Back in the early 2000s, social media platforms began to emerge. The impetus of their creation was to enhance personal communication within social circles. Sites like Friendster, MySpace, and heck, even 1997’s premier social platform Six Degrees were all launched with the personal user in mind. No one was thinking “business” when these social media sites came to market. No one was even thinking “advertisement revenue”.
Fast-forward twenty years, and social media platforms have gone far beyond merely providing a means of online social connection. These sites have become one of the primary marketing strategies among businesses both large and small. All the while, platforms like Facebook, Twitter, Instagram, and LinkedIn have managed to retain their original purpose of providing the average user the best way to personally communicate and stay intimately connected to their online social circles.
Social media marketing for businesses isn’t merely a passing trend, either. This form of marketing is so advantageous that it’s undoubtedly here to stay. Why? The potential for collecting user data that can be successfully leveraged in future advertising campaigns is exponential.
Thanks to machine-learning A.I. and other technologies that have been built into the back-end of these platforms for the purposes of collecting such user data, there are many benefits to launching social media marketing campaigns as part of your overall advertising strategy if you’re looking to connect with prospective customers.
In this blog, we’re going to take a look at how you can use social media to build your brand’s online presence and ultimately grow your business. But first, we strongly recommend that you pick one social media platform to focus your marketing efforts on. Yes, just one! Too often, business owners who are new to social media marketing spread themselves thin by attempting to manage many different sites at once. Instead, pick only one of the following platforms to pour your marketing strategies into!
Social media content planning involves deciding where, when, and how often you will deliver a branded message to a targeted audience. You want to reach the highest number of ideal customers with the right message. The trick is exposing your content to your audience on social media only as often as necessary to get the desired effect of brand awareness, leads, website traffic, sales, or another business goal.
Elaborating on the previous tip, your social media content will be memorable if you share your posts at the “right” frequency. But regularly posting once a day or once every six hours will be up to your targeted audience and their threshold of what they want and what kinds of posts they’re interested in interacting with. The trick is to post consistently, so if you find that posting once a day, for example, provokes the most interaction, then be sure to consistently keep up that posting frequency. This is the first step to becoming memorable.
The second step to becoming memorable in the minds of your audience is to present a consistent brand image with all of your social media posts. This could be as simple as including your branded logo in the corner of each post. If your brand has a signature font and precise color scheme, be sure to use that in all of your content, too. Your company’s core identity and the “story” behind your brand should stay consistent.
Assuming you’re focusing your social media marketing efforts on the platform that best suits your business’s needs, it’s only a matter of time before you’ll build up a loyal following. Social media, no matter which platform you’re active on, is a great way to share other digital content, such as your website, e-commerce site, and blog. You can post links to all of your new content so that your followers, as well as other social media users, can easily find information about your company’s latest offerings.
Nowadays, the number of “likes” a post gets isn’t the only benchmark for its success. Sure, “likes”, “shares”, and “reposts” of your social media content will tell other users on the platform how popular, or viral, a post has become, but if you want to truly develop your social media presence, then you’ll need to study and measure the analytics of each post by tracking your data. A great social media marketing tool to help you analyze your data is Google Analytics. Each social media platform has its own analytics, too, which provides detailed demographic information that you can use to leverage for any future paid advertising you choose to do, i.e. PPC marketing.
The internet lends itself to the fastest available communication, but at times, that isn’t always a good thing. When interaction gets heated, or out of hand, arguments can quickly evolve into a very bad P.R. situation… Or worse, things can explode into a full-on social media crisis. It’s imperative to have a plan in place for such a disaster. To pull through, we recommend you prepare a list of key responsibilities for the personnel that will be involved in damage control, and delineate a clear chain of command. You can avoid the majority of crises by putting copyright guidelines, privacy guidelines, confidentiality guidelines, and other guidelines in place right now, and be sure all of your employees understand them. One of the built-in benefits of social media is that even if a P.R. crisis arises, you can use the platform itself, posting about the measures you’re taking and your company’s position on the matter, to inform your followers and other users about how you’re handling the snafu.
The larger and more engaged your audience is on your social media platforms, the easier it will be for you to spread awareness about your brand and boost sales. Social media marketing can also help you:
Have you hesitated to look for a marketing agency to handle all of your social media, because you assumed you wouldn’t be able to afford it? What if we told you that FTx 360 can work within any budget? For more information about the social media marketing services at FTx 360 and how our team can benefit your bottom line without breaking the bank, contact us today.