If you have ever managed an online pay-per-click marketing campaign (continuously managing keyword lists, monitoring ad positions and adjusting bid amounts to maximize ROI) then you know how quickly a simple marketing strategy can turn into a complex process overnight.
Social media marketing campaigns are no different, and in fact, can become even more complex that much faster. That being said, small businesses are well positioned to maximize the effectiveness of a social media campaign. Social media is guerrilla marketing on steroids.
As most small business owners will tell you, they do not have a million dollar marketing budget that allows them to work through the trials and tribulations of a new marketing solution. Therefore a business should thoroughly define their objectives for a social media campaign before getting started. Why do you want to engage your customer in social media? Are you trying to create brand awareness, reduce operating cost or launch a new product?
The answers to these questions will help identify which social media marketing strategy to deploy. When you combine this strategy with a clear understanding of your customer’s technographic profile (what technology they currently use and how), you have the beginnings of a successful social media marketing plan. By identifyng these objectives and analyzing your customer’s technographic profile, you are in a better position to deploy a social media solution using Web 2.0 technology. My advice is to start with no more than one or two Web 2.0 solutions.
Like any new marketing strategy you need time to test, analyze and adjust the campaign based on what is working and what is not working. Unlike traditional campaigns that have a short life cycle, social media campaigns involve an on-going conversation that hopefully will continue for years to come.
In summary, social media campaigns have the highest rate of success when they:
1. Start slow and build on success.
2. Are simple, definable and measurable.
3. Are open to adjustment and refinement over time.
4. Keep channels of communication open with customers.
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