According to probably seven out of ten digital marketing agencies social media marketing is a must have component in every new campaign they launch and that is a strategy which I fully agree with however, I do sometimes wonder if the rule that one size does not fit all is always being adhered to?
Different industries have different dynamics which affect the target consumer’s decision making process. As digital marketing professionals we must be prepared to develop bespoke strategies for every new campaign because the, end goals of two campaigns for two different clients in the same industry might be the same but the journey taken will always be different.
There are many lazy online marketers who run a 14-28 day continuous campaign which consists of simply copy, paste and posting the same re-spun short comments with a link to their client’s website on numerous social networks. These guys are doing their client’s website more harm than good this, is not social media marketing it is spamming.
A good campaign is successful because the marketing agency has deployed enough resources to enable a large team of individuals to act independently within given parameters while creating unique inducive posts on social networks, engaging members on the network in spontaneous dialogue in subjects which are associated directly or indirectly with the clients product or service and acquiring genuine followers who share similar interests as the clients target consumer profile. By completing these tasks a viral buzz about the client has been naturally created online which will send signals to Google, Yahoo and Bing resulting in improved search ranking positions for the client’s website, yielding more unique visitors to the site and increased sales.
Social media network marketing when done correctly is very resource intensive but, it will always deliver a strong ROI provided that the marketers running the campaign are not tempted to take short cuts and deploy spamming methods with a view to cut costs.
About The Author:
Charles Brown is Director of Online Acquisition at Gtec Media Ltd