Word-of-mouth referrals have historically been the most effective and desired marketing tool, as their occurrence within trusted relationships of families and friends lend credibility and esteem to brands. However, social media and PR have launched referral marketing to a whole new level of opportunity.
Social Media: Changing the Way We Communicate
Social media has irrevocably changed the landscape of communication. People are connected in real-time via online communities where they can share thoughts, personal information, experiences, and referrals with a wide network of their peers on Instagram, Facebook, Twitter, Snapchat, TikTok, and more. Not only are we seeing an increase in word-of-mouth referrals, but we’re also seeing a surge in influencer marketing. Users with a high following are partnering with brands to help promote their products to impressionable followers. This enables more individual voices to have significant influence in the marketplace – and has a major effect on how businesses should market themselves, communicate with prospects and customers, manage their public images, and improve their products and services.
Companies must adopt the peer-to-peer communication style of social media and focus on the needs and interests of their customers (rather than their own) to be successful marketers in this medium. By delivering regular content of customer interest and special benefits – as well as being an ‘active listener’ of fans and followers – businesses will enjoy a growing social media following that will deliver increased web traffic, more e-commerce sales, and both on and offline referrals.
Build a Social Media Strategy
Sporadic posting to Facebook, Twitter, and Instagram accounts seems disjointed and disorganized. The most effective social media marketing approach is to carefully outline communications with a social media marketing plan. A well-designed strategy includes goals, budget guidelines, competitive research, strategy, and a content calendar. Having a social media marketing plan in place is also essential for measuring results. With regular monitoring of the number of followers and quality of interactions, periodic reevaluations of strategies outlined in the plan can be adjusted accordingly.
Using a comprehensive social media marketing plan as a blueprint, increasing leads, referrals, and web site traffic can be accomplished by strategically participating in a variety of social media networks. There are thousands of them out there, but it is critical to select a handful that best reach your customers and target market(s). Typically, the most popular sites – Facebook, Twitter, Instagram, and even TikTok – are great starting points. Learn more about choosing the best social media outlets for your business here.
Communicate with Consumers
Be sure to communicate with customers and prospects via each social media account in a conversational, value-added fashion that isn’t always about your business. Include calls to action in your postings and web links to increase the probability they’ll be reposted – and answer customer questions and complaints in a timely fashion. Try to flex your creative muscle and design mini-campaigns that offer incentives, like rewards or contests for new ideas, customer-produced videos that promote your brand, and survey participation. The ultimate goal is consistent engagement with your brand followers.
In addition, a social media policy should be developed to define acceptable online communication practices for staff members who create content. This will ensure compliance with branding guidelines and will serve to prevent conflicts.
If you need assistance in creating a meaningful social media strategy that can directly boost web traffic and generate leads, contact Millennium’s social media team today.
About Millennium Agency
Millennium Agency is a nationally recognized, leading woman led B2B brand, message positioning and digital marketing agency who knows how to create value that emotionally influences your customers’ buying decisions, without being the lowest-price solution – giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the brand and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. Our process is proven, and we have the stats to share. To learn more about Millennium Agency, call 877.873.7445 or visit www.mill.agency.
Your brand’s buyer persona is an important step in building a successful brand. Creating a buyer persona may seem extremely basic and a little Marketing 101, but too many businesses overlook this important step in building a memorable brand. In fact, only 44 percent of B2B marketers use personas, so by building a detailed and data-driven buyer persona you’ll be able to shine in comparison. A buyer persona allows your target audience to have a shared worldview with your brand and develop a sense of belonging. But first, what is a buyer persona?
What is a Buyer Persona?
HubSpot defines a buyer persona as a “semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” Essentially a buyer persona allows you to understand what your customers need, how they think, behave, and how you can address them accordingly. The more details you can outline, the more successful the persona will be. Once familiar with your buyer persona, you can create a brand that reflects their core values and beliefs.
Nail Down Your Key Demographics
Buyer personas should constantly evolve as you gather more data and insights on your market, so the first step in building your brand’s buyer persona, is to nail down your key demographics. Demographics can include: age, sex, income level, marital status, education level, geographic location and any other characteristics you think are important for defining your target audience. Once you’ve narrowed down the key demographic factors, you can begin to build a consumer profile.
Build a Consumer Profile
Understanding the attitudes, aspirations and values of your target audience is also necessary to ensure marketing efforts are worthwhile. To further develop your persona, answer these questions:
- Why would a shopper prioritize my content?
- How would a consumer benefit from my content?
- What hindrances might prevent a user from paying attention to my content?
- How can I influence a user to take an actionable step?
- What criteria will influence whether or not a shopper decides to make a purchase? How can I prove my products or services are superior to alternative options?
A common mistake business owners make is trying to appeal to everyone. Powerful, memorable brands will have a natural divide between people that resonate with your brand and people that don’t. Concentrating your resources into sharpening a brand image for the people that resonate with you will help you stand out against the competition.
About Millennium Agency
Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!