How To Master Social Media Marketing
If your company isn’t using social media channels to interact with its customers or extend the brand message to a wider audience, then you are at a serious disadvantage. That said, social media content is not a case of throwing everything at it and hoping some of it sticks. Follow these rules to create a targeted and effective social media campaign that will pay dividends in both reputation and bottom line.
- Listen first, interact second
It’s imperative that you understand your audience before you attempt to reach out to them. Find the other channels that they frequent and listen to their concerns, their likes, their dislikes. That way, when you come to engaging them, you can curate conversations both parties will find useful.
- Don’t be all things to all people
Social media marketing campaigns work best when they are highly tailored, not to a specific audience but to a particular element of your business. Rather than proclaiming that your company is all-singing and all-dancing, define one characteristic that all customers will relate to and promote that. It might be the lengths you go to to ensure data security, or how your customer feedback is exceptionally high for example.
- Be original
If you want people to share your content (every SEO marketer’s dream) then produce content that is original and thought-provoking. This might mean presenting data in an innovative way, such as infographics which are often instantly digestible and easy to share. Or it could mean tackling a subject matter from a completely different direction. Either way, you want to produce content that can be compounded over social networks.
- Work with influencers
There are so many great voices out there that it is always prudent to connect to the ones that are singing from the same hymn sheet. Building great relationships with these people is a mutually beneficial process, opening both parties up to broader audiences and with any luck, more business opportunities.
- Words and pictures need value
Your CMO might pressure you for an improved conversion rate but bombard your customers with the same calls to action over and over again and you’re going to turn them off. Instead concentrate on producing genuinely creative content that will expand your consumer base far more effectively than the same old pushy sales pitch.
- Talk, listen, REPLY
You send out your marketing message, you listen to the response, you make improvements. Great. But going one step further and actually engaging with your social media audience will have huge benefits. A single, personalised response to a query or complaint can be the difference between a disastrous peer review and a trust-boosting public display of competence.