Welcome to the Social Media Expert portion of our Marketing Plan Template tutorial.
We aren’t fans of guess-work, I mean, how much of your day is already comprised of the unknowing? There’s a lot of facts, figures, and variables to take into account for any Inbound Marketing Strategy, and in order to make sure businesses and individuals are on the right track, a Marketing Plan Template is in order.
We know you know at least a few of the ingredients of a functioning strategy, but we also know that detailing each step is a lot more helpful than taking a stab in the dark. If you’re new here, and new to the world of Inbound Marketing, check out What is Inbound Marketing?
“But, I already use Facebook”
Facebook is a perfectly fine platform for personal use, but businesses love using Facebook as part of their Social Media Marketing Plan because of the sheer reach, and the hub for content that Facebook has become. As we know, it isn’t just about Facebook, because it seems like a new Social Media Channel pops up every few months.
One of the first things you’ll need to do as part of your Social Media Marketing Plan is to assess and ditch the social media accounts your business doesn’t need to utilize. Most people think that spreading themselves out across a number of social media channels betters their chances of having more interactions or customers finding their content or business.
Tough one, while it may technically be true, increasing your social media account across channels where your business has no business being can hurt your efforts if you dedicate too much time to assessing its analytics, and continuing to post content. As a general rule, avoid using those channels, that is unless you are harnessing the power of Marketing Automation, which we’ll get to a little later in this post.
Lead Nurturing in the 21st Century
Perhaps you’ve heard the term Lead Nurturing. Key word: nurture, and it’s exactly that. You’re taking care of, responding, talking to your leads. You want to make sure you can do everything in your arsinol to assist your lead, without being too overbearing and scaring them off. Sound simple? It kind of is, but I ask that you awake the attentive beast within you, because it’s not just about reply to a couple customer tweets, it’s about understanding what stage your lead is in:
Product or Service
Figure out whether the product or service you’re selling is something that currently exists, and fufills existing needs, or if what you’re offering is about to break the mold – and has never been done before. Either way, response management is key, more so, however, if your product or service is something that’s been done before.
Determining where your lead came from can dictate your course of action. When it comes to Inbound leads, time is of the essence. We’re not saying sit around and refresh pages all day, but to respond tactfully and quickly, especially on Social Media Platforms. Having a virtual storefront like a website, in addition to your social networking capabilities give a personable vibe, which is crucial to a healthy Lead Nurturing Campaign.
The Buyer’s Journey
The most important step is to consider where your lead or prospect is in The Buyer’s Journey. A good rule to remember is to do unto others, think about your own comfort level:
How do you react to pushy, or anxious salespeople when you walk into a store?
Now let’s flip the situation:
Say you’re a Platinum member of an airline loyalty program, how do react to unsatisfactory service?
Which of your buyer personas do they represent? The answer to both of those questions is utilizing your Buyer Journey, and assessing your Buyer Personas.
Lead Nurturing can be as delicate or simple as you make it out to be, but these are your future customers, the proper conversation takes care, and there’s no need to fear initial communication. Assess the situation simply before responding to seemingly easy responses with your BEST personal response:
- Has your lead or prospect downloaded an offer? If so, which one? If not, how was the lead created?
- Did your prospect reach out to you through Twitter or another social media platform?
- How else has your lead been interacting with the company or website?
Now the rule is that, the lower each lead or prospect is in the funnel, the faster you want to respond.
That’s all for now, but for a copy of the Buyer’s Journey, plus, a free introduction to the Inbound Marketing Methodology by clicking below!
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