Social Media provides the means to attract the strongest brand ambassadors who have the greatest opportunity to influence the buying decisions of others. Today’s Web 2.0 branding campaigns typically fall short of their potential without substantive social media distribution. Other than branding, the question remains for marketers, how can the clicks be turned into conversions?
The gap between branding and long-tailed direct response media can be bridged with these 4 keys:
1. In order to drive traffic, a viral interaction must be implemented. This sounds easier said than done, but not everyone has the ability to attract the interest of 250,000 candidate social-surfers. Viral-ability is achieved when you can engage your target enough to make them an ambassador of your brand.
2. Tracking, tracking, and more tracking. If you can not decipher your analytics well enough to figure out where, how, and when you are driving traffic, then you might as well flush your budget down the toilet.
3. Cross-promotion will plant the seeds of sales intent when the consumer moves from the researching or novel interest stage to purchasing intent.
4. Continue to serve ads to your clients and prospects even after they buy or die. Several things will happen if you keep your message handy once you have created a click from social media. First, you will continue to generate leads months after your campaign has ended; and secondly, you will receive referrals from those who do buy from you (leave them with a good taste in their mouth).
Very few companies can offer you potential sales projections on a social media campaign. Ask your Internet marketing agency those tough questions.
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