Strategic planning for an effective Social Influence Marketing (SIM) campaign involves a number of elements, each of which contributes to a successful SIM engagement. The first is to set the foundation for the program by identifying and articulating the core value propositions for the company and the products/services that you offer. Answers to the the following representative strategic questions will set the framework for the SIM program:
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What sets you apart from your competition?
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Why do customers choose you?
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What kind of prospects turn into your best customers?
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Are there unaddressed segments of the market that you have not been able to reach?
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Who will be the voice(s) for the company
With the value proposition defined, one can move to the definition and selection of the target audiences. Unlike traditional marketing, which usually defines target audiences monolithically, the audiences for SIM tend to be much more granular based upon specific products or services. The definition of one’s audiences, and the ongoing engagement with them, are critical elements of a sound SIM strategy.
Next comes content or messaging. Building engaging and compelling value proposition-based topics, headlining the topic in such a way as to compel the viewer to want to become a reader, then creating the messaging for the target audiences is critical in SIM. Robust, interesting, and valuable messaging is the key to promoting continuous engagement with your audience. Messaging also needs to elicit feedback that the business can act upon.
One aspect of the strategy involves positioning through thought leadership. Depending on the company and value proposition, it may be profitable to establish the company and/or one or more individuals as thought leaders in the target market for the company. The chosen individual(s) will be the voice for the company in producing content (e.g., blog ).
Strategic planning needs to address the integration of the SIM program with other traditional marketing and sales initiatives. Strategic planning addresses the various media it will use, such as blogs, social networks and affinity communities. In B2B marketing, these platforms are used for attracting participants to the platforms carrying the company’s content, and driving these information consumers to the company's various website landing-pages. Selection of the appropriate platforms is heavily dependent on the audience.
With the strategy in place, the goals for the SIM program can then be developed. Strategy planning should also include the determining the key performance indicators by which to measure results. Using measurable, trackable goals will enable you to ensure that your SIM program is delivering the ROI you expect.