Effective social media marketing comes from a carefully planned strategy and then it’s integrated into your company’s overall marketing communications strategy and activities. With that in mind you can lead into a deeper relationship with consumers by listening to your target audience . As a marketer we need to identify social habits of the target market and know that consumers can be a member of various categories over their lifetime. Picture on the left can help us organize consumers into categories that marketers will target when using social media is called the social techonograhics ladder. When viewing the image I can get a better idea about what content I want to give my audience when I have a specific target in mind
Communicating with you audience also includes engaging with the audience. All companies need to think of themselves as creators and communicators of content, and when your content is passed along with positive reviews by consumers it creates a brand image that goes beyond dollar value. By incorporating multiple channels like Pepsi did in 2011, the time during the super bowl where they urged consumers to create Internet advertisements to be aired during half time for Doritos nacho chips, it really helped customers be active and brought awareness to the product. This can flow into collaborating with a brand. Corporate blogs, product reviews, and twitter are several channels that let consumers share insight and opinions about what they expect from the company and its products. Researchers predict that 43 percent of all corporations will be blogging by 2012 because of it positive effects it can have on consumer engagement. The reason why I mention this is because blogs could establish expertise and credibility over time for the company and lead into dialog between business to consumers through social media, this will also enhance the company’s visibility.
Search engines impact the way consumers find and acquire certain goods or services on the Internet and marketers are tapping into it’s hidden potential. The trend towards search engine usage and dependence has continued to grow. United States Internet users performed 75 searches per month, with an expected growth rate of 2%. All of these searcher cover a wide range of subject matter, allowing all types of marketers to enter the search engine world. The focus for this blog is to persuade readers that creating a website that utilizes the SEO search engine that will benefit you and the company when connecting to consumers on the Internet.
With Search engine optimization bring in more the majority of website visitors (61% according to Forrester) and is considered a common resource to navigate websites because of its trusted reputation as often-used social media. SEO’s require no out-of-pocket cost to pay for as placement, but there is a cost to design a site to optimize it for a natural search but well worth it in the end. While websites take longer to set up and implement, if monitored properly can have a positive long term effect. To do this he company need to understand their target market, developing keywords to reach that market , and defining and developing their site around those keywords. Its always a good idea to do market research and ask customers how they search for our product.
Monitoring social media conversations is another way to determine how to pick appropriate keywords to monitor both paid and SEO. As a marketer you want to be where your consumers are and to participate in the conversation to engage and keep customers and by doing this you can expand their search profiles on social media accounts. In 2010 a recent study by business.com indicated that top performing companies were using social media to enhance their natural search engine efforts with websites facebook, twitter, and intagram. On a final note, by incorporating a “like” button attached to your website allows you link to develop a following to ensure a top rank hit on search engines.
Jugging a book by its cover is a common reaction from consumers because most are uninformed and a good marketer knows that. 33 % of consumers open an email based on title alone. I’ve searched for some insightful tips and tricks on how we as marketers can get consumers to click on emails. I found and article claiming “6 Email subject lines that really work” that’s how marketers get their foot in the front door, by hitting your first instinct with a phrase or keyword. According to an exact target study, 77% of customers prefer to receive permission-based marketing communications through email, which makes sense from personal perspective and several experiences. Myself, having a very high success rate in sales found that by asking customers for permission to send emails containing information about my product that were more likely to respond by email later. I noticed several opportunities opening up to the seller. Customers a more likely to view their email if requested by a seller and trust the company’s business. Marketers are finding out e-mailing methods that are relevant and engaging the consumer’s, while maintain a formal and respectful method of communication, this can be effective for marketing and closing the sale.
Tied into the statistic of having a personalized email consumers are 22.2% more likely to open the email. Marketers are starting to push emails to increase business relationships with consumers and with the optimistic outlook of every $1 dollar spent by marketers in email, $44.25 is the average return on email marketing investment. This blog supports how email marketing will be relevant in the 21st century business strategy. More positive news for marketers, is consumers are taking advantages of discounts in today’s economy. Studies suggest that 7 out of 10 consumers have use coupons or discounts in recent purchases.
I really like “Guitar Centers” email campaigns. They email me once a month offering coupons with discount incentive, which will save me a lot of money if I’m in the market for an expensive instrument purchases (rums, new guitar). I also receive a monthly reminder email for my pack of guitar strings as a part of their string club program, which offers their members a pack of strings every month for $20, really like it. I joined the company’s reward program when I bought my first book in store, they asked me for my email address, and according to a study by ExactTarget, 77% of consumers prefer to receive permission-based marketing communications through email. Companies that have the ability to manage, organize, and execute email campaigns can include a scheduling method for emails at a specific time and date. Creating triggered campaigns. After researching the internet for more information. I found a Salesforce.com page discussing the 25 email marketing statics. Interesting statics to this topic are “44% of email recipients made at least one purchase last year based on a promotional email. (Convinceandconvert.com)” and “7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)”.