Category Archives: Marketing Strategy Plan

How to grow your fanbase on Facebook

How do I grow the fanbase so more people are engaged and have exposure to the brand?” Every Marketer asks themselves this question when they’re working to build a brand through social network sites.

First, you need to be clear on the rules for promoting a brand through Facebook. From a marketer’s perspective, we recommend reading the Facebook Promotions Guidelines. If you’re across these rules you’ll have a better chance of not getting on the wrong side of Facebook (and in turn get banned, as that wouldn’t be good for the brand you’re promoting!).

There are two main ways to get fans on Facebook:

1) Be likeable

The first way is to become a celebrity or have a well known brand people which people will actively seek out and become a fan as a way of affiliating themselves. In these categories, generally there is no issue in how to get fans. All you need to do is post regular updates and information that’s engaging to fans to keep you top of mind. This will help organically grow a fan base (as when your fans interact with your page, this interaction is spread virally to their Facebook friends). Justin Bieber is famous and has an astounding 21,849,746 Facebook fans and Gucci is a great well known brand that has 3,791,867 Facebook fans.

2) Incentivise

The second way is to have some kind of incentive to ‘like’ your brand. I know this sounds simple and is basic marketing, but there are many ways, and some very creative, to do this. Here are some ideas you could try:

• Give people a discount or a prize for being a fan on Facebook.  They could be weekly draws, like: ‘Mention the special Facebook code when you come in store’ etc.

• Give them something special to engage with once they have liked you. For example, once you become a fan of Barbie on Facebook, you can shop at the exclusive pop-up store in NYC.

• If you have a specific product or service, now is the time to engage with your target market with helpful information, feedback or news from the industry.

A bit of coding goes a long way

Customise a tab in Facebook to act like a landing page where you can create a call to action, sell something or create some intrigue.  You can be really creative with this page as it acts a little like a mini website on Facebook and only requires some simple coding.

Engagment ads on Facebook

At Brio Group we have had a lot of success with Facebook advertising. It can be really specific and you can limit your spend with a pay per 1000 impressions or pay per click (like AdWords). It’s a great way to build awareness to your new product or service, or to build up fans for your brand or product before you launch. If done well this can be one of the most cost effective advertising strategies you will do. I always advise that when advertising on Facebook  remember people are expecting something for FREE or really cheap so promote discounts, giveaways, tell your fans about your competition, etc. Then make sure to link to your customised landing page where there are more details, or a custom tab on your Facebook Page – never just sent them to the Facebook wall.

Appoint a Facebook account manager

My final tip is to get an account manager if you’re really serious with your Facebook Advertising. They will be only too happy to help you work with Facebook to approve competitions, create effective ads and help you get the most of the latest developments from Facebook.

Yours in Facebook marketing,

Belinda

Using social media to build a brand

Social Media can be a powerful tool when building a brand and shouldn’t be left out of the marketing mix, in fact I believe it should be considered right from the beginning of the planning and design process. As a starting point I have put together Brio Group‘s tips on integrating social media so it can be part of your next marketing strategy.

1: Choose the right channels – it’s important to get clear on who the target market/s are that you want to attract. Make sure you research the new ways this market embrace when they are communicate. Next, list out the communication channels that are being used.

2: Be creative in your approach to using social media channels – don’t just copy what everyone else is doing on social media. There are many opportunities at the moment to stand out by using social media creatively. Consider how are you engaging with the audience, what you want them to do, how the message can be spread and how traditional media can leverage your use of social media.

3. Define your tone of voice for your brand – social media channels give you the perfect platform to define your brand’s voice in the market. Is the brand fun loving, serious and detailed, or conversational? Use social media to ‘speak’ to the target audience on a personal level.

4. Listen to your customers and engage with them – social media channels lets your brand interact with your customers so you can find out what they like most about your product, service … or even team members! Listen and respond regularly to the comments and have a contingency plan in place to deal with negative feedback. At Brio Group, we call it a Social Media Policy. This important document outlines different scenarios and how to respond to negative feedback so it can be dealt with professionally and promptly by any team member. Update your Social Media Policy regularly with any new scenarios that are experienced.

5. Don’t be pushy – the biggest mistake that we see businesses doing with social media is to just push their product or service onto their target markets (fans). That is not the purpose of social media. I always say, “people will buy from businesses they know like and trust”. Social media channels give you the perfect forum to build up this awareness, personality and trust in your brand and should not be exploited with pushy and quick sales tricks and promotions.

We recently developed a new brand and marketing strategy including website build for SpareTicket.com.au. We integrated quite a few social media components into this project with a pre-launch teaser and  launch campaign through social media channels that was supported by press releases and traditional media interviews and stories. We also set specific measurable marketing goals since the launch that we monitor weekly. The word of mouth spread of SpareTicket in the first month since launch has been phenomenal, mainly due to the power of social media. If you want to find out more about this project have a read of our case study.  If used well, your next campaign can also be a success if you harness the power of social media.

Yours in social media marketing,

Belinda

Kick start 2011 with a Marketing Strategy Plan

Marketing Strategy Plans are an essential part of any business. Brio Group helps clients start the year with a defined marketing plan to give them the edge over their competitors.

The key to any marketing strategy is to understand how your brand is positioned in the market. Do you have a strong brand in your market with a good reputation? If you do, your strategy will be to build on the key points of difference and your brand values. If you don’t, your strategy will be to build up more of a reputation in your market and bring more awareness to your brand.

I always start a marketing strategy plan with a your business goals clearly defined and measures in place so you can easily see the return on your marketing activities. eg. Set a goal around Customers (who you would like to attract more of), Profit/Finance (profit margins, turnover, mark-up policy, trading bandwidth, collections), Team/Your People (what positions will you need to hire in, who can step up), Product or Service (will you be introducing any new products/services to the market this year, do you need to refine / revamp an existing product/service), Your Brand (how well known are you, are you referral based, what is your brand story, point of difference) and the Market (what are your predictions on what the market is going to do, based on the changes you have seen in the previous year).

Creating your marketing strategy plan is now not as daunting, you simply work month by month to set actions for how marketing activities will help you achieve the business goals. eg. If it is to build a brand profile in the market you would want to organise speaking engagements at industry events, advertising your brand in industry specific publications or online, arm your sales team with sales brochures plus a list of prospects to visit or start a social media campaign.

Just get started and take little steps at a time to get the plan done. If you have any problems or need some expertise on where and how often you should advertise, Brio Group can help you get the edge on your competitors in 2011, just contact us.

Yours in Marketing,

Belinda