To position themselves as thought leaders, many individuals are harnessing the power of social media platforms. Since there is minimal cost involved and returns are high, social media marketing has gained the reputation of being a solid strategy to take your business to new heights.
Who Is A Thought Leader?
A thought leader is an individual who drives discussions, creates conversations and assists in the evolution of their industry. Some people feel that thought leaders are those who are at the very top of a firm while others believe that thought leaders exist at all levels, i.e. from local to global.
Similar to influencers, thought leaders are considered as authorities in their niche or industry. Competitors, customers, and business partners depend on them for inspiration and information. In order to be considered a thought leader, it is necessary to have expertise in the field and have outstanding leadership qualities.
Is It Necessary To Be A Thought Leader?
Savvy and experienced thought leaders are creating professional brands as well as implementing thought leadership tactics. This positions them and their firm as leaders and gives valuable resources to audiences.
So, by establishing yourself as a thought leader, you can attract new opportunities, advance your career and bring value to your business.
Building Thought Leadership
Mentioned below are some steps you can follow to create thought leadership using social media tools:
1. Define Your Audience And Your Message
One of the most important aspects of social media marketing is to understand your target audience. As a thought leader, you need to be aware of what their interests are and how they are using the Internet. Keep in mind that each person will have different social habits. The social media habits of a retired car racer will be entirely different from that of a young IT professional.
The positioning strategy and messages a thought leader selects need to capture the attention of audiences. Here, you need to compare the various social media platforms and analyse how they differ based on the kind of outreach you want. For example, LinkedIn, Twitter, and Instagram might be crucial for professional photographers, but for a manager of a confectionary shop, it will be a bit too much.
Study websites where your current and potential customers spend their time and observe their interactions. This is important especially when you are going to engage with them in conversations.
2. Effective Communication
The key to building an audience of any kind is communication. You need to communicate the values and ideas of your company succinctly or hire a professional to do it for you. It is also necessary for a thought leader to experiment with various media formats like videos, articles, and infographics.
Furthermore, you must create content which can highlight your expertise and promote it through social media.
3. Provide Value To Your Audience Through Exclusive Offers
As a thought leader, you must present yourself as an expert on issues that interest your online community. As a part of this, it is necessary to provide exclusive content to your audience. In order to position yourself as the go-to individual in the space, it is important to provide immediate value to your audience. Plus, you can provide various touchpoints, so that are engaged with your messages.
To ensure that you render the most value to followers, try to follow these basic tactics –
- Provide exceptional gated content like e-books, whitepapers, and other useful tools which can be downloaded from your blogs.
- Give special offers to readers and visitors who subscribe to your updates and content through your website.
- Engage your VIP clients with high-touch services like mastermind groups, coaching sessions, and various networking events. No doubt, they are the best referral sources and advocates for your business.
- Try to partner with relevant firms and brands to create unique offerings for your audience. You can also get new followers through this process.
4. Be Responsive And Transparent
Transparency is a fundamental quality needed when engaging with individuals on social media. People do not appreciate spam, so sending promotional and marketing messages can distance them from your brand.
As a thought leader, try to be real and genuine while you are engaging with people on social media. You need to react and behave pretty much like how you would treat friends and customers in a social setting or store. If an individual posts negative comments about your services and products, react promptly and in a professional manner. Try to settle the issue without drawing attention to it.
This kind of speedy responsiveness will display your commitment to keeping customers happy and improve their experience with your brand.
5. Always Stay Grounded
No matter how much social media glory and fame you achieve, do not let it go to your head. If you get enamoured by the attention and the celebrity status bestowed upon you, you may start to make mistakes.
Be grounded and stay focussed on being a thought leader rather than an online celebrity. It is easy to get carried away, but look at social media solely as a tool to achieve your career goals.
Becoming an influencer, expert and a thought leader is not easy, but there are major benefits involved. With thought leadership comes profits, recognition, and career success.
Custom Content Via E-commerce Heralds The Future Of Marketing
Informative, catchy content is key to ecommerce engagement. It is an affordable marketing strategy with high impact on ROI.
