To improve your marketing results from your social media strategies, start by acknowledging that consumers are active on social media venues to socialize.
As social media matures, it's no longer a test outside of your budget. Adding to this pressure, social media conversion rates are low relative to other marketing strategies. Therefore you must coordinate and integrate social media marketing into your overall marketing plans to maximize efficiency and effectiveness.
To get your 2013 marketing plans on track to increase revenues, here are seven social media tactics based on solid research that you need now. (BTW, use these charts to persuade your management team!)
To improve your marketing results from your social media strategies, start by acknowledging that consumers are active on social media venues to socialize. Then leverage the power of social media to engage with prospects, customers, and the public to build trust and continue your relationships on email and other owned media where you can convert them to sales.
What other social media-related research are you using to build your 2013 marketing plans and why?
Editor's note: This column was originally published on August 20, 2012, and was the seventh most popular column of the year on ClickZ in 2012. Over the final two weeks of the year, we've celebrated the Best of 2012 by revisiting our most popular columns, as determined by our readers. We hope you have enjoyed this look back!
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
Singapore, 3-4 November
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