Social media marketing is the sizzling topic of recent times. Worldwide web is flooded with articles and tips on how to use social networking. It is very important to note that social media marketing is not preference of gigantic businesses only; rather small businesses find it equally effective.
Marketers’ communicate with the help of ‘Posts’ in inbound marketing, in other words we can say that posting is the protocol of communication in inbound marketing. There several types of posts in social media world, such as status post, blog post, micro-blog/tweet, Graphic Posts, Video Posts or Audio posts etc. Success of online interaction relies on in-depth analysis of target market behaviors, interests, needs, wants and convenience. In this article, we will analyze some of the major factors involved in posting brand messages.
Alignment – Understanding Background
Understanding Marketing-Mix to align posts
Understanding Customer Needs & Wants to align posts
Understanding of Social Media Mix to align posting strategy
Segmentation – Creating Groups, Lists or Circles as per following demographics:
Gender
Age or Generation
Time Zones
Interests
Irritants & Grievances
Triggers: This is another aspect to put weight in leads. Escalating or Deescalating triggers increases or decreases the chances of getting customer engaged. Trigger can be holidays in the specific localities and it may mean that customer is not approachable or it may mean that customer is more than ready to be engaged as he has to do shopping.
Content Management
Diversity to attract all demographics
Keywords are important for Social Media Searches
At least two or more topics or ideas to counter monotonousness
Supporting facts & examples for all topics and ideas
Real life Analogies help in engaging audience
Planning, Monitoring & Control Posts
Identifying Influence-rs through social network data analytic tools like Google Ripples etc.
Identifying like-minded communities, groups, lists or boards etc.
Unique short URL for specific post to track its effectiveness
Mapping customer irritants, needs & product/service features
Hash-tag keywords to increase visibility of post among social network search engine
Always post to specific list, group or circle. Public post is like a talking-brochure sales person and most of the people ignore them.
Acknowledging and encouraging shares, comments, likes
Follow-up Posts with paraphrasing and with little tweaks in the post
Acknowledging and encouraging shares, comments, likes
Continual Improvement Process until objectives are achieved
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