How Do You Do What You Do?
As the founder of Rev Media Marketing, Lori R. Taylor is always emphasizing the importance of maximizing our clients resources and focusing our efforts on providing the best response for their needs. She is also the first one to point out that there is no point in re-inventing the wheel: if a client has a web site, that’s where we focus our efforts and if they don’t have an effective web site, we make one for them.
This might seem like a common sense approach to online marketing, but as we all know, common sense simply is not that common. In fact, when it comes to social media marketing, it is decidedly uncommon. I have seen many instances of marketers promoting the wrong tools for their clients needs, or over-hyping the importance of social media marketing as a means to an end, when the end really hasn’t been established. (ie. Where are we sending people we are attracting via social media?)
Lori is constantly focusing our efforts on delivering exactly what the clients want, need and expect. Posting YouTube videos is fine, but everything must be SEO with appropriate links to the main website. Revenues must be tracked, and social media monitored and managed to deliver results, not just be a bunch of puffery.
There is no point in marketing just for the sake of marketing. There must be an end in sight; a goal for us and the client to reach. Sales of products or services are typical goals, but sometimes the goal is just a web site visit or a newsletter sign-up. No matter what it is, social media can deliver it, but only when it is properly managed from the get-go.
Don’t think for one second you can create a Facebook page and a Twitter account, link them to your web site and begin reaping benefits. Proper engagement, monitoring and management are integral parts of an effective social media marketing strategy and their benefits, no, their necessity, simply cannot be overstated.
Consequently, many companies have developed a blind spot in their social media marketing. For example, most interactive marketers consider their website the best option for engagement with their constituents; however, the majority of company websites aren’t geared for engagement at all. This is important because social media ROI is realized only when a company attracts and builds a community of advocates around their brand and captures the invaluable data that is associated with that community. The resulting value is amplified when companies are able to make strategic sense of all that data, cast it in the context of their ongoing business pursuits, and profitably exploit it to drive sales. When a company learns how to converge its website and social media strategies into a coherent “community as a resource” initiative, it can actually be a game-changer in many markets.
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