24 October 2019
Social media can be a scary place; there’s so much to do, so much information and so many distractions, but do you honestly know how to use it effectively as a channel to promote your business?
Creating and sharing content through social media is an ever-growing platform for lead generation, which is useful and can help every business. This is reflected in the fact that at least 90% of businesses now use social media to promote their business, as part of their wider marketing strategy. In addition, according to Blue Fountain Media, 90% of marketers claim that social media generated immense exposure for their companies, as content consumption continues to increase on platforms such as Facebook & LinkedIn.
So what might work best for your business?
Well, you could start by looking at the statistics behind them, such as this comprehensive review by Avasum in an effort to help you determine the right social networks for your business. It is also important to understand that any inbound marketing strategy should follow the Awareness, Consideration & Decision pathway, so much of your social content helps to fulfill the first stage of any potential customer journey. Providing useful & relevant content that educates, helps and is of value to the consumer. Your social media strategy shouldn’t just be about your products but fulfilling the consumer’s needs.
So how can you make your use of social media more effective
#1 Remember – the clock is ticking
Time is valuable so dedicate your time to learn. Ask yourself these questions: Why do you want to use social media? What do you want to achieve with social media marketing? Who is your target audience? Where can you locate your target audiences? i.e. Facebook? Twitter? LinkedIn? What messages are you trying to send to your audience?
#2 Plan, Plan, Plan
Listen first, never rush to create something! Planning is key and vital to successful social media marketing. Listen to what your competitors are saying and doing. Also listen to your customers and potential prospects – then start to build your content and blog posts around the information gathered. This will allow you to create a structure to your social media campaigns based upon valid research.
#3 Captivating Content
Content marketing is the art of communicating with your prospects without having to sell to them and as stated above planning content is necessary. Keyword and competitor research helps you pinpoint the main areas to focus on. Create and share fresh and current material regularly that is of interest to your audience. Share other sources of information that your audience might find relevant and useful. Be consistent and create! Don’t be shy to think outside the box!
#4 Become a thought leader
Don’t underestimate the industry knowledge that exists within your company. Can you use this to engage with your audience?
#5 Don’t shout!
Limit the time spent promoting your business, not everyone wants to hear and see the same thing over and over again – share other content and try to engage in meaningful interactions with your audience – It’s not all about you!
#6 It’s a goal
Before you start, set realistic expectations and achievable objectives. You can use monitoring tools such as Google Analytics, Tweetdeck and Hootsuite to save time and measure your success. These tools will also allow you to see your strengths, weaknesses and areas that may need improvement.
#7 Don’t ignore!
It’s all about networking! 30% of millennials say they engage with a brand on social media at least once a month. This shows that your social media strategy is not just about existing; it’s a channel to increase engagement with your audience. This will build a trustworthy relationship and hopefully turn them into customers.
#8 Advance to go
Try to use business intelligence to your advantage. There are vast amounts of data out there on social channels, blogs and in the media, which are impossible to keep up with. Social selling tools like ByPath offer a great way of turning this information into meaningful insight and will help to diversify your range of lead generation tools.
A perfect analogy of social media to follow:
Social media is just like cooking: Once you have your ingredients, you follow a recipe and hey presto! But that’s not always the case. What if you have guests and need to feed more people? What if someone is allergic to one of the ingredients? Suddenly, your goal goes from making a meal, to ensuring it will feed enough people and be edible by all.
This relates to your social media marketing, there is a large audience out there, but who are you trying to attract? People may have specific needs so you need to make sure you can adjust your social strategies to suit your audience’s needs.
Chloe Rowe – Marketing Assistant – Castelli Ltd
Disclaimer: Please note that this blog only contains general information and insights about legal matters. The information is not advice, and should not be treated as such. Kompass.com