Most corporate marketing department are still operating on the traditional mind-set or what is sometimes called old-school marketing. This type of marketing starts by defining their audience, goals and action plan to reach their stated goals. Once the goals are set the marketing plan is usually defined with key phrases that pitch their product. Slick print or video advertisement are created, that pound the key phrases into the audiences head, in hopes that the consumer will be persuaded to purchases these products.
Most marketing executives know they must use a web presence as part of their campaign, and will push their key phrases and slick copy to their web site. In most cases the web campaign will stop there and will not evolve into a full social media strategy. Most companies that try to get into the social media usually end up upsetting the community, due to the fact that they tried to use their same traditional marketing strategy within the confines of the community. Social communities are not the type of environment where people want to be pitched, they want social interaction from third party consumers not the company itself.
High pressure sales tactics are precisely why consumers are turning to social networks to learn more about certain products before they purchase them. The ability to read reviews, and communicate with other consumers to gain trusted, and valuable insight about the product with out any fluff or sales pitch.
Social media is not a campaign it requires a strategic approach, executing with finesses to gain the consumers trust
To be successful in social marketing you must understand how social networking works, and set some goals and objectives to help refine your efforts. You must also understand social marketing is not a quick process, it takes time to build trust of the people within your social network.
Here are some bullet points to help you better define your goals
- What is your ultimate goal? Drive traffic to your web site, blog, or Face Book fan page, building a loyal following
- Who are the people you want to attract?
- What sites are these people hanging out at?
- What are these people talking about?
- How and when should you join these people’s network
- How can you join in their conversations and build trust as a person that gives good advice and knowledge , and does not promote their own agenda?
- Is there a way to ask for feed back about your product without promoting, or losing the trust of the community?
- Is there a way to point people to your product without being pushy?
The name of the social marketing game is to be accepted by the community, and be a value added adviser and communicator within the community. You don’t want to be voted off the island, only to bring shame to your product by being a pushy salesman.
