I see this every day as I peruse social media sites, checking out competitors; watching how major brands promote their products, services or brands; helping businesses monitor and manage their social media networks.
People still don't seem to understand the importance of relationship and what that means exactly. It is more than simply generating "Likes" and "+1" on your account. Once you gather thousands of Fans, then what? How do you mobilize them into action which translates into revenue for your company?
Taking the next step in social media has become more of a stumble for many marketers because they didn't start out with the end in mind, nor did they fully understand the purpose and strengths of social media. Relationship marketing is perhaps the most difficult marketing skill to master or even understand. It requires nurturing (something many people do not understand) communicating and grooming. It also requires that you start out with the end in mind. All the nurturing, grooming and coddling in the world won't do you any good if you don't know what you want (or need) fans of your social media network to do.
If you are a social media manager curious about taking your networks to the next level, start by examining some successful social media networks and see what works for them that you might not be doing. The results of even a simple change might just surprise you.
In an October eMarketer report, Lauren Fisher, an analyst with the company, offered a few reasons why providing relevant content to your audience is a good strategy:
It builds trust. By providing information, you are helping potential customers mitigate risk. If the information checks out, you have given them reason to trust you.
It will propel your brand into a customer’s consideration set. As Brian Kardon, CMO of Eloqua, told eMarketer: “When you help prospects learn things and are generally helpful when they’re in a buying cycle, they’ll think about you first”
A good example of a company following this strategy is Indium Corp., a company specializing in solder products and solder paste. As Solis notes, “Indium’s blog posts now feature buyer oriented keywords likely to be searched. Headlines reflect search strings to appear in search and market through value, insight, and direction… “Wave Solder Flux Deactivation Temperatures Explained” and “Using Integrated Preforms for Solder Fortification.”
Solis says six months after Indium started blogging, lead generation increased 600%.
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