Posts Tagged ‘pre-launch’

Chances are, if you have been in business a while, you can easily spout details about your specific target market. You probably know if more women than men buy your product, average age range, family status and more. Some of this may have been through careful cultivation and others through just general observation.

But perhaps the time has come to identify a new target market. You need to grow your customer base or you have a new product on the market. If you need a refresher on how to identify the “perfect” customer, think about the following:

1. Sex – Male or female? Think through the ideal client who will purchase your goods or services. How do you envision them?
2. Age range – Are you targeting youth, 30′s or boomers? What you choose determines your media and communication usage. Make sure you can narrow down the range!
3. Level of education – Is your ideal customer highly educated? Or do they have a high school diploma?
4. Family status – Married? Children? Partners? Family status often drives purchasing decisions on a variety of levels.
5. Income level – Income level affects spending. So think about your price point and if the item you are selling is perceived as “necessity” or “luxury.”
6. Psychographics – Buying power and interest doesn’t just stem from the who and what – it stems from the “why.” Look at buying habits of different groups – hipsters, boomers, or special interest groups, such as crafters.  It’s amazing the insight that can be gained from observing the “why.”

Not sure how to determine this information? Conduct focus groups and tests. Depending on your budget, you can use a formalized focus group company. But if financing is a challenge, get smart about resources at hand. Look at trends on the internet. Listen to what your customers are saying (“My mother would love that!”). Pay attention to what’s “hot” around you and identify where there are opportunities. Put others on the search. Talk to your local librarian about how to research some of this. Essentially – pay attention and think about how opportunities apply to your product or service!

You know you need to do it. Or you at least suspect it. But you aren’t sure exactly what to do. Or how to do it. Or when to do it.

For that matter, should you really do it?

Choosing to utilize social media in your marketing efforts should not be an automatic assumption. It should be a clear and strategic business choice. Not sure where your company should stand on the issue? Consider these following questions:

Does social media marketing fit your brand?

Some argue that any brand can use social media – and should. We say that while one day that may be true, it may not be the case now. Consider your brand elements, promotions, and target audience (and more!) when determining if social media fits your brand. Not all social media fits all companies!

Will usage of social media resonate with your customers?

Think about your customers and their habits. Are they heavy social media users? Are they non-internet users? Are they teens who use social media for almost everything? Make sure your choice of social media appeals to your customers or the target market you want to reach!

What sites are your customers using?

Are your customers primarily Facebook users? Avid Twitter fans? Do they love YouTube? Or are they less mainstream and more into other niche social media? Just like with other marketing efforts, do your research to figure out what they are using – and when!

How can you reach them through those sites?

There are multiple ways to reach customers – ads, blogs, posts, Fan Pages, Twitter account, YouTube subscriptions, LinkedIn Groups…the list goes on and on. Which medium reaches your customers, and more importantly is likely to drive action? Can you afford it? Can you manage it? And are you comfortable with it?

Do you or your staff have the time to manage the process?

Social media marketing is not a quick process. It takes time to research, plan, strategize, and execute. And let’s not forget follow up! So make sure you and/or your staff has the time to manage your efforts appropriately or you may land your company in a PR mess.

Is your staff properly trained in social media execution?

Anyone can set up a social media account. And to some degree, most people can somewhat use those accounts. But does the staff that will manage your account truly know many of the tips, tricks, and tools of the social media you identify for your efforts? Are they comfortable with figuring out how to keep up with new trends and applications? Is there funding to pay for their training if needed? Not everyone is comfortable exploring all of their options, so make sure you evaluate your social media manager(s) to ensure they have the training they need!

What are your objectives?

What do you want out of this effort? Do you know before you launch? You should, or its just a waste of time, energy and resources! Make sure your objectives are clearly identified and your social media managers are aware of them.

What is your strategy?

Are you launching a specific campaign? Utilizing a spokesperson or character? Speaking with a personal or professional tone? Trying to drive one specific action? Your strategy will dictate much of your action, so make sure you have a clear idea of what it is. Once determined, clearly build your outreach around it.

How often will you evaluate your efforts?

Prior to your launch, establish a timeline for evaluation. If it’s a Facebook Ad, you may want to tweak it on a daily or weekly basis. If its a LinkedIn Group, you may want to join other groups and see what is working for those groups. While your overall strategy should be reviewed annually, your day to day efforts may require more evaluation!

How will you measure your impact?

Measurement – the oft-forgotten tool. “Know before you go” in order to know what you have accomplished. What do you want to measure. How will you measure? What does that mean for your strategy, your staff, and your activities?

These are just a few things to consider prior to launching a social media marketing plan. There are many, many more questions you may need to consider depending on your plan. Some additional topics you may need to discuss include:

- Social media policies and procedures
- Safety and security
- Legal awareness

We hope you find this article helpful in your efforts to launch your social media plan. Need additional help? Let us know and we’ll walk you through the process!