When evaluating your company’s marketing outreach, one important aspect to consider is the effectiveness of your social media campaigns. That may seem like a simple statement, but in fact it is quite difficult due to the multi-dimensional scope of social media. At blink;tech, we use a model of “Build, Promote, and Evaluate.” We are always evaluating what else can be done to achieve our goals and those of our customers. Therefore, we are always listening to social media to find what the next step should be to reach those goals.
When we begin work with a new client, we outline the project in various steps, including building their online presence. Once an elegant website and their various social media platforms are integrated, we can then promote via campaigns and other outbound channels to garner the attention of potential clients. It’s at this point that ACTIVE LISTENING to social media becomes an imperative aspect of our job. Not only will conversions and sales tell us how things are going, but by actively listening to comments and feedback from customers and users, we can discover many ways to improve the reach and impact of a marketing campaign.
This aspect goes hand in hand with the next idea: PROMOTE INTENT. A company who only listens can only go so far, as they must also listen with the intent to take action. By approaching an issue with the intent to take action, you will already be a step ahead of the curve. Intent will promote an action, and that action will promote loyalty and advocacy of the brand. In turn, your company will reap the benefits of return customers and positive word of mouth.
Another interesting consideration is COMPETITION. Keeping your eyes on your competitors can help with learning better practices as well as what not to do. This doesn’t have to be a deal breaker for any particular channel of communication, but by watching and learning from the competition and in how others respond to them, you can stay on track to ensure positive results.
Lastly, TECHNOLOGY should always be kept in the loop when finding ways to evaluate your marketing outreach. Technology has come so far in the last ten years, that the work is sometimes already done for us before we begin. Most social media platforms offer tracking on campaigns, so be sure to listen to what they have to say. By using Google Alerts, Facebook and Twitter Insights, as well as Hootsuite, any company can use the technology to their advantage and raise their outreach game.
By combining today’s technology with old school marketing savvy, your company can effectively use social media to create a marketing outreach plan that will carry you to the next level.
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