Your Social Media Campaign Checklist — Connect With Style
Stop What You THINK You Know About Social Selling
Better brand positioning, a wider audience, and amplified message…what’s not to love? Social Media Marketing (AKA Social Selling) cannot be looked at as just a selling tool.
Rather, social media needs to be integrated into your sales cycle so you can increase the amount of “touches” you have with your prospects. When used effectively, this can shorten the sales cycle and bring more customers into your funnel. It’s also important to remember that social media is more about community, less about sales. As always, the focus should be on building relationships!
√ Your Social Media Campaign Checklist
To engage successfully, you need a plan. You need style. You need a strategy.
Whether you are doing it yourself or outsourcing your social media services, here’s a checklist of what has to be done in your social media campaign. Following these steps will help you build relationships with the right people on the right platforms for your brand.
Unlike advertising, on social media, people have to find you. You need to make sure you mingle with those people that will benefit from your product, so you can tell the more. To do this, you need to know everything about them. You need to know they think and feel, what they read, what they care about, and their lifestyle.
But how can you do this? You should:
√ Put yourself in the place of the person who has a problem, fear or just wants more information.
√ Make a list of the problems they might need solved, or questions they want answered. “Google it” is one of the most popular sayings today. If people want information they turn to Google. If you come up and answer their question, you’ve made a new friend.
√ Make another list of possible solutions to these problems. What are they afraid will happen, and how can your product help avert disaster for them?
√ Make a third list that contains the information they need to solve their problem or answer a question.
√ List the key information they may be looking for about your company or product.
√ Do market research. Talk to your customers. They are the best source of information. Ask them why they chose you and how you helped them.
Once you’ve created your personas you will have a real picture of who you are talking to.
Establishing Brand Guidelines
The more people you have managing your company’s social presence, the more important it is to establish clear rules for posting and communicating with your community. It’s vital that you:
√ Define Your Company’s Virtual Voice. What is the tone you want to convey? How do you want people to see your brand? What impression do you want to leave on your fans? Is your tone going to be casual or professional? Creating examples to reference will help your team maintain consistency when managing your brand.
√ Posting Frequency. How often will you update your networks? What is the best time to post for engagement?
√ Escalation Measures. There may come a time when your team needs to field complaints on social media. While this keeps some companies from making the leap, what’s important to remember is that you cannot stop these conversations from happening. This can be as simple as creating a prewritten scripts and procedures.
√ Get involved. It’s better to be involved so you can respond thoughtfully. People are more likely to understand when you show you care, and fix mistakes.
A customer of a well known luggage company kept posting about faulty zippers in great detail. The company responded by actually fixing the problem, and thanking the customers who brought the problem to their attention. This customer ended up becaming their biggest social media advocate.
√ Get personal. Giving a generic response to an angry customer often makes matters worse. Be personable. Be helpful. Solve their problem.
Defining Your Strategy
Creating a strategy involves a lot of thought and planning.
This is where a Social Media Campaign Checklist can guide you. You won’t waste time thinking about what you should be doing. You’re simply following the plan. A roadmap that keeps you on track and keeps the momentum going.
Here is what your checklist for a successful Social Media Campaign strategy do:
√ Set Campaign Goals. Measurable goals. Are you after more leads? A larger community? More engagement? Set goals and milestones.
√ Creatives and Branding. How can you use design to double the impact of your message? Is your visual voice aligned with your company’s brand?
√ Channel Marketing. At this point you have defined your personas. You should research which social networks are used the most by your prospects and focus your efforts to where your customers are.
√ Creating A Content Calendar. Scrambling to post each day is stressful. Laying out a posting schedule will help you stay on track and see the big picture.
√ Paid Amplification / Media Buys. Will you use paid amplification or social remarketing to reach a wider audience? This is often the smartest move. Remarketing can help you slash CPC costs and drive engagement and leads. You will need to establish a budget and strategy here as well.
√ Tracking Results. This is the all-important must-have for any company wanting to measure performance. There is power in data. Use it.
Read more about Brand Strategy by Design
Source Outside Talent
Don’t have enough time to do it all? Hire vendors!
Not all companies have the ability to manage their campaign in-house. bringing in talent is a great solution.
√ Look at schools in your area for talented grads or interns
√ Look on LinkedIn for writers and freelancers
√ Hire writers to ghost write for you
√ Go for it and hire a Social Media Publicist
Optimize Your Campaign Strategy
If you check in frequently with analytics, you will know what’s working, and what’s not. Do more of what engages people, and dump the rest. You should try new ideas and test them to see what works the best.
√ Listen up! Social media is a conversation. It’s not just about broadcasting your message. You want to listen as much as you share (actually, even more). This will help you gauge sentiment, track campaign performance, improve your product and gain competitor insights.
√ Improving Campaign Performance. All of the information you gather and the metrics you track will allow you to tweak your campaign to be more effective. A social media campaign is not a ‘set and forget’ affair. It’s a continual process of testing and experimentation.
Training Your Own In-house Team
√ Look in-house for the people who always seem to be on social sites. You can train them to follow your practices and put their passion for social to work for your company!
√ Harness technology to make work more efficient. Use Hubspot, or HootSuite. There are many applications that make this more efficient.
√ Get your staff going too. Train them the way you want them to talk. Set guidelines for what and how to post. They can become a very powerful social media team.
√ Best Practices. Social media marketing is an ever-changing landscape. At Network9, we train our clients on social media best practices, so your team knows what it takes to get results.
A Powerful Marketing Tool
Following a checklist to get your Social Media Campaign on track right from the start is one of the most powerful tools you can use for marketing. Most of our clients say they want more brand awareness.
This is the way to turn casual visitors into long-term relationships, and it doesn’t take millions to do it.