What Is An Advanced Strategy?
The definition of an advanced social strategy is a technique
that goes beyond the normal social media presence. It introduces or reinforces
a marketing message while pushing a user to another profile or business site.
Before moving forward with an advanced strategy, it’s important that your
business understands social marketing, has experience engaging consumers, and
that you possess a basic understanding of online marketing.
Strategy 1: Multimedia Usage
The term “A picture is worth a thousand words” has never
been truer. Consumers are now using the web to look for product pictures and
videos; they want more information and want to see what they’re considering buying.
The good news is that it’s easy for a company to create and publish videos and
pictures.
In addition to taking photos of products, you can also take
pictures at office events as a way to highlight company culture. This not only
helps convince others to work with you or to buy from you (consumers see that
you are down to earth and one of them, instead of a stuffy company), it also
helps your HR department recruit new employees. Who doesn’t want to work for a
company that celebrates birthdays and has a good time?
Videos are useful for explaining complex how-tos or
concepts. Showing step by step directions can have a greater impact than even
the most well written article. Businesses don’t have to invest huge sums of
money to create good videos, either. I highly recommend the relatively cheap
Flip camcorder, which takes great videos and is easy for even a non-technical
marketer to use.
Multimedia can break down the faceless business-to-consumer
sales flow and make your company appear friendlier. Use videos and images to
show that your business is fun, you care about your employees, and most
importantly, that you care about your customers.
Strategy 2: Integrate Offline and Online Advertising
Many small businesses do some sort of offline advertising,
whether it be radio, print, or cable. Social marketing allows a business to
extend their offline sales pitch.
Including your Facebook Page or blog URL in offline ads act
as social proof, inviting potential consumers to see your community and
increase trust in your business. Not only can integrating online and offline
advertising help the conversion process, but it can also help build your
community. Introducing potential consumers to your social profiles means they
may join your community now and buy later.
Strategy 3: Message Adaptation
As businesses start to become more sophisticated with social
media they are starting to leverage more online platforms. However, most
deliver the same message over multiple platforms instead of tailoring
communications for each individual site.
Social platforms each have an ecosystem of their own. What
might be acceptable on Tumblr might be considered spam on Facebook. A specific
style of writing might spread on Twitter but fail on FriendFeed. Understanding
that each site is different and then customizing your message ensures they do
well on each respective site.
Not only does customizing messages across sites help the
message spread but it keeps users from receiving multiple identical
communications. Be sure to maximize your potential by sending a user that
follows the business on Twitter and Facebook two different messages, instead of
the same thing.
Strategy 4: Local Social Networks, Beyond Yelp
For a small business, local search can be a big win. Being
visible to consumers looking for a business in their area is extremely
important. Make sure your site is included in local business directories in
order to help ensure that consumers find you when they need you. Sometimes
finding that many sites can be difficult, however.
First, make sure you check your competitors. Where are they
listed? Check their inbound links to check for business directories you can add
yourself to. Also, make sure your business has been added to Google Maps, using
the Local Business Center.
Take the time to include all the information you can and
update any old news. For many consumers, this will be their first interaction
with the business.
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