Social Media Marketing Cheat Sheet – Business to Consumer
This one pager does not pretend to be a complete guide to social media – it simply points out the absolute essentials to get you started.
If you are selling items from web site what you want from a web presence is
a) To be found – links and optimisation are very important
a) A really easy way of handling transactions
b) Easy ways of getting in contact with you – prominent phone numbers, contact forms that send email, chat rooms etc. People need to be able to get hold of you if things go wrong
Social media in this space is about
- Getting advocates to talk about your products
- Driving traffic to your site
- Holding conversations with existing customers
- Find collaborative partners.
Your social media action plan
So your tool kit should include
- Something that lets you initiate conversations around your products and services. This is what the blog does but it needs to be interesting – not salesy. Ideally you should be generating a blog post every 2-3 days. Make sure that it’s fuily shareable with buttons that allow your readers to tweet or engage with your FaceBook page. You may also want to integrate this with Google’s local tools.
- A FaceBook fan page where your existing customers and advocates can talk about how great you are. You need 25 likes to get your own name. Do it. Encourage other people to post – it’s supposed to be a dialogue – not a broadcast vehicle. This is particularly important if your product requires aftercare or discussion about how it is used and its effects.
- Don’t forget that it’s a two way street. You can embed a box in your main site that allows viewers to see what’s going on in your FaceBook group.
- If you want to reach out and engage with existing customers then provide them with a newsletter. Better still have a newsletter sign up form on your web site and have this feed into one of the email management systems. Personally I use MailChimp but a Weber and constant contacts also have good reputations.
- Use twitter to reach and initiate dialogue with potential collaborators, suppliers and channels to market. Be conversational. You may wish to create a business profile on Linked-in to set out your stall AS A BUSINESS to potential suppliers and intermediaries.
- If you have photogenic products explore the use of Pinterest to illustrate your products and how they might be used – linked back to your site
- Finally if you want to feed your group and don’t want to write it all yourself look at aggregation and curation tools. Paper.Li and Scoop.it and can be used to feed twitter streams, blogs and FaceBook groups and pages.
- Make sure they’re all connected together with share buttons and last but not least make sure that all titles and comments on tweets and blog posts are SEO optimised. These days Google takes as much notice of these as on anchor text on links.
- Last but not least get a copy of Social Media for Real Businesses – my book on the subject.