Keeping People at the Center of Your Social Media Campaign? Part 1 of 2.

There are many ways to develop content and strategies for conducting a social media campaign. However, the first thing to approach is the idea of what it takes to be involved in the customer’s world.

For years, companies and marketers have established the idea of competitive advantage around the idea of quality. Most your competitors have quality products. Quality is what gets you in the door with consumers, competitive advantage is what you do that is better than everyone else.

Today, that advantage may be based on how much more visible you are than your competitors as well as separating your product as the better choice.

When discussing marketing campaigns and visibility, there are many ways to reach customers and face-to-face remains the gold standard.

A complete strategy for a social media campaign needs to include all possible avenues that consumers use. If you think about marketing messages, then you know that every business boasts of great quality, reliability, committed and passionate people, and innovative features and benefits. And consumers respond—so what?

Today, your brand needs to be seen where the customers are, and they need to engage with you, hear about you, and be able to access your products and your services.

Consumers oversee the buying process, but you are an expert on your products and how they benefit your customers.

Finding brand advocates and influencers will build your social media strategy beyond your own capabilities.

Small businesses may find this challenging as their time is more limited to dedicate to social media. That means that small businesses need to find tools to help them engage with customers. But that does not mean that the business can ignore their audience—engagement is a two-way street.

Knowing your audience (after you have segmented them) will help you choose the channels you want to use for your social media campaign.

The change of marketing to a two-way communication has changed how we approach audiences who are forming communities.

First, as part of the two-way communication, we need to perform social listening. A great thing about social media is that our target audience may segment themselves by forming and joining communities.

While an audience views something, a community participates in something together. Sometimes these community’s mimic real life and sometimes they represent virtual communities.

Marketers hope to engage with the community, find brand advocates, find influencers, and inspire conversations about the brand.

While marketers typically segment based on age, income, lifestyles, and gender, social communities can be identified by their profiles and behaviors and member relationships.

1. Communities of interest form around things that people find interesting such as the environment or motorcycles.

2. Communities of task form around completing a task such as checking reviews or to accomplish a particular goal, such as buying a car.

3. Communities of vocation form around professional or vocational needs (LinkedIn is a prime example with communities based on people who have gone to school together or worked together).

Whoa! How do I get me some more of that?

Asa Growth Design is a family-owned company, laser focused in designing marketing strategy and tactics that helps businesses, both large and small, find and create new avenues of growth for their products and services to dominate through incredible branding.

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