The concept of providing a unified message is fairly simple, yet it seems that many companies are still failing to grasp the idea. Integrating social media across marketing and communication plans so that everyone is on the same page just makes sense, so it’s a wonder why more companies don’t do it. For example, your PR department doesn’t speak one way to customers and your marketing department another, do they? No, they send out the same type of message that speaks to what your company stands for.
So, the question remains: why would you look at social marketing any differently? For that, I don’t have an answer because I don’t understand the logic behind dual-identities, but I do have some very good reasons why you shouldn’t look at the Internet as a separate entity that is completely different and unique from the rest of your company and/or message.
In a nutshell, your target audience needs to be getting a universal message from your company that is saying the same thing across the boards. Whatever it is that your company stands for or why you’re better than the competition or why they need your product or service; it doesn’t matter what the message is, just that everyone is on the same page. Whether the client is browsing your webpage, interacting on Facebook, looking at print media, talking on the phone with one of your representatives or sitting directly across from you in your office: the message needs to be constant.
The only way that a company can do this is by integrating their marketing message to present a united front. But what does this mean, exactly?
PR, Communications and Marketing: Working Together?
Precisely the question you should be asking. The easiest way to go about this is by thinking about the way that customers search for your particular services or products online and why we all build our websites around these searches. You see, the Internet is a unique marketing tool that taps directly into a target audience or specific niche automatically, as long as you know how to use it. This happens because it lets the customer find you (which is why social media and online marketing are so cost effective, coincidentally).
By optimizing our websites to allow our target audiences to find us, we’re basically acknowledging that there is a specific language out there that our customers and clients are speaking and seeking; why we don’t speak back to them in that same language is beyond me.
For example, let’s say that your company provides great hotel deals for last minute travelers. Now, people searching for cheaper prices for hotels aren’t going to Google, “great hotel deals for last minute travelers.” No! More than likely, they’ll use search terms such as:
- Cheap hotels Las Vegas
- Budget hotels
- Hotel deals New York City
Or, they’ll type something similar. So, looking at that example, it’s baffling why some travel companies still use media messages such as: “When people cancel their hotel rooms at the last minute, you can book those vacancies for less money.”
What they should be doing is speaking to the language (and in the language) of the potential client with marketing messages such as:
- Get cheap hotel rooms in Las Vegas quick by liking our page.
- Our email newsletter brings you weekly updates on budget hotels all across the country.
- We have the best hotel deals in New York City right on our website.
You can see how potential clients searching the keywords above would relate to the corresponding taglines below and CTAs would turn more conversions. This correlates directly to real life marketing as well.
Getting On The Same Page
So, how can you go about doing this? It’s rather simple, really. You only need to know the keywords and phrases that your target audience is using to find you on social media and then integrate them into your marketing message. This helps bridge the gap between what people want and what you’ve got to offer them: your product or service. This is an invaluable research tool that costs nothing to use and works every time.
To find out which keyword or phrase your audience is using to find your site, simply talk to your web guys, they’ll be able to give you a Google Analytics report that will detail every term anyone has ever searched to find you. Then, put them to good use!Read More ...