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Twitter Chat: Marketing 101 Revisited - Transcript & Summary

Twitter Chat: Marketing 101 Revisited - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 24th July 2018.

Madalyn Sklar hosted a Twitter Chat with Todd Giannattasio around the topic of “Marketing 101 Revisited”.

Details of our next Twitter Chat:

Guest: Janet Murray
Date & Time: Tuesday, 31st July 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Todd Giannattasio.

From the MF Design Lead Question:

  1. How does ManageFlitter research and determine their target audience?

Guest Questions:

  1. How do you determine whether there is a market for your product or service?
  2. What is the ‘Spray and Pray’ approach and why is it so unsuccessful?
  3. Buyer Personas; what are they and how do you create one?
  4. How can marketers better align their message in a way that resonates with their audience?
  5. Knowing your customers pain points and desires is important, but understanding their buying behaviour is key. Why is this?
  6. What are some tricks for ensuring that customers can find you at a place and time that suits them?
  7. Making your customers feel valued is the secret to ongoing business. How do you do this?
From the MF Design Lead Question:

Q for @KateFrappell: How does ManageFlitter research and determine their target audience? #SocialROI pic.twitter.com/7cXkAkprhi

— ManageFlitter (@ManageFlitter) July 24, 2018

MF Design Lead Answers

Aa) ManageFlitter uses listening tools such as Brand24 to monitor mentions and their general sentiment. Kevin also keeps a close eye on the Social Media Managers Facebook group. This provides some insight into who needs our tools and how we can help them. #SocialROI

— Kate Frappell (@katefrappell) July 24, 2018

Ab) In addition to this, all team members are encouraged to answer Support tickets occasionally - even if they are not in a Support role. This provides us with an understanding of who is already using the product and what their pain points are. #SocialROI

— Kate Frappell (@katefrappell) July 24, 2018

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Guest Questions:

Q1: How do you determine whether there is a market for your product or service? #SocialROI pic.twitter.com/p19KQLNINc

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A1) While it’s exciting to think you have BRAND NEW idea that no one ever thought of, it’s usually a bad sign if the problem you're solving doesn’t already have an existing market. #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A1) Make sure people know they have the problem you solve, and that they’re willing to pay for a solution. See what people are saying in reviews on Amazon, Yelp, Google, Facebook. Check out communities of your audience in FB Groups, LI Groups, Twitter Chats, IG etc #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A1) Once you’ve determined your idea is worth exploring, talk to people and ask them to sign up for more info when it’s ready. Setup a simple landing page with a clear value proposition and email sign up, and start asking people if they’re interested #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A1) These results can be tricky bc lack of signups could mean you need help with communicating your message not that your idea is bad Talk to people and find out. At this stage, you have to do things that don’t scale, like having a lot of 1 on 1 phone calls or meetings #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A1 Some qualitative and quantitative research is always best for understanding the market for a new product/service.

Who are your direct/indirect competitors? What does that audience look like? Can you carve a niche out? Is there room for growth? How mature is it...#socialroi

— Carol (@YoursTrulyCaro) July 24, 2018

A1. Start typing into Google "How do you [insert your service or problem your product solves]" That's probably a very quick and easy way to see if there is a demand #SocialROI

— Gene Petrov // Excited to be going to #Inbound18 (@GenePetrovLMC) July 24, 2018

A1: I think you need to let the market tell you if it needs the product in the first place. You can’t take the “I’ll show the market what they need” mentality. It’s the other way around. #socialROI

— Maria Marchewka (@_MariaMarchewka) July 24, 2018

A1: A great place to start is on social media, are people posting/tweeting about the need for the service you want to provide? Does your product solve a problem that people have? #SocialROI

— JMatt (@JMattMke) July 24, 2018

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Q2: What is the ‘Spray and Pray’ approach and why is it so unsuccessful? #SocialROI pic.twitter.com/YrtlQMYBLg

