Social media tools lend themselves to short-term marketing. No matter how well-planned a campaign might be, it is meant to be short-lived. The most critical Twitter and Facebook engagement happens in the first hours of getting something out there. These are the “make or break” hours for most social media campaigns.
If an email newsletter sits unread in your subscriber’s inbox for more than 2 days, there’s a good chance it will end up in their trash bin, still unread – or worse, flagged and routed to their spam folder.
The key with social media marketing is to tailor your message for each medium. Pinterest is all about the visual focus and impression it sends out, Facebook is where your product will be talked about, and email marketing is where you have a chance to lure potential clients into a purchase. The key concept here is to adapt your marketing message for each social media aspect for better conversion rates overall.
Newsjacking is a concept invented by David Meerman Scott. His book “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage” is simply genius.
In order to get that much-needed engagement in social media all you need to do is to tie your product to a breaking news story and put the two together to increase brand awareness. Basically, newsjacking taking advantage of the media coverage the news story is already enjoying.
By associating your business with the going-viral news, you increase your chances to get more coverage yourself. The shortfall of this marketing practice is that you need to act promptly. No, correct that, not promptly, but with hyper-speed. You need to get to newsjacking during the first few hours of the news story if you want to fully exploit its media coverage.
Don’t try to implement the same marketing strategies big names are using. They have marketing experts and whole teams of creative minds behind these campaigns and they obviously can afford to go big.
What you need to do is to narrow down the focus of your marketing strategy to amplify its impact. Your home-based business brand needs to be focused solely on its particular niche. If you promote your business by highlighting its uniqueness, you’ll tempt more people into considering doing business with you.
For your social marketing efforts to pay off you need to capitalize on who you know. Especially if your business is just getting off the ground, it’s important to connect and establish relationships with people that are in your industry and are great influencers.
Connecting with influencers is the easy part – the more time-consuming and difficult part is getting them to notice you.
You can achieve this by creating informative and authoritative content they will find useful. Needless to say, good writing skills are essential, because a sound vocabulary, good knowledge of grammar, and flawless spelling will help your content shine through and get these influencers to share it with their extensive audience.
Be Reciprocal, Be Grateful
Online relationships won’t replace real-life ones any time soon, but that doesn’t give you the liberty of overlooking others’ efforts. If another business or client buys from you, you need to reciprocate. Acknowledge their contribution or purchase in their community, offer them a discount, and spark a conversation to see how satisfied they are with your business. Build relationships of trust and mutual giving that will eventually lead to the growth of your home-based business.