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Social Media MARKETING

Social Media Marketing is "Pull" Marketing

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Page 1: Social Media Marketing is "Pull" Marketing

Social Media MARKETING

Page 2: Social Media Marketing is "Pull" Marketing

WHAT IS:

Image Courtesy of smminteractive.com

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SOCIAL MEDIA MARKETING = “PULL MARKETING”

“Pull marketing” is the science of attracting sales and leads rather than the traditional “push” marketing to your client.

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WHY: PULL MARKETING?WHY: NOW?

Reason 1: Buying behavior has changed.

Reason 2: The ability to search.

Reason 3: The rapid and sustained rise in the use of social media by all age groups.

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BUYING BEHAVIOR HAS CHANGED.

The internet and social media have changed buying behavior.

Globally we conduct 88 BILLION searches a month on Google alone.

57% of internet users use search every day.

46% of these searches are for information on products or services.

20% of monthly searches on Google are for local businesses.

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THE UPGRADE OF SEARCH.

Internet searching or surfing has changed dramatically in a short period of time.

Continuous upgrades to the search engines means that search is now: faster, more relevant, and more targeted than every before.

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THE RISE OF SOCIAL MEDIA.

Social media is moving as fast as the web.

Social media is the leading emerging channel for lead generation since 2010.

By 2014, social media networking services are anticipated to replace email as the primary vehicle for interpersonal communications for 20% of business users.

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HOW CAN MY BUSINESS REAP THE REWARDS OF PULL MARKETING?

First you must create an effective Pull Marketing Funnel.

This funnel is the pathway that will attract (pull in) leads and sales and reduce the effort and cost of traditional push marketing.

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The Top: CAPTURE

This is the initial stage that is focused on attracting and then capturing potential new leads.

It involves applying advanced technology and social media to learn exactly where your potential customers are talking and what they are talking about.

This includes knowing what is being said about your company and your competitors.

It is all about LISTENING.

78% of internet users go to the Web when they are thinking about buying a product or service.

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The Middle: NURTURE

This is the time when you nurture your leads.

You must design your marketing approach around your customers buying cycle, rather than forcing your selling cycle onto them.

This means staying in contact with your audience with content that meets their level of interest.

It means over time that you are strengthening your connection and becoming a trusted source and expert in your field.

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The Middle: NURTUREBecome a trusted & informative source.

Here you must use targeted and compelling content to create and reinforce your relationship with potential leads and customers.

This should target the demand that you identified in the listening stage.

It includes online content such as:

Articles, Blogs, White Papers for websites, social media sharing and mobile use.

You need to get these circulating and shared. That means you have to get it published, promoted, and distributed through all relevant social media channels, industry websites, online communities and forums.

It is vital that your content is seen – and noticed- in all the right places. It’s about knowing which marketing platforms your customers use and connecting with them there.

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The Bottom: IMPROVE

This is the time when your focus is on improving and growing your results.

This means tracking and monitoring your results and continually updating content, message and brand.

It’s about constantly updating your reach, traffic, leads, sales, growth and customer retention.

What content garners the best response from your customers? Produce more of it! This loop of continuous improvement and analysis convert into more leads, more sales or more donations.

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THE 5 KEY ELEMENTS TO PULL MARKETING:

1. Content: High-quality, targeted content to fit the interests and needs of your clients.

2. Transparency: Letting the world see into your business so they can develop an affection for your brand and feel they are part of a family.

3. Technology: Use of advanced analytics and monitoring software. The ability to closely monitor the impact of all marketing activities. Use of a personal dashboard to track in real time and listen to what’s happening.

4. Resources: Reconsider where your advertising dollars are spent and be certain everything is LINKED.

5. Continuous Improvement: A clear understanding of who, where and what is engaging with your brand allows for continuous change in your business model.

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Susan is the media marketing creator of

Spider Web Connections.

Her focus is to simplify social media marketing and involvement businesses and non-profits

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To increase this:

Call the social media experts:

410-253-9131

www.spiderwebconnections.com