Using Social Media in a Brand Marketing Campaign

When it comes to getting inbound sales from your blog you need to have good, relevant content. When talking about your products features and benefits play to the customers emotions. Tell them and show them how it solves their problem and have a link to buy in your call to action. You can’t do sales pitch blog posts all the time, because it will turn people off. Think about it, if every time you talked to someone all they did was tell you why you needed to buy something they made how long would you keep talking to that person?

Having the constant, relevant content on your site will associate you with your name with the products and services that you offer and give people an insight into your thoughts and views about the industry as a whole. If some big news or problem arises in your industry addressing it on your blog and explaining how your product solves the problem or helps with that issue is immensely valuable in getting people to buy your product because you are solving their problem.

Managing a Social Media Brand Marketing Campaign

Depending on how active your niche and customers are online you might need more than one person working on it. For Twitter you might need to use Co-Tweet or segment your Twitter strategy and have separate accounts for each. You’re going to have to play with it for a while to figure out the flow of where ever you’re participating online. Some places you may only need to visit 1 or 2 times a week, others might need daily attention.

Once you figure out how much time you’re going to need where you will be able to create a schedule for yourself to make your life easier. Some of this knowledge will come from monitoring to see how much time you need to spend and where for maximum efficiency. Also be aware of which ones end up not being worth your time.

Monitoring a Social Media Brand Marketing Campaign

Monitor your inbound traffic, the impact of your conversations, and also the conversion rate on your incoming links. Using specifically made links to specifically made pages will help with this tremendously.

Remember a minute ago when I said make exclusive deals on the platforms and have exclusive landing pages? If you were wondering why that is so important here’s your answer.

Let’s use Twitter as the example in this one. Lets say that you have all of your listening rss feeds setup and you have unique landing pages and links setup for people you send to your site from Twitter. These links can be monitored for how many people click them, and you can use Twitter search to see if they get shared past you. Having that link go to a specific landing page will then help you see what people from Twitter do once they are on your page.

Using an analytics program you can see how much time they spent on the site, links they clicked on and the all important conversion rate. Using your site analytics you can see how many people went from the Twitter landing page to your shopping cart and bought something. You will also be able to see if people are finding your “Twitter only” deals page through other means. Which is a good thing because that means people are spreading it.

Once you know what your conversion rate (and thus your sales numbers) are you can pop the data into the ROI equation and you can figure out how well Twitter is working on the inbound side. Remember Twitter can only get them to your site, once there the site is responsible for making the conversion and so you’ll need to do your A/B testing (or use Google web site testing) to find the winning combination of copy, images, and design that works best for your Twitter followers.

So much of what you will be doing will rely on having your site setup properly and having your site analytics in place that you really need to spend some time making sure all of that stuff is ready and optimized to the fullest extent that you can. Of course the real testing won’t start until you get customers there and see how they react to the site.

Questions? Comments? Additions or ideas? Please put them in the comments below

Thanks for reading,

Josh “Shua” Peters

This is post #3 in a 5 part series about the basic types of marketing campaigns and social media’s place in them.

1. Social Media for Lead Generation and Acquisition

2. Using Social Media in an Awareness Campaign

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  • http://xaxii.com/ Wilfried

    Good advise for newbies to social media.

    • http://www.shuaism.com Josh Peters

      Thank you, I hope they find it informative as well.

  • http://walteradamson.com Walter Adamson

    Helpful, and also perhaps some idea of timelines would be helpful. Call me perhaps relaxed but I generally don't see these things happening at the speed of light. Allow one month for the “Before you start..” phase, one month for the “Setting up …” phase, and the third month for planning the campaign based on the last phase's input, and then manage in 3 month blocks using the analytics and monitoring to continuously improve.

    Walter Adamson @g2m http://xeesm.com/walter

  • http://www.shuaism.com Josh Peters

    Disqus is acting weird lately and not posting up some of the comments that come through and so I'm going to paste them in:

    Walter Adamson:
    Helpful, and also perhaps some idea of timelines would be helpful. Call me perhaps relaxed but I generally don't see these things happening at the speed of light. Allow one month for the “Before you start..” phase, one month for the “Setting up …” phase, and the third month for planning the campaign based on the last phase's input, and then manage in 3 month blocks using the analytics and monitoring to continuously improve.

    • http://www.shuaism.com Josh Peters

      Walter, yes you are correct, it needs to be rolled out and worked on as you go. I didn't mean for this to be all done in a week. Social media is a long haul strategy and needs to be treated as such. Good points.

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  • http://www.facebook.com/people/Damian-Davila-Rojas/664420523 Damian Davila Rojas

    How to Use Twitter in a Marketing Campaign

    http://idaconcpts.com/2009/11/20/how-to-use-twi

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  • anne jaa

    That's great post and helpful for all.Social media efforts are successful when the keys of business that are the product passion and that the social media networks are updated regularly and engagement is going on among members on these platforms and not simply the company broadcasting promotional messages.Ne ways i will keep visiting often.

    you are the love of my life

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    Social Media is best choice for making brand or creating awareness about any brand. It is easy to use and there is no cost to operate it.

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