i3 - May/June 2017 - 46

Business

By Scott Steinberg

FO RWA R D ST R AT EG I E S

5 Ways to Turbocharge
Social Media Campaigns

 W  

ant to better connect with and engage modern
high-tech enthusiasts? Today, it's less about broadcasting a message than building trust with buyers,
weaving a compelling tale and generating constructive conversation. The following are several expert tips that can help you
more effectively grab an audience's attention, generate positive
impressions and inspire influencers to take positive action.

1. Make social media management

a priority. Dialogue should take place frequently and consistently, and supporting
posts should promote expertise, thought
leadership, or awareness of breaking
trends/topics. Likewise, conversations
with customers should work two ways
(don't forget to ask questions, poll
fans and source contributions or
feedback), with timely responses
provided to all queries. Note that
as an organization or brand, effective use of social channels will
require you to allocate time and
resources accordingly.

2.

3. Be positive and proactive when

crafting your messaging and posts.
Ask yourself: Is the idea fun and creative?
Enthusiastic and engaging? What kind of
46

MAY/JUNE 2017

5.

unique or exciting information or perspective does it provide? Remember, end-users
are exposed to thousands of pieces of
content daily. You've got to find ways to
make yours more inviting and accessible -
and incentivize audiences to interact with
them, whether by asking questions or
requesting their submissions and input.
A regular drip-feed of small, bite-sized and
compelling content pieces that encourage
end-user participation is preferred.

Constantly
iterate and
refine. No good
marketing campaign - social or
otherwise - remains
static. Successful efforts
will continuously monitor
and track audience response,
and regularly be optimized and
refined based on how well posts and
promotions resonate. Note that in the
event a message does begin to take off
and trend in terms of popularity, it's
important to have relevant follow-ups
locked and ready to follow soon after.
In any event, be sure to track and test
what connects with a crowd. You may
be surprised at how much a slight tweak
in messaging, or visual assets, can
modify performance and uptake. n

GO ONLINE: For Two More Tips, visit CTA.tech/i3. Scott Steinberg is the author of
Millennial Marketing: Bridging the Generation Gap. AKeynoteSpeaker.com.
I T I S I N N O VAT I O N

Illustration by Bernhard Lang

Define measurable goals and
targets. Social media and online
promotional campaigns should be
part of a holistic marketing strategy
designed to impact the bottom line in
tangible ways. (Not simply driving additional likes, tweets or share counts.) Before
crafting them, start by building your tactical
plan in reverse: Plot specific business objectives you're looking to accomplish and key
performance indicators that can help you
monitor how well you're succeeding at the
task (increase leads by X amount, boost sales
by Y percent, etc.). Tempting as it is to get
caught up in building catchy pieces of content, remember: Wait until you've put these
parameters in place prior to plotting creative
direction, deciding which messages to send,
and choosing which channels through which
to distribute them.

4.

Position yourself as a trusted
resource. Provide helpful and informative
content such as links to handy services,
stories, research, tools, whitepapers and
websites, and put the focus on others:
Ask yourself - what's in it for them by
tuning in? As a general guideline, follow
the 60/20/20 rule. In essence, 60 percent
of your time on social/online channels
should be spent engaging others,
20 percent sharing content of
import to them, and only
20 percent actively talking
about your organization
or the solutions it
offers. Focus on
creating worth for
your customers.
The fastest way
to do so? Think
about what you
can to do help
them save time,
effort and financial resources.


http://www.CTA.tech/i3 http://www.AKeynoteSpeaker.com

Table of Contents for the Digital Edition of i3 - May/June 2017

Contents
i3 - May/June 2017 - Cover1
i3 - May/June 2017 - Cover2
i3 - May/June 2017 - Contents
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