Blending traditional and social media marketing

KATHRYN GORGES.MARKETING
Blending the Best of
Traditional and Social
Media Marketing

Agenda
• Social media marketing pitfalls
• What traditional marketing tools?
• How can I use them?
• Why should I use them?
• How do I know they’re working?

Where we run into trouble with social media
• How do people find me?
• What do I say to my existing customers?
• I don’t know what to put on my page…
• Why will prospective customers care?
• Why am I doing this?
• No one is commenting…or retweeting…or
anything
• What is this all about anyway!?!

Why the trouble?
• Unclear about our objective
• Don’t know why people are interested in us to
begin with
• Used to telling people why to buy from us
• Not sure how to talk to people: formally,
informally, entertaining, serious
• Confused about how to invest in social media
marketing and the expected return
• Not obvious what we want them to do

Let’s look at the 4 p’s of Marketing
• Product
• Price
• Place
• Promotion

Product
• This means the whole product
• Social media is:
Community
Connection
Contribution
Conversation
Collaboration
• ‘The product’ now includes all of the pieces of social media
• The entire experience the customer or prospect has of your
social media engagement becomes part of your product or
service

Price
• One of the keys to pricing is the value to price
differential
• You want to keep your price up
o Social media can add value if you design it that way
o You can balance that increased value with
promotions: after you think about the tradeoffs

Place
• This is about where and how you get your
product to the market – essentially you need to
know who and where your customers are
• In social media this applies when mapping out
where you will be present, for whom, and why
o What are they expecting
o How do they want to receive your information

Promotion
• Traditionally, this has been the totality of
marketing communications: ads, press releases,
brochures, documents, posters, direct mail, etc.
All one way communication…
• Social media flips this around into a
conversation: including what was once
considered one way communication is up for
commenting in places we don’t even easily see
without using a search tool

Promotion turns out to be tricky
• 80%/20% rule
• Promotion is implicit
• Deals can be addictive and not authentically creating community
• Assume your followers/likes/fans/members are loyal customers and treat
them that way
• Ways to promote (inside the 20%)
o Examples: before and after, how someone used your product/service, testimonial
(posted by the customer), photo/video of results
o Special events
o Reminders of offers: buy 3 get 4 – these are gentle reminders in the context of
cherishing your loyal customers
o Calls to action: come in and see us, call today to learn more, email me to find out how
you can get those results, what do you do in this situation, share your tips

This is all the Brand Experience
The complete experience the customer has in learning about, buying,
using, fixing, and discarding your product or service – EVERYTHING
• Hear, touch, smell, taste, see
• Tone
• Personality
• Fun, respect, feel cared for, speed, vocabulary
• Where they buy from you
• Value above the price
All the p’s are here

Putting your social media marketing plan together
You’ll be creating your company’s
brand experience—in real time,
in conversation
So laying the ground work is
important

Step 1: Foundation
• First step is to know yourself
• Get in touch with your value
o Ask customers
o Ask prospective customers
o Strengths, weaknesses, why do they buy, what do
they like?
• Discover what your customers look to you for –
what do they count on you to be?

5 key components of irresistible brands
• Inspiring
• Focused: single-minded
• Consistent
• Multi-sensory
• Deliver on their promise

How do you create a fabulous brand experience?
Answer the main question: who are you for your
customer? And who do you want to be?
• What gap are you closing for your customer?
• Why does your customer need you?
• Why does your customer want you?
• What would your customer do without you? Would they miss you?
• Customer driven or customer focused?

Step 2: Product (the tangible deliverable)
• What is the nature of the content you will generate?
• What is your customer/prospect expecting from you?
• What is in alignment with your product/service?
• What type of personality naturally delivers that type of content? And that
your customer/prospect would connect with?
ACTION => Describe in concrete terms the personality you will have in conversation
across all your platforms: your tone, formality, values, what you wear, what you do,
who you are so that you can step into that persona clearly.
Identify the types of information that will be included in your content: technical,
entertaining, challenging, educational, revealing, sensational, inspiring…

Step 3: Price
• This is about the value of your content and increasing
the value/price ratio.
• What types of content will make a positive difference to
your customer/prospect?
• How do you want them to use the content?
• What kinds of interaction will be satisfying to them?
• What thought leadership are they expecting from you?
ACTION => Develop a value-driven content calendar
with themes, topics, a variety of media, and an
integrated set of posts across your online platforms.

Step 4: Place
• Where will your customers/prospects be online?
• What platforms align with your brand?
• When will they be there?
• How frequently do they show up?
• How frequently are they expecting you to show
up?
ACTION => Map out the social media platforms
you’ll be on, when, and how frequently.

Step 5: Promotion
• What tips, examples, and testimonials are your
customers/prospects interested in?
• What events could you sponsor or create?
• What special offers can you make that balance the
value and don’t create an addiction to deals?
• When are these important to do?
• What calls to action are your going to include?
ACTION => Develop a calendar of promotion –
using the 80/20 rule

Step 6: Integrated plan
• Bring together all the component of the 4 p’s plan
for social media marketing in a content calendar
that identifies:
o Source material
o Events
o Offers
o Examples/tips
o Engagement activities
o Platform cross-connection
• Develop a set of tools for remembering your
persona

Step 7: What game are you in? Measure, measure, measure
• Create your game rules (business objectives)
o What and who are you investing? What return do you want?
• Declare your start (where are you now)
• Measure at the end of a turn (define your time interval for
measurement)
• Compare (the before/after difference)
• Win? Lose? (meet objectives? Are the objectives the right
ones?)
• Start the next round
And that will tell you whether what you’re doing is working or
not.

Begin with the end in mind
—Stephen Covey
• Step 7 is really where you begin
• Doing Step 1-6 will help you figure out Step 7
The key difference with social media marketing is
the dynamic nature, so your plan is circular and
reflects the present situation—so keep the plan
updated with what you learn so you will continue
to have the structure to support a consistent,
coherent experience for your market!

Stick
with
it!

Kathryn Gorges
Marketing Mentor for Earnest Entrepreneurs
415 579 2775
kathryn@kathryngorges.marketing

Blending traditional and social media marketing

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Blending traditional and social media marketing

Similaire à Blending traditional and social media marketing (20)

Plus de Kathryn Gorges Marketing

Plus de Kathryn Gorges Marketing (14)

Dernier

Dernier (20)

Blending traditional and social media marketing