Earning Inbound Leads
A growing part of our business is employing a lot of effort, man hours and a suite to tools to EARN activity rather than dedicating all funds to PAID activity. The mix is variable depending on the project and its objective, but we are finding that its delivering a high campaign ROI and is critical to the success of some projects. Whats important is that we plan how to best use social media to deliver high value from our marketing, channel and training efforts.
We do believe that social media presents an opportunity to market your products and services, so what are you doing in this space? What is your Social Media Marketing strategy? How are you listening to what your customers are saying? and how are you reacting?
This goes way beyond Facebook. And with hundreds of blogs and forums as well as literally millions of tweets there is a lot think about.
Well we have a strategy and are employing it with our customers today.
We call it our E.A.R.N model.
E is for Engage.
Social media is an excellent platform to go an engage potential customers, both in the B2B market and consumer. If someones purchasing journey starts at Google, then you need to address how you are maximising that opportunity. You may have set up a facebook page, even engaged in Twitter, but did you know that there are over 50 viable social networking sites and over 500 forums, blogs and article sites that your customer may engage with. Engaging isnt about having a minimum presence. Its about going out to market across all the spaces and spreading your message. We can help with that.
A is for Analyse.
We use listening platforms and analysis software to give you a dynamic picture of where you are in the market place. Looking back on a day upto 3 years we can analyse not only what people are saying but in what context and where. We can also measure impact of paid activity through tracking any uplift in chatter.
R is for React.
Whats the point in listening for listening sake. So what if i know that the iPad 3 discussion is driven mainly by men (91%), and that there have been over 4,500 mentions across tweets, facebook and blogs in the last 24 hours. The information is nice to have, but you've got to be able to react and respond to it. And being able to filter those 4,500 to work out whats important, whats negative and what needs dealing with is critical.
N is for Nurture.
There are a lot of individuals out there starting conversations and influencing decisions that may have an impact on your customers. Yes we all know Lady Gaga has nearly 20m followers, but shes also following nearly 150,000 people so its safe to assume she wont hear your requests for a retweet. What you need to know if who is influencing the marketing around your products and services, both positively and negatively and make a plan.
We can deploy this strategy with all of our stand alone or integrated services, and use existing resources to amplify the results. For example - imagine having 10 trainers on the road working into your channels to build awareness and sales preference. Now imagine that all of those 10 trainers have 35 social media accounts all centrally managed. Now all of those 350 accounts link to forums and blogs in key demographics and the expert resource you are paying for now have a huge social footprint in which to amplify their knowledge. We call this Word of Mouth on Mass, and using these techniques can explain why you should be working with an agency to provide you with combined services.
So we can do it all or just do the most important pieces for you. It can be always on and strategic or just tactical as a part of a product launch or promotion.
Give us a call. Or tweet us of course @creationagency.
For more information about Inbound Marketing please contact Jason Burrows
