Reaching & Keeping New Audiences

Editor's Notes

1. 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
2. You don’t need a lot of content, you need good content.
3. 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.
4. 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
5. 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
6. 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!
7. Negative comments or interactions around your competitors can present opportunities for 1) content creation 2) key word targeting 3) direct leads
8. 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
9. Create messaging and content to foster this type of interaction and community engagement