Are you looking for a marketing platform that is guaranteed to get your message seen? Then social media is a clear choice. There are over 3 billion people using social media, and marketers have noticed social media to be useful for increasing exposure (90%), increasing traffic (75%) and building a loyal fanbase (63%).
When used well, your social media strategy should be driving traffic to your website, increasing engagement with your followers, increasing the number of followers you have, and even driving new conversions. Here is a closer look at how you can ensure you are using social media the right way to achieve your marketing goals.
1. Use the Right Platforms
Each social media platform has its own benefits and drawbacks. You must choose the platform that is most effective with your target market, because this is where your audience is spending their time. Not only that, but once you determine the best platforms to use, you need to determine what content will resonate with that audience, and when you should post that content to have the greatest reach. How can you do this? Begin by getting to know your target audience, and choosing platforms that align with their online behaviors.
2. Focus on Helping, Not Selling
When using social media, focus more on engaging users rather than selling to them. Sharing educational content and responding to questions will brand you as an authority in your niche, which is far more effective.
Of course, social selling is necessary for many businesses, so how can you find the right balance? Aim for a 70-20-10 ratio. On your social media platforms, 70% of your posts need to be focused on building your brand. These might be blog posts you have published, answers to common questions, photos from events you’ve hosted, or highlights of your team’s abilities. Then, 20% of your posts could feature helpful content from non-competitive sources. Finally, aim for 10% of your content to be actual selling, such as sharing promotional offers or new products.
3. Stay Active and Consistent
To effectively reach and engage customers on social media, be sure to stay active and post content consistently. As a busy business owner or marketer, this can be hard to do. Use scheduling tools, like Buffer or Hootsuite, to create posts in advance and publish them automatically.
Aim to share fresh content regularly and respond to engagement from your audience. The more active and consistent you are, the more successful you’ll be on social media.
4. Leverage Social Media Advertising
Social media advertising is also an effective way to reach customers and drive action online. Social networks are the largest contributor to purchasing decisions, as 37% of consumers say they find inspiration for purchases through social media. It can also help you reach younger audiences, since social media is the most relevant advertising channel for 50% of Gen Z and 42% of millennials. Equally important, social media can help you attract new customers, as non-customers are three times more likely than customers to visit retailers from social media ads. All of these show that social media advertising is critical to your strategy.
5. Address Customer Service Issues
For 45% of consumers, social media is one of the first channels they go to when they have a customer service issue or question. And having a slow response, or not responding at all, can have a negative impact on your reputation. On Facebook, for example, customers can leave reviews (which are displayed on your business page) and see your response rate and response time when they message you. Responsiveness is something customers want, so be sure to have a system in place that allows you to quickly respond to customer services issues as they arise.
Using social media the right way is not always easy, but it is worth doing. Learn more about social media for businesses, then carefully evaluate your strategy and monitor your campaigns to ensure you are implementing these tips and strategies. Soon you will begin to see success from your social media efforts.