Avionics News January 2016 - 51
according to a study by LinkedIn. To interact with them,
3. RESEARCH YOUR CUSTOMERS. Social
you must be where they expect to find you, and you'll
media requires you to target the right people with the
get the most from that venture when you understand the
right message, so know who they are: their ages, motibenefits of social media and how to create a strategy that
vations, airplanes and pains. Then, find out where they
efficiently uses your limited resources.
gather. Do the same with influencers, or big-time particOf course, this isn't your typical marketing. Social
ipants such as journalists, bloggers, consultants or other
media users shun hard selling and embrace interactions
experts. You'll discover what they're talking about, and
that create relationships, provide information, and share
maybe get some ideas for your own content along the
passion, according to Harrison and Co. Design. In that
sense, this is more of a cocktail party than a sales meeting
4. PLAN YOUR TACTICS. Consider which plat- and no one enjoys talking to someone who strong-arms
form works best for you. While Facebook touches
consumers, LinkedIn may be more suitable to reach
Yet, social media can do several things. Like traditional
corporate flight departments, and Twitter may offer a
marketing, it helps you introduce
preferable way to manage customer
your avionics shop, educate your
service. Know, too, how you'll
audience, and promote your servicmanage day-to-day operations,
WHETHER YOU'RE A FAN OF
es. But it can also help build your
including who will post and how
SOCIAL MEDIA OR NOT, IT'S PART
status as an expert, manage your
you'll manage complaining cusOF THE CONSUMER CULTURE.
reputation and even help you solve
tomers - search some case studies
problems for unsatisfied customers
for best practices.
before they can do damage. It gives
5. MAKE A CONTENT
prospects another way to commuPLAN. Deliver engaging matenicate with you. It also improves
rial, and this means more than just
your searchability; when users pass
product information; find content
around your posts and links, it tells
that gives value to your audience,
search engines that you're a big
including articles, reposts, videos,
deal, which boosts your rankings.
pictures of your work in progress,
That's a lot of good, but it's also a
and guides, according to Foster.
lot to ask if you're just dipping your toe in the water. With
You'll also want to follow industry media, manufacturso many options for platforms, you could spread yourself
ers, and other influencers so you can link to blogs, news
thin. You need objectives and strategy to define what you
releases, newsletters, and other content, according to
expect from your effort, and that takes a solid strategy.
John Jantsch of Duct Tape Marketing. Curate the best
1. KNOW YOUR PURPOSE. While you can create
information and share.
awareness for your brand, increase website traffic, build
6. TRACK YOUR WORK. Here's the bad news:
customer loyalty and increase retention, you can't do
social media is an ongoing, daily (or at least several
everything at once. So pick one, or maybe two, according
times weekly) task, and you need to participate, even
to Jeff Foster of web consultancy Tomoson, and develop
if you're not posting. At the least, you need to answer
SMART goals - ones that are specific, measurable, attainquestions, respond to posts that mention you, and reply
able, relevant and time-limited.
to comments to your posts. At the most, you should post
2. DETERMINE YOUR MEASURABLES. Track
regularly to ensure you're creating opportunities for
metrics based on your goals. For example, to test awareconnections. You'll need a schedule.
ness, count the number of mentions of your avionics
Monitor your results. Use analytical tools to see if
shop. To measure conversion, count the number of unique
you're reaching the right people and discover what
visitors to your website that come from your social media
kinds of posts attract attention. Likewise, comments to
campaign. To gauge interaction, count the quantity and
your posts, traffic counts, and click rates are all signs
type of comments or questions received. And to calculate
you're facilitating meaningful conversations, according
return on investment, find the precise dollar amount each
to Jayson DeMers of AudienceBloom.
lead from a post generates, according to AudienceBloom.
YOU MIGHT AS
WELL START TO LIKE.
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