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#11: Move From Social Like to Social Trust
Smart marketers use free content as a way to attract fans and followers. Others create and hide content in an effort to get Facebook and Twitter users to like their Page or submit their email to get to the good stuff.
If you really want to see the power of this idea, combine these approaches. Create and share valuable content with no gate or requirement. Then offer those readers even more content when they like your Page or visit a landing page to sign up for more updates.
The power behind this two-step approach is that it not only allows more people to see and interact with your first wave of content, the people who then take your call to action are much more highly qualified because you’ve already built a layer of trust with them before you asked for anything in exchange.
This approach works in almost any social network and is particularly effective using a combination of Facebook Offers and Sponsored Updates.
#12: Secure Your Brand and Product Names
Whether you’re taking baby steps into social media or have jumped in with both feet, it’s critical that you secure your brand and product names on all major social media channels. This is as important as the domain name you choose for your company.
Too often companies will tweak or completely change the name of their company to fit an available domain name but they don’t treat social media channels the same way.
Even if you’re not ready to launch an active presence yet, at least secure your company handles on social networks such as Twitter, Facebook, YouTube, Pinterest, SlideShare, Flickr, Instagram, and others.
Ideally, your company handle will be consistent across all social media channels (e.g., @yourcompanyname), because once you start setting up variations on different channels, it makes it more difficult for your prospects, customers, and fans to find you.
To that end, take a few minutes to set up minimal brandings such as adding your company logo, website, and bio information. Once you’ve completed this exercise, it becomes easier to just secure your company name on the new shiny social network of the month.
However, initially, you may consider using a service such as KnowEm which allows you to easily Search Engine Marketing across 550 social networks. KnowEm even has premium packages available where they will take care of complete signup of all profile info, thus making it even easier for you.
#13: Find Your Content Marketing Mission Statement
According to Wikipedia, a mission statement is a company’s reason for existence. It’s why the organization does what it does.
Southwest Airlines’ mission statement has always been to democratize the travel experience. The mission statement for CVS is to be the easiest pharmacy retailer for customers to use. So, in simple terms, the mission statement must answer the question, “Why do we exist?”
In almost every one of my keynote presentations, I cover the content marketing mission statement. I feel it’s critical to set the tone for the idea of content marketing and social media, or any Digital Marketing for that matter.
Marketing professionals from so many small and large businesses get so fixated on social media channels such as blogs, Facebook or Pinterest that they honestly have no clue of their underlying content strategy.
So, then why must come before the what. This seems obvious, but most marketers have no mission statement or core strategy behind the content they develop.
Think of it this way: What if you were the leading trade magazine for your niche area? What if your goal was not to first sell products and services but to impact your readers with amazing information that would change their lives and behaviors?
If you can get your mission statement straight, you’ll make Social Media Marketing that much easier for yourself.
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