Cost-effective to use and with potential access to hundreds of thousands of customers, social media is one of the most powerful marketing tools around today. Get it right and you can bring your brand and potential customers together in a way that boosts sales, creates loyalty and puts you way ahead of your competitors.
Don’t wing it, plan it
Where many businesses fall down online is not planning their social media engagement well enough. Occasional tweets and Facebook posts do little to build strong relationships with customers. Having a plan in place that involves deciding on the kind of information you are going to share with your followers, how you are going to actively engage with them and how you run effective marketing campaigns that promote brand and product awareness all involve bringing a number of different strands together.
Of course, SMEs can often be restricted by the time they have to devote to such things. That’s why it can be beneficial to outsource the handling of your social media presence to a team that knows what they are doing. The main thing is that without a plan you are leaving a valuable part of your ongoing marketing strategy to chance.
Building Followers on Social Media
If you’re expecting people to follow your account without your business investing any or little time in growing its popularity online, then you may have a long wait. Building a following takes a lot of work, especially if you want fans to develop an interest in your brand and engage over the longterm. A number of businesses try to take a short cut and buy followers online – something which costs money and actually delivers no real benefits. To succeed, you need to nurture your fan base organically. That means making the right choices and choosing marketing initiatives that work.
Keywords and Groups
Checking what is trending about your particular industry and the keywords which people are using to search and find your business is important. It also comes down to that age-old adage – if you know where your customers are hanging out then you can find them. Everything from hashtags to Facebook groups can help you engage with less effort rather than using a scattergun approach that brings low-value results.
Get into social media advertising
Choosing pay per click advertising on social media can help you reach specific demographics and build your following and customer base equally organically. These tools have become far more sophisticated in recent years with the addition of more demographics, better targeting, easy to understand metrics and the opportunity to set your budget so that your campaign within your means. Done well, social media paid advertising can deliver great results that send your business to the next level.
When it comes down to it, if you can’t monitor how your strategy is working then you can’t really make the changes that improve performance. There is no one size fits all strategy. What works for your business won’t necessarily work for a competitor and vice versa. The good news is that metrics are available that can help you tweak and improve your social media strategy, cutting down the time you spend on activities that deliver little in the way of results and concentrating more on those that do.
Developing a comprehensive social media marketing plan can save you plenty of time and deliver potential customers right to your door. Simply put, it is one of the most powerful tools at your disposal and a digital solution you can’t afford to treat lightly.