It’s not atypical for a company to decide to launch a Facebook page or begin Tweeting because they’ve seen others (most likely in radically different markets) achieve success with such campaigns. However, selecting your “tool / venue” should be the sixth step in your process, not the first.
If you sell B2B (business-to-business), look at your competitors and their likely misguided efforts to employ Facebook, Twitter, Instagram, TikTok, etc., to (do what?). Roughly 9 out of 10 such initiatives I see are essentially a check the box waste of time.
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