When it comes to social media the best strategy you can formulate for success starts with a sound strategy. You may be asking, “What?” right about now, but stay with me. Many marketers feel that when it comes to social and digital media strategies the best tactic is to begin by choosing the tool they will use, whether that tool is LinkedIn, Facebook, or Twitter. Choosing a tool then attempting to build a strategy around that tool is not the way to begin. Marketing isn’t merely the tools you use to advance your message, it’s the development of an over-arching successful, integrated, interconnected strategy – a strategy that utilizes tried-and-true traditional marketing methods as well as digital media.
Blogging, Facebook, Twitter and other social media platforms are not strategies in your marketing arsenal, they are merely the tools through which you share your message. Gathering a large following of friends, business associates and clients to your social media platforms will certainly provide you exposure, but you need to have something to offer to keep them on the page… and eventually convert them into clients that will buy your product.
Do You Have A Conversion Strategy?
Why does your business have a social media presence? To sell product, right? In order to do that you need to convert your followers to customers so you can increase revenue – that is the ultimate goal. The same is true with traditional media – advertise to raise awareness and convert readers to customers.
Adding followers on Twitter, getting readers to your blog and gathering more likes on Facebook require different conversion strategies. Bottom line, with your marketing efforts: How do I convert my likes, followers and those who comment on my blog into revenue-producing streams?
Before you can begin a conversion strategy you need to have goals and objectives in place. Some of those measurable objectives could include:
You may have objectives that are non-specific (build brand awareness) and those that are specific (garner free press coverage – this is a measureable, trackable activity). Make an attempt to put measures of success on each goal or you will never know if you’ve achieved it.
Build A Conversion Strategy
I’ve come up with a six-step program for a conversion strategy that includes:
Taking time now to understand these six steps and to put measurable, actionable goals in place, will help you formulate your strategy for converting contacts into buyers.
– Author of The Social Media Bible & The Fusion Marketing Bible
lon safko, author, speaker, keynote, training, social media bible, fusion marketing bible