Before you can initiate an active visibility campaign, there are some foundational elements you must have in place. By building the foundation, you have a way to create relationships and encourage people to sign up for your email list as you build your social audience.
Blog – this is a no-brainer. You absolutely must have a piece of digital real estate you own and control. This is where all traffic is directed as you build your audience. This where you post the search-engine friendly content that helps you get found by those searching for the solution you and you book offer.
Email management service – this is also non-negotiable. Without an email list of qualified prospects and customers, you will always struggle to sell your product. The people who give you their email address are telling you they value what you offer and want to hear from you. Do your research and find the best email service that meets your needs and your budget. The most widely used are Aweber, Mailchimp, Constant Contact, InfusionSoft and 1ShoppingCart.
Optin/Landing page – you need a blogsite (#1) and an email service (#2) to set this up. Create a simple page inviting people to get free updates about your product and when it's going to launch, something like a "first to know" list. Offer a gift like a free report in exchange for their email address. This is list building 101.
Where does your ideal reader hangout? Use Quantcast to check out demographics on the sites your audience frequents. Use your Facebook Page Insights to learn more about the demographics of your followers. Use Google Analytics to find out how your blog readers are finding you.
Set up and complete your social profiles. Make sure you are using the social networks your ideal audience is using. If they are on Twitter, you better be using Twitter as well. It should go without saying, but I see this mistake all the time… make sure your social profiles are COMPLETE. Include your headshot, cover image, bio, and links to your site and other social networks. Your social networks are where you will be posting microcontent to entice your readers back to your blog.
Now you're ready to build your audience on social networks with targeted content you create and curate to support the benefits of your product.
It takes consistent, constant publication of content that engages and educates your prospective customers.
If you have questions about creating a strategic social marketing plan for your launch, please schedule a call.