There is no such thing as a social media strategy without proper brand identity. If you think you can make a quick buck through social networks – think again, read up on publications and start all over again. Before you do anything, ensure you have a clear image of what your company stands for. You wouldn’t start a printed campaign without clear statements and proper preparation, and the same applies to any marketing strategy, be it print, TV, radio or online publishing.
Once you have established your brand identity, you can move on towards choosing the right medium for your marketing campaign. Keep in mind that combining different media usually has the best results and that every medium has its pro’s and cons. As for your online presence, keep everything consistent. Your Facebook page, your Twitter account, your website. Use the same logo and tone. Link everything back to appropriate landing pages on the main website. The most important thing – and I cannot stress this enough – is to come across in the same manner on every single channel you use, be consistent!
Now – back to Social Marketing Strategies. This delightful infograph – found on Social Media Graphics and compiled by Forrester Research – provides an excellent insight into how to use all the channels to their full potential. I would suggest printing it and keeping it close to hand, as it summarizes all the main points in a very clear and short fashion.
Completing this full circle is a method that requires your full attention if you wish to succeed in your digital marketing campaign. It needs to be integrated into your general marketing strategy and be consistent throughout. It will take persistence and time, but it will be worth the effort. It is not an instant change but a slow, detailed process – which in the end will be rewarding.
If you feel that you or your employees are not up to the challenge, hire a professional. You would do that for your print advertising, so why not outsource your digital strategy? Include this cost into your marketing budget to gain optimal results. There are many Irish companies providing excellent services – which will get you and your company on the right track. If needed I can point you in the right direction – I choose not to publish my recommendations in this post as I fear I might forget some wonderful companies. Also, if any of the Irish online PR crowd are reading this, do leave a wee note in the comment section to let potential readers know about your services, it can only help both of you!