Social media marketing is a blanket statement that business owners hear all of the time.
You know that you should be using social media in your marketing strategy, but you are
not sure where to start and how to measure results. Before you start pumping time and
resources into social media marketing, you should know the three different types of
campaigns and how to effectively implement them into your marketing plan.

Prospecting

Prospecting is all about reaching people who know nothing about your business. They
have never reached out or interreacted in any way with your product or service. The
goal of this type of campaign is to deliver content that will build awareness and make
them want to learn more. You should not expect that they will purchase at this stage.
This campaign should not have a hard sell component. There should be no “BUY NOW,
or CONTACT US TODAY,” you simply want to pique their interest and deliver
information about who you are and what you do.

Retargeting

A retargeting campaign is when you reach out to users who have expressed interest but
have not taken further action. This could mean they have liked your social media profile,
clicked on an offer, or visited your website from a social media platform. Retargeting
works by having a small piece of code on your website called a pixel, when they visit
your site, or they have interacted with your social media platform they are then tagged
and shown your retargeting campaign as a gentle reminder of your brand and what you
offer.

Conversion

The conversion campaign is focused on converting users into either paying customers
or getting them to take action in other ways such as joining your email list, downloading
a report or white paper, completing a form or survey or chatting with a customer service
rep. These conversions are valuable, because they are raising their hands and asking
you to contact them further.

Most businesses use at least one and usually all three of these types of campaigns at
some point in the lifetime of their businesses. Effective social media targeting allows
you gain interest, recapture interest and move the user into your client pool. If you are
not an expert in social media advertising there are many brilliant marketers who
specialize in these services and can help you get the most bang for your buck with this
highly effective form of advertising.

about

Danielle LaFleur

Danielle has over 27+ years in Marketing, IT, and Network design, development, and workforce leadership training. She is the owner of Gray Lux, Inc. She understands the real needs every small businesses has in creating value online and in-person with their clients.

She is dedicated to creating successes for her team and her clients.

Danielle has helped hundreds of small businesses maximize extra revenue streams, and has created a process for extracting an ROI from an ROE in training and development which is currently being used in over 100+ corporations.

Social media marketing has become an essential part of any comprehensive marketing
plan. Consumers use social media to seek reviews, validate their purchase choices and
look for social proof that other people have had a good experience as a customer.
There are a lot of businesses competing for attention on social media platforms, so how
do you break through the noise and create content that stands out?

Choose Your Platform

There are so many social media platforms and new ones being created all of the time. It
is impossible to be on every single platform in an effective and meaningful way. Our
advice is to look at who your ideal client is and determine which platforms they are
using and show up there. By being wholly present on 1-3 platforms you will be able to
gain a following, connect in a meaningful way and benefit from your efforts. If you are
trying to be on every platform you will likely not do any of them really well and waste
your time.

Plan Your Content In Advance

One of the great things about social media is that you can post in real time or you can
schedule content out in advance. No matter who you go about posting content you can
certainly plan your topics out for a month, a quarter or even a year. This takes the
pressure off of coming up with great social media marketing content whenever you are on the platform because you already know what you want to talk about in advance. Most businesses have some sort of busy time during the year, holidays, special events, etc. Sit down and map out all of the happenings in your business for the next month, quarter or year and think about what content you can create around those things.

Social Media Marketing Content Tips

When creating content for your social media platforms it should fall into one of these
categories:

• Relevant
• Informative
• Useful
• Entertaining
• Shareable

Businesses often fall into the habit of only posting about sales and promotions. When
this is the only content being shared you will be tuned out by social media users. It
comes across as salesly and opportunistic. Social media is just that, social. It is
important to do more than just post for the sake of posting. When you are creating
social media marketing content make sure it is serving your audience and benefiting their experience with your brand, this will lead to more success and more growth on social media.

about

Danielle LaFleur

Danielle has over 27+ years in Marketing, IT, and Network design, development, and workforce leadership training. She is the owner of Gray Lux, Inc. She understands the real needs every small businesses has in creating value online and in-person with their clients.

She is dedicated to creating successes for her team and her clients.

Danielle has helped hundreds of small businesses maximize extra revenue streams, and has created a process for extracting an ROI from an ROE in training and development which is currently being used in over 100+ corporations.