The Zen of Social Media Marketing
Shama Kabani, best-selling author and technology entrepreneur, wrote a book called The Zen of Social Media Marketing.
I gave it a shot and there are actually some great advices and tools presented. Because it is another book about (social media) marketing you will find lots of information you already know if you work or study in marketing.
I´ll post only two or three quick summaries of important topics within the next weeks but I can definitely recommend this book for skim reading and picking some topics to work with them.
Shama Kabani starts pretty easy with simple marketing rules and tools. She points out that Facebook and so on aren´t platforms for sales – they are only attraction tools to get people involved or to get them on our webpage for a final purchase.
She uses some of the well-known mnemonics. While talking about how to attract people, how to find customers and so on she starts with basic methodologies:
The ACT Methodology
Attract: To attract means to get attention or stand out. Practically, this means attracting traffic to your website – your main online marketing tool.
Convert: Conversion happens when you turn a stranger into a consumer or customer. And there is a difference between the two. A consumer may take in your information or even sample your product, but he or she may not always buy. That´s ok because over time, that consumer may become a customer. The more expensive a purchase is, the longer it may take. That means that you constantly have to work to convert people to consumers AND customers.
Transform: Your transform when you turn past and present successes into magnetic forces of attraction.
For each of this steps are different tools and ways of communication used. To start with the attraction and the what we need to attract people online, she shows us the BOD model.
Brand: Clients can use many words to describe a company, but in the end of the day, there will be only one phrase. She uses her marketing agency as an example. The phrase describing her marketing agency is: “full service agency”
Outcome: What´s the outcome you help clients achieve? Kabanis marketing agency: “Our company helps businesses grow by leveraging the internet”
Differentiator: What makes you inherently different from your competitors?
When talking about conversion the highlights our webpage as the best conversion tool.
Social media marketing works best as a tool for attracting traffic and attention. It doens´t work as well for converting strangers into clients. It´s better suited to converting strangers into consumers, if simply because “free” is an easy sell. And over time, it can and will lead to business.
Whats the best conversion tool?
Our website! There is no getting around this one. We shouldn´t be engaging in social media marketing if we don’t have a website first.
Why should we have our own website and not depend on social media profiles?
- We own our website. We don´t own our social media profiles. Our profile is owned by the social media site itself. If it goes “poof” tomorrow, then so does our online presence
- Social media profiles are limiting. We can convey only so much information on our profile. Although it may intrigue someone, it isn’t enough to make a sale. Remember, social media is not a selling tool! It is an attracting tool.
She also added a “SEO”-part in the new version of her book. Also some pretty interesting facts but I think such a huge topic as SEO can´t be written down in just a couple of pages – that´s just the tip of the ice-berg. It´s great to get a basic understanding of SEO and afterwards to know about what exactly you need to get more detailed information through experts or specialized books/workshops.
All in all -> give it a shot. Not expensive, not too long, easy to read and to understand.