Further Study Flashcards
Your target audience on social media is likely to be much bigger than your offline audience. Give 4 examples of who your audience could include?
- Customers (Current, Potential or Past)
- Competitors
- Influencers
- Suppliers
- Partners
List 5 things you should include in your marketing calendar?
You should consider including the below in your marketing calendar:
- Marketing activities; e.g. Social Media post, Promotional Leaflet or brochure etc.
- Target market; e.g. your customers, your suppliers, potential customers etc.
- Marketing costs; e.g. how much do you need to spend on this form of promotion?
- From and to date; e.g. how long will this promotion run? Does it have an offer attached? What is the expiry date of the offer?
- Number of potential customers; e.g. how many people will see it?
- RESULTS - Once the campaign has finished, what were the results?
Why is a marketing calendar so important?
A marketing calendar can help you track and measure every marketing effort over a specific period of time. It can also allow you to track the costs associated with marketing. From the results it can help you improve your marketing efforts. And finally, it allows you to stay focused. A clear plan can help you remain organised and focused on the task in hand!
Give 4 examples of digital marketing.
- Your business website
- PPC (Pay Per Click) advertising
- Social media channels
- Banner advertising on other websites or on search engine results pages
- SEO (Search Engine Optimisation)
- Blogging
- Email marketing
3 Examples of physical media marketing.
Print campaigns, leaflet drops, print advertising, direct mailings, and “outdoor” ad campaigns are all physical approaches to marketing that have yielded results for businesses in the past.
What is telemarketing?
Telemarketing is the process of selling products or services over the telephone. You know the calls that you have when your just about to tuck into your dinner asking you to change broadband provider? That’s telemarketing.
What is face-to-face marketing? Give an example
Face-to-face marketing is the practice of promoting your brand or business in person. This could take place at trade shows, in conversation with a potential customer where you’ve been able to promote your business and perhaps exchanged business cards or you may have spoken at an event about your work and business. Face-to-face marketing is still important, even in a digital world, and should still make up a part of your marketing calendar!
What is amplification and why is it important?
Amplification works by getting your message promoted (amplified) through employees, customers, industry partners, fans and influencers. Each individual sharer extends your messaging to their personal network, who can then promote it to their network and so on. Depending on the amplifier or influencer who has shared your message, their reach could be a game-changer for the exposure of your content. Amplification can also be achieved though paid search and Facebook ads, to name just two.
When done correctly, social amplification can build your brand’s authority in your industry. It also increases social signals and improves search engine optimisation and of course, overall brand awareness.
Give 3 examples of ways your audience can engage with your brand on social media?
- Interaction with your Page: call-to-action button clicks, profile clicks, any tab clicks
- Interaction with your posts: comments, likes, shares
- Interaction in direct messaging: messaging a Page or responding to a message
- Interaction with other Pages: mentions of your Page, commenting on other Pages’ posts
3 benefits of encouraging social media engagement?
- Encouraging engagement allows you to build a relationship with your audience. This in turn could lead to trust and credibility building between the audience and the business.
- Engagement can also be a good opportunity to get feedback from your customers / audience.
- Social Media engagement can also be used to provide customer service. Look at the the Tweets & Replies from @tuiuk and @jet2tweets for example.
- Social Media engagement can also be used to show a caring or sharing side of the business.
What are the potential consequences of encouraging engagement? List 3 points
- A conversation may be started by the business that could become inappropriate.
- You must remember that all conversations can be publicly seen, as such there is the possibility that the business may say something that should be private.
- A business may find that with increased engagement they do not have enough resources to respond. Resources could refer to staff members in this case.
What is a Social Media Plan or Strategy?
A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose.
List 5 Factors you should consider when Identifying a Social Media Plan
- Audience - You need to consider what Social Media channels are applicable for your audience. Take a look a these Social Media Demographics to help you decide the best Social Media channels for your audience - https://sproutsocial.com/insights/new-social-media-demographics/
- Business Type - You also need to consider which Social Media channels are appropriate for your type of business.
- Business Brand - Is your brand formal / informal / corporate / personal / impersonal ? This should be considered when selecting appropriate channels.
- Resources - What resources do you have in place? You will need to evaluate the resources you have available as this will influence the the amount of channels that can be used.
- Content - What type of content are you planning on creating? Some channels will be better than others when it comes to publishing certain types of content. Content needs to be applicable to the channel being used. For example, video demonstrations of products / services are best hosted on video channels whereas text heavy information sits best on blogs.
- Cost - The cost of the tools to support the channels will also affect which Social Media channels are chosen. For example, creating videos could require the purchase of a camera and video editing software, if the business doesn’t already have these.
- Time - How much time can your business afford to spend on Social Media? If there’s not a lot of time available you may be worth limiting your Social Media presence. There is not much point in having a wide variety of Social Media channels if you do not have the time to maintain them.
- Market Conditions - Different forms of marketing are going to be required at different times. Do you offer a unique product or service? If so you will need a different form of marketing than you would if you offer a product or service everyone is aware of. You may also want to take a different tone during a recession or pandemic.
Why do we measure social media outcomes? List 5 reasons
- To identify what is not working so to stop wasting time / money.
- To identify what is successful and to continue to do more of this.
- To identify perception changes.
- To identify trends.
- To identify early indicators of changes in sentiment.
What does SMARTER stand for?
Specific Measurable Achievable/attainable Relevant/realistic Timely Evaluate Re-evaluate
