Social Media Marketing – Communication Goals

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Introduction

Get back to basics is the best way to take advantage of Web 2.0 in business, industry and market. You can find that today, there are so many opinions about Web 2.0, you can easily get whipsawed around. This article uses the marketing basics and forms the argument that what marketing techniques will work for you.

You will learn in this article how to go about setting goals for utilizing social media to get the most impact for your business. You can agree with me that social media marketing follows the 80-20 rule. About 80% of the benefits of utilizing social media comes from using about 20% of all web assets and media out there. It is not necessary to use it all. It is good, however, to be aware of as much of it as possible. But do not go crazy trying to juggle all communications strategies.

Utilizing this article and others to follow to put your best foot forward on the market and know you’ve done everything you set out to do and do it well. Let’s start.

Communication Goals

Return to marketing 101, can you remember what is called “response hierarchy models.” This is $ 5 a phrase that basically captures the idea that customers need to be guided through a series of steps before they actually buy anything. There are many types including Aida (Attention Interest Desire Action) that are popular. AIDA is easy to remember, but do not capture some important intermediate levels. There is another model that more closely resembles the actual steps that a person goes through when using the web the way to buy stuff.

The model here is called Hierarchical-Of-effect-Model. You can also find this model makes sense to you. Note that when we talk about the product here, it could easily mean the physical goods, services, personal interest or hobby or social reasons. All these things need promotion and salesmanship

Sales Model

This model looks at this series of steps that clients engaged when buying goods :.

1. Awareness – Customers have a problem, examine the problem, and then become aware of products to solve the problem

2. Knowledge – the client has information to justify a simple understanding of the product

3. As – decide whether they want the product

4. Preferred Shares – customers showing a preference for it

5. Conviction – do they want to buy it

6. Purchase – finally buy

Let’s take a look at each of them. At this point in the market planning, it is very important to focus on the goal of each level.

1. Awareness

Many of Google search on your niche market research to people to the Web with a few words that indicate problems they are experiencing . If you are new to this market, this will be your best chance because they are unfamiliar with legacy providers. Your goal here is to reflect your understanding of their problems, make them understand the solution of the problem in terms of the benefits to them and explain that the solution is only one like it. Now, a good suggestion is to make sure you know the public arena where the majority of people going to talk. If you sell bicycles, any place, blogs, groups, forums, these people are going to speak out? Start listening to it, then talk.

2. Knowledge

You know that your product is unique and fantastic. Your customers may not. Providing the facts about your solution only as far as they relate to their needs and show the uniqueness of the product and superiority is what you want to say. Is it possible to send this message of not-in-your-face and conversational manner is most effective. The goal is to have a significant participation (web, blog, or sales letter traffic) provided the media piece that speaks to the knowledge of the benefits, features and uniqueness.

3. Liking

The term “liking” may seem a bit trite to you, where you could really it’s all about superior product. However, for internet marketing, with people like you and trust is very important. Since they can not see you, use of the media to get to know you as an individual will make a big difference in marketing success. The goal is to have a positive impact on all aspects of you and your product.

4. Val

This objective is a matter of ensuring that customers want a solution to the other. Again, this seems very simply minded statement. But in open discussions and conversations, what is the tone or attitude of the group (market)? Are they involved “as if” or “how” of the product. When we say “whether” we are talking about even compared the scene with something else or they are talking about “how” or place the product in practice. This will give you an indication of whether you are achieving the objectives.

5. Conviction

When the customer has a clear vision of themselves using the product and material from the purchase, you have conviction. The goal is to have achieved the status of being in his position, rather than one still asking questions decision.

6. Buy

The client can be confident that they will make a purchase, but as you have seen in Internet sales letters, people need to give the conditions that make it right to buy now. They need to have all the information right in front of them, they need to have the motivation to make the decision now. Some incentives could be a money back guarantee, limited time, limited, trial subscription or purchase. The goal is sales conversion rate at this point and / or understand why no different.

In summary

This model is applied in different ways in different markets in different media and degrees of knowledge of the market. If you have a group of customers who are very familiar with you and your products, you will zing through this model soon. If you’re new, you will have some front end work to do on this model. Use your instincts to determine where you need to do work now in marketing. You’re probably right. This article is a great way to confirm your intuition. More to come

© Copyright -. 2008 Frank Dobner

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