Content does not demand huge resources; a blog can be launched fairly quickly. However, consumer attention spans are pulled in many directions, so they demand the best on offer.
With two hours per day spent by the average person on social media, it makes sense to harness the potential of these platforms for product inspiration and building hype and desirability of your brand. Studies have shown that most consumers value posts written by other consumers above scripted advertising. Advertising does still have a role to play, but the approach needs to be fresh in enhancing customer experiences alongside customers’ peer reviews to build relationships.
Millennials are so aware of an oversaturated market place that they are difficult to sell to. Images and messages are easily crafted and edited into being what they are not.
Likewise, influencer support can be faked or bought. Supposed sponsorship can be off-putting when relied on in excess to lend gravitas to a post. While influencer endorsement is rife, it must be approached with discernment. Fake engagements are equally rife. From buying followers to staging fake boosting of your friends’ posts, fraud is everywhere, but ultimately cannot sustain.
What does sustain is authenticity, and this is what Millennials are searching for. Brands are wise to allow consumers inside the real stories that make their brand what it is.
Consumers value brands that stand for more. Ethics, social welfare, and edu-commerce. Content that encourages development, both personal and communal is a draw card. Enlightening consumers as to how to get the most out of your products means you are concerned about maximizing value. In the age of ecommerce, transparency and authenticity, brands need to be clear on their vision and mission. In this way, a brand can consistently stay true to its values, and build relationships and trust with the consumer. Next level transparency means revealing all aspects of what makes your product what it is; taking pride in manufacturing, reviews, and individual relevance.
Shopping via the ecommerce is undeniably where it’s at for a myriad of reasons. Ease of price and product comparison, convenience, Generation X time constraints and techno affinity are all factors. Consumers now expect a slick, omnichannel shopping facility that meets their unique lifestyles and personal needs. A majority of customers value customer experience over price when choosing a brand. With sound content enhancing ecommerce engagement, the future of marketing has great potential.
Staying Relevant In The Facebook Age Of Meaningful Social Interactions
With Facebook announcing that it is pushing brand and publisher content out of news feeds, how can businesses, especially small and medium enterprises in South Africa, remain relevant?
It was deemed a “rude awakening” early in January 2018 when Facebook CEO, Mark Zuckerberg, announced that the social networking platform had changed its algorithm, basically meaning it had changed what users see on their news feeds.
This follows a pretty harsh year for Facebook, where it was criticised for not having the right countermeasure to stop the spread of fake news and propaganda. So now its set of rules has changed; bumping up users’ friends and family members’ status updates and photos, and underplaying public news articles and content published by brands.
But where does that leave the small or medium businesses reliant on communicating their brand messages through Facebook? How do they now reach Facebook users (estimated to be approximately two billion)?
There is still a way
“’Meaningful interaction’ is not something new to Zuckerberg’s focus on how brands engage with their Facebook audience,” explains Jodene Shaer, international business owner and head strategist of social media engagement specialist, Chat Factory.
“There is a place for paid media, but if a brand is trying to be seen organically, then it must feel like it is part of the flowing content people want to see from friends and family. It is pushing for the reason that Facebook was created in the first place – to be social.”
Truly embracing the power of live videos and video content on Facebook – and then creating reasons for the public to engage with those posts – is an excellent move for any business that is budget conscious, Shaer adds.
“The ranking for visibility of organic content is highest when live. Live videos are absolutely the route to go, as followers receive a notification that you are live and there is greater chance of visibility. A big advantage is that you can save that content to the page and it becomes shareable, and can be uploaded to YouTube, where there is still a strong call for business content.
“And it doesn’t have to be high budget either, but it must be authentic, informative, engaging and encouraging. Of all things, ensure that all comments are responded to and shares and reviews are acknowledged.”
Looking beyond Facebook
Shaer believes that smaller local businesses can make their ad rands stretch further on Facebook by moving onto Ads Manager, instead of simply using the Boost button. “The reach is different, so invest in watching some YouTube videos as tutorials,” she recommends. “Boost to unique target audiences and turn the boosting into a science, by watching your reach. Set up smaller boosts and spread your spend across a few posts instead of one big boost. Track your stats and see which audiences work best.”
