By now, I hope you have figured out who has gradually taken over the throne in Social Media Marketing the last few years. You guessed it, the CUSTOMER. By the end of 2016, 89% of Companies expect to compete mainly on the basis of CUSTOMER ... Just as Marketing and Advertising on Social Media began to get a little ridiculous, the CUSTOMER stepped in right in time.
Don't get me wrong, Marketing and Advertising are at an all-time high via Social Media and I don't see that changing anytime soon. However, WHO - WHAT - WHEN - WHERE - WHY and HOW this Marketing and Advertising ends up in the CUSTOMER'S hands is no accident.
4.) My CUSTOMER hates it when _________.
5.) Who are your Biggest Fans?
Knowing WHAT your CUSTOMER wants in front of them is half the battle. Some want valuable Content or Information. Others want Discounts, Promotions, Updates, etc. Identifying what puts a smile on your CUSTOMER'S face shows more than you think. Remember who wears the Crown - THE CUSTOMER!
- PICTURES -
- VIDEOS -
- SURVEYS -
- CONTESTS -
- DISCOUNTS/COUPONS -
- UPDATES/NEWS -
- OTHER? -
Step in the shoes of your CUSTOMER for a minute. WHERE and in what situation do you prefer to be Marketed to? Is it when you're Shopping? Maybe certain Events or Holidays? How about in yourCar or at your Desk? Whatever the reason, people use and access Social Media for their own unique reasons. Walk a day in their shoes and you'd be surprised what it may tell you about WHERE to target your CUSTOMER.
No matter WHEN or WHERE you plan to reach your CUSTOMER, you must have a reason to WHY you are reaching them. WHY does this Tweet or Instagram picture mean anything to them? Leave no doubt WHY your content was intended for that person.
A must-have source in helping you find your "WHY" is Social Media Analytics. It's not always about who does the most Marketing, but rather the SMARTEST Marketing. Stay on top of your Analytics across all of your Social Media profiles, tracking the tendencies, habits, needs, and wants of your CUSTOMER, allowing the WHY to speak for itself.
The question of HOW you will reach your CUSTOMER is probably my favorite part of the strategy. I don't agree with the phrase "Digital Marketing" anymore. I feel we are Marketing in a Digital World. It should go without saying that you will reach your CUSTOMER digitally, but HOW?? Before we figure out HOW, let's back it up to WHEN you engage with your CUSTOMERS. This will help you decide the most convenient method (HOW) you reach your CUSTOMER.
Notice how I didn't say Website. That was definitely intended. As you can see, the importance of your APP (if necessary and plausible) outweighs the importance of your Website in most cases. Nobody wants to have to open a browser anymore and actually do some searching. But like I said, ALL HAIL THE CUSTOMER!