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A2) When you commit Random Acts Of Marketing there's no thought out strategy or intentional efforts for creating awareness in the market, engaging your audience, generating leads, and driving sales. You need all of those steps sequentially to be successful longterm #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A2) You’re understandably excited, and you are probably just spewing verbal diarrhea and expert jargon to people. The problem is, they aren’t as smart as you. So you create a “oh, I guess you had to be there” reaction because there’s no context to your marketing #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A2: casting a wide net in some cases can be counterproductive. You need to start with a laser focus and then possibly expand. You can’t be everything to everyone. #socialROI

— Maria Marchewka (@_MariaMarchewka) July 24, 2018

A2. You could also call it "throw against the wall and see what sticks" method. Essentially it is spamming people. It's so much better to have a targeted approach (versus praying for a fraction of a percent of people to respond to your mailer, broadcast, email, etc). #SocialROI

— Gene Petrov // Excited to be going to #Inbound18 (@GenePetrovLMC) July 24, 2018

A2.
'Spray & Pray' happens when you don't have a niche specialism that you focus on and you're simply posting/sharing anything and everything in the hope you attract any audience.

There is no consistency & strategy to your posts#SocialROI

— Virtuoso Assistant (@VirtuosoAssist) July 24, 2018

A2: This method is lazy; It aims to try everything hoping that one will stick. Can anything stick w/o proper attention to detail, strategy, etc? No. You can't be good at everything, especially all at once. Success is knowing one thing inside & out, & growing from there #socialroi https://t.co/DRB12g1TW2

— Power Digital (@PwrDigMarketing) July 24, 2018

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Q3: Buyer Personas; what are they and how do you create one? #SocialROI pic.twitter.com/yHbO0Vd6HT

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A3) Your standard Buyer Persona is a customer avatar that describes the demographics and psychographics of your ideal customer(s) You can make one by simply writing down Who, What, Where, When, Why, How around a stick figure and answer those about your target customers #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A3) A simple fun exercise for this is to pretend you’re filling out their LinkedIn & Facebook profile Thatll cover basic info that you want to know to get started with your plan for marketing to them. Just don’t forget to add in Why they need your product, that’s key #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A3)Also make sure you get specific, particularly for their Where, When, and Why so that you know how to reach them and what to say that will hook their attention and interest. If their Where is FB or IG, then you can spend all day on LinkedIn and it won’t mean anything #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A3: Buyer personas help you map out the various types of people who make up your target audience. They help you pinpoint certain characteristics so that you can understand your consumer better. Use data that you've collected to help build personas. #SocialRoi

— Maria Marchewka (@_MariaMarchewka) July 24, 2018

A3.
Ideal customers likely to purchase from you.
For each 'ideal customer' find out their (dis)likes, demographics, where they're likely to spend time on social media
Put yourselves in their shoes to understand what will persuade them to make a purchase#SocialROI

— Virtuoso Assistant (@VirtuosoAssist) July 24, 2018

A3: This is your audience. I like to create characters. I do some research by Google-ing the job of the person I am profiling. I also try to seek out people I know in real life or on LinkedIn who match the profile. Then I write their story #SocialROI

— Suze Cooper (@BigTentSocial) July 24, 2018

A3: Buyer personas help you visualize the kind of people that may be using your services - it helps when you try to explain to your team, who you are targeting. #SocialROI

— JMatt (@JMattMke) July 24, 2018

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Q4: How can marketers better align their message in a way that resonates with their audience? #SocialROI pic.twitter.com/jAiDTjL4AR

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A4) Know their problems, interests, and desired outcomes so that you can talk to them in a way that’s already familiar. That way they recognize it’s for them and it will garner their interest to learn more #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A4)I like to include things outside business to connect with people who are aligned with my personality So if I know that my audience of entrepreneurs are also sports fans, even if my product is business software I’ll make analogies to sports or particularly @Giants #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A4) Example: Entrepreneurship can make you feel like the defense is closing in on you fast. But with the right tools and training, you can escape that like Eli Manning in Super Bowl 42 for a game winning touch down drive. #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A4) Even though that’s not directly related to my product, it resonates with the audience that I’m targeting in that particular message. #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A4) If you want to get really serious then you can create a messaging matrix for each Persona that includes their place in the sales funnel, relationship with your brand, sophistication, marketplace saturation, and state of awareness #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A4)I know it sounds complicated, but if you draw it out on a whiteboard it just becomes a brain dump exercise if you know your industry well already. It's also essential to making sure you aren’t spewing out your expert jargon and going completely over their heads #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A4) You can’t teach calculus to someone who doesn’t know addition and subtraction (I assume, clearly I don’t know calculus). And you can’t get a laugh from a joke from a punchline with no setup #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A4 This is where strategy and planning comes into play. Take a step back and assess what you want your audience to feel & the derived value.

