Why word of mouth marketing matters and how to create a social media buzz strategy.
Why word of mouth marketing is the most important social media.
Finding new ways to generate e-commerce sales is getting harder, the competition is fierce. And simply having a presence and a beautiful online store is no longer enough to make you stand out. But there is one powerful area that tends to be overlooked by businesses.
Here we will look at some interesting points:
Why should marketers care about WOMM?
The benefits of word of mouth marketing.
What are the three Es in more detail?
Ideas for building your word of mouth marketing strategy.
What is word of mouth marketing?
Word of Mouth Marketing (WOMM), also known as word of mouth advertising, is the word of mouth version of social media.
Traditionally, word of mouth marketing has spread from person to person based on recommendations.
Modern word of mouth marketing describes both targeted efforts and natural instances where users share their satisfaction with a brand.
In today’s hyperconnected world, a single referral can have a far greater impact – leading to word of mouth (WOMM) or word of mouth marketing strategies to capitalize on the opportunity.
- Statistics show: 92% of consumers trust recommendations from friends and family more than any other form of advertising.
- 20% to 50% of purchases are the result of word of mouth recommendation [AdAge]
- Only 10% of consumers trust brands.
- 70% of consumers read customer reviews online when considering a brand. [Lithium]
- 81% of consumers are influenced by their friends’ social media posts. [Lithium].
1. Why should marketers care about WOMM?
If consumers love word of mouth and marketers believe it works, then why don’t marketers focus more on it?
The problem is, in recent years, marketers have focused on “collecting” instead of “connecting”. In other words, brands are too involved in gathering social media fans and they forget to actually connect with them. Having 100 truly passionate fans who love your brand or product is exponentially more effective than having 10,000 “fans” who signed up just to win a free iPad from you.
As in life – if you have to buy your friends, are they really your friends?
And why should we stop at likes anyway? Why not shoot for LOVE.
Marketers focused on the 4Ps. You probably drilled them into your head while you were graduating in marketing. Well, marketers now need to focus on the three Es: engage, equip, empower. If you can master them, you can become the most loved and talked about product in your category which will ultimately lead to increased sales. We’ve seen a great WOMM campaign generate thousands of conversations, recommendations, and triple sales in just a year (yes, even for boring products).
2. The benefits of word of mouth marketing:
Increase Sales Without Spending Advertising: Many brands from The Hustle to Bangs Shoes and more are using word of mouth marketing instead of ad spend to increase sales and fan base.
Build a community, not a commodity: Word of mouth marketing is about building an engaged fan base rather than a buy and sell customer. More engaged customers buy more often and recommend friends more often, extend your return on strategy time, and generate high lifetime customer loyalty.
More funding, more freedom: Brands with high customer loyalty and therefore repeat purchases receive more angel funding and venture capital. Why? Because CAC to LTV, or customer acquisition cost in lifetime value, is considered one of the most important aspects of a healthy business model in the early days of a company’s life cycle.
In fact, there are three crucial factors that a quality WOM marketing strategy can affect:
Brand loyalty:
According to the National Law Review, it can cost five times more to acquire a new client than to keep an existing one. “A positive word-of-mouth advertising and marketing strategy keeps customers coming back. And referring other customers. Who come back too. And referring more customers.”
Confidence in the brand.
HubSpot shows that 75% of people don’t believe ads, yet 90% trust suggestions from family and friends and 70% trust consumer reviews. In other words: “People trust their friends, family (and even strangers) more”
Create a buzz.
It’s great to have perfect ad budgets and sales funnels. But the only way to create a real buzz about your brand is to have unbiased people yelling at you in the media and on social media. And a good word of mouth marketing strategy dramatically increases the likelihood of that happening.
1. Can you explain the three E’s in more detail?
To hire :
give your fans the gift of you. Engage with them. Listen to what they tell you. Be part of the conversation about your brand. Be present in the lives of your fans. Honestly, it’s the positive human interactions that most people get excited about; consumers often encounter such poor customer service that, in contrast, great service is a minor miracle for most.
Equip:
Give them reasons to talk. It can be amazing products, great service, insider knowledge, social uplifting, amazing stories, amazing facts, or even funny disclosures. It’s on you. It really depends on your understanding of your consumers and what they like about you and providing them with everything they need.
Enable:
Give consumers different ways to talk and share. Let them know that they are important to you and that sharing their opinions is important to you. Help them find ways to share within their circles and find ways to move their conversations. can be developed by:
encourage dialogue
organize contests
organize events (online and offline)
Loyalty programs
The best word of mouth marketing brands convince consumers that by purchasing their product, they are making a personal statement and joining special ranks.
Ideas for building your word of mouth marketing strategy
Sometimes creating an epic experience for customers is enough to make some of you scream and refer others. You have to move away from hoping that people will tell their friends about you. And towards specific strategies that actively encourage people to refer.
Let’s take a look at some ideas to help you build your WOMM strategy.
at. Set up word of mouth triggers.
A word of mouth trigger is your “x factor”. What makes your business stand out from any other in your industry or space. It means giving your customers something memorable. An experience, a thought or a feeling that they cannot find anywhere else. And they’re almost obligated (in a good way) to tell others about you.
b. Use visual triggers.
Disney does an incredible job with its theme parks. They create a stunning visual experience that people just want to take photos and share with other people. But it can be a bit more complicated to create when it comes to ecommerce. You can make a website that is so amazing and unique that people just have to share it. But navigation, ease of use, and conversions should always be your first point of call.
c. Do or create something unique.
Creating something totally different and out of the box is another way to get people to spread the word about your business. But that doesn’t mean you have to totally reinvent the wheel. You may be marketing your business in a totally different way than anyone else in your space. Or you take an old product and sell it in a completely new way.
d. Emotional provocation.
