Is your business making the most of social media? Are your social channels benefitting your business? One thing that is often overlooked is social media and how great it can be for businesses. Like most businesses, you may already have Pinterest, LinkedIn, Instagram, Facebook, Twitter or even TikTok accounts. Nevertheless, to really make the most out of your social media profiles, you need to understand how to drive engagement. Social media can benefit your business if you understand how to use it effectively and be able to cater to the different audience types who use each of the platforms.
How can Businesses Make the Most of Social Media?
Below are a few tips to help you get started and help you use social media when marketing your business and products.
Make the Commitment
The first thing businesses normally fail on is they can’t commit to social media. They make the profiles for each platform and don’t find the time to post and engage with their social audience. Social media can be challenging at first to grow the audience, create and share good quality content and increase engagement – most people do give up just after a few months of giving social media a shot. It will take time to not only get a consistent content flow going but to figure out what your audience is going to resonate with and what they don’t.
It all starts with planning. Create a social media strategy. Your strategy should always align with your wider marketing objectives and the goals you want to achieve as a business. Consider what you’d like to get out of using social media, do you want to build awareness, attract leads or increase conversions. With these goals in mind, you’ll be in a better position to configure your content plan.
You should always be ‘you’ on social media. Add personality to posts and include people in the office – did something exciting happen today? This can get really great engagement because people love personalised posts. Take some time to think about the businesses and brands you follow on social media… what makes you want to follow them?
Creating a good social media presence isn’t just about showing the value of your product or service to your audience. It’s about connections you can or have built and experiences. The best brands out there share a common point of view and opinion with their fans and followers.
Understand Your Audience
This is a big one, considering how much difference it can make it is often overlooked. Social media is broad and very varied. Focus on social media platforms that connect with your target audience and personas. For instance, if you are a retailer that sells good quality, visually appealing products you should obviously look towards Pinterest and Instagram for their image sharing promotion.
Word of mouth is paramount for every business; therefore, Twitter is the most likely to help with this. If you need to reach a more professional audience such as a job advertisement, then it’s probably best that you look in the direction of LinkedIn. The specific nature of your business and industry will have a massive impact on where you’ll find your audience. Obviously, don’t just limit your business to only one social media platform. By understanding your customers and by concentrating your efforts on the most relevant platforms, you’ll be able to make the most of your efficiency and your results.
There is a massive difference from using social media to talk at your audience and using it to talk with your audience. When it comes to social media you want to engage your audience. Without any engagement, you are simply just talking to people. Interaction is one of the most important points of social media and that’s why it’s such a valuable tool for marketing. Talking ‘with’ your customers is the first step in getting them to talk about you and your business. You want to try and generate conversations with them. People love it when a business responds to them directly and social media makes this easier to do than ever.
You need to be prepared to engage with customers if they are either giving you credit and compliments or complaining about the service they have received. Social media marketing can sometimes be more valuable when it comes to how you handle negative feedback. Negative feedback doesn’t paint a bad image for your business, but it can if you don’t respond in the right way or ignore it. If a customer phoned the office, emailed or visited your business to make an enquiry or make a comment – what’s the possibility that you or a colleague would just simply ignore them? When a customer takes the time to address you online you should be treating them no different than if they have just called or walked into the business.
Being Active is Key
This is another crucial step in social media marketing; you need to make sure that your business is posting regularly and consistently. If you are posting regularly and then become more relaxed, then you risk seeing a drop in followers, and you will fail to attract new ones. Humanising your brand with social media is necessary to ensure your company success with a social media marketing strategy and you can only make this happen through active, personal involvement. It’s key to forming a strong emotive relationship with your customers, strengthening relationships with your customers and creating a powerful base of brand advocates.
Boost Organic Content to Your Target Audience
The way you can think about organic social media is that it’s a seamless way for testing paid ads and enhanced posts, meaning that you’re using organic research to determine what posts you should put money behind. You can target specific users within many of the social media platform ad systems. Social media is a great way to promote your brand, business, find customers and build relationships.
How can we help?
Social media is the perfect platform to build upon your relationships with your visitors, customers and followers. Your social channels and content plan should form a part of your wider inbound marketing plan, which like social media, is fundamentally about building relationships. Begin your journey with inbound today by getting in touch with our team, we’re experts in supporting businesses grow, in a consistent and sustainable way.