Dynamic Digital Marketing

Chapter 12Social – The Proven Positioning Process

FIGURE 12.1 The Proven Positioning Process.

Introduction

Social media is often referred to as a ‘free’ media marketing tool, which has resulted in lots of people trying to set up channels with no clear direction or focus.

We still see a number of self-taught social media marketers – and some succeed – but most will benefit from formal training because the reasons social media normally fails is due to a lack of the following:

• strategy
• knowing what daily social activities are
• time
• resource
• content
• frequency.

This is a marketing channel where consumers spend on average two hours of their life a day, so it's a huge opportunity for businesses to benefit in terms of visibility to their target audience.¹ Nowadays, it would be a rarity to find anyone without access to a smartphone and social media, so everyone has the opportunity to establish themselves as a key influencer in their sector and share content wide and far whilst building their brand and a loyal audience.

If you are not already using this channel, then your business is seriously missing out on growing relationships with your prospects and customers.

Social media strategy

There has recently been a definite shift in the importance of social media within marketing and overall business strategy. This is largely down to the fact that substantial budgets are now being ...