Tapping into people’s emotions can be very powerful in generating shares and getting people talking about your business. This can be done by taking something that you believe in and tightly bonding your business brand to it on your social commerce networks, your website, and wherever you can.
BigCommerce retailer Ben & Jerry’s also does this very well by sticking to a cause they believe very much in – environmentalism:
e. Encourage user-generated content.
The content generated by your users, customers and subscribers can be much more powerful, engaging and shareable than updates and company photos from the factory.
In reality:
According to an Adweek infographic, 85% of users find visual UGC more influential than branded photos or videos. Which means engaging your subscriber base in a two-way conversation can encourage them to start yelling about your business on social media – by effectively approving and referring you to their friends and followers. Providing discounts for items that meet certain criteria is one way to encourage this. Or running an ongoing social media contest on your own hashtag is another.
BigCommerce retailer Jeni’s Splendid Ice Creams does it very well.
And even take it a step further by creating community sections for each store on their website – filled with social proofs of people who love their ice cream:
f. Push hard on ratings and reviews.
Not everyone will refer dozens of friends and family. But that doesn’t mean they didn’t like their experience. And that certainly doesn’t mean that you can’t use their reviews to convince others to buy.
CONCLUSION:
Word of Mouth Marketing: The Power is Yours!
Word of mouth marketing is a powerful tool, but for some businesses it can be unwieldy. To get customers excited about your brand, you need exceptional service, a unique identity, a solid reputation, and a thriving community.
Keep in mind that a good WOMM strategy is credible, social, repeatable, measurable, and respectful. Dishonesty is NEVER acceptable. Most importantly, put your customers first and deliver above what you promise. Surprising customers with your impression will be assured that they will market your business across the country.
Best content marketing tools to boost your engagement.
Best content marketing tools to boost your engagement.
In interviews, marketers said that one of their biggest issues and challenges with content marketing is lack of time.
With all that is involved in content marketing – strategy, ideation, creation, promotion, and analysis – it’s getting harder and harder to find the time to fit content marketing into our schedules. charges. (Besides doing a million more marketing activities like SEO, PPC, social media, emails, and answering the always-ringing phone).
With all of these trending activities and constant distractions, productivity drops, you make even less progress with your content marketing strategy, and have even less time to finish what you started.
But don’t insist, we have a solution.
Tools are fantastic for improving productivity because they reduce the precious time spent on brainstorming or creating or promoting content, and you tap into the resources you need to be successful online. This allows you to focus on what you need to do to get the job done and save time for more important things.
However, not all tools are useful. Some may waste time and deliver very little. Even choosing which tools to become or will in itself get in the way can be a waste of time. We’ve worked hard for you and selected the content marketing tools that make your life easier, fill your skills gaps, and improve your overall content marketing productivity.
Use BuzzSumo to generate brilliant content ideas
For your content marketing efforts to be successful, you must create content that will appeal to your target audience. The best way to do this is to identify the pieces of content that are performing well in your industry.
BuzzSumo can help you with this by analyzing the most shared and trending content on a particular topic.
It gives you detailed information about how certain content is performing in terms of shares, engagement, and links. So you can use this information to come up with brilliant ideas for content topics that are sure to gain traction with your audience.
Personalise your content with Hubspot CMS
With HubSpot CMS, you have all the tools you need for content creation, distribution, and analysis, all in one place.
The tool allows you to easily create and edit blog posts, landing pages, site pages, and emails, whether you choose one of our pre-built templates or are starting from scratch. You will be backed by a world-class content delivery network to serve your content all over the world in the fastest possible way.
Discover profitable keywords using Ubersuggest
If you want your content to gain visibility in search engine results, you need to optimize it with highly relevant keywords that get a ton of searches every month.
Improve readability with the Hemingway app
Readability of content is an important factor that influences the way people interact with your content. The easier it is to read your content, the more likely people are to engage with it.
Create compelling headlines with CoSchedule Headline Analyzer
Your title is the first thing people will notice about your content. This goes for your textual and visual content. Most people will read the headline first and decide whether or not to engage with the content. That’s why writing compelling headlines that will intrigue this audience at first sight is essential.
You can use CoSchedule Headline Analyzer to test the potential of your content titles before you decide to publish them. This tool analyzes your potential titles and rates them based on structure, grammar, and readability. It also gives you suggestions on how to make them more powerful and get your audience to engage.
Organize your ideas with Evernote
Anyone who has ever had to create content knows how difficult it is to organize their thoughts and ideas to develop something substantial.
This is where Evernote comes in. It can help you take notes and capture ideas in one place so you can organize them more efficiently. It allows you to save articles, images, web pages and PDF files so that you can easily access them when you need them.
Create eye-catching visuals with Pablo
People are much more likely to engage with your content if it has eye-catching visuals. BuzzSumo analyzed 100 million articles and found that articles with at least one image are twice as likely to be shared.
Use ClickFunnels to Create Effective Sales Funnels
Sales funnels allow you to organize the journey people take from your site visit to conversion. An effective funnel improves the customer experience every step of the way so you can get more conversions and a higher average order value.
Checking for plagiarism using Copyscape
Duplicate content may not penalize your website, but it can seriously hurt your traffic and rankings, and therefore your search visibility.
So this is one of the most damaging things that could set your content marketing efforts back a few steps. You may have other websites copying your content or you may have cited another article which will raise duplicate content issue.
Make sharing easy with ShareThis
One of the most common goals of content marketing is to get more shares to increase visibility and impressions. The more shares you get, the more people will see your content. And the more visibility you get for your content, the more leads you can get.
