Category Archives: Social Media

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Linked In

LILinked In Provides Easier Access to Industry Leaders and Decision Makers than Any Method of Marketing Today.

Quite a bold statement, nevertheless true. Once you have your Positioning right then access to industry leaders, decision makers and professionals becomes infinitely easier.

However, setting up your own profile is fundamental to success with Linked In and this takes quite a bit of forethought and work. Following the rules of Positioning is crucial (see Positioning).

Research Tool

One of the most valuable assets of Linked In is the way the categories are segmented because this allows you to hone in on your specific, if unknown yet, prospect. If you do happen to know the name of your prospect then the search is quite straight forward. However, you can also search by position in the company and the company itself. Even if your prospect does not have a Linked In profile you may still have the opportunity to reach a close colleague of his.

Approaching Your Prospect

Although sending your prospect a direct message is the ideal approach, it may not always get you the result you’re looking for. In fact, there’s no guarantee you will even get a reply. A more subtle approach is to join the groups you prospect has joined and interact within the group – become a “Top Contributor” and establish yourself as an expert. Remember, it’s all about positioning! This way you are likely to be noticed and taken seriously when making your introduction.

This is just one strategy created out of literally dozens of opportunities that will help grow your business on Linked In. Out of all the other social media platforms, none offers more variety of opportunity for highly targeted, highly qualified, B2B lead generation than Linked In.

If you wish to find out more about how your business can benefit from the various means of making contacts and developing relationships with Linked In, Email: paul.f@how-to-digitals.com

Twitter

TWTwitter’s Power Is Simplicity.

When Twitter first arrived on the scene many of us failed to identify it’s usefulness when compared with other social media. Today Twitter has become a major player in the social media stakes in spite of it’s limited functionality.

Whilst other social media platforms were developing more functions to incorporate to grow their membership and maintain interaction, Twitter remained as, what some have termed as a micro-blogging site.

What Makes Twitter So Powerful?

Well, it all depends on who you ask! There is no doubt that the relative fast pace of the Twitter Feed plays a leading role in it’s popularity. It’s most impressive function by far is it’s Analytics. When you consider it’s minimalistic functionality, Twitter has created a sophisticated and valuable resource for it’s users which enables effective monitoring of the performance of their activities. Businesses who incorporate this function are able to plan an effective Tweeting strategy.

What To Tweet?

Twitter’s text limit of 140 digits (including spaces) is nothing short of miraculous in terms of growing it’s popularity. It challenged the art of constructing short messages that could still attract attention – a challenge that has been well met! However, since Twitter added photo functionality to tweets, this allows info graphics to be tweeted thus eliminating the 140 text limit and can also include branding such as logos and other graphics. Short 1 minute Videos can also be Tweeted.

Doing Business On Twitter

This can and is done successfully using a number of functions, the most obvious is Twitter Ads where you can target your audience or even create an audience from your own list of contacts. For example, you can use your hotel guest list to promote revisits or special offers for return bookings. Analytics will help you monitor performance and tweak your campaign. You can create a list of prospects to message offers to based on your ideal customer profile. These are just a couple of ways to use Twitter for business.

If you would like to find out more ways to do business on Twitter, email: paul.f@how-to-digitals.com

 

Facebook

FBFacebook – When Social Media Means Big Business!

As any marketer will agree, mixing business with social media is futile unless you follow certain rules of engagement.

One of the first rules of engagement is subtlety – such as, delivering your message obliquely or in a series of steps framed in response to a prospect’s comment. A skill that overlooked by most businesses on Facebook.

Even in the hospitality sector where engagement is infinitely easier, some hotels restaurants or coffee shops still seem to overreach with their messages.

Assuming all the rules of engagement are adhered, how has Facebook changed the platform to allow businesses to advertise and promote to it’s members and how might best this be used?

Lead Generation

The premise from which to conduct your Facebook marketing is lead generation as members don’t log in to Facebook looking for a product or service, but to interact with friends and family.

Here is the value of knowing your ideal customer’s profile, because Facebook allows you to closely match that profile with their members and thus target your marketing with a high degree of accuracy.

The downside for businesses is Facebook is constantly evolving it’s practices and policies on the basis of maintaining a high quality user experience for members and generating it’s own revenue. So an expert business approach is crucial to generating leads on Facebook successfully.

Expertise

Becoming an expert on Facebook requires a working knowledge of most, if not all, of Facebook’s capabilities. Only then can a strategy be devised based upon which of these capabilities are best fitted to accomplish your business goals. This will vary depending upon your industry and scope of business. Even within the same industry some hotels will adopt a different strategy due to size or location.

Most social media consultants are able to develop a strategy for certain industries. But unless you have someone in-house devoted to Facebook on a day-to-day basis, results will be limited. Some industries are not such a good fit for Facebook, such as B2B for example.

The Way Forward

Ideally a hotel, restaurant or coffee shop will hire a consultant initially who will help identify their ideal customer. Then work out a lead generation strategy according to budget.The hotelier then would assign the daily task of engaging prospects and cultivating leads as well as other promotional messages to an in-house employee.

A Hoteliers’ Facebook Strategy

The hotel sector is ideally positioned for engagement on Facebook, and if done expertly can even drive bookings directly to the hotel. We recently released a report, Bespoke Social Media for Busy Hoteliers, that showed how a little-known hotel in Cumbria developed their strategy. You can download it free and see illustrations of the type of results achievable: Bespoke Social Media for Busy Hoteliers

To find out more about how you can use Facebook to engage and generate more leads for your hotel email: paul.f@how-to-digitals.com

Social Media for Busy Hoteliers

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