Social media is all the rage these days. Especially with the current economic climate, clients are looking for new ways to forge meaningful relationships with current customers. Social media's low barriers to entry have attracted a wide array of brands to this space.
While the upfront costs are fairly minimal, social media marketing is a long-term commitment. Joining social networks or launching profiles should not be taken lightly. That said, I think social media marketing is a great opportunity for marketers to truly engage with their consumers. The more a brand interacts with its targeted users, the more value it will see from them.
Though using social media as a marketing tool is not a new concept, new technologies are making it easier than ever to connect with consumers. At a recent conference, a Hewlett-Packard marketing employee stated that the company's social media corporate goal is to build as many one-on-one relationships with consumers as possible. That is really what social media is all about.
While social media marketing sounds great in theory, a sizeable chunk of companies are finding it difficult to bridge the gap between their corporation and consumers.
The trick is to listen, then craft content. After listening to the online buzz about their brands, marketers should start their social media plans by creating interesting content. Content is what provides value for users and gives them a reason to tune in and visit a website. Why would a consumer follow you on Twitter if all you ever mention is how great you are? They probably wouldn't, at least not for long.
To encourage user interaction, it is crucial for companies to look at what messages they are sending out to their customers, how the message is communicated, and why a user would care. Here are five tips to maximize ROI and content value by attracting users no matter where they travel online.
1. Use your content to drive users to convert
Tying search engine marketing to content strategies is a key to providing consumers with a seamless user experience. Search engine optimization is one example of how marketers can tap into their consumers' purchase intent and lead them to supporting relevant content.
For example, there is a distinct difference in intent to purchase between a user who searches for "50 inch Brand XYZ plasma TV" and the one queries "high def TVs." These users are in two separate stages of the buying cycle, so marketers need to understand this distinction and serve up appropriate information to drive them to the next step in the path to conversion.
It would also be advantageous for marketers to take keyword queries into account when planning the content of a landing page. For instance, the first user in our example already knows what size and model TV he or she is looking for, so that person should be directed to a detailed product page. The other user, who still needs to conduct research, should see a landing page with high-level content to advance the search and help that person zero in on the product that's right for his or her individual needs. Using this information, marketers can direct consumers to the information they want and need to convert.
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