The Social Media Marketing Strategy

For the last few weeks I have been banging on about our new website and how Google rankings work. The truth is you cannot build a simple web site and then just expect it to work for you. You have to drive traffic to your site and justify its position in the search results. The best way to do this is by engaging with people. That engagement however needs time, effort and a bit of thought to disseminate the right message or values associated with a business or brand.

Quite a while ago we established social media pages on Google+ and YouTube. We even added the logos of Twitter and Facebook to our business cards so people could see we were forward thinking. In all honesty we did not invest much time in to the social media channels back then because our web site was under-developed, our understanding was primitive and it would have been too time consuming.

Now we have a new desire to attract business through our web site, it is time to revisit our social media channels and devise a strategy for utilising them effectively. Previously when we were looking for corporate business in the local area we focussed primarily on groups within LinkedIn to establish DrivenByQ or we used my blog to differentiate ourselves from our competitors – some of which do not even have a web site.

Our old marketing plan was to use offline, old-fashioned methods for business-to-business engagement like cold-calling. Now however we need to consider business-to-consumer engagement with people far away. The recognition of what is valuable and useful to the customer as content is ever more important. Furthermore we need to think about engagement with both B2B and B2C customers separately.

For a while now I have been interested in the theory of attraction marketing and how it fits in with a digital strategy. The two go together hand-in-glove if understood correctly. What really needs development is understanding which channel is most appropriate for B2B and B2C engagement while somehow reinforcing the brand values we are developing – either way I believe once this is defined our growth potential is not only huge but it is also very much achievable.