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Reaching & Keeping New Audiences
This document discusses strategies for expanding one's reach through various audience segments and communication channels. It recommends leveraging existing communities, targeting competitors' networks, and paying for ads. Content should be high-quality and avoid coming across as purely commercial. The document also stresses engaging stakeholders, influencers, employees and monitoring competitors to find opportunities. Employees can be motivated as brand champions by recognizing their work through social media.
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Reaching & Keeping New Audiences
- 1. Extending Your Reach &Getting to “Keep”!
- 2. Agenda Expanding YourReach Audience & Channel Segments Prospects & Clients Stakeholders, Partners & Influencers Champions & Personal Brands
- 3. A good teacher,like a good entertainer, first must hold his audience’s attention, then he can teach his lesson. - John Henrik Clarke
- 4. Expand Your Reach Leverage established communities Think regional, industry, causes, education, political, skill specific, events… Farm your competitors networks Who are the following, who is following them Be findable and memorable Be the answer to what people Google & recycle great content Pay to play Invest in ads to target your desired audiences, sponsor posts, enlist a brand ambassador, sponsor chats, events…
- 5. Be the show,not the commercial. You don’t need a lot of content, but you need good quality content. Think about your content – would people skip past it if could?
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- 8. What is Expected,Established & Integrated? What does each audience segment want? What does each channel support? What have you done that has worked? What great content do you have or can you make? What are the best practices? What can be automated? How can we tie it all together?
- 9. Map Ideal Interactions Prospect SocialMedia Website Newsletter Webinar Trial / Sample Purchase Client Support Add Value Up-Sell / Cross- Sell Amplify (User Generated Content) Foster Referral
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- 11. Monitor the CompetitionBack Negative Engagement for Them Opportunity for You
- 12. Target Your Messaging Advertising on social media allows you to target very specific audiences with your messages New acquisition messaging for each customer segment at each stage of their buying journey Retention or up-sell messaging for existing client lists Retargeting based on past behavior (website visits, downloads) Industry awareness / brand recognition Sponsored posts, paid placements & ambassador programs Partnering with a website, complimentary business or industry influencer is a very under utilized and under valued tactic With the right research to help identify the right partner, you can quickly reach a new, highly relevant audience with an endorsement they respect
- 13. Why Not JustNew Acquisition Messaging? COA vs COR Referrals User Generated Content Testimonials Increased Loyalty & Engagement Amplification (No one shares sales msgs)
- 14. Thought leadership anda reputation of excellence require external validation. Leverage your stakeholders; your supply chain, your vendors, your community partners, your ambassadors and industry influencers – get THEM to tell the world how great you are. At least until your clients and staff do.
- 15. Reciprocity is apowerful currency, find dealers that will trade in your content. Develop relationships with stakeholders, partners and influencers that can and will share your messages in exchange for the same.
- 16. Employees are acompany’s greatest asset – they’re your competitive advantage. You want to attract and retain the best; provide them with encouragement, stimulus, and make them feel that they are an integral part of the company’s mission. - Anne M. Mulcahy
- 17. Employees = BrandChampions Survey’s repeatedly show that the top five motivators for employees are: Challenging Work Recognition Employee Involvement Job Security Compensation You can use social media policies and practices to influence four out of the five!
- 18. Media to Motivate Challenging Work Thought leaders and industry disruptors flock to social media, skip the night school courses and have employees dedicate time to monitoring industry trends and learn new methods by following leaders online and challenge them to find ideas to implement Recognition Covering your staff in blog posts, giving them shout outs on Twitter and having them featured in the webinar and newsletter might not sound like much but it can contribute to their job satisfaction Employee Involvement Each one of your employees is a subject matter expert on what they do, let them share what they know in blog posts or content ideas and hosting webinars, it will look good on them and you Job Security Developing a personal brand and personal identity that is tied to the company through social media can strengthen bonds that may have seemed tenuous before
- 19. Compound Effects Imaginethe impact if: Every employee liked one of your Facebook posts Each employee RT’d one tweet a week Every team member connected with someone on LinkedIn every week Each subject matter expert wrote one post a month Each employee was monitoring industry news on the platform of their choice Each employee answered commented on one work related blog post a month Answered prospect and customer questions Recommended your company Said working for you was awesome…
- 20. Social media policyshould be empowering and set expectations; not be full of fear mongering and muzzling. Opt for encouraging ownership, accountability and identity instead of disassociation, non-involvement and anonymity.
- 21. Encouraging the developmentof personal brands based on an employees professional persona can elevate both them and you as authorities in the industry. Think about who gets invited to speak and panel at industry events, now imagine your company tied to that speaker.
- 22. Recap Invest admoney to market specific messages to your key target audiences to reach new prospects Deepen your relationships with your existing customers, supply chain, vendors, stakeholders and industry influencers and benefit by connecting with them publically online Your employees hold incredible potential as motivated brand champions and for developing personal brands
- 23. Question? Thank you Shawna Tregunna| ReSoMe [email protected] | ReSoMe.com 613.899.8485 | @ShawnaActually | Skype: Shawna.Tregunna
Editor's Notes
- #5 A lot of people think they need to build their communities from scratch, forgetting that they are already by default a part of some established communities Automate communities; farming competitors - IFTTT
- #6 You don’t need a lot of content, you need good content.
- #7 A common mistake companies make on social media is always staying in sales mode as if they were always addressing a prospect, but more often than not, your audience is made up of a number of different groups.
- #9 Anticipate what they are asking at each stage of the buying journey and client journey How can you get those answers in front of them Measure results and repeat what worked, tweak what doesn’t Don’t try to make a lot of content; make a few really great pieces – video, ads, white papers, webinars What are others doing that is working Once you know who you are targetting and how; automate as much as you can – IFTTT; auto responders, mail schedules Anticipate the next step and guide them
- #10 Create messaging that addresses each phase of the audience segments relationship with you. Create content suitable for your channels and release on a schedule / frequency based on the concentration of your target segment on that channel
- #11 Many businesses overlook creating a plan to engage their stakeholders and influencers. Your stakeholders have a vested interest in your success and as such we should leverage those relationships in a mutually beneficial way – the better we both do, the better it is for everyone! Influencers can be huge boons to your brand but they appreciate a little recognition in return; they are more likely to engage with a brand that helps promote them as an influencer, spending a little effort in fostering these relationships can boost your reach in multiples!
- #12 Negative comments or interactions around your competitors can present opportunities for 1) content creation 2) key word targeting 3) direct leads
- #13 New Acquisition – by specific keywords, demographics, titles Retention – based on client lists Retargetting – based on tracked behaviour Awareness – broad keywords, industry related, interaction with influencers, competition
- #14 Create messaging and content to foster this type of interaction and community engagement