Putting the social back into social media marketing
by Victoria Keyworth / 16 June 2016
Because everybody else does? Because it’s an extra platform to sell? A digital billboard you can sneak into people's homes...
The main benefit of social media? Well the clue is in the name. It’s your chance to connect with, and get to know, your target demographic.
I’ve talked before about the importance of building brand community, well your social media channels are where this community begins.
Here are my 5 tips to make sure you’re using social effectively in your marketing strategy:
1. Get personal
The worst social feeds, in my humble opinion, are the ones with absolutely no personality. Don't get me wrong, I love a good nosey at nice work and products as much as the next person, but that’s not all we want to see. Consumers tend to want to feel like they are connecting with you, rather than just being sold to. An endless stream of products or your blog archive just gets old.
Share news from your industry, share which local cafe you got your morning coffee from, talk to local businesses; position yourself where you want to be by connecting with the people who are already there.
While brand consistancy
is important, it's also important to remember that no-one likes an unfriendly brand!
2. The art of conversation
On the back of the last point, comes the importance of actually being social.
These platforms are really powerful tools for networking with influencers in your field and, more importantly, getting to know your customers. Afterall, once you know your customers you'll know who you’re marketing towards and what they’ll respond to, and that my friends, is the key to building community.
Businesses often fall into the trap of thinking that by simply broadcasting their message they are starting a conversation. Try finishing your post by asking a question, encourage interaction and make sure to actually respond. If you can get customers talking to you and each other, then you're halfway to building a community!
3. Timing is everything
You want to make sure you reach the right people at the right time, so you need to get to know your community's schedule, it's time to pay attention to analytics!
It’s easy to get disappointed when you’ve spent hours writing a blog post and it gets absolutely no attention, not a single solitary like. Before you post, take a peek at your analytics or insights to see when your audience usually connects best with your social media
channels and make sure to post at that time.
The optimal times to post vary by social media platform, but in general the best times to connect are:
4. Get your spams off me
There is nothing worse than that one account, usually a business ‘guru’ with 100K followers, posting the same 3 pieces of content over and over. Just stop. Don’t be that guy…
People will see it as spamming their feed and, if they're anything like me, they'll drop you like a hot spammy potato.
5. Share and share alike
I’m not going to try and act cool about it, I love getting shares on social media
; if you share this blog it would make my day! But it’s just as important to share other peoples posts, it helps potential customers & influencers notice you as a lovely caring brand who is active in their community. Which you are… aren’t you?
Make sure you're creating content worthy of sharing though!
"Visual content is more than 40X more likely to get shared on social media than other types of content."
Infographics and increasingly videos, are the most popular. Not surprising when you consider that the brain retains 80%
of the visual information it sees, but only 20%
of what it reads.
So the moral of the social media story? Use it as nature (or the kids in Silicon Valley) intended it; to actually be social.
& if this post has inspired you to be extra social, pop over and say hello to us on Twitter, Facebook or Instagram!