I will be delivering a talk on social media marketing strategy at a local American Marketing Association (AMA) chapter meeting in a couple of weeks. I thought I would share the outline of my talk here.
These are the things one should consider when developing a social media marketing plan.
- Start with clear objectives (including intended metrics)
- Deep customer insight is essential – beliefs, attitudes, values, hopes, anxieties, fears, etc.
- Facebook has the best targeting – take advantage of its AI and big data analytics capabilities
- Let Facebook refine your target audience
- You must be an expert at sales and persuasion techniques and copyrighting
- Choose newsfeed ads
- Carousel ads have their advantages too
- Online advertising makes testing different copy and images inexpensive and easy – this can hugely increase advertising effectiveness
- Videos are king
- The rule of thumb is short videos, but long videos have a purpose too (weeding out all but the most serious buyers)
- Minimize the number of steps people will need to take to help you achieve your goals
- Blogs work, but you better be prepared to run a marathon
- Striving for thought leadership is a worthy goal
- Make friends with influencers
- Collect email addresses and own the email list
- WordPress is the platform of choice
- Google Ads/Keyword Planner, Google Books Ngram Viewer and Google Trends are powerful tools – don’t forget to use them
- Know and consider managing to “the long tail”
- Are you using the Internet to achieve scalability and network effects?
If you live in the Rochester, NY area, please sign up for my Lightening Talk on February 14th at 11:30 am. If not, a good resource for this subject is David Meerman Scott's book, The New Rules of Marketing & PR. I highly recommend it.