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5 Direct Marketing Principles That Can ImproveSocial Marketing InitiativesMore important than likes and tweets, advocacy and referrals attractprospects and increase the likelihood of purchase from new and existingcustomers.

By Brian Cavoli | Published 04/10/2012 in Expert Opinion

Most companies have yet to master social mediamarketing. Just because a brand has scores of Twitterfollowers and a slick Facebook timeline with thousands of"likes," doesn't mean their marketing is working. It justmeans they're just good at getting consumers to "like"them. But likes from customers are meaningless if they'reoblivious to that brand when they walk past it in the store.

Facebook has lured marketers into a false sense ofconfidence. A "like" is easy to get and it makes marketersfeel like they've accomplished something. But what doesit really accomplish? Several studies claim that thenumber one reason consumers like a brand on Facebook

is to get free stuff. This means that most of your page's followers are freebie-hunterswithout any allegiance to your brand. They're probably following each of yourcompetitors to see who has the best giveaways, as well. Is that a game you want towin? It certainly isn't a reliable metric for marketing success.

The problem with most social marketing programs is that they don't focus on what'struly important: building advocacy with good customers who influence the purchasedecisions of others. This is much more important than getting likes or retweets.Brands need meaningful advocacy from customers who share detailed reviews andengage in discussions about their products so others will be attracted to them andwant to try the products themselves. Isn't that what attracted you to social marketingin the first place?

Social marketing can be an effective way to build advocacy that influences sales, butit requires a different mind-set. It's all about getting the right message to the rightperson at the right time. It's a basic direct marketing approach. Here are five directmarketing principles that will make your social marketing much more effective.

1. Target your audience. The biggest mistake marketers make in social is that theytalk to everyone the same way. Loyal customers, potential prospects, and freebiehunters all see the same posts, tweets, and messages. You wouldn't do this in directmail or email, so don't do it with social media. Data from retailer loyalty cards canidentify who has purchased your product line in the past. You can see how often theybuy and what complementary products they prefer. Cross-reference that with socialinfluence scores and you'll find your sweet spot: those loyal to your brand and activein social media.

2. Emphasize the right message. In social, the product is the message. No matter

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what you try to tell people, you can't expect them to bang the drum for you if they'venever used the product. Invite consumers to sample a new product or line extension.This doesn't have to be just an online experience. Actually, it's better if it's not. Send itto them in the mail and include samples to share. Nothing gets people more excitedabout a new product than receiving a gift box from a brand delivered right to theirdoor.

3. Personalize the experience. For people to become enthusiastic and vocal aboutyour product, they need to develop a personal connection to it. Receiving a coupon inthe mail is underwhelming. It feels like junk mail and it does nothing to make ittalkable. Instead, videos, guidebooks, educational materials, and recipe books (ifappropriate) help tell the brand story and enhance the product experience.

4. Develop a compelling call to action. Direct marketing is all about action, and sois social marketing. Don't hit them over the head with "Buy Now" and "Today Only," ortake a ShamWow and a "set of steak knives" approach. The best way is to buildenthusiasm and encourage conversation about your product with friends, followers,and others with similar interests. The call to actions you are looking for include postinga review on Facebook or Amazon, tweeting a link about an experience, filming ademonstration video for YouTube, or taking photos of the product in action. Thisrequires some tact and a whole lot of respect.

5. Measure sales and ROI. The sales and ROI of any direct program need to bemeasured accurately. With these practices, and some good old fashion measurementtools, you'll be comparing social media sales and ROI side-by-side with every othermarketing activity. Market mix modeling and match market tests can be applied tosocial with great success. We've seen it generate an average return of $1.50 for everydollar spent. In some cases, the return from social marketing has been the mosteffective component of a brand's media mix.

If you want social media marketing to impact your business, do what you do best.Think and act like a direct marketer. You'll find yourself spending less time worryingabout being "liked" by freebie hunters and more time driving sales so you are liked byyour boss.

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About the Author

Brian Cavoli is director of marketing for BzzAgent.

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Jay • 2 years ago

Good points, Brian, We follow your principles and have added personality marketing tothe mix. We idenitfy personality types and then send prospects highlyindividuallized, targetted messages based on type to guide them stepby step along the Path to Purchase. This personalized approach holds the attention of prospects longerand gives us a larger window of time to bond with them. Once they buy they tell like-minded friends (who typically have thesame personality type) about their experience. This is an altogethernew approach that our clients and their customers arefinding compelling and effective. Jay

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