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5 Direct Marketing Principles That Can Improve Social Marketing Initiatives
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More important than likes and tweets, advocacy and referrals attract prospects and increase the likelihood of purchase from new and existing customers. By Brian Cavoli | Published 04/10/2012 in Expert Opinion
Most companies have yet to master social media marketing. Just because a brand has scores of Twitter followers and a slick Facebook timeline with thousands of "likes," doesn't mean their marketing is working. It just means they're just good at getting consumers to "like" them. But likes from customers are meaningless if they're oblivious to that brand when they walk past it in the store. Facebook has lured marketers into a false sense of confidence. A "like" is easy to get and it makes marketers feel like they've accomplished something. But what does it really accomplish? Several studies claim that the number one reason consumers like a brand on Facebook is to get free stuff. This means that most of your page's followers are freebie-hunters without any allegiance to your brand. They're probably following each of your competitors to see who has the best giveaways, as well. Is that a game you want to win? It certainly isn't a reliable metric for marketing success.
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The problem with most social marketing programs is that they don't focus on what's truly important: building advocacy with good customers who influence the purchase decisions of others. This is much more important than getting likes or retweets. Brands need meaningful advocacy from customers who share detailed reviews and engage in discussions about their products so others will be attracted to them and want to try the products themselves. Isn't that what attracted you to social marketing in the first place?
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Social marketing can be an effective way to build advocacy that influences sales, but it requires a different mind-set. It's all about getting the right message to the right person at the right time. It's a basic direct marketing approach. Here are five direct marketing principles that will make your social marketing much more effective.
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1. Target your audience. The biggest mistake marketers make in social is that they talk to everyone the same way. Loyal customers, potential prospects, and freebie hunters all see the same posts, tweets, and messages. You wouldn't do this in direct mail or email, so don't do it with social media. Data from retailer loyalty cards can identify who has purchased your product line in the past. You can see how often they buy and what complementary products they prefer. Cross-reference that with social influence scores and you'll find your sweet spot: those loyal to your brand and active in social media. 2. Emphasize the right message. In social, the product is the message. No matter
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what you try to tell people, you can't expect them to bang the drum for you if they've never used the product. Invite consumers to sample a new product or line extension. This doesn't have to be just an online experience. Actually, it's better if it's not. Send it to them in the mail and include samples to share. Nothing gets people more excited about a new product than receiving a gift box from a brand delivered right to their door. 3. Personalize the experience. For people to become enthusiastic and vocal about your product, they need to develop a personal connection to it. Receiving a coupon in the mail is underwhelming. It feels like junk mail and it does nothing to make it talkable. Instead, videos, guidebooks, educational materials, and recipe books (if appropriate) help tell the brand story and enhance the product experience. 4. Develop a compelling call to action. Direct marketing is all about action, and so is social marketing. Don't hit them over the head with "Buy Now" and "Today Only," or take a ShamWow and a "set of steak knives" approach. The best way is to build enthusiasm and encourage conversation about your product with friends, followers, and others with similar interests. The call to actions you are looking for include posting a review on Facebook or Amazon, tweeting a link about an experience, filming a demonstration video for YouTube, or taking photos of the product in action. This requires some tact and a whole lot of respect. 5. Measure sales and ROI. The sales and ROI of any direct program need to be measured accurately. With these practices, and some good old fashion measurement tools, you'll be comparing social media sales and ROI side-by-side with every other marketing activity. Market mix modeling and match market tests can be applied to social with great success. We've seen it generate an average return of $1.50 for every dollar spent. In some cases, the return from social marketing has been the most effective component of a brand's media mix. If you want social media marketing to impact your business, do what you do best. Think and act like a direct marketer. You'll find yourself spending less time worrying about being "liked" by freebie hunters and more time driving sales so you are liked by your boss.
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About the Author Brian Cavoli is director of marketing for BzzAgent.
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Join the discussion… Jay
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2 years ago
Good points, Brian, We follow your principles and have added personality marketing to the mix. We idenitfy personality types and then send prospects highly individuallized, targetted messages based on type to guide them step by step along the Path to Purchase. This personalized approach holds the attention of prospects longer and gives us a larger window of time to bond with them. Once they buy they tell like-minded friends (who typically have the same personality type) about their experience. This is an altogether new approach that our clients and their customers are finding compelling and effective. Jay
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