Social Media Marketing 101: CMO & CEO 2015 Tips & Tactics

By Valerie Jennings, CEO of JSMM

Hi there…are you thinking about giving your social media marketing an overhaul? Think again before you dust off the old playbook from 2014. There are a few things you need to know before you set up your next planning meeting with the marketing department or vendor.

For instance, did you know that we really haven’t seen any new products, campaign programs or super cool incentivized sales or promo platforms for social media in a while? Do you know why? Social media has plateaued.

Photo by: Jason A Howie / Foter / CC By

Let me give you a little historical overview. We started our company in 2003 and dove into social media marketing in 2006. Here is what happened –

  1. No one or very few brands were using social media in 2006 for lead generation.
  2. Some brands were using SEO press releases around that time for SEO.
  3. Some brands saw a huge lift online from using blogger outreach, YouTube videos, etc.
  4. Over the last few years, we have watched the advertising products explode on Facebook, Twitter and LinkedIn.
  5. Social e-commerce started to pick up with rich pins on Pinterest, etc.
  6. Last year, Google blew up social media with its new algorithm, tying everything to SEO with social media.
  7. Now, everything is pretty quiet again.

So what does it all mean? The calm before the storm? I doubt it. I don’t expect any big announcements in the first quarter unless someone decides to shake up another algorithm which is always very exciting news (can you sense my sarcasm?). Anyway, here is what we are doing today to make up for lost time in the social media world until the next big shift occurs in the industry –

  1. Identify the best influencers per industry for each client.
  2. Reviewed all Sprout Social reports and set new impression and engagement goals per client.
  3. Reviewed new and existing SEO long tail keyword phrases and set new SEO goals for blogging, etc.
  4. Identified the best trade shows for leads.
  5. Pulled together targeted email lists for trade shows and planned eblasts to set up meetings with prospects.
  6. Distributed several targeted trade show eblasts and doubled leads.
  7. Created new editorial calendars.
  8. Planned out several white papers for gated content.
  9. Created a list of the top advertising platforms for retargeting on social media, etc.
  10. Reviewed all client activity, set up meetings and created new goals for sales and lead generation.

All-in-all, we just reset the strategy for lead generation and sales, using social media marketing, SEO, white papers, trade shows and targeted emails. We are also incorporating new advertising programs for social media and PPC to deliver leads.

Never give up on perfecting your digital strategy and never leave a crumb on the table. There is plenty to do even if there isn’t a new shiny object dangling in front of you today.