So it’s essential to allow easy content sharing rather than subjecting your readers to the gruelling process of copying and pasting the URL on their social media posts.
Automate the distribution of email content with GetResponse
Email is still one of the most effective channels for content distribution. A MailMunch survey even found that with social media, it’s the second most preferred method of content distribution. It is therefore crucial for content marketing as it helps you nurture your prospects and retain existing customers.
Use Hootsuite to manage your social media
As mentioned earlier, social media is the second preferred channel for content distribution along with email.
It is therefore essential to invest in a comprehensive and effective social media management platform like Hootsuite. You can use this platform to schedule all of your social media posts to get published when your followers are most likely to engage.
Hootsuite also lets you organize pre-approved content that your teams can post and schedule when the time is right.
Use Trello to promote team collaboration
It takes a team to execute an effective content marketing strategy. Easy communication and collaboration are essential if your team is to stay on track with all your tasks and projects.
You can use a platform like Trello to create boards for specific projects, assign tasks, share content summaries, and more.
This platform makes it easy to keep track of your tasks and assignments so you don’t miss deadlines. You will be able to see who is working on a map, how far they have progressed, and what they have completed.
Conclusion.
Hopefully, some of these content marketing tools will improve your productivity by reducing the time spent on tasks such as creating ideas and headlines, designing images, proofreading and editing copywriting, promoting content, SEO optimization, task organization and reading. Save valuable time and focus on the things that matter most.
Pourquoi le marketing de bouche à oreille est important et comment créer une stratégie pour le buzz des médias sociaux.
Pourquoi le marketing de bouche à oreille est le média social le plus important.
Trouver de nouvelles façons de générer des ventes de commerce électronique devient plus difficile, la concurrence est féroce. Et simplement avoir une présence et une belle boutique en ligne ne suffit plus pour vous démarquer. Mais il existe un domaine puissant qui a tendance à être négligé par les entreprises.
Ici, nous allons examiner quelques points intéressants:
Pourquoi les responsables marketing devraient-ils se soucier de WOMM?
Les avantages du marketing de bouche à oreille.
Quels sont les trois E plus en détail?
Idées pour bâtir votre stratégie de marketing de bouche à oreille.
Qu’est-ce que le marketing de bouche à oreille?
Le marketing de bouche à oreille (WOMM), également appelé publicité de bouche à oreille, est la version du simple bouche à oreille des médias sociaux.
- Traditionnellement, le marketing de bouche à oreille se propageait d’une personne à une autre en fonction des recommandations.
- Le marketing de bouche à oreille moderne décrit à la fois les efforts ciblés et les cas naturels où les utilisateurs partagent leur satisfaction avec une marque.
Dans le monde hyperconnecté d’aujourd’hui, une seule recommandation peut avoir un impact bien plus important – conduisant à des stratégies de marketing de bouche à oreille (WOMM) ou de bouche à oreille pour tirer parti de l’opportunité.
- Les statistiques montrent que: 92% des consommateurs font plus confiance aux recommandations de leurs amis et de leur famille qu’à toute autre forme de publicité.
- 20% à 50% des achats sont le résultat d’une recommandation de bouche à oreille [AdAge]
- Seulement 10% des consommateurs font confiance aux marques.
- 70% des consommateurs lisent les avis des clients en ligne lorsqu’ils envisagent une marque. [Lithium]
- 81% des consommateurs sont influencés par les publications sur les réseaux sociaux de leurs amis. [Lithium]
1. Pourquoi les responsables marketing devraient-ils se soucier de WOMM?
Si les consommateurs apprécient le bouche à oreille et que les spécialistes du marketing croient qu’il est efficace, alors pourquoi les spécialistes du marketing ne s’y concentrent-ils pas davantage?
Le problème est que ces dernières années, les spécialistes du marketing se sont concentrés sur la «collecte» au lieu de la «connexion». En d’autres termes, les marques sont trop impliquées dans la collecte de fans de médias sociaux et elles oublient de se connecter réellement avec elles. Avoir 100 fans vraiment passionnés qui aiment votre marque ou votre produit est exponentiellement plus efficace que d’avoir 10 000 «fans» qui se sont inscrits juste pour gagner un iPad gratuit de vous.
Comme dans la vie – si vous devez acheter vos amis, sont-ils vraiment vos amis?
Et pourquoi devrions-nous nous arrêter aux likes de toute façon? Pourquoi ne pas tirer pour l’AMOUR.
Les spécialistes du marketing se concentraient sur les 4P. Vous les avez probablement forés dans votre tête pendant que vous étiez diplômé en marketing. Eh bien, les spécialistes du marketing doivent désormais se concentrer sur les trois E: engager, équiper, responsabiliser. Si vous pouvez les maîtriser, vous pouvez devenir le produit le plus aimé et le plus parlé de votre catégorie, ce qui entraînera finalement une augmentation des ventes. Nous avons vu une bonne campagne WOMM générer des milliers de conversations, de recommandations et tripler les ventes en seulement un an (oui, même pour les produits ennuyeux).
2. Les avantages du marketing de bouche à oreille:
Augmentez vos ventes sans dépenser de publicité: de nombreuses marques, de The Hustle à Bangs Shoes et plus, utilisent le marketing de bouche à oreille à la place des dépenses publicitaires pour augmenter les ventes et la base de fans.
Bâtir une communauté et non une marchandise: le marketing de bouche à oreille vise à créer une base de fans engagée plutôt qu’un client d’achat et de vente. Les clients plus engagés achètent plus souvent et recommandent leurs amis plus souvent, prolongent votre retour sur le temps consacré à la stratégie et génèrent une fidélité à vie élevée des clients.