Once you identify why your loyalists love you & what you offer that no one else does you can create something that CONNECTS. #socialroi

— Carol (@YoursTrulyCaro) July 24, 2018

A4.
Listen to the kind of language they use and use it yourself.
What exactly do your customers want/need and make sure you provide the answers.#SocialROI

— Virtuoso Assistant (@VirtuosoAssist) July 24, 2018

A4. By doing the research ahead of time and then looking at the data/analytics to see if you are hitting the target. If not, its time to adjust. #SocialROI

— Gene Petrov // Excited to be going to #Inbound18 (@GenePetrovLMC) July 24, 2018

A4: Pay attention to what your audience is saying - are they voicing frustrations online? Message your marketing as the solution! Or, as you understand your audience personas - market to those people. What do they like, what do they dislike? #SocialROI

— JMatt (@JMattMke) July 24, 2018

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Q5: Knowing your customers pain points and desires is important, but understanding their buying behaviour is key. Why is this? #SocialROI pic.twitter.com/KSmp6u1kxr

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A5) You always want to meet them where they are at. That means with the questions they ask, the thoughts they’re having, and the places they hang out. We live in a world of convenience. Everything is at everyone’s fingertips all the time #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A5) For Buying Specifically: Your audience may want to communicate via messenger bots and pay with their fingerprint. Or maybe they prefer PayPal to credit cards, and they communicate best with email or the phone. If you make it inconvenient for them, they're gone #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A5)Bottom line:you need to make everything as convenient and congruent for your customers as possible. The more friction, the more likely they bounce. The less friction, the more likely they continue on that path. That goes for buying, communicating, using your product #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A5: Every facet of the consumer, their likes, desires, pain points, buying behavior are all cogs in the wheel. Once you understand that they all have to work together, the faster you'll get moving in the direction that you need to go! #SocialROI

— Maria Marchewka (@_MariaMarchewka) July 24, 2018

Knowing customer desire and pain points is about defining motivation for WHAT and WHY they need.
Buying behavior is about defining HOW and WHERE this happens. #socialroi

— Carol (@YoursTrulyCaro) July 24, 2018

A5.
There may be something lacking between making a decision to buy something and actually completing the purchase.
Make sure each transaction is easy.
Provide popular payment options.
If customers abandon their shopping carts find out why.#SocialROI

— Virtuoso Assistant (@VirtuosoAssist) July 24, 2018

A5: Knowing what their buying behaviors are leads to how you can market to them. Yes, they're dealing with pain and desires all the time - but really, they don't buy your product until Spring, that's important to know. #SocialROI

— JMatt (@JMattMke) July 24, 2018

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Q6: What are some tricks for ensuring that customers can find you at a place and time that suits them? #SocialROI pic.twitter.com/juwiZthHNT

