More often than not aviation component manufacturer websites are more like electronic brochures than conduits for nurturing customer relationships.
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Lynne Serafinn, author of “The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell,” wrote an article on how and when to use hashtags on Twitter and Facebook. Below is my interpretation for aviation marketers.
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Aviation companies that are practitioners of people-to-people marketing spend their marketing capital wisely by defining their position and understanding their point of differentiation. This due diligence leads to delivering key messages in clear concise terms that are easily understood by the constituents with whom they wish to do business.
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Social marketing is not free – it requires time, money, and resources
Social marketing is an all-encompassing term that covers very specific strategies and tactics designed to engage customers and prospects. When considering the addition of social marketing into the marketing mix, it’s best to review current marketing strategy and determine where social marketing will have the greatest impact.
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The aviation industry is rich with valuable content; yet just a few manufacturers and suppliers use social marketing to increase the reach of their marketing programs.
Taking a snapshot of active social marketers in the aviation industry portrays the following:
If you fall into the later two categories, perhaps it’s time to do something about it.
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58 Social Media Tips for Content Marketers published by the Content Marketing Institute is an e-book about selecting social marketing channels and identifying best practices of how brands use these channels to connect with their customers. Aviation marketers should pay particular attention to aligning social media platforms with audience following. Below are findings from the e-book that are relevant for marketers in the aviation industry: Continue reading
Jonathan Goodman wrote a guest post for Pro Blogger website on how to build relationships with influencers in your market segment, which he called the “Diamond in the Rough System.” My interpretation of Jonathan’s insight provides a road map to get your content noticed and build a following in the aviation industry.
The Diamond in the Rough System of relationship building:
The Diamond in the Rough System is a way to get the influencers to want to approach you. It can be applied to any large social medium. For the purpose of this article, I’ll focus on using Twitter.
The Diamond in the Rough System will teach you how to find the diamonds behind the Twitter scenes and mine them.
First, understand that there are influential people in the aviation industry:
The influencers are the ones in control of the big brands. They have hustled and built an empire and a great network around themselves.
The trade publications are usually large organizations with multiple levels of staff. Determining which head editor to make contact with can be challenging.
The bloggers are gaining altitude in the aviation industry. Depending on who follows them, they can be very influential.
The beat reporters and supporting editors are easy to access and have a lot of influence as to what goes into the publications. They are the diamonds in the rough.
Using Twitter to build relationships with beat reporters and supporting editors
Most beat reporters and editors have modest followings on Twitter. So while they get 100+ emails a day, they might only get two @ mentions on Twitter. Which do you think they would be more likely to respond to?
How to find the diamonds in the rough
How to court your diamonds
Now that you’ve found these people, respond intelligently to their tweets. If they promote a blog post or article with a link, take the time to read the article and respond with a piece of feedback or a question.
You should not respond to every tweet. Respond only if you have something intelligent to say and not more than once or twice every couple of days.
Don’t ask for anything in return. Your bio on Twitter says who you are, and includes a link to your work.
You should have a headshot as your profile picture in Twitter. People like talking to and doing business with people, not faceless organizations.
photo credit: chase_elliott via photopin cc
In recent years, the emergence of different social media technologies has spurred a revolution in the aviation marketing. Today’s market necessitates that aviation manufacturers utilize these tools as an integral component to help build brand value.
“The Social Economy: Unlocking Value and Productivity through Social Technologies,” published by McKinsey & Company, presents a forward view on how social technologies impact value creation for manufacturing and service companies.
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Blogging with no followers is like the sound of one hand clapping. Building a following can be time consuming and resource intensive. Below are 10 tactics for gaining traction and building a solid community of followers.
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In the aviation trade show world, most aviation component and system manufacturers find it next to impossible to compete for attention when the likes of Gulfstream or Honeywell dominate the landscape with giant displays and mega events.
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Life After Advertising 2.0 