1. Develop a social media strategy with an end game in mind.
What do you wish to accomplish, do you have the resources (budgetary and personnel) to dedicate to it, what length of time will it take before you see results, and how will you measure the success of the campaign?
2. Match social messaging to prospects at different levels of the purchasing funnel.
If you can segment this out you can tailor your messages to those ranging from general awareness to those ready to consider to those ready to make a buying decision.
3. Under Armour owns My Fitness Pal and related apps. They have 160 million emails at their disposal. (Time to buy the stock.)
4. Personalize content and engage the community before you start infusing the brand into the message.
5. According to LinkedIn, an average of 7 decision makers can be involved in the buying decision. 10 pieces of content are consumed by each decision maker before a purchase is made. That is 10 x 7 or 70 pieces of content. Messaging needs to be consistent and engaging.
6. .1 to `1% is a good click through rate on LinkedIn.
7. Keep content digestible.
LinkedIn has ingredients for a successful content strategy modeled after food. 1 is “Raisin Brand”-Everyday Content. 2 is “Spinach”-educational and good for you. 3 is “Roasts”- that which is time consuming to produced but high in quality. 4 is “Chocolate Cake”-fun and entertaining like games. 5 is “Tabasco Sauce”-bold statements, strong points of view.
8. 65% of content should be Raisin Brand and Spinach. 20% should be Roasts. 15% Cake and Tabasco.
9. Connect personally and then build clients out to the Collective, or everyone.
10. Social should be bold, be mobile, be nerdy, be learned and be nimble.
11. Determine your average cost to acquire a customer.
12. Use paid search. Use Google Task Manager.
13. Small businesses should spend 50% of the budget on Search Engine Optimization.