In previous posts, I’ve talked about why you should care about earned media, how it affects your brand and influences your ROI. I’ve discussed the social media marketplace and the power of the numbers behind it.
Now, it’s important to understand the three phases comprising social media marketing: engage, grow and monetize. These phases operate synergistically and continually driving ROI both immediately and in the long term.
Engage people to become fans
This is a continual, ongoing process. Begin to build relationships with those who are attracted to your brand. Use stories, messages, news feeds and activities to engage and keep them connected. Fans engage and begin to communicate to others about the experience they have with your brand.
Once you find what engages them, you will have an understanding of your consumers’ (users’) expectations. Studies have indicated that fans have explicit expectations: 1) To receive exclusive offers and content; 2) to share experiences with other customers; and 3) to engage in games, promotions and unique activities.
Grow the fan base
Understanding users’ expectations is an interactive aspect that helps to shape your marketing strategy. Your fan base will grow as you meet their expectations. Then as your fan base blooms and you solidify the relationship they have with your brand, you begin to move them towards monetization and advocacy.
Monetization
This phase is implemented only when your fan base is activated and brand trust is established.
Do you understand how to align your initiatives with these three phases of social media marketing? If you’d like to know more contact us or call 610-348-5805 now.