Plus de financement, plus de liberté: les marques ayant une fidélité élevée à la clientèle et donc des achats répétés reçoivent plus de financement providentiel et de capital-risque. Pourquoi? Parce que CAC to LTV, ou coût d’acquisition du client en valeur à vie, est considéré comme l’un des aspects les plus importants d’un modèle commercial sain dans les premiers jours du cycle de vie d’une entreprise.
En fait, il existe trois facteurs cruciaux qu’une stratégie marketing de qualité WOM peut affecter:
Fidélité à la marque:
Selon le National Law Review, il peut coûter cinq fois plus cher d’acquérir un nouveau client que d’en conserver un actuel. “Une stratégie de publicité et de marketing de bouche à oreille positive incite les clients à revenir. Et en référant d’autres clients. Qui reviennent aussi. Et en référant plus de clients»
Confiance envers la marque.
HubSpot montre que 75% des gens ne croient pas aux publicités, pourtant 90% font confiance aux suggestions de la famille et des amis et 70% font confiance aux avis des consommateurs. En d’autres termes: “Les gens font plus confiance à leurs amis, à leur famille (et même à des étrangers)”
Créer un buzz.
C’est formidable d’avoir des budgets publicitaires et des entonnoirs de vente parfaits. Mais la seule façon de créer un véritable buzz sur votre marque est d’avoir des gens impartiaux qui crient sur vous dans les médias et sur les réseaux sociaux. Et une bonne stratégie de marketing de bouche à oreille augmente considérablement la probabilité que cela se produise.
3. Pouvez-vous expliquer les trois E plus en détail?
- Engager :
offrez à vos fans le cadeau de vous. Engagez-vous avec eux. Écoutez ce qu’ils vous disent. Faites partie de la conversation sur votre marque. Soyez présent dans la vie de vos fans. Honnêtement, ce sont les interactions humaines positives dont la plupart des gens s’excitent; les consommateurs rencontrent souvent un service à la clientèle tellement nul que, en revanche, un excellent service est un miracle mineur pour la plupart.
- Equiper :
Donnez-leur des raisons de parler. Cela peut être des produits incroyables, un excellent service, des connaissances d’initiés, une élévation sociale, des histoires incroyables, des faits incroyables ou même des divulgations drôles. C’est sur toi. Cela dépend vraiment de votre compréhension de vos consommateurs et de ce qu’ils aiment chez vous et de leur fournir tout ce dont ils ont besoin.
- Habiliter :
Donner aux consommateurs différentes façons de parler et de partager. Faites-leur savoir qu’ils sont importants pour vous et que partager leurs opinions est important pour vous. Aidez-les à trouver des moyens de partager au sein de leurs cercles et à trouver des moyens de déplacer leurs conversations. peut être développé par:
- encourager le dialogue
- organiser des concours
- organiser des événements (en ligne et hors ligne)
- Programmes de fidélité
Les meilleures marques de marketing de bouche à oreille convainquent les consommateurs qu’en achetant leur produit, ils font une déclaration personnelle et rejoignent des rangs spéciaux.
Des idées pour bâtir votre stratégie de marketing de bouche à oreille
Créer une expérience épique pour les clients suffit parfois à faire crier certains d’entre vous et à en référer d’autres. Vous devez vous éloigner de l’espoir que les gens parlent de vous à leurs amis. Et vers des stratégies spécifiques qui encouragent activement les gens à se référer.
Examinons quelques idées pour vous aider à élaborer votre stratégie WOMM.
a. Configurez les déclencheurs de bouche à oreille.
Un déclencheur de bouche à oreille est votre «facteur x». Ce qui fait que votre entreprise se démarque de toute autre dans votre industrie ou votre espace. Cela signifie donner à vos clients quelque chose de mémorable. Une expérience, une pensée ou un sentiment qu’ils ne peuvent trouver nulle part ailleurs. Et ils sont presque obligés (dans le bon sens) de parler de vous aux autres.
b. Utilisez des déclencheurs visuels.
Disney fait un travail incroyable avec ses parcs à thème. Ils créent une expérience visuelle époustouflante que les gens veulent juste prendre des photos et partager avec d’autres personnes. Mais cela peut être un peu plus compliqué à créer en matière de commerce électronique. Vous pouvez créer un site Web si étonnant et unique que les gens n’ont qu’à le partager. Mais la navigation, la facilité d’utilisation et les conversions devraient toujours être votre premier point d’appel.
c. Faites ou créez quelque chose d’unique.
Créer quelque chose de totalement différent et hors de la boîte est une autre façon d’inciter les gens à passer le mot sur votre entreprise. Mais cela ne signifie pas que vous devez réinventer totalement la roue. Il se peut que vous commercialisiez votre entreprise d’une manière totalement différente de toute autre personne dans votre espace. Ou que vous preniez un ancien produit et le vendiez d’une manière complètement nouvelle.
d. Provocation émotionnelle.
Exploiter les émotions des gens peut être très puissant pour générer des partages et amener les gens à parler de votre entreprise. Cela peut être fait en prenant quelque chose en quoi vous croyez et en y liant étroitement la marque de votre entreprise sur vos réseaux de commerce social, votre site Web et partout où vous le pouvez.
Le détaillant BigCommerce Ben & Jerry’s fait aussi très bien cela en s’attachant à une cause en laquelle ils croient énormément – l’environnementalisme:
e. Encouragez le contenu généré par les utilisateurs.
Le contenu généré par vos utilisateurs, clients et abonnés peut être beaucoup plus puissant, engageant et partageable que les mises à jour et les photos de la société de l’usine.
