9 Key Tasks For Successful Social Interactivity Marketing Implementation
Implementing a social interactivity marketing strategy is a key for success for an organization’s online social media strategy. Whether the organization is adding social media features to its existing ecommerce website, or incorporating ecommerce functionality within the social media sites, or both, there are 9 key tasks that every organization should complete to ensure the successful implementation of a social interactivity marketing strategy.
1. Get Customer Attention
The organization needs to gain the attention of businesses and individuals on the web in order to drive traffic to the organization’s website and ultimately lead to brand establishment and improved customer conversion rates (i.e. sales). This could be done in a variety of ways. For example, the organization could promote its products and/or services by creating a presence in any of the various social media websites (e.g. Facebook, Twitter, Google Plus). The organization could also publish quality content via a blogging platform, ebooks, or podcast. In addition, the organization can use video content on its webpage or on YouTube, Vimeo, or similar video hosting websites.
2. Develop Contact Profiles
In order for organizations to gain an understanding of who its potential customers are (and potentially develop customer segmentation), the organization should develop profiles from businesses and individuals who want additional information about the organization’s products/services. This is typically done by creating a “Contact Us” page on the organizations webpage, which provides potential customers a convenient location to provide their name, email, phone, and comments section.
3. Create Press Releases
Nothing spells excitement like a good old fashion press release. Press releases can be used to promote the organization’s products and services, discounts and offers, awards, and upcoming events or conferences. A useful tool to assess the quality of the organization’s press releases is Hubspot’s Press Release Grader. It grades the press release in terms of readability, content length, contact information, and link count. It’s also completely free, so there is no excuse not to use it.
4. Start a Blog
To blog or not to blog? Organizations should absolutely start a blog. It helps the organization, for example, in terms of providing new content for potential customers, helping improve SEO, gives the organization a voice that fosters relationships with customers, and establishes the organization as an expert in the industry. It’s also a cost effective way to promote brand awareness and create in-bound traffic to the organization’s webpage. Hubspot’s Blog Grader tool, as well as their downloadable ebook, “15 Business Blogging Mistakes & Easy Fixes”, are two useful tools for the organization to utilize to improving their blogging.
5. Implement a Paid Search Plan
Similar to task 1 mentioned above, another way for organizations to get the attention of businesses or people is through a paid advertising search plan. Online advertising services, such as Google Adwords, gives the organization a front-and-center eyeball view in the search results when individuals conduct searches via Google. The organization should develop a list of keywords/phrases most likely to be used by customers pertaining to the organization and its products/services for this task. Google’s AdWords service is a cost effective advertising strategy that lets the organization spend within their budget requirements and pay only when people click on the ad. It even provides keyword traffic statistics, so the organization can avoid the guesswork as to which keywords are more successful.
6. Implement a Social Media Strategy
The organization should first start by selecting which platform to launch its social media strategy. Whether it’s Facebook, Twitter, or Google Plus, the important takeaway is that the organization needs to actively engage with customers regardless of the platform selected. It should also monitor social media traffic as well as respond to customer comments. The organization should also identify network leaders (e.g. bloggers who are proponents of your product or service) to gain an understanding of the social media community and its needs/concerns by performing the following:
- Check Twitter for discussions about the organization
- Scan Google alerts
- Check Facebook statistics
- Answer Linked-in industry-related questions
7. Develop, Improve, and Promote Social Media Sites
As mentioned previously, there are various grader tools available, such as Hubspot’s Marketing Grader or LinkedIn’s grader tool, that provide reports on the effectiveness of the organizations webpage marketing. These reports should be used as a basis for improvements to the social media site or company webpage. The organization should also consistently develop and promote new content on its websites to keep the community engaged with company news, products, or to provide updates on industry related topics. This is an ongoing and repetitive task that requires constant review and revision in order to remain relevant with the social media community.
8. Develop an Authority Enhancement Plan
The focus here is to develop inbound links to the organization’s website by having relevant links used in external websites. This link-building strategy is a great asset that creates authority for the organization because the organization is being talked about positively and recommended by bloggers and other network leaders, who are typically trusted and influential within the social media community. Developing inbound links also enhances the organization’s SEO, which helps bring the company to the top of search engine results and also build authority. The following are some link-building strategies to boost authority:
- Maintaining an active blog with new content provided regularly
- Linking to other websites or blogs
- Writing guest blog posts
- Creating surveys
- Submitting news releases to various distribution sites
- Conducting Webinars
9. Develop Referrals
Developing referrals are important for business because these individuals will be potential ambassadors for the organization in spreading the word about the organizations products and services. Where previously they would tell about their experience to family and friends in their local areas, with social media they are able to reach a worldwide audience with a single tweet. Referrals also impact SEO and website authority because these individuals are likely to link back to the organization’s webpage in their product reviews or discussions. Two great potential sources of referrals that the organization could tap into are its Twitter followers or LinkedIn groups. For example, looking at your top customer’s’ connections in their LinkedIn profile.
(All credit and accolades for this tremendous blog post are for Candelario Benavides who is the author and content creator.)