Before we start talking results and ROI we need to first determine goals, objectives, foreseeable challenges and objections before we can strategically plan for success in social media. Just like persona development in traditional marketing and sales it is important to do the research so social media efforts and budgets are not wasted.
Here are questions to have before starting to implement any social media movement:
1. Who is your ideal target audience?
Who are the industry influencers and business leaders you would like to have access to? Sigma Creative knows how to use social media as a PR tool to initiate the conversations within your industry. While guiding your social media message, Sigma Creative will help you engage with target audiences and prospects that you once thought were out of reach.
2. What is the message you want people to take away from your company?
Think elevator pitch. In one sentence, what is your Unique Value Proposition (UVP) or Unique Selling Proposition (USP)? What do you want people to remember about your company? Does your company’s reputation ring bells with potential clients or does it flat line? Sigma Creative will help you craft the central message, the key takeaway, that potential clients will remember when they interact with your organization through electronic mediums.
3. What are the keywords needed to find your company online?
What are the key search engine terms (keywords) that people are using to find your company? Sigma Creative will help you begin to think like your customers by unlocking the terms needed to build exposure. Once Sigma Creative identifies these keywords, we will optimize your site as well as your social media presence to augment your company’s primary Internet visibility.
4. What topics, articles or other content would your customers be interested in consuming?
It seems content is all the rage these days. Everywhere you turn, you’ll find people throwing around the phrase, “content is king.” But what does that even mean? Content comes in many forms — from blog posts to photos, video clips, infgraphics and more. Some content is generated by brands, while other content is generated by brand advocates and fans. There is no one-size-fits-all content strategy. Brands must evaluate what their target audience and goals are and then decide how to join the existing conversation or spark a new one. Regardless of industry, audience or goals, at least one universal truth remains when it comes to content marketing: if you don’t create content worth reading or sharing, people won’t visit your site and they won’t share your content.
Contextual content is your brand’s story. It ignites, inspires and instigates. Content offers your brand fans, advocates and customers something valuable — whether that be a tidbit of knowledge, a glimpse behind the curtain or a reason to align with your brand. Content is the engine that drives conversation. It is up to us to make sure it is value-driven and within context.
What does your content say about your brand? What kind of story are you telling? What kind of conversations are you igniting? Who are you connecting with and what are they saying about you? Perhaps most importantly, if you received an invite to your own party, would you gladly accept…or politely decline?
Sigma Creative will help you answer these questions by crafting and customizing your social media marketing efforts accordingly. We will aggregate content editorial calendar, post and curate content that your followers or fans would be interested in reading to help differentiate you as an opinion leader with expertise in your field. We believe in the 10 to 1 ratio with social media- 9 out of the 10 tweets or posts should be about giving back to the community and sharing valuable information. In order to share appropriately, we spend time every day researching and writing articles that fit into your company’s overall social media strategy.
Marketing and public relations are critical to every business. As the famous adage states, “A business with no sign is a sign of no business.” You can’t increase the amount of customers you have if nobody knows who you are or what you do. The beauty of marketing and public relations is its adaptability and reach. With all of the media outlets Sigma Creative has access to, we CAN reach your business’ demographic.
If you’re interested in learning more about our public relations and crisis management services, call 614-285-7565. Contact Sigma Creative today!