En réalité:
Selon une infographie Adweek, 85% des utilisateurs trouvent l’UGC visuel plus influent que les photos ou vidéos de marque. Ce qui signifie engager votre base d’abonnés dans une conversation à double sens peut les encourager à commencer à crier sur votre entreprise sur les médias sociaux – en approuvant et en vous référant efficacement à leurs amis et abonnés. Offrir des remises pour les articles qui répondent à certains critères est un moyen d’encourager cela. Ou organiser un concours de médias sociaux en cours sur votre propre hashtag en est un autre.
Le Splendid Ice Creams du détaillant BigCommerce, Jeni, le fait très bien.
Et même aller plus loin en créant des sections communautaires pour chaque magasin sur leur site Web – remplies de preuves sociales de personnes aimant leur crème glacée:
f. Poussez dur les notes et les avis.
Tout le monde ne référera pas des dizaines d’amis et de membres de sa famille. Mais cela ne signifie pas qu’ils n’aimaient pas leur expérience. Et cela ne signifie certainement pas que vous ne pouvez pas utiliser leurs commentaires pour convaincre les autres d’acheter.
CONCLUSION:
Marketing de bouche à oreille: le pouvoir est à vous!
Le marketing de bouche à oreille est un outil puissant, mais pour certaines entreprises, il peut être difficile à manier. Pour enthousiasmer les clients à propos de votre marque, vous avez besoin d’un service exceptionnel, d’une identité unique, d’une solide réputation et d’une communauté florissante.
Gardez à l’esprit qu’une bonne stratégie WOMM est crédible, sociale, reproductible, mesurable et respectueuse. La malhonnêteté n’est JAMAIS acceptable. Surtout, faites passer vos clients en premier et livrez au-delà de ce que vous promettez. Surprendre les clients avec votre impression sera assuré qu’ils feront connaître votre entreprise à travers le pays.
How to create a social media marketing plan from scratch.
![](https://thecore-services.com/wp-content/uploads/2020/05/media-sociaux-the-core-1024x576.jpg)
We often think that defining a strategy on Social Media may seem simple: it is enough to publish content on Social Media (texts, images, videos …) so that Internet users share them, visit your website …
Furthermore, it consists of much more than:
• What are its current performances (and those of competitors), with what works or not • It is very important to define a strategy to get your content to encourage people to buy. • While measuring the results of your actions to improve your performance, in continuous training mode. • Then, do not hesitate to try new things (networks, types of publications …)
There are 9 steps to help you create your social media marketing plan:
Assess your current presence. Set your goals. Find your target audience. choose a positioning. Discover the works of your competitors. Define an action plan for content creation, the editorial calendar and the promotion mechanism. Create a publication calendar Promote your content by allocating resources. Evaluate performance and measure the results of your eReputation.
After all, social media is a great platform to reach a large audience, increase brand awareness and increase sales. In addition, social media can help you connect with your audience and build your brand’s reputation.
Why create a plan First of all, it should be noted that out of approximately 3,773 billion Internet users (Internet Live Stats, 2017), 2,789 billion users are active on social media. For example when the Seb brand with the presenter Oprah Winfrey marked a publicity stunt which praised the fryer “without oil”, and which thus made jump by nearly 5% the share price (as well as sales! ).
![](https://thecore-services.com/wp-content/uploads/2020/05/nedia-socio-the-core1.jpg)
This example of strategy on current Social Media, presents the power of communication and resonance of the web. While there are many benefits, building a social media plan from scratch can seem like a daunting task. To help you, we have put together this step-by-step guide for social media marketing.
1. Assess your current presence.
In order to move forward in any direction, it is imperative for all activities to determine where it is and then take the step in order to improve. Elements such as the following will help you better orient yourself to resolve this question. here are some things to consider regarding your presence on Social Media: • What is the nature of the requests and the results obtained (sharing, number and types of messages, etc.). • The social networks on which you are currently active, ie the number of subscribers, traffic from traffic from these networks, traffic from your blog and the most read articles … • Maximizing your online presence such as: (profiles, cover images, biography, personalized urls, prospect capture tools, conversion rate, etc.) • The behavior of your employees / distributors / partners /… on Social media. That is to say the look of your employees’ profile (photo Pro …), sharing your news … • The traffic that is currently generated on your website via Social Media (including the Google search engine through your Blog). To do this simply use Google Analytics.
2. Set your goals.
Most or all effective social media strategies have one thing in common: they have clearly defined objectives. Before you start working on your strategy, you need to determine what you want to achieve. Is your goal to improve brand awareness? Or maybe increase your engagement and your number of followers. Whatever yours are, write them down. Divide these final goals into smaller parts so that they are feasible and realistic. This analysis can be perfected by visualizing your situation in the form of a SWOT (Strengths / Weaknesses and Threats / Opportunities) in order to identify your priorities.
![](https://thecore-services.com/wp-content/uploads/2020/05/the-core-swot.png)
The strengths and weaknesses being linked internally (eg expertise, the time available to produce content, etc.) then threats and opportunities (eg, a weak presence of your customers on certain emerging networks, etc.). The SWOT matrix offers to synthesize in a single visual the current competitive situation. Used well, it helps to circumscribe the field of possibilities while outlining the paths of development. Socialblade is a tool that can help you see a global vision of your competitors, it allows you to have a vision of Twitter, Youtube subscribers of your competitors.
![](https://thecore-services.com/wp-content/uploads/2020/05/the-core-social-blade-tool.png)
3. Find your target audience
As a marketing manager, it is essential to understand what your target audience’s preferences are. To develop an effective social media marketing plan, you need answers to the following questions:
On which social media platform is your target audience most active? What type of content do they like on social media? What are their pain points? How do they interact with brands on social media? In addition to this, it is also advisable to create a target character for your brand. You have to take into consideration factors such as age, gender, lifestyle and interests.
