Know-How Exchange : Strategy

Hi Roxana, you ask a very loaded question. Here are the basics but I would be happy to discuss this with you in more detail to further develop your campaign.

First step would be to create a blog on your website. Check out https://www.wordpress.com for great templates to help you get started. Be sure to include an easy to use subscription plug-in for users to subscribe to your feed - and you can track subscription rates via feedburner to know where you stand. Put a link to your webinar registration page visibly on your blog, and also on your website, and track all leads and conversions through Google Analytics.

Next, be sure everyone in your company (or at least the top positions who are meeting with prospective clients) have complete profiles setup on LinkedIn and Facebook. Feed your blog posts onto both of those sites, so that people in your networks will see the updated postings, and can easily link back to your blog/website. Upload links to your webinar registration page on your profiles, and mention it every once in a while in status updates or news. Best way would probably be to give out tips and advice through each platform, and let prospects know that they can learn much more during the webinar.

The same people in your company on LI and Facebook should also have Twitter profiles, which they can update with similar tips and information, and of course links to the webinar materials.

Additionally, make sure you're including links to the above in your email signatures, in company eblasts, in online articles and press releases, and anywhere else that is relevant.

The question you asked about Facebook, and "why would anyone befriend your company" is a legitimate point. I would start with personal profiles, as people are more likely to befriend "you" and not "your company"; unless of course your company is really that fun or interesting. Once you have a great network of "profile friends" you can start working on merging them over to your company page.

This is just the tip of the iceberg, but hopefully gives you a good start. Feel free to contact me with any questions via my profile.

Thanks, Melissa

Roxana,

Social media marketing is about creating an authentic relationship with people. I'm not surprised Andrew did not get many followers.
- He only has 34 updates
- He is only talking about himself
- He is not following anyone
Seems like he is only interested in broadcasting his messages over a loudspeaker and not creating real relationships with people.
Also, what else did he do in addition to giving points away here?
Personally, I would not follow him simply because he does not follow others back. If you are on Twitter for business, this is like locking your shop door in your customers' face, while you flash signs to try to get their attention.

In addition to what Melissa outlined, I think you need to first:
- Decide who you want to reach
- Find out what they are interested in reading about
- Write to them on a blog and other social media platforms - to give them valuable, interesting content
- Spend some time on the social media platforms so you can learn how to be perceived as being nice.
- Learn to network within social media: comment, reach out...on Twitter, Facebook, LinkedIn, blogs...
- And also learn how and when to take those connections offline.

People need to like you on social media... in addition to being interested in what you have to say.

That is a complex question and one that you really can not be answer on this forum. I suggest you visit https://www.octanecorp.com/whitepapers . There are over 20 white papers on social network and online marketing.

Your ultimate goal is simply to get more clients. By using Twitter, etc. you'll be adding a number of layers of work with an unclear benefit to your business (even if you get people following you, etc.).

People who need your specific services will find you online through the search engines (using a set of keywords). Make sure that your website is well-optimized for these terms and consider PPC as well.

To build trust in your offerings, do it the old-fashioned way: testimonials, case studies, and guarantees. If you clearly articulate your benefit, showcase others that have used it (and are big fans), compare how much better your services are, and have a low risk to try it out you've got a good start.

Another avenue to explore: focus on a niche that you can help. For example, web conferencing for college interviews, corporations who are cutting costs, angel investor groups, etc.