Find your Focus
Twenty years ago I went to work for Lennox Industries, ( the HVAC, not the China company). And as I sat in meeting after meeting with groups of engineers, I found myself saying the same things over and over again.
“Even if people don’t buy furnaces the same way they buy toothpaste, basic rules of marketing still apply!”
After all these years, I still believe that is true; Marketing Basics apply whether you are selling a product or a service, consumer or B-to-B, durable or non durable, on or off-line. So I am not surprised swhen I read columns by social media experts listing rules of “Using Social Media as a Marketing Tool” which look an awful lot like rules for any good marketing.
I found this list on Traffikd and if you have lost your marketing text book, print this post, put it on your wall and refer to it often. Not just for the social media portion of your plan, but for every element of your marketing plan.
1 – Identify a Goal or Purpose.
2 – Assess What You Have Available
3 – Define Your Target Audience.
4 – Target Specific Social Media Sites
5 – Develop Targeted Content
6 – Be Consistently Active
7 – Develop a Plan for Conversion
8 – Evaluate the Results
9 – Make Adjustments to Improve
What do you find to be the most important out of the list?
I would think that developing a plan and being constantly active is huge (especially for new media).
Asking a marketing strategist what is the most important part of this list is like asking a mother which of her children is her favorite.
The pieces start to fall apart if you only pick one or two. But if I absolutely had to chose, I think the real weakness in most Social Media plans ( Including my own currently) is the lack of conversion planning.
If you are blogging for fun, it’s different, but if you are blogging to drive traffic to your website you must… have something for the people to do when they get there!
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