Content provided by: Dallas Market Center
Gone are the days of sticking an ad in a newspaper or buying a billboard and calling it even. Promotional efforts and marketing continue to change as technology develops and ways of communication evolve.
One major and vital element of communication and promotion is social media. It sounds so simple and easy yet encompasses a vast amount of strategy and detail to be successful and impactful to the bottom line of your business.
But that begs the questions, why increase social media presence? Why is this important? A social media presence not only increases brand awareness to customers, when it comes to reaching potential customers, social media is also one of the easiest means to effectively communicate and connect with buyers to promote your brand.
Bottom line: when done right, social media can turn followers into customers. There are some basic things you can do to utilize social media to bring in likes, engagement, and of course business.
Media heavy content: It has been proven that posts with media attached, whether that be images, videos, or graphics, do better than basic text posts. Large social media networks such as Instagram, Facebook, and Twitter have algorithms that favor posts with images, videos, etc. Not to mention, these kinds of posts are simply more pleasing to the eye and standout in a newsfeed more so than posts that are just text. Be sure to include high quality media relevant to your content to increase viewership, reach, and engagement whether that’s images, YouTube videos, website links, or anything of the sort.
Hashtags: Stay current on and interact with relevant hashtags on a regular basis. Identify the company’s keywords, search those hashtags, and engage with them i.e. like, comment, love, share, etc. This gains visibility and followers ensuring more and more people are seeing the piece of content.
Money: Sometimes spending money makes money, so don’t be afraid to spend it on social media. With the way social media platforms are set up now, pay to play is becoming a reality. But, it doesn’t have to be too costly. Your money can go a long way with paid social media advertising so use money wisely on boosted and promoted posts and advertisements. Target the already identified target audience to ensure quality account and followers are being served the ads.
Interaction: Interact with pages and profiles that tag you in their posts. Show your follower and customer base that you are engaged and interested in what they have to say. This relates to the hashtag tip. You’ve followed all the guidelines and created the best possible content, posted at the best possible times, with the best possible images, and now you’re done right? Not quite. Now you need to engage your followers. Respond to questions, thank followers for sharing, and liking posts. Staying responsive means that followers know they’re being paid attention to.
Plan, Plan, and Plan: Believe it or not, social media can take a lot of time to execute effectively. Plan your content or at least a general idea of content at least a month in advance as a helpful timeline to keep organized. There will always be foresight as to what’s coming up and no time will be wasted pondering what to post on social media that day. Not only does this help save time, but it ensures there will always be high quality, relevant content going out on social media.
Content-driven posts: The illusive “content” people often talk about is not as confusing or high level as it’s made out to be. Reuse content that is elsewhere on the internet. Share Pinterest boards on Facebook. Tweet any and all blog posts that go out on the company blog. Share links to relevant articles. Utilizing content that already exists saves time when creating a content plan, and again ensures that high quality, relevant content is out on social at all times.
Do an audit on different social networks to determine which are most relevant. A recommended number of profiles across various social channels is three. Vary content by posting different kinds of content on each channel. Content can, and should overlap, but certain platforms are better for certain types of content. Post event and promotional posts on Facebook, more news related items or quick updates on Twitter, business-related items on LinkedIn, and high-quality images on Instagram. And don’t be afraid to explore new options. Social media is ever changing, so adapt to new platforms that emerge to remain forward-thinking and relevant.
It may sound like a lot of work and strategy, but the time and effort spent into developing a social strategy will increase any company’s ROI.