What is Social Media Marketing? Where should we start? Are we sick of hearing about it but actually none the wiser?
I have been enlightened by a webinar from Richard Duffy from Duct tape Marketing; “Leveraging Social Media to generate business”. My own perception of what it is and how we should use it has been cemented.
John Jantsch of Duct Tape Marketing put it very succinctly when he described marketing itself as… “Getting People to Know, Like and Trust”.
I found his definition of marketing refreshing having come across many definitions of marketing throughout my University studies. It’s clear, simple, to the point and most importantly it makes immediate sense and can be more readily put in to practice than some of the more theory dense and frankly somewhat confusing descriptions.
He builds upon this definition and describes Social Media Marketing as a tool to support the accomplishment of these goals through the use of technology.
Social Media Marketing is ultimately about building your companies web presence, driving traffic to the company website which is seen to be the central hub of all your Social Media activity and supporting the your overall company message, building your brand, image and reputation.
The challenge for all of us is not to get overwhelmed. One step at a time is the advice being given. Get your website right and from there maybe start a blog, or open a twitter account. The key is not to do it all at once.
To fully utilise the world of Social Media as a marketing tool we need to research the market place, see what our competitors and customers are doing and how they are using it and try to get a better picture of what might be expected of us and how our presence might be of use to our target audience.
Objectives need to be set. What are we hoping to gain from Social Media Marketing? We all have different intentions and we to ensure that these underpin our Social Media activity.
We need to listen, interact and learn. We will then be more greatly informed and can feel more confident in the content we supply through the various channels.
Content was a key focus of the webinar, and the most crucial points where highlighted as being the following:
It Should be Useful
Address a Painpoint in your Target Market (A specific problem)
Speak your Target Markets Language
And it Should be Approachable; Accessible and Friendly!
I find it useful to draw a parallel with word of mouth communications, the value of which is potentially underestimated by all. Social Media Marketing is a way of harnessing word of mouth; a tool to utilise social interactions and influence the way your organisation is ultimately perceived.
Although some people may be sick of hearing about Social Media Marketing I think it is only the beginning of the phenomenon and that we are only touching the tip of the iceberg; we have so much more to learn and explore to fully utilise it as a marketing tool.
