There’s little doubt that online marketing is a success. While it’s changed the way many companies set their strategies, it still owes a lot to traditional marketing principals. Businesses that build on those principals, with new emphasis on the social aspects, create the buying cycle that works today. Social media marketing, if done well, takes what was once seen as a linear, 4-step process as in the AIDA model, and has turned it to a cyclical model that feeds off of opinion and conversation.
Get the cycle going
Businesses are flocking to social sites, like Facebook and Twitter in hopes of creating brand awareness and interest. Taking consumers through a cycle with the goal being not only purchase, but talk, is what drives the social media marketing principle. According to cmswire.com, the desired cycle includes 7 processes consumers go through to purchase, to take it into the realm of conversation, and then convert others. Below are the elements that each need to be considered when crafting any social media marketing plan.
- Attention – Make your presence known.
- Interest – Create stimulating messages.
- Desire – Offer the right product at the right price.
- Action – Your message and your offering and any reviews should prompt engagement.
- Use – The customer will use your product or service.
- Opinion – An opinion will then be formed, so make certain your messaging is accurate, and that no false expectations are set.
- Talk – Encourage customers to talk about you and your product. This could be as simple as a “like” button or star rating, or a request for leaving a comment on your product or service page. Go deeper with a feedback form and request for sharing reviews via social media.
While most companies believe the action stage of this process is the ultimate goal… statistics show that going beyond the purchase is essential to compete in the online, social media- driven consumer society we have today.
Get the conversation going
Increasingly there is a need to follow any social media presence very closely. Simply putting out the message about your offerings, with an occasional offer isn’t enough. You need to know how to encourage conversation, and when, and how to respond to customer comments. You also need to know how to evaluate what’s happening on social sites to help determine ROI and to craft new messages.
The socialmediaexplorer shared and interesting uberVU graphic showing statistics on social media lifecycle. They highlight just how much social talk guides online, and offline behavior, and influences people’s decisions. It’s this talk that allows you to see trends and gain insight.
- 42% of social media users had conversation with a brand via social media.
- 36% of social media users post brand related information on social media.
- 2 in 3 social media users say Twitter influences their purchases.
- 50% of people follow brands on social media
- 75% of companies now use Twitter as a marketing channel.
All that talk is a useful tool. Use it as insight into success by evaluating traffic volume, repeat visits, and the number of followers. Also, look at web mentions, sales levels, and brand sentiments to determine ROI, and to determine your next online marketing step.
Know what relevant conversations are around your brand and you’ll be better able to connect with current users and customers, and to pull new prospects into the cycle.
Have you ever given a product review on social media, or made a decision based on one?
For more information on developing a social media marketing plan, contact us now.
