Social Marketing is a Process

The Social Marketing Process

Social media marketing, now simply known as social marketing by many, is a strategic process that is designed to create a buzz that ultimately leads to profitable sales.

The earliest modern marketers understood this – “Sell the sizzle, not the steak” was one popular catchphrase.

Charles Revson was one of the masters of modern marketing. He built the Revlon cosmetics empire that made him a billionaire nearly 50 years ago – back when that was an outrageous amount of money.

Revlon sold cosmetics, yet their marketing focused on attraction – creating demand by selling excitement, fashion, and fantasy.

That’s the goal of your content marketing – to make your brand attractive.

Nothing more, and nothing less.

#1 – Marketing Always Starts with Attraction

The early days of modern marketing were predominantly about advertising. These were the glory days of Madison Avenue, when perception was everything.

Perception has been replaced by choice, and informational content is an essential component that helps consumers make better choices.

To make your brand attractive today you have to answer questions and solve problems. This is the role of your content marketing.

However  you position it, your content marketing should be designed to create value.

Value in this economy is attractive. It can indeed create excitement, but in a very different way than that used by traditional marketers.

So, your content marketing challenge is simple. Learn what your ideal customers value most, then educate them on how the products and services that your brand offers can fulfill, satisfy, achieve, accomplish, and otherwise meet their needs and wants.

#2 – Social Marketing Engages Consumers

Consumers now have a voice that largely determines the value of a brand. In fact, whether you realize it or not, they own your brand.

If the goal of content marketing is attraction, then the next logical step is engagement – which is what social networking does well.

This is something that many marketers do not understand. They expect to go straight from attraction to a sale. While that may occasionally be possible, it is unlikely – much like progressing to marriage after a first date.

Use your social media channels to engage your prospects – to develop relationships and build trust. That’s what leads to new business.

This is a process.

#3 – Sales Converts Engagement into New Business

You know your sales process. It’s often an intuitive process that has enabled you to grow a successful business.

So that everyone on your team knows how it works, you have to write out the steps and train your team to work together on delivering it.

Having a great sales process gives your prospects the confidence that your team will take them to where they want to go.

That confidence starts with your team. When they are confident, that gets transferred to your prospects.

The result is new business.

Attraction, Engagement, and Conversion = the formula for your success with social media marketing.

What do you think?

Simple once you understand it, right?

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

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  1. Great post, I agree with you on the formula, but one of the things that I’ve encountered is that its very hard scaling this cycle without using a platform of some-kind to keep track of leads, conversations and overall engagement. Some platforms like Hootsuite or TweetDeck do the engagement well but lack the marketing orientation. For this purpose exactly we built Oktopost, give it a try.

    • Thanks Liad – That seems to be a neat little tool for making social networking easier. One more to consider.

      As you note, there are some great tools out there, but some can be challenging for all of us. I encourage everyone to try new ones every now and then, but focusing on using just a few well.

      Thanks for your comment.


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    Social Marketing is a Process – Jeff Korhan