social media awareness vs. mindshare in social media marketing

social media awareness vs. mindshare in social media marketing



In this video we're going to chat about social
media awareness vs. mindshare the primary flaw of many social media marketing
campaigns today is the simple fact that they focus on creating awareness for a company
and its products and services—instead of focusing on creating mindshare. awareness has been a primary goal of social
media marketing for the last several years. it’s the first chapter of every marketing
101 curriculum. so what’s wrong with awareness? well, once you create it, you begin to lose
it. let's talks about understanding your awareness-to-purchase
timeframe social media marketers rely on a constant
barrage of market visibility initiatives—advertisements, influencer marketing, stories, feed-posts,
retargeted ads, and promotions of every shape and color are almost non-stop (with minor
seasonal fluctuations). if you’re selling laundry detergent, the average social media
user is likely going to have a need for detergent within the next two to three weeks. if they see your ads and posts regularly,
they’ll hopefully be swayed to buy your product when they do need it in the next few
weeks. the awareness-to- purchase timeframe is brief. as the complexity of the product or service
that you’re marketing on social media rises, the awareness-to-purchase timeframe expands. you see an ad for the latest iphone, and you
want one, but it may be several weeks or even a few months before you decide to buy it (you
may, for example, need more time to save up for it). but in the world of technology social media
marketing, the awareness-to-purchase timeframe (the true sales cycle) can easily be six to
nine months or much longer. when you launch your social media marketing
campaign, maybe along with an email or influencer marketing campaign, you’re relying on the
sheer chance that you reach decision makers who happen to recognize that they need your
solution—and need it soon. you cannot expect them to remember much about
you nine months from now when they finally reach the conclusion that they need to purchase
something. but that’s precisely what too many social
media marketing campaigns rely on today. awareness is relative to time awareness is a measurement that’s relative
to a specific point in time. how aware someone is of your company, products
and services depends on when you ask them. they may be fully aware of your brand a day
or perhaps even a week after they’ve seen your facebook post, received and read your
email, liked your tweet, viewed your story on instagram, or visited your website. but chances are low that they’ll still be
aware of your company nine months later when they’ve finally concluded that they really
need a solution to the problem your product or service is designed to solve. and that’s the flaw with most social media
marketing campaigns: they don’t recognize that awareness is very fleeting. when your prospective customer reads your
email, views your story, talks to your chatbot, or visits your youtube channel, their awareness
of you peaks right away—and then immediately begins to decay. if the problem that your product or service
solves happens to be a high-priority concern on their mind at that moment, you’re in
luck. but if that business problem won’t become
a high priority for that company for several months, the chance they’re thinking of you
all those months later is not high. under pressure to generate new sales leads,
many companies today rush forward with ill- planned social media marketing campaigns that
focus too much on awareness—and not on mindshare. the want to drive sales in the short-term
without making the investment in their community for the long-term. steps to avoid this mistake understand the value difference between awareness
(fleeting) and mindshare (long-term). mindshare is awareness extended over time. to build mindshare among prospective customers
on social media means that you’re extending the amount of time they are aware of your
company and solutions (and the unique value that makes you ideally suited for their business,
which is your value proposition). to focus your social media marketing efforts on building
mindshare, they must be designed not only to find and qualify interested sales leads,
but they must also establish and maintain an ongoing relationship with those other contacts
that are not yet qualified or ready for sales discussions. that is accomplished through what we call
“actually caring about people” — which is a process designed to establish and nurture
relationships over time. Of course, we've been doing this long since
before social media was around. establishing awareness isn’t nearly as valuable
as establishing mindshare. awareness begins to disintegrate the moment
it exists. it's like the value of the new car the very
second you drive it off the lot. but, when you establish customer mindshare,
you’ve not only created awareness, but you’ve extended that awareness over time by maintaining
and nurturing that relationship with that prospective customer. in doing so, you no longer have to rely so
heavily on the chance that your awareness happens to occur simultaneous to their recognized
need for your product or service. building mindshare is about increasing the
likeliness the customer thinks of you first when they finally recognize the need for what
you have to offer. so take a close look at your social media
marketing campaign efforts. stop generating only awareness—and start
generating mindshare. use multiple reach vehicles. examine your social media marketing plans
and make sure you carefully spread your social media marketing efforts across multiple “reach
vehicles.” you want to provide the means to reach your
target markets and gain their attention and mindshare. relying solely on one reach vehicle repeatedly—facebook,
for example—is typically not as effective as reaching your target audiences through
multiple vehicles (e.g., facebook, YouTube, email, twitter, banner ads, newsletters, blogs,
etc.). make a secondary offer in your campaigns. the primary call-to-action for most campaigns
should focus on identifying and qualifying real, active sales opportunities. so the primary promotional offers should support
this. however, it costs little or nothing to also
include a secondary offer designed for those who are not quite ready to chat or commit
to a live stream, for example. for those not-yet-qualified contacts, a secondary
offer for a free newsletter, white paper, a promo code to be used later or an e-book
as a primer allows the opportunity for you to establish a relationship with that contact. establish and nurture relationships with your
prospective customers. ongoing e-newsletters, online webinars, live
streams, free resources, and other tools should be created and launched on a scheduled basis
to continue to build mindshare (awareness extended over time) with prospective customers. try to communicate at least every month to
your list of contacts. give them a reason to come back to your website
to find additional, useful (and free) resources. maybe they can download a white paper, or
request participation in a webinar or tutorial. the primary goal here is to build up your
mindshare within these contacts so when their priorities change and it becomes time to truly
get serious about finding a solution to needs, you’re the first one they think of to contact.

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