“One way that South African SMEs could also make use of InstaStories, as these are gaining organic reach. They could also look at varying hashtags, but using a few to reach a very specific audience.
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“We’ve seen the opening up of the use of LinkedIn and had people return to using the power of Twitter, so it’s worth investigating how to maximise other platforms while trying to keep your budget low.
“None of this should put a small business off, but should create exciting and challenging opportunities to shift how social media is used and explore the outcomes of each post, to truly develop a social media presence,” she adds.
Shaer will be one of an entire panel of dynamic, expert presenters speaking at the upcoming Madex 2018 show, the ultimate marketing, advertising, design, social media and all that good stuff expo.
How To Market Your Hotel
An integrated digital marketing strategy that provides multiple channels to communicate on will help you to reach more potential customers.
It’s imperative these days to enable customers and guests to interact directly with your brand in real time – and your ROI will reflect this success. To achieve this, your marketing team should utilise a number of different channels in order to achieve an integrated digital marketing strategy.
Why? When potential customers are only able to use one means of communication or booking platform, such as a hotel’s website or blog, Facebook, Twitter or a third-party booking site, their frustration could cause you to lose their business.
Your digital strategy
By engaging in an integrated digital marketing strategy and addressing multiple channels with a clear, consistent message, you are bound to reach the maximum number of potential customers. Through the creation of a larger online presence, your engagement reach will be far higher, solidifying your company’s brand in the best possible manner.
Your first step in achieving an integrated campaign is to determine your target market. The second step according to Robert Nienaber, managing director of Suiteres, is to “create a message – tell a story about your product or service and what makes it unique.
For instance, the history of your establishment’s location, the nature/wildlife, your amazing food or historical rooms or perhaps the owner’s unique story. Tailor that story for your target market to captivate them – they will buy into your brand as a result.” Be sure to keep your message consistent across all mediums, be it written, photographic or video.
According to Ivo Kittel, head of Development & Design at Suiteres, different channels can be described as such: ‘These consist of website and online booking systems, third-party channels – such as online travel agents or your global distributions systems – and social media platforms that support the aforementioned and drive traffic to them.
‘Print media, events and other offline techniques can also assist by driving clients to visit your website or to engage with you on social media. All these channels should be strategically linked for best effect.’
An unusual hero in the travel market? Smart phones and tablets, on-the-go devices that allow users to review and recommend hotels on social media profiles, as well as third-party sites. Together with the integrated digital marketing strategy, this increases potential customers’ connections to hotels, airlines, car hire companies or event organisers.
What’s more, a key driver in drawing in new customers and causing previous ones to return, is the offer of regular perks, benefits, freebies and discounts via a newsletter.
Bear in mind though, that there is no ‘one-size-fits-all’ approach. Each company will have differing concerns and requirements, and these are what you should use to build an effective marketing campaign. The following should be noted:
- Effective communication between marketing team members is essential. There needs to be collaboration across the multiple channels you’re utilising. In doing so, your overall offering will be streamlined and have maximum effect.
- Choose your key channels, those that will receive the most attention and marketing spend. These need to be the channels that garner the most hits or collect the most bookings – also known as ‘converting’.
- Determine your target market and get as much information as you can on them, over time. For instance, which platform do they opt for first? Do specials lead them to make a booking, and if so, what are they? This and any other informative data assists you in your decisions and allows you to use your marketing funds in the best manner possible.
According to Vanessa Rogers, head of Communications at Suiteres, ‘The above-mentioned strategy should ideally be supported by a skilfully crafted PR campaign – one designed to complement and support your marketing message.’
Taking this into account, you should consider having relevant articles published on third-party websites and print media or arrange for a client to be interviewed on radio or a streaming site. These forms of PR are more cost-effective then an advertising campaign.
The details matter
Importantly, customers need to know they can contact you quickly and easily, whether they are making a booking or requesting additional information. One thing you can be certain of: if a customer is unable to communicate efficiently with you, they are very likely to book elsewhere.
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