Digital Marketing - Improving Local Social Media Campaigns

Every digital marketing news website usually has at least one article, which is dedicated to creating a successful social media campaign. However, if you are trying to localise your social media strategy, there are three specific areas that you need to focus on. They are education, coordination and measurement. Below are some details about what needs to be done in these three areas to improve your local social media campaign.

. Education about sales channels: The biggest challenge about developing social media programmes for local dealers/franchisees is to pass on information about the functioning of social media platforms, and how to best leverage them. This knowledge could vary dramatically by individuals, local units and regions.

1. Survey the local sales channel to check how much they understand, and develop teaching materials to cater to their unique digital marketing requirements.

2. Divide the sales channels into three sections: Professionals (those who are familiar with SMO), interested but inactive people, and those who are uninterested.

3. Modify the training curriculum for each group: Those who are well-versed in SMO should be trained on brand policy, and advanced ways of communication; while the others should be given basic SMO related digital marketing training.

4. Lastly, principles for engaging with users should be formulated, and a policy should be made where the consequences for unacceptable communications are clearly defined.

. Coordination: There are a number of tools currently available, which help local sales channels adopt social media easily, and send coordinated digital marketing messages. The best of these tools operate through content management systems (CMS). They can manage the launch of thousands of individual social media pages (like Facebook profiles) that contain the same brand imagery and digital marketing content. Other than this, content farms of approved digital marketing messages can also be created, which local franchisees/dealers use to communicate with customers. Some of the best social CMS tools available today are Involver, Hearsay Labs and Vitrue.

. Measurement: Below are three proven methodologies that can be applied to measure the success of your digital marketing strategy.

1. Discreetly measure various response channels. Consider conducting a recent purchaser survey among walk-in customers to learn how they found your retail store.

2. Some customers use telephones, while others use the Internet, to respond to ads they are interested in. Use various tracking methods to learn which digital marketing activities carried out on social media sites worked.

3. Monitor social media networks to learn what users are saying about your digital marketing brand, and the relative brand sentiment among them.

Social media is today becoming a big part of the daily lives of consumers. Now is the time to integrate local sales channels with your social media strategy, to reap huge harvests in the future.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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