SOCIAL ENGAGEMENT & CONTENT PROMOTION
In order for consumers to buy from your brand they first need to fall in love with it.
This courtship, if you will, is happening more and more online. What people say about your product on the web is the new word-of-mouth, and because of this a businesses must now know how to court their target audiences using their digital assets.
Content is constantly being consumed over on the Internet with opinions, reviews, news and conversation. This is the critical vehicle used for moving consumers down the sales funnel while also creating digital brand sustainability. The process to accomplish this is two fold with content promotion and social media engagement.
Content can be anything from videos, PDF downloads, infographics, photos, blog posts, and the list goes on. Creating content is half the battle because after we’ve created the consumer-valuable content, we need to optimize it. This means naming the files in a way that make it easily found. We, of course, do keyword research to find the perfect balance of high search volume and topic relevance so we can get the most value out of your content.
Once we create and publish the fully optimized and consumer-valuable content, we then market it to influencers within the given niche spaces – or places online that we have identified as ‘hangouts’. This results in authoritative persons and publications promoting this content to add clout to your brand and product. Imagine writing a highly-optimized, highly-targeted piece of content about your product/service and having an industry leader retweet it, share it with their Facebook Fans and/or place it and link to it on their blog! That’s what we do with your content.
Once the content promotion plan has been put into motion, the next step is to implement a social engagement strategy to further fuel promotion within these industry-specific online communities. Social engagement goes beyond just identifying influencers to include creating brand awareness conversations with them to further push out that valuable content. It’s at this phase that we work at building a rapport with these individuals to create lifelong brand advocates and customers. It’s all about that word-of-mouth thing again. A referral is more powerful than self-promotion because people perceive it as being more honest and without ulterior motive.
For social engagement there is a tandem effort of traditional outreach along with paid social promotion to increase reach and responsiveness. Using this tactic is the best way to maximize staying power.
Typical channels we promote through might be the obvious Facebook, Twitter, Instagram, or Pinterest, though more likely it’ll be forums, blogs, and other targeted websites that already have a healthy following by your audiences. This is where the real skill and work can make a huge difference.