Social media addresses an important demand within a wider marketing strategy, engaging potential customers while responsively addressing and gauging the concerns of existing clients.
Sharing your story through Facebook, Twitter, LinkedIn, Instagram or other accounts is an effective tool. But it’s only part of an overall, balanced communication strategy.
Reaching the broadest audience within a focused set of likely partners or consumers requires careful integration of other tools and talents. These may include planning and staging promotional events, creating media invitations, writing and placing press releases or features, managing websites with best practices in SEO and SEM, interacting with trade publications and community partners, and effectively maintaining blogs. Having developed digital communication strategies for more than 15 years, I can reach the audience you desire.
My work with a large fire equipment manufacturer, E-One Fire Apparatus, generated a significant and sustained increase in social media engagement, response, and reach - here with Facebook.
That eight-fold gain within a few months depended mostly upon re-engaging the existing
audience, which, in turn, attracted new visitors.
It grew – apart from a single low-cost push for an event – from an entirely organic process at no additional cost.
Here is another view, of post reach alone.
While the spikes are attractive, the overall sustained wave of growth in engagement-driven reach shows the real value. I replicated this success with separate projects for New Mexico State University and Western Nebraska Community College, which serve much different audiences than E-ONE.
This basic approach in all three cases drove web sessions up by a combined 25 percent
from the previous year.
The result? All three institutions saw increased sales or program growth at no additional cost.
Sharing is caring
This is E-ONE’s first post shared 100 times. I managed the entire process from creating the post to building pages that included vehicle specs to photography and video.
Happy customers are great advertising
I love greeting happy customers. In this case, I captured a group of them with photos and video
and shared their satisfaction through a post that included a hashtag and distributor tag. Placing
the video on YouTube and including the link greatly expanded coverage.
Translating to other media, I am able to reach additional audiences through news releases placed on the E-ONE website and carried internationally by BusinessWire and Yahoo News, as well as trade publications and industry blogs.
While not every story generates international interest, I take the same approach, working on a regional project with Western Nebraska Community College – shooting video, managing media invites, drafting a press release, tagging partners, and using each social media platform to its fullest potential.
Here we generated increases in multiple, targeted programs during a nationwide downturn in community college enrollment and regional declines in population and graduation rates.