Marketers are used to designing strategies that are detailed, well thought out, and extremely organized. Planning things out gives us a feeling of security. But with the advent of social media, and its overwhelming popularity and infusion into our daily lives, it's hard to stick to any one marketing plan in particular.
Social media creates an interesting dilemma: how do demand generation marketers develop strong, long-term demand generation strategies that tackle the intricacies of the social media marketplace. Marketers need to be able to develop a strategy that allows them to focus on the company's organizational goals to stay on message. So how do marketers create demand using social media?
First, it is essential to understand what social media demand generation really is. Demand generation refers to the methods that marketers use to find and nurture prospective customers, turning them into leads, and eventually into sales. But social media demand generation takes things a step further and uses social tools and strategies to get a more detailed understanding about what motivates prospective customers buying decisions. It also follows what kind of content that the target audience shares and what sources they rely on for information.
Use the following guidelines to inform your social demand generation strategy:
1. Awareness- This is the most important step. Without awareness of your company, business, or brand, your social media demand generation efforts have very little chance for success. Social media is about engaging in conversation and building a relationship between your brand and your target audience.
2. Engage- There are a wealth of social media channels in the social media marketplace. Not all of them will fit best for your brand. Engage prospective customers through the social channels that work best for your company. Lead online chats and use tools that make it easy for your target audience to share your content. Building a relationship with your target audience will also establish trust.
3. Data Collection- Some of the most vital information for the success of a social demand generation strategy comes from the data that marketers collect about your target audience and prospective customers. Tools like social sign-on, SlideShare, and query strings allow marketers to track social users habits, which channels leads are coming from, and tailor social marketing strategies to fit the needs of your target audience.
4. Measure Your Results- Measure your campaigns by social media channel and evaluate them based on which ones are most effective for your brand. Social media demand generation is about forming conversations and establishing leads. Invest considerable time in channels that are proven to drive demand on a consistent basis. In addition, also spend some time focusing on other channels that, with some experimentation and effort, could also prove beneficial.
Social media creates an interesting dilemma: how do demand generation marketers develop strong, long-term demand generation strategies that tackle the intricacies of the social media marketplace. Marketers need to be able to develop a strategy that allows them to focus on the company's organizational goals to stay on message. So how do marketers create demand using social media?
First, it is essential to understand what social media demand generation really is. Demand generation refers to the methods that marketers use to find and nurture prospective customers, turning them into leads, and eventually into sales. But social media demand generation takes things a step further and uses social tools and strategies to get a more detailed understanding about what motivates prospective customers buying decisions. It also follows what kind of content that the target audience shares and what sources they rely on for information.
Use the following guidelines to inform your social demand generation strategy:
1. Awareness- This is the most important step. Without awareness of your company, business, or brand, your social media demand generation efforts have very little chance for success. Social media is about engaging in conversation and building a relationship between your brand and your target audience.
2. Engage- There are a wealth of social media channels in the social media marketplace. Not all of them will fit best for your brand. Engage prospective customers through the social channels that work best for your company. Lead online chats and use tools that make it easy for your target audience to share your content. Building a relationship with your target audience will also establish trust.
3. Data Collection- Some of the most vital information for the success of a social demand generation strategy comes from the data that marketers collect about your target audience and prospective customers. Tools like social sign-on, SlideShare, and query strings allow marketers to track social users habits, which channels leads are coming from, and tailor social marketing strategies to fit the needs of your target audience.
4. Measure Your Results- Measure your campaigns by social media channel and evaluate them based on which ones are most effective for your brand. Social media demand generation is about forming conversations and establishing leads. Invest considerable time in channels that are proven to drive demand on a consistent basis. In addition, also spend some time focusing on other channels that, with some experimentation and effort, could also prove beneficial.
About the Author:
Jennifer U. Rastian is an author in the world of marketing. If you are interested in working with the latest in marketing she suggests you check out The Pedowitz Group Demand Generation Marketing Agency. You can learn more about this topic by visiting demand generation company.