Based on these factors, you will need to decide which social media channel is best for your brand and what type of content will work for you. So, if your brand’s target audience is mostly teenagers who love the game, you may want to focus on Twitch. Even though Facebook and Instagram are more common, Twitch is where your target audience is likely to spend most of its time. Here’s the bottom line: you need to align your social media and content strategies based on your audience’s preferences.
4. choose a positioning
After having defined your objectives, identified your target, detected what are its assets in terms of communication, you must choose your positioning and stick to it. To attract Internet users, what better way to distinguish yourself from others! Again, observe what your competitors are doing: what are the themes, how are they treated, how often, on which network (s) and try to do it differently? Change your angle of attack, be active on a social network where the competition is not necessarily (yet) present, be a pioneer.
Good positioning means choosing the right topics of conversation, the right topics, those that interest your target and those on which you are experts. This will make it easier for you to reach your goals.
5. Discover the works of your competitors
![](https://thecore-services.com/wp-content/uploads/2020/05/media-socio-the-core-1024x576.jpg)
The best way to avoid common mistakes in your social media marketing strategy is to learn from your competitors’ mistakes. You need to take time and analyse the social media pages of your competitors to give you an idea of the type of content that is working well. the strategies of your competitors, and identify good practices to take as an example, as well as opportunities to counter them (eg keywords, themes, formats, etc.).
This approach will allow you to have ideas to innovate and to create your own campaigns on social media and not to copy those of your competitors. Examining your competitors’ campaigns will help you refine your strategy. At the same time you can decide to do it differently even in the same industry, totally different strategies may work for different brands.
To go to the next level, you need to stay focused on your own success indicators. – List the main influencers, and select the Top 10 with whom you must present to establish a first contact. The objective will be to capture a little of their notoriety via interviews, guest postings … – Set up a competitive and sectoral watch to find out what’s going on in your sector of activity via eReputation monitoring tools.
6. Define an action plan for content creation, the editorial calendar and the promotion mechanism. Content is central to any social media strategy. Before you start working on your content, you need to have a good idea of your brand personality, your goals, and the preferences of your target audience. From the information you gathered on him, you were able to draw up the mission of your various social media.
Here are examples of content you can create: • Images, Videos, • Blog articles (needs, problems… prospects), • Company news (product releases, etc.), • Infographics, • Books, guides… in PDF to download, • Interviews, • Contests, Gifs • Conduct surveys • Content generated by customers, prospects, fans…, • Etc.
All of these elements will allow you to create content that will generate a loyal user base. You must also define the availability of your community manager to interact with customers (eg, we will respond to you within 24 hours…). Indeed, if you are not available for Lives, it is useless to offer live videos on Facebook, Instagram, Youtube … On lives is essential to respond quickly to interactions and ask questions.
Make sure you are available to answer all product concerns and questions. Once your content is posted on social media, it is essential to engage with your community.
It is also important to vary the types of shared content. In fact, it’s even advisable to share content from other sources that your target audience likes (but doesn’t compete with). On social networks you must dare to surf on news, trends … like for example doing newsjacking. Here is an example with Game of Thrones, The “royal baby”…
![](https://thecore-services.com/wp-content/uploads/2020/05/media-sociaux-the-core2-576x1024.jpg)
You can also use your existing communication channels and contact bases to promote so that more people follow you.
This is the best way to quickly reach your audience, and make sure that all of your messages are seen to the maximum. Here are some examples of channels to promote your new social media: • Your website: Add buttons to your social channels so that visitors to your website can easily find your social accounts. • Your email list: Once you’ve launched your social accounts, let your mailing list know. Next, include buttons to your social channels in the footer of each email marketing. • Your email signature: Add social media links to the signature of your business email. • Social Selling and Employee Advocacy: Encourage your staff to follow your social media channels and invite their audience to do the same. • Showcase social media in store: Place posters in your store using your social media ID or URL. • Your other social media channels: Encourage your audience to follow you on several channels. • Social ads: You can place an ad to make yourself known to new members of the audience. •…
It is essential to think “cross-channel” and deploy your strategy in all of your brand’s communication spaces. For example, a blog article written can become an infographic, a podcast, a screencast video, an image that summarizes a quote … It is by pooling your content and reusing it on several channels that you will make the most of your time.
7. Create a publication calendar
Setting up an editorial calendar or a publication schedule is not only useful for creating content for your blog or website. In social marketing, defining an editorial schedule is very useful, it will help you organize your time, which is so essential in a social media strategy. So the first questions to ask yourself to build an editorial calendar for social networks are: • How much time should I allocate to social marketing? • How much time to reserve for each network? The ranking algorithms promote frequent publication on social networks. You will therefore probably have more visibility by publishing publications more often.
At the same time, it tells your customers that you are active and accessible on social networks. You can also use various social marketing tools to maintain a consistent calendar on social media. A publication calendar will help you to check what has worked in terms of information sharing and what has failed (zero reaction, no comments, no likes, no sharing, etc.). You can easily find on the internet many shared examples of social media publication calendar, to reuse or adapt to your needs. Hootsuite is one of the best tools you can use.
8. Promote your content by allocating resources
If you want your content to reach a large audience, you need to promote it well. While it is best to get organic traffic, you may need to rely on paid social media ads initially to gain traction. It can help you gain more visibility quickly. It is up to you to assess the time that you are ready to invest and which collaborators you will assign to this task. If you are independent and work solo, this step is crucial in your organization.
