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SANJAY'S MARKETING SUCCESS GUIDE

Driving Exponential Marketing Success & Company Growth

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  • Writer's pictureSanjay Patel

NextGen Social Media Marketing



  • How & Why to make impactful presence in Social Media? Which channels to focus on first ? How to react if someone Complaints or provides –ve feedback ? What goals to target ? All these are answered through Social Media Marketing .

  • Some Social Stas: 2.7B monthly active FB users , LinkedIn 260 M monthly active professionals, YouTube 2B logged in Viewers etc provide a rich platform for company growth to tap into.

  • MAIN DRIVING FACTOR: Social Media is the only key Platform where individual customers openly & freely talk about brands, products, likes, dislikes, interests, needs and provide good or bad feedback and thereby users trust those more than any BRAND championing from their podium . That’s why SOCIAL CONVERSATIONS are extremely critical for PRODUCT & COMPANY SUCCESS.

  • SUCCESS MANTRA: is to provide SOCIAL FIRST CUSTOMER SERVICE - Listen, respond, guide , assist & take convincing action to help customers & prospects - on the right social media platform regularly through entertaining , educational, thought leadership & minimal promotional content in an extremely innovative way like embedding CONTENT SERIES, PRIVATE CONVERSATION, MESSAGING APPS to get exponential Social success.

  • Successful Companies innovatively leverage 1st party data from CRM, MDM, EDW to join the social conversation with real users to guide , assist, convert and thereby acquire the LARGEST PIE from the overall TAM.


  • KEY GOALS:

  • Improving customer engagements,

  • Generating More Leads,

  • Sales Growth,

  • Increasing Traffic,

  • Expanding reach,

  • Enhancing Brand Perception


  • APPROACH:

  • Define Goals

  • Identify Audience ,

  • Message

  • Offer

  • Clear Roadmap of activities ( for each Channel ) with real time Metrics

  • Success


  • KEY SOCIAL PLATFORMS:

  • MOST WIDELY USED SOCIAL NETWORKS:

  • Facebook, Instagram, LinkedIn, Twitter , YouTube

  • Used primarily to target large user base

  • Facebook : 2.5 B users, Share text , video, image, live video, stories

  • Instagram: Suitable for sharing visual content , Image, Short & Long Video : Online MALL OF TODAY’S GENERATION : Around 60% of users say they find product there

  • Twitter: Referred as Society’s MEGAPHONE, Social Messaging Service limited to 280 chars, Suitable for WORLD’S CURRENT EVENTS and join trending business conversations, one – on – one customer conversation

  • LinkedIn : Professional network for Users, BUSINESS FOCUSSED PLATFORM for recruiting & championing company culture, showcasing their expertise , improving professional skills

  • YouTube: Video platform for watching videos from business & influencers. Suitable for business to launch youtube channels to promote their offerings with ads – before , during or after a popular video is played on platform

  • OTHER SOCIAL NETWORKS:

  • Tik Tok, Google, Yelp, Trip Advisor, Open Table, Pinterest, Quora, Tumblr, Medium, Giphy, Reddit

  • Used to target specific customer base & less NOISE.

  • MESSAGING & CHAT NETWORKS:

  • Facebook Messenger, WhatsApp, Snapchat

  • Used to provide Customer Service Support at Scale


  • HOW TO IDENTIFY:

  • Based on Audience Size,

  • Features Provided,

  • Content Supported,

  • Psychology of User base,

  • Key Business / Pleasure / Entertainment / Professional Purpose

  • SOURCES OF RESEARCH :

  • eMarketer

  • Pew Research

  • Business Insider Intelligence

  • Social Media Examiner

  • Research Channel’s audience à Review Research studies à Discover How Channels are different à Select Channel to target


  • CONTENT TO PUBLISH :

  • Engaging, Relevant & Complementary messaging that entice customers & drives business outcomes

  • ORGANIC POST: Has the ability to reach about 2-5% of user base through company, friend, family, networks & connections sharing, commenting & liking.

  • PAID SOCIAL: Purchasing exposure to specific segment OR Preferred placement of our messages on Social Media. It has the potential to reach extremely high customer base & exponential revenue growth. Keep in Mind : AUDIENCE à MESSAGE à OFFER à BUDGET for exponential growth .


  • INTERACTION WITH CUSTOMER:

  • Providing Social first Customer Service .

  • Listen, respond, guide , assist & take convincing action to help customers & prospects.

  • +VE FEEDBACK : Fosters stronger bond between customers & brand.

  • -VE FEEDBACK : Difficult but extremely important for publicly demonstrating Empathy & ability to solve customer issues

  • COMPLAINT : Publicly acknowledge the message & if possible moving the all the conversation to a private forum to resolve

  • MOST IMPORTANT FACTOR about Social First Customer Service is that we are making it Clear to Customers that we NOT ONLY listen & respond but also take ACTION as well.


  • SOCIAL SELLING:

  • Direct Sale when Social Platforms directly helps in conversion as the LAST TOUCH ,

  • Assisted Sale when Social platforms helps in nurturing process in the middle funnel to finally convert through other Channels like Email or Sales Call ,

  • Sale through Influencers through various approaches


  • INFLUENCER MARKETING :

  • DIRECT PARTNERSHIP BY PAYING,

  • PROVIDING A FREE PRODUCT FOR EVALUATION,

  • CREATING CO-BRANDED PRODUCT WITH INFLUENCER


  • AREAS INFLUENCERS HELP:

  • Encouraging signups for petition,

  • Pushing products on behalf of companies sponsoring them,

  • Perform sale,

  • Influencers have an ability to make an impact & that’s why Companies partner with them


  • Some METRICS & MEASUREMENT to track are:

  • # of Impressions,

  • CTR ( Click through rate ),

  • Pipeline Metrics,

  • Cost per Lead,

  • Cost per Customer Acquisition,

  • Cost per Impression,

  • ROI


  • THIRD PARTY TOOLS USED:

  • Google Analytics,

  • Mixpanel,

  • Matomo


  • SOCIAL MEDIA TOOLS:

  • Quintly,

  • Keyhole,

  • Sprout Social,

  • Agora Pulse,

  • BuzzSumo,

  • Mention


  • NATIVE ANALYTICS TOOLS:

  • Instgram,

  • Youtube,

  • LinkedIn,

  • Twitter


  • INNOVATION AREAS:

  • Developing Content Series for various types of content suiting customer personas

  • Private conversation with family, friends & communicating with audience in smaller community social groups

  • Targeted advertising on messaging apps

  • Primary focus should always be to serve the Customers with right messaging at the right place & at the right time


  • SOCIAL MEDIA SUBSCRIPTIONS

  • DigiDay

  • Marketing Dive

  • Social Media Today

  • Social Media Examiner


  • The success of Social Media marketing lies in Personalizing messages & offer catering to customers shifting preference to enhance conversion, revenue , customer experience & support in an extremely simplified & innovative way

  • With Innovative Social Media Strategies, Companies have the potential to capture unimaginable Look alike audiences from various Social platforms . SKY IS THE LIMIT OF PRODUCT & COMPANY SUCCESS when done right..

  • More in next post !!!


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