We all know that social media is an imperative part of marketing our brands, right?
And we also know we have to keep our social media venues active in order to be productive… right?
Simply having social media sites and generating some posts now and then isn’t enough. Much like SEO, social media doesn’t do well on its own. You can’t simply create social media accounts and then sit back and wait for people to find you. Well, you can if wait-and-see is your strategy, but that tactic is probably not going to favorably impact your bottom line anytime soon.
Like any other “living” thing, social media must be fed and nurtured in order to grow. Social media has the power to amplify your messaging immeasurably—if it’s done correctly.
Thinking about how one social media site works versus another, and determining how to get them to work together is key. In order to actually achieve marketing synergy, figuring out how to get them to work together is best done ahead of time—thoughtfully and with a vision in mind.
There’s power in thoughtful repetition. Anything worth doing is worth doing more than once. In fact, repetition is almost a requirement of success—just ask any Olympic athlete.
So what constitutes social media “done correctly?” And in a world where everyone is looking for the newest news, how does repetition fit in? Does marketing synergy really exist?
Yes. But, it’s not immediate. And, while no one strategy works indefinitely, there are ways to continuously fuel the relationship between social media and the rest of your marketing machines.
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Focus On What Matters
So many marketers get caught up in finding tools that will help them do more, faster. The problem with that is that quantity does not always equate with quality. Publishing for the sake of publishing should not be your goal. Neither should faster be, versus better.
Connect. Authentically, genuinely, and—as much as possible—in real time. Your #1 job in social media marketing is to be the voice of your brand. So, be the voice!
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Think Ahead—But Not Too Far Ahead
However cliché the term may be in your mind, forward thinking is key in ensuring marketing synergy with social media.
Planning too broadly isn’t very beneficial because we often forget to give enough weight to “current events” due to the fact that we’re forecasting into the future. Sidestepping today doesn’t guarantee tomorrow.
Planning ahead for major holidays and seasonal events is critical for many brands, but responding to the here and now is, too. Always look down the road so you know what’s coming, but not so far down that you stumble on what’s already here.
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Have An Objective
Know what you’re out there to do! Know what conversions you expect from your social media activity, and work toward those conversions. Determine the metrics that you’re going to use, and measure them often. Leave some room for random maneuvers, but always have that master plan in mind.
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Cross All The Lines
Remember when we talked about nurturing and thoughtful repetition? Good practices include sharing your social media activities outside of their zones—often! Just like you always make sure to appropriately brand your email blasts, those blasts should also include links and CTAs for your social media venues.
Placement is key—don’t just drop a few microscopic dots on the very top of the page or at the bottom of the screen beneath the Unsubscribe link. Give your social media icons some prime real estate. Maybe even a few placements. Everyone scans emails differently. Don’t miss business opportunities because of “invisible” messages.
Make sure to guide your customers—don’t expect them to read your mind. Go beyond “Click Now!” Suggest that they join you on Facebook for the latest spring specials (where they can use the coupons they just received in their emails)! Give people reasons to follow you, and let them know what they can expect in doing so.
The more customers see your social media icons, and the more they hear about your social media activities via your traditional marketing messages, the more you’ll expand your traffic.
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Step Outside
Make sure all of your teams are aware of what’s going on. Cross-communicating your social media goals to your sales and print advertising teams is essential so everyone knows what’s going on. So many business opportunities are missed due to lack of communication. Don’t let your brand suffer the consequences.
Speaking of consequences, in addition to making sure marketing receives company-wide engagement, get some help. As brilliant as your teams are, they can’t see everything from the inside. Partnering with outside marketing teams is just smart business. They can help balance all the ever-changing technicalities of social media while your internal teams drive the experience-based initiatives.
Looking to step up your marketing model’s synergy? Filament can help!
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