on many different levels. Creating a sound plan will help you leverage all the capabilities social presences can offer and ensure that it works in unison with your overall marketing strategy. For more information on making your social media perform better or integrating it into your marketing initiatives, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: eMarketer; Awareness