November 17, 2020
Social media is a digital marketing necessity, plain and simple. Customers crave the intimate experience and personal connection social media offers. While every brand has social media channels, not all brands use their power to the fullest. Following are a few tips to help you capitalize on the huge potential of social media.
The best social media programs are just one part of a strategic, fully-integrated brand experience that includes everything from a website to public relations to advertising to SEO/SEM to CRM email programs to mobile applications and more. All of your marketing channels should work together seamlessly to help you meet your business and marketing goals.
Whether it’s part of an ongoing social media effort or a social media campaign, content should serve what your brand is about, communicate your value and meet your customers where they are on their path to purchase. The tone of voice may differ slightly from other channels you’re using, and from one social channel to another, but the key messages and commitment to giving customers content they need, when they need it should stay the same.
After defining and understanding social media’s place in your overall marketing strategy, develop a process to harness and use its power. There are five basic steps you can take to start:
Everything we do has been affected by COVID-19, and that includes our social media strategies. Depending on the industry, things may have shifted dramatically. Generally speaking, brands are re-evaluating their imagery, streaming more live content, and pinning important posts to the top of profiles. It’s also essential to keep your audience up-to-date on company information like closings, altered business hours and changing product offerings.
After you get into a groove using social media fundamentals, you can start to play around with current social trends that take more time to pull off. When it comes to trends, execute quickly and execute well. The trend may disappear as quickly as it arrived.
Test out more diverse tactics across your social channels. For example, creating Facebook and LinkedIn groups can engage customers by offering a place for them to share thoughts on your product — and give you another venue for listening. Influencer marketing is another tactic to test out. Getting popular influencers to review and endorse your products can expand your reach and credibility tremendously. You will have less control over the message going out, but the benefits almost always outweigh the risks.
Social media offers an incredible opportunity to connect with customers in a very personal way while working toward your brand’s business and marketing goals. By taking a more strategic, consistent and flexible approach to social media, you can make sure you seize this opportunity for your brand.
More than anything, your audiences can sniff out inauthenticity really easily. Make sure that whatever tactics you employ to make a splash on social media, they are a genuine reflection of your brand. Being real reaps huge rewards.
Want to talk more about social media strategy? Reach out to us today.
This article was written by Andrew Gillman, Director of Public Relations at Performance Marketing