Some rights reserved by Terri (I.hope.you.dance) - http://www.flickr.com/photos/tbeitz/
Maybe your sales are up. Maybe you have a few new Facebook fans or YouTube subscribers. Maybe people are tweeting positive vibes about your brand.
All of that is a good thing, right? Well, sure.
But how do you really know if your inbound marketing is working?
Beth Kanter, a longtime champion of social integration in the nonprofit world, makes a compelling case for thinking differently about the ROI (return on investment) of your digital media. Instead of focusing on the return, Kanter advocates measuring the change.
Earlier this week, we stumbled across this Facebook ad from Waldorf Ford and Dodge, a car dealership in Maryland that’s using Facebook and YouTube to attract new customers. But they’re not just using these channels to boost their page views and get more attention; they’re actively trying to solve their customers’ problems, reduce likely obstacles to a car purchase, and create a friendly bond between the brand and the potential purchaser.
Here’s one of their videos, in which they try to demystify some of the acronyms and jargon you find in most car sales brochures:
On the surface, this video may seem simple, but Waldorf’s big-picture approach to inbound marketing, we bet, is really paying off.
Some rights reserved by Andrew Huff (http://www.flickr.com/photos/deadhorse/)
“I love Brand X!”
If you were the CMO at Brand X, wouldn’t you love to see a steady stream of that exact sentiment being shared by your customers online?
Unfortunately, that’s probably not going to happen.
Not that people don’t say good things about brands and products online. Often, they do — and maybe they even say them about your brand — but they don’t usually say it like that. Instead, you’re more likely to see good (and bad) observations like this. And this. And this.
Getting customer feedback through social media networks can be a key component of your inbound marketing and customer relations strategy. And knowing what they’re saying about you — and how they’re saying it — is imperative for keeping up with the conversation.
But what do you wish your customers were saying about you? Here’s a tip for deconstructing your customer’s opinions and figuring out what they really want, so you can give it to them.
Some rights reserved by albertogp123 - http://www.flickr.com/photos/albertogp123/
Did you just find another link you can’t wait to share on Twitter?
Do you have a product you think your Facebook fans would love to see?
Are you convinced that your YouTube subscribers are waiting breathlessly for your next clip?
Whether you tweet for yourself, your company, or as part of a team-based branding strategy, here are 6 questions to help ensure your inbound marketing efforts are being underpinned by a sound social strategy.
Some rights resesrved by englishsnow - http://www.flickr.com/photos/tylerburrus/
(Looking for “Is Google Rewarding People Who ‘Buy’ Friends?” Click here.)
In a recent column titled “How Brands Should Think About Facebook,” Advertising Age’s Jack Neff makes the case that Facebook is more useful as a brand loyalty tool than it is for attracting new customers. Depending on your brand’s goals and your audience’s Facebook habits, he may be right.
As he notes:
Research by DDB Worldwide and Opinionway Research finds 84% of a typical brand’s Facebook fans are existing customers.
And if that’s the case, then 84% of a brand’s Facebook time is going to be spent making happy customers happier, rather than delighting total strangers.
But what Neff’s article really got us thinking about was the difference between a wink and a kiss, and why Facebook is so good at helping brands score one kind of love but not always the other.
Last week, the world was on fire with amazing news. Earthquakes in Virginia!!! Steve Jobs retires!!! Hurricane Irene is coming!!! HURRICANE IRENE IS HERE!!!
And while the general public obsessed over those stories (or tried to ignore them so they could get some actual work done), a vast swath of social marketers were salivating. Why? Because they’ve been trained to look for angles on breaking news and pop culture stories that can help drag attention toward their own brands and products.