This is part 3 in a 6-part series detailing a simple process for developing a successful Social Media Marketing program based on the acronym L-I-S-T-E-N.
Part 1: L is for Listen & Learn
Part 2: I is for Interpret & Identify
What was the last ad you saw that solved a problem you had?
Or the last email that did?
The last tweet?
Better yet, when was the last time a company asked for your help in solving a problem?
If you’re anything like me the times this happens are few and far between.
As a result too much advertising interrupts us solving problems we don’t really have or, worse, just bombarding us with ‘we, we, we’ messages.
And it’s a shame really because what an opportunity we have as marketers in the digital age to find out what problems people have and involve them in the solution! There’s probably never been a better time in history.
If you’ve been following along in our process for developing successful social media marketing, by now you’ve used the many tools marketers have today to listen in on the conversation.
And, based on that, you’ve identified the problem(s) your target market has along with the online communities where they congregate and the key influencers.
The third phase of the social media process – Solicit & Solve – solicits influencers – whether they’re current customers or potential customers –in solving the problem at hand. This is done by engaging them to find out their ideas, thoughts and preferences in creating a mutually beneficial outcome.
Sometimes the solution may be as simple as creating new content to speak to the need of a certain demographic. For example providing party hosts with a drink recipe app or, conversely, a blood-alcohol calculator to convince guests to take a taxi.
Other times a solution may be more complicated; changing your product to offer Moms a sanctuary in the middle of an indoor playground for example. Or, harder yet, asking an individual who had a negative experience with your product to participate in the resolution process so that the issue doesn’t occur in the future.
The goal of this process is simple: to solicit your customers help in solving the problem so that those with a good experience are even more encouraged to share it with their network and those with a negative experience, at the very least, don’t negatively influence anyone else with respect to the product or company or, best case scenario, become brand advocates and tell others how pleased they are with the solution.
So do yourself – and your customers – a big favour and base your Social Media marketing strategy around solving a core problem and solicit the communities help in creating the solution. It’s a simple but rare approach that will make you more successful.
Next week: Testing & Tracking
Post from: Search Engine People SEO Blog
Solve A Problem To Achieve Social Media Marketing Success
Medios Sociales