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As managing partner and chief content officer of Right Source Marketing, Mike is responsible for all content marketing initiatives, including growing the company’s content marketing practice, guiding all client content marketing strategy, and recruiting and growing a team of modern marketers. See more from Mike on Twitter and the Right Source Marketing blog, connect with him on LinkedIn, or subscribe to his RSS feed.
Hi Randy -
I would group buyer behaviour under the target audiences section.
On the sales funnel comment, I typically don't call it "mirroring," as much as identifying the types of content that complement each part of the sales cycle/funnel.
Thanks for the comment!
Yes! Social media fits into marketing which fits into an overall business plan. Start at the top, then work your way down. Strategy before tactics. Thanks for the comment Alison.
Thanks for the comment Socialicia. Benchmarking and then setting reasonable goals/objectives is a critical part of this planning process. - Mike
Basil - We are absolutely on the same page with this. There are too many pretenders hawking "social media consulting services" that conveniently forget that a social media marketing plan must be based on a broader marketing plan. If a client or prospective client of ours does not embrace marketing before social media marketing and strategy before tactics, we don't accept the work.
Love the disclaimer. It's nice to think that such a disclaimer is understood without formally presenting it, but I suppose some people do take these types of posts and think they can just run with it.
BWP -Yes! I especially agree with your comment on audience segmentation. In this article, I am making the assumption that a broader marketing plan exists, one that identifies target audiences. Unfortunately, my experience indicates that most organizations don't even have a marketing plan, let alone a social media marketing plan.
Chantal - Love it. Doing social media - or frankly any type of digital marketing for a university - is a lot of fun, and I don't say that about every industry. There are SO many opportunities for communication with current students, prospective students, faculty, and other university stakeholders.
Regarding campaign tracking, it starts with identifying those goals referred to in this piece. Once you identify those, selecting campaigns becomes at least a bit easier.