Marketers' Strategies

Facebook is helping marketers understand, participate and accept this new world. It is due to the equipments that marketers have been using for the last decades becoming less effective. The number of people reading newspapers is reducing. Television viewing is declining day by day. Radio has consolidated into a few basic formats that deliver predictable demographics and ignore large swaths of the population that has simply tuned out. Even conventional internet channels are becoming exhausted. Web users ignore banner ads, except for the intrusive ones which they despise.

Social media offers marketers a chance to solve this problem and engage with their consumers in a new way. It is known as conversation marketing. It develops a dialogue between the marketers and the consumers. It enables exchanges of useful information enabling both parties to benefit from the relationship. This leads to building trust. Customers develop loyalty making them long-term partners, which leads to a durable relationship.

One strategy is clear understanding of customers. Marketers are closely tuned to the desires, behavior, and habits of their prospects and customers. Marketers go on Facebook go far past demographic data. The marketers have clear and detailed personas for every prospect they are working to reach. Having this familiarity and clarity is a major advantage in social media marketing.

Picking a side publicly is also another strategy. The marketers pick a side in a social media message explaining why a certain side of an industry issue is the right side. They do so in a rational and educated way. Taking one side of an issue creates polarization. Polarizing is not about being stupid, it is about showing that one’s business cares.

They also use the strategy of saying new things. Most of the Facebook marketers are full of innovation. The marketers learn new ideas being developed within a business. They use social media platforms to get real time feedback on ideas and grow the marketing reach of the business.

They are also very good at saying old things in a new way. Most industries have many long-held practices and beliefs that guide businesses. One way they are used to present ideas is changing the content format. They turn old articles into compelling video or info graphic. They are also discussing older principles in a new framework that adds fresh ideas for even more value.

The other strategy they are using is talking about remarkable persons. One hallmark of remarkable content is that it often connects to a person who is remarkable. When they are educating potential leads, they find a connection to influential persons in their industries or beyond. They interview industry influencers for their blog; this familiarizes them with the marketers businesses while giving them something they want: added exposure.

They also use the make it easy strategy. Sometimes, it is not what is being said, but instead how it is said that matters. To succeed in social media, marketers respect the aversion of the community to advertising, PR spin, and blatant self-promotion. They adopt the approach the online community respects: authenticity, usefulness, validation and altruism by outside parties.

Social media are not the tools or mediums as they cannot exist without their users, who are not a nameless, faceless TV or radio audience, but real people with whom ongoing relationships are possible. The relationship aspect is the social part and the communication vehicle is the media part. It does not seem different from a telephone, a tool and group to call, except that with social media, a level of complexity surrounds the ongoing visibility of the conversation, the open access to it, and the appropriate use of tone.

call us
scroll to top