To help you arbitrate your ambitions, know that there are always 3 constraints: • Either you take time, and in this case it is cheaper but slower • Either you put money in it, in this case it is expensive but fast • Either you agree not to see results quickly, then it’s cheap and not too long Remember that Cheap / Fast / Effortless will not give good results…
Depending on the social media platform of your choice, your budget and your industry, the cost may vary. But one thing is common on all platforms: advertising on social networks is expensive. According to a WordStream study, the average CPC for Facebook ads in 2019 across all industries was $ 1.72.
![](https://thecore-services.com/wp-content/uploads/2020/05/media-sociaux-the-core-facebook-click.png)
Here are some tips you can follow to reduce the cost of your social media ads: Post high quality content that is relevant to your brand and niche. Facebook gives you a “relevance score” which has an impact on the performance of your ads. You must cap your bids. Do not set a daily budget for Instagram and Facebook. On Twitter, start slowly by bidding manually. As you increase traffic, increase your bid. On LinkedIn ads, select the “Matching audience” option to increase your return on investment. It sends your ads to a very targeted audience likely to convert.
To achieve these paid objectives in order to increase the visibility of your content, you have numerous advertising agencies or paid promotion tools that you can use. • Facebook Ads: to boost a publication, to target similar profiles, to retarget visitors to your site… • Google Ads (on the search engine, in retargeting…) • Purchase of publications (articles sponsored by influencers, purchase of links for SEO, etc.)
9. Evaluate the performance and measure the results of your eReputation.
Developing an effective social media marketing plan takes time. You can make a lot of mistakes along the way. If you continuously analyse your campaign, you can reduce the number of mistakes you make. For example, you can use URL reducers and UTM codes to track your links. For example: Bit.ly, Clickmeter.com etc…
Start by listing 3 key indicators to monitor (eg number of leads generated, traffic generated, number of Fans, etc.) that you will constantly refer to measure your performance.
Keep in mind that your social marketing must be linked to your overall marketing goals. For example, if your goal is to increase the sales of your products from your merchant site, how can social media help you in this regard? What is the level of traffic you want to reach through these channels … And how to measure traffic and its contribution to sales. Here are some examples of metrics you can use to calculate the ROI of your social media strategy: • sales • generated leads / leads, • transformation rate of these same leads, • number of appointments • dissatisfied customers caught up before they go to competition • number of page views on your site & number of clicks, •…
In addition you must also make a dashboard on the performance linked to your visibility on social media (these are the Vanity Metrics, that is to say the indicators that flatter the ego but that do not have an immediate marketing effectiveness ): • number of subscribers to your accounts / unsubscribers • number of visitors / readings, • number of comments, • number of registrations, • rebound rate, • interaction with other blogs and other social platforms •…
As you reach your goals, define new ones for each social network. You can even consider diversifying your communication languages to ensure your presence in other countries. Regarding reporting and dashboards, generally you make 1 report / month in order to have enough perspective on your actions.
You can possibly make a larger quarterly report in order to draw up reports on actions that have long-term impacts (e.g. creation of blog articles, specific themes on a quarter). Weekly reporting is only necessary if you are on a service and you have to report to a client. You can get statistics such as the number of subscribers, fans … from the account profile or from the statistics. For example on Facebook, all the information is in the “Statistics” tab
![](https://thecore-services.com/wp-content/uploads/2020/05/media-sociaux-the-core3.png)
Conclusion
Social media is constantly evolving. You must be at the top of your game to succeed in your campaigns. This can be overwhelming if you are creating a plan from scratch. We hope this guide will make your social media campaign easier. Certain steps will take time and effort, but applying these steps will allow you to better identify social media habits and the needs of your customers. Be aware, however, that between strategy and reality, there is often a gap … be ready to evolve your strategy according to customer feedback.
Utiliser le marketing entrant pour développer votre entreprise.
le marketing entrant et le succès de votre entreprise.
êtes-vous prêt à monter en flèche le succès de votre entreprise?
Si tel est le cas, vous devez concentrer vos efforts sur le marketing entrant.Au lieu de diffuser au client, comme le fait le marketing sortant traditionnel, le marketing entrant se concentre sur la création de raisons pour que le client vienne à vous.
Une stratégie Inbound Marketing repose sur le principe de faire venir le client à vous, grâce à des techniques de référencement naturel, au social média marketing ou via les relations presse, en axant ces pratiques autour d’un contenu de qualité. Pour pouvoir la mettre en place de manière efficace, nous vous proposons aujourd’hui de respecter 3 étapes clés, qui vous permettront d’acquérir des visiteurs intéressés par vos offres et de les transformer en clients.
- Attirer : tout d’abord, vous travaillez pour attirer un visiteur en utilisant un contenu convaincant et en apparaissant dans les résultats des moteurs de recherche.
- convertir : Une fois qu’ils sont devant votre porte, vous devez leur donner toutes les chances de devenir un client et favoriser leur enthousiasme lorsque le moment est venu pour eux
- Enfin, vous ravissez ces clients avec un contenu stellaire
c’est un système éprouvé qui fonctionne pour les meilleures entreprises du monde, et il a lancé des dizaines de startups pour un succès retentissant.
1- Comment le trafic entrant peut aider votre entreprise à attirer un public.
Pour réussir, vous devez bien comprendre l’environnement de votre entreprise dans un contexte digital mais aussi le profil précis des utilisateurs que vous souhaitez adresser. Qui sont-ils ? Quels sont leurs problèmes, objectifs, challenges, contraintes ? Cette réflexion vous permettra de définir ce que l’on appelera vos buyer personas, ces “acheteurs type”. Tout ce que vous ferez à partir de cet instant sera de mettre en place des outils et de développer des techniques pour attirer ces individus vers vous et les transformer en clients. Cette étape peut laisser de nombreux propriétaires d’entreprises dans un tour, car il existe de nombreuses façons de promouvoir votre entreprise. Alors, comment savez-vous quelle est la meilleure utilisation de votre temps et de votre argent? Quelle voie emprunter pour une efficacité et une efficience maximales?
