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Tuesday, January 13, 2015

Social Media: How to Structure your Content for Engagement

We have often seen marketers talking about ROI for their social media marketing efforts. Majorly, marketers are more concerned with numbers to measure their marketing activities. However, I personally, feel that the engagement factor is missing its shine in the overall social media efforts. It has been observed that marketers are tend to focus more on clicks and leads and are missing the critical engagement value.

I have always believed that content is the only medium to drive that much-needed engagement for marketers. It is an effective and efficient medium to bridge the gap between brands and customers. Now, let’s talk about the ways to drive engagement with your content.

Focus on customers: It is always important to remember that every marketer should keep customers ahead in mind while deciding the content strategy. The content should be created in such a way that it should reflect customers’ issues and address their concerns. It has to be presented in a subtle and stable manner, which can be easily understood by the customers.

Call for an engagement: I have often seen marketers who focus only on leads or clicks through their content efforts. Ideally, their content efforts should call for an engagement. Getting a stable customer engagement mechanism should be the priority of the marketer.  Any social media marketing strategy needs to be targeted towards long-term objective, rather than focusing on short-term goals.

No self-hype: I personally feel that social media content should not be used from the promotional point of view only. Marketers should focus more on educating customers on their brands, rather making self-promoting speeches. The best way is: Think like a publisher and act like a marketer. The idea is to deliver sensible content, which can help customers understand brand and services.

Talk about customer benefits: The best way to make your content readable is to make it customer-oriented. The content has to be structured in such a way that it talks about the customer benefits. Customers are more interested in content that can help them understand advantages they are getting rather listening to the marketing jargon about the products.

Content is an effective way to reach out to our target audience. The success of your social media marketing strategy depends on how content is positioned and packaged. The streamlined and stable content approach helps make customer engagement process simpler and effective.

Wednesday, November 12, 2014

Content Marketing: Stick to Engagement

Content marketing is not just about sharing content across social media platforms or adding numbers to your followers or fans. The ideal takeaway, according to me, from content marketing efforts is constant flow of user engagement. This engagement should actually begin with the process of strategy formulating of your content marketing. And most importantly, it should be platform independent. Be it on any platform, your content efforts should stick to the constant flow of engagement. The strategy may differ from platform to platform but the ultimate takeaway should be the same in terms of user engagement.

It is very important for you to design a flow of your content marketing efforts. This flow will help you stay aligned to your engagement objective. This flow will ensure that you always carry the significance of engagement along with your content marketing efforts. A step by step flow of your efforts will not only help you streamline your content, but also help measuring the depth of your engagement at every point of time during your content efforts.

It is very important as a marketer to stay in line with your objectives and measure your efforts at every possible level. Your content marketing flow will exactly help in analysing the success of your content efforts. 

Monday, July 21, 2014

Four Tips for Enhanced Lead Generation

Be it traditional way or online way, lead generation process has always been close to the hearts of the marketers. With changing times and platforms, marketers have changed their attitude and strategies to initiate and stabilize effective lead generation process. From newspaper to radio and billboards to television, marketers have been playing with different ideas of lead generation. With social media, they have found a simple, yet powerful mechanism of lead generation.

Compared to other traditional modes, the biggest advantage that social media offers is the reduced turn-around time for any response. This offers a win-win situation for both marketers and customers to get best out of their delivered efforts.

The right place to decide any marketing strategy is at the other side of the table. Think like a marketer and act like a publisher.

Let’s discuss some useful tips that can add value to the overall lead generation process.

Talk about benefits:  As a marketer it is important to showcase benefits that are offered to the end-customers. Rather than self-promotion shouting, customers are more interested in understanding benefits of that particular product or services. They need to understand how it can help them getting better.

Portray engagement: Customers need brands that offer commitment to them. They are really not interested in ‘one-night stands’ offered by the mundane marketing activities. They demand a sustained engagement process delivered through stable conversation process. Marketers have to portray engagement through their marketing messages to give confidence to the customers for buying their products and services.

Deliver values: With social media, customers have become more interested in values offered by the marketers. It’s not only about products and services, but they demand more than that. They need serious commitment from the marketers’ towards customers.

Be informative: Those days have gone when marketers can achieve their sales numbers with their lifeless self-promotion messages. With changing times, customers have now become more responsible towards their money and demand improved ROI. 

Social Media: A Conversational PR Mechanism

Public relations or PR have always been the core of business strategy. The primary objective of any PR activity is to keep target audience informed and updated. Traditionally, businesses hire PR agencies to handle all their PR responsibilities, such as events, PR, media relations, etc. With the emergence of social media, PR agencies have got an additional tool to publicize their client’s achievements and developments. Now, the question arises can social media overpower the traditional PR activities? 

According to me, the answer is yes. Definitely, they can. The biggest advantage that social media offers to this PR domain, according to me, is the ability to add “conversation” value to the whole process. It has reduced the turn-around time between businesses and target audience to streamline the marketing communications process. 

While using platforms like Facebook, Twitter and Google+, businesses, through PR agencies, are widening the scope of their PR activities. Be it a product launch or event announcement, social platforms are becoming popular destinations for crucial PR activities. 

These platforms have made PR activities happening, live and engaged. It is always necessary to add engagement value to any marketing activity. This engagement factor makes the entire marketing responsive and responsible. 

Nowadays, customers are looking for instant mechanism to take their demands or grievances to the brands. With social media platforms, they have got this opportunity, and that too absolutely free. Hence, businesses can no longer ignore or undermine the significance of social platforms to push forward their PR activities. 
Modern day marketing can no longer be confined to the traditional mind set of marketing values. Social media is one of its kind of opportunity that benefit both marketers and customers to strengthen their marketing values. 

Being PR an integral part of marketing strategy, social media paves the way for marketers as well as customers to make this process simple and interesting. 

Friday, July 18, 2014

Social Media: Simple is Beautiful

Marketers have been trying several techniques to get success with their social media efforts, and keep that success stable and constant. In this whole process, sometimes, things get complicated and saturated. The objective is to make the whole process all-inclusive and easy to understand. The constant flow of engagement has to be ensured and explored. Be it on any platform, the idea is to present a neat, subtle and stable presentation of business services or products. 

Yes, it is understood to move along with space and pace, however, it is not understood to move away from the natural objective, i.e. engagement. The more the process is simple to follow and understand the more is the success. Let’s keep the things simple.

Content is an ideal way to achieve this simplicity. Let your content evoke communication and engagement process that customers wanted to know their brands and companies. Let there be an opportunity for customers to convert your marketing message into a full-fledged conversation. After all, you are doing it all for your customers, not for your own self. Hence, let there be a participation of customers to make the things better and deeper. 

Be it on any platform, let customers understand your simplicity and true value behind it. Simplicity does not mean cheap or any downgrade concept. The simplicity opens door for future opportunities and improvements.