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A6) Become a valuable resource. Blogging and social media allow us all to publish a library of content that answers questions that our target customers have. Treat your content as digital assets. Make it practical and engaging. When possible, make it evergreen #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) Optimize your content for search so that you get found on Google (or whatever search engines exist in the future) when people are looking for information around the problems you solve, the solutions you offer, the way you deliver them, and the outcomes you produce #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) Use tools like @ManageFlitter to batch work, and promote at the best time on social media and reach your target audience. Build up a content library that you can continuously promote to attract and engage with your target audience #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) Make sure you own your content on your own website/blog, not just social media profiles and third parties that can change or shut down without any of your control. Same for building your email list and not just a social media following #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) Use Retargeting to create omnipresence with your audience. Use email/messenger automation to nurture relationships #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6)Iterate your content multiple channels to efficiently be everywhere. Tweet a simple idea, build on it on IG, share on FB w a story, tie together with intro and CTA to be a blog post, send email linking to one of those pieces. I call this the Social Syndication Stack #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) If you can create a lot of content around the early stages of your customer’s decision making process and grow your email/subscriber list, it gives you more of an opportunity to build a relationship before they are in buy-now mode #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) This is also the importance of having a strategic system in place to move someone from awareness to happy customer, because this will actually eliminate competition from the equation #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6)When you have a close friend/relative in “the business” you never go out shopping, you know when you have that need you go right to them.And that’s what happens when you can create that visible content early and build the relationship throughout the buyer journey #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6)I call this the Seamless Signup Strategy: Create content to call out your audience before their trigger or about their discovery of the problem Within that content offer a Lead Magnet that is 100% aligned w solving the problem & giving them their desired end result #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A6) Now you're in control of the process. Build the relationship by educating them on their situation. This also positions you as the leader in their mind. And you’re becoming “friends” along the way. Now when it’s time to buy, you’re the close friend they go to #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A6 Start with where customers are already finding and engaging with you and optimize those experiences. If you dont know the answer to this you're already at a loss. #socialroi

— Carol (@YoursTrulyCaro) July 24, 2018

A6: Be where your customers are and make it easy for them to reach you. I set up Google Texts (appears on Google Search), I get a handful of messages each month - people are looking for us and just want to message us. They can. #SocialROI

— JMatt (@JMattMke) July 24, 2018

A6: @ManageFlitter Find them WHEN they are as well as where. Watch engagement trends on SM, pay attention to when they Tweet or post. Test different times & see what works. Some times might work for existing customers, some for prospects, so tailor messaging, too. #socialroi

— John Rasco (@refreshweb) July 24, 2018

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Q7: Making your customers feel valued is the secret to ongoing business. How do you do this? #SocialROI pic.twitter.com/AdqGE5AtzN

— ManageFlitter (@ManageFlitter) July 24, 2018

Guest Answers

A7) This is something that won’t scale, but is necessary when starting: Have those 1 on 1s with your customers. Get to know them. Do more than necessary to build a strong relationship with them so they want to promote your brand #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A7) Overdeliver for them so much that they can’t help but want to talk about what happened. Create an experience around your product delivery. Think about how you can make them feel excited. What could you do that they will brag about? #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A7) Humanize your messaging. Same can be said for your initial marketing. The more personality you can show, the more authentic you can be, the stronger your bond with your customers will be #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A7)This also plays to getting referrals. The more people like you the more comfortable they'll be sharing your name with others. And when you're producing quality content, it gives them something to share with friends. Social media is the plumbing for Word Of Mouth #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A7) Always put their needs at the center of your strategy. Get feedback, talk to them, ask for them to be involved in some of your future decisions. The more people feel involved, the more they feel appreciated and invested #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

A7) This approach will not just help customers feel valued, but will help you build a stronger company by serving your customers around their needs and wants instead of from your own self-centered perspective #SocialROI

— Todd @ Growth Suite (@GrowthSuite) July 24, 2018

Other Answers

A7.
Always make time for them. If you're not immediately available schedule an appointment.
Be polite & courteous
Treat them as people, not numbers.
Offer them to exclusive offers/deals at certain times
Always provide more value than they expect#SocialROI

— Virtuoso Assistant (@VirtuosoAssist) July 24, 2018

A7. If you can find a way to anticipate their needs in the future this will show great customer service. The kind of service that makes customers want to shout your praises from the rooftops. #SocialROI

— Gene Petrov // Excited to be going to #Inbound18 (@GenePetrovLMC) July 24, 2018

A7: A valued client is a returning client. Showing gratitude towards all your customers is the best way to make them feel valued. Also offering an instant help to the customers makes them believe that their time is being valued and that they can trust you. #SocialROI https://t.co/450GWct7pv

— tsc: USA (@TSCDigitalUSA) July 25, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 31st July 2018, 5.00pm EST.

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