Il n’y a pas deux entreprises semblables et, selon cette notion, il n’y a pas deux publics cibles similaires. Même les entreprises du même secteur diffèrent suffisamment pour se fondre sur un autre type de données démographiques. Cette particularité signifie que la façon dont vous abordez la tâche d’attirer des clients sera très différente de celle de vos concurrents.
Le marketing entrant vous donne la possibilité de vous positionner comme une solution aux problèmes de votre public cible. Vous vous alignez et le contenu que vous fournissez comme une aide utile pour eux d’en savoir plus sur vous pendant que vous résolvez leur problème. En conséquence, chaque entreprise doit fournir différents types de contenu afin de s’aligner sur ses clients potentiels.
En fournissant ce type de contenu par des moyens tels que le référencement et les réseaux sociaux, vous construisez un public organique qui trouve régulièrement votre contenu utile. C’est l’essence même du marketing entrant. De plus le marketing entrant que vous allez pratiquer va vous imposer de mettre en place votre propre blog, et cette réflexion d’environnement vous permettra de faire en sorte qu’il attire un maximum de trafic à lui et créant des passerelles avec des structures existantes. Il faudra alors s’inspirer des bonnes pratiques tout en trouvant des leviers de différentiation. C’est tout le talent des agences d’inbound marketing comme celui de The Core!
2- comment interagir avec les visiteurs et les transformer en clients.
Maintenant que vous avez un public incroyable! Et vous fournissez constamment du contenu qu’ils trouvent intéressant et utile lorsqu’il s’agit de résoudre leurs problèmes. Comment traduisez-vous ces visiteurs en clients?
Eh bien, vous devez d’abord convertir vos visiteurs en prospects. Pour ce faire, vous devez alerter vos visiteurs du fait que vous disposez d’un élément de contenu long et exclusif qui pourrait les intéresser. pour Cette étape de conversion de vos visiteurs en prospects, vous avez besoin de stratégies à l’épreuve des balles pour que les gens vous donnent leur adresse e-mail. De prime a bord cela ne parait pas facile mais nous avons pour vous quelques conseils pour y arriver avec des méthodes comme :
- hébergement d’un webinaire,
- lancement d’un cours par e-mail,
- création d’un rapport gratuit pour générer des prospects.
Lorsque l’utilisateur s’inscrit, il est nécessaire de mettre en place une stratégie automatisée d’envoi de mails de lead nurturing, qui vont permettre de faire avancer le prospect dans le tunnel d’achat. En effet, ce dernier n’est peut-être pas prêt à acheter dès les premiers instants de votre relation. Votre campagne de lead nurturing via marketing automation (marketing automatisé) vous permettra de réussir dans ce sens.
Vous pouvez aussi utiliser une méthode de lead scoring, pour connaître les prospects les plus « chauds » et leur proposer rapidement une offre sur mesure. Ici se trouve certainement l’étape la plus importante et la plus délicate de votre stratégie Inbound Marketing. Toutes les étapes précédentes, si elles sont bien menées, doivent conduire à la réussite de la conversion.
Maintenant que vous les avez dans votre base de données, vous avez les moyens de les encourager à devenir un client. Alors, quelle est la prochaine étape?
3- Enfin Comment le trafic entrant peut aider votre entreprise à ravir les clients.
en définitive une fois que vos prospects sont devenus des clients, l’ultime chose que vous ne voulez pas faire est de les oublier. Vous voudrez tellement les ravir qu’ils se transformeront en «missionnaires» pour votre marque et parler à tous ceux qu’ils connaissent du service incroyable que vous leur avez fourni.
Selon nous: Dans une organisation ou le marketing entrant est vraiment réussie, le ‘plaisir’ des clients est la responsabilité de chacun , pas seulement des personnes avec lesquelles vos clients peuvent entrer en contact après avoir acheté quelque chose chez vous.
Cette étape consiste à fidéliser la marque. Si vous pouvez générer autant d’ambassadeurs pour votre entreprise que de clients, cela signifie non seulement que vous faites quelque chose de bien, mais cela signifie qu’une grande partie de vos efforts de marketing est prise en charge. Chaque missionnaire de votre entreprise chante activement vos louanges – gratuitement! chaque étape nourrit l’autre et tant qu’un client satisfait n’est pas la fin de son voyage, il a un rôle actif à jouer pour générer de nouvelles affaires pour vous à travers des témoignages et des critiques positives.
Conclusion
Si vous avez déjà votre entreprise ou penser a lancez une startup, vous voulez vous assurer de mettre en œuvre les meilleures pratiques pour une croissance exceptionnellement rapide. maintenant, vous savez que le marketing entrant est le moyen le plus efficace d’augmenter vos visiteurs, prospects et acheteurs. Vous devrez attirer des clients en comprenant leurs besoins, aspirations et difficultés les plus profonds. À l’aide de ces données, créez un contenu épique qui les attire comme un aimant.
Déployez votre portée à d’autres sites et présentez votre contenu sur le Web, en obtenant de nouveaux clients et en renforçant votre influence et votre autorité. Vous devrez inclure les meilleures pratiques de référencement afin que les clients puissent également vous trouver via les moteurs de recherche. Avec les différentes méthodes citées plus haut vous aurez un fort taux de conversion, vous pouvez être assuré de développer votre entreprise comme jamais auparavant.
Comme le suggère le titre de cet article, l’idée de l’inbound marketing est de faire croître votre entreprise. Car dans notre esprit, c’est la meilleure façon de le faire.