Following The Crowd Doesn’t Provide Highest Marketing Returns

There have been countless blog articles written about developing the most appropriate social media strategy to use for your company and how to implement them. I decided to take a look at some of the current trends, in the marketing sector, just to get a feel for what the Pony Tails are getting up to these days.

Turns out they all seem to be jumping on the ol' bandwagon, using all the same buzzwords and more often than not missing the point entirely. Most of them waffle on about viral this and networking that, but seldom get to the point or even ask the question;

What is a Social Media Strategy?

Some highfalutin commentary use fancies phrases like; "Target influencers with engaging assets to act as platforms for conversation"[1] Confused? Well, simply put its all about getting people talking about you.

According to the 2011 Social Media Marketing Report[2], a massive 90% of marketers say that social media is important. But do nine out of ten actually have a strategy? The same report insists that 1/3 of all social media marketers want to know how to monitor, measure and integrate their social media activities.

As more companies integrate social media into their marketing and communications plans, emphasis needs to be on creating a social media strategy.  Without one, you’ll be sucked into a social media black hole.

While Pinpoint Branding wont replace the value of a clearly defined strategy, it does give you tools to monitor and measure your email marketing campaigns. By incorporating Google's Urchin Traffic Monitor (UTM) technology into our campaign banner system, we give you the ability to track exactly who and what email is driving the most vibrant conversation.

In an up-coming blog series entitled "Rolling your own AB split testing" Sam Gelbart explores how some of the more powerful free software is able to provide companies and individuals valuable insight into variations results (AB tests) and the impact fullness of daily business emails in driving traffic and results.

Social media marketing is time consuming and requires engagement, 58% of marketers spend 6 hours per week on social media engagement with more than a 34% investing 11 hours and more hours a week to develop and harvest their social media influence.

With Pinpoint Branding, you are able to direct your time on focused email marketing efforts quickly with strong measurement reporting available immediately

Social Media Marketing advocates claim that social media generates high level of business exposure. However, can it compare to the levels of exposure your business enjoys from your business emails on a daily bases? Is your marketing team spending valuable time on developing social media activities and ignoring the powerful marketing opportunities available through your business emails? With Pinpoint Branding you can turn your daily emails into powerful marketing platforms.

Facebook, Twitter, LinkedIn and company Blogs are tools widely used by marketers to generate exposure and start conversations about company and products/ services alike. Yet email is and will remain, for the foreseeable future, the primary business communication channel.

I find it surprising that so few marketers spend the same effort on developing email marketing as they do on social media and blindly miss marketing opportunities with every email that leaves their business.

Can any business really afford to ignore the power of their business email?

Tags: business email, email branding, email marketing, social media

This entry was posted on Monday, June 4th, 2012 at 7:14 am and is filed under Blog. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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