Social Media

More than three billion people globally are using social media in one way or another, so failing to tap into that potential customer base could easily stunt your brand’s growth.

Whether it’s Facebook, Twitter, Instagram, LinkedIn, or any of the other social media networks out there, you need to identify where your audience is online and meet them there. Then, you’ll be able to engage with people directly in real time; answer their questions and find out more about their needs; and build a sense of community with your brand at its centre.

When it’s done right, social media can get big results at a relatively low cost, and it’s an effective way to make your other assets work harder. Everything from website blogs and testimonials to videos and infographics can be marketed through social media posts, driving potential customers to your website and into the buying funnel.

Social media content

High-quality content should be at the heart of your social media strategy. Get this right and you’ll be able to use it to drive awareness of your brand and build strong relationships with your customers. It’s not a one-size-fits-all approach you should be looking for, but a dynamic mix of content types that will make your social media accounts stand out from those of your competitors.

Interactive assets in the form of quizzes and surveys are a sensible place to start from, as they will offer you valuable insight into your audience. Not only are they engaging, but you can use them to capture data and inform your content creation going forward.

Go behind the scenes of your company to demonstrate your brand’s values and the human face of the business. This can be useful whether you sell an exciting product or a service that seems a little dry at first look. Adding personality while remaining professional can be the difference between a sale and no sale.

Not all of your social media content has to be the result of your own hard work. It can come from the very people you are trying to target in the first place. Sharing user-generated content is an effective way of appealing to your potential customers with the right tone of voice and engaging them with your brand.

Be a curator as well as a creator and display your knowledge of the industry by sharing third-party content on your social media platforms. You can gain kudos by association and your customers will know they can see the wider picture by following your accounts. Just always be sure you carefully check the content adheres to your brand guidelines before reposting and attribute it properly.

Reading The Content Marketer

Social media management

It’s not just about having high-quality content to post on social media, it’s also about how you go about managing your accounts. Step away from the outdated idea that you put up a post and wait for all the likes and adoration to roll in. Instead, you need to react to events, interact with your audience and tap into trends to ensure your content is performing at its best.

Build a social media calendar into your marketing strategy that reflects how frequently you intend to post to your channels. This should strike the balance between staying in your audience’s minds and not bombarding them with content so they become bored or overwhelmed by your message.

The frequency of your posts may depend on the channel you’re using and should be based on research. Finding out which days and times your potential customers are using social media will put you in a good position to plan your posts. Once you have created a schedule, you then need to manage your social media properly to stick to it.

One way to achieve this is through a scheduling app, which allows you to prepare posts in advance to be published at a later date. This can be very useful when you’re running a thriving business, but does have its pitfalls. A seemingly innocuous post can take on an entirely different meaning in the context of a news cycle and will sometimes need to be pulled to prevent a brand from appearing tone deaf.

Being successful on social media means finding the right tone. While you need to remain professional, you might find there are ways to introduce more informality and humour into your posts. This can set you apart from your competitors and make even the driest of subjects interesting and entertaining.

Social media advertising

Once you have become familiar with a platform you may want to put some budget behind posts to allow them to reach the maximum number of people. It is not simply a case of throwing some money at your content, but creating a well-planned and targeted social media campaign that gets results.

If brand awareness is one of your business’ biggest goals, then investing in some Facebook advertising is a sensible route to take. As the largest social media platform in the world, you can be confident your audience will be using Facebook in some fashion. Putting your content in front of them will increase traffic to your website and the chance to convert those leads into sales.

Be at the centre of online conversations by promoting tweets through Twitter advertising. This is an effective way of showing your business is a thought leader in its industry, as well as connecting with your audience directly. Creating such hype around your brand can lead to more interest in your products and services and direct people towards your website.

Use LinkedIn advertising if you’re a B2B business looking to gain professional leads. The platform may not be the first place you think of for social media advertising, but it’s likely to render results through engagement and content views. Ramping up your reach on LinkedIn can be beneficial through leads and your standing within your sector.