Remembering why you are on social media in the first place can be the key to unlocking that killer social media marketing strategy you’ve always been trying to pin down.
Every business should be on social media these days, right? In fact, it’s hard to imagine a world where you can’t Tweet your favourite restaurant or check out the Facebook page of the new boutique in town.
As a way to directly access your customers, and get your message out there, the potential benefits for small (and large!) businesses are clear to see. It might not all be plain sailing though, and there are a few things that you should always consider.
Here are four things to think about if you want to avoid committing some classic social media mistakes.
1. What Do You Want To Achieve?
It seems pretty elementary, but it’s vital you ask yourself this question and think carefully about your answer. It’s so important to have your goals in mind if you’re going to be successful on social media.
Gaining followers on Twitter and likes on Facebook is all well and good for giving your brand some exposure, but what are you looking for beyond that?
Your social media strategy should reflect whatever this is – whether it’s clicks through to your website, sales of your products, or increased brand awareness among a target sector.
With your goal in mind, formulate a clear call to action that reflects it. Your execution of this call to action can vary, but you should always know that that’s what you’re ultimately pointing your followers towards.
For this reason, high-quality followers are important – it’s better to have fewer followers who are actually engaged with what you want to achieve, than many followers who just ignore your updates.
Social media marketing with zero engagement can end up feeling like you are shouting very loudly in an empty room — make sure the right people are listening!
2. What Are You Going To Share?
Boring content is, well… boring. There’s not really any way around that, and it makes it all the more important that you have a plan when entering into your social media endeavours.
Everything you share doesn’t have to change the world, but it does need to be interesting to your audience, relevant to your goals, and in line with your brand’s image and voice.
As well as thinking about what you are going to get out of your social media presence, you need to be thinking:
What do my followers get out of following me?
Marketing on social media shouldn’t feel like marketing to the audience – that is, they should want to read your updates because they’re cool, not because they feel like they’re being sold something.
Hitting that sweet spot can take some practice, but a good breakdown is the 80/20 rule. Only 20% of your content should be directly about your brand (but when it is, make sure it smashes it!), while 80% should be interesting, shareable, newsworthy stuff about your sector.
Above all though, don’t forget that you are an expert in your field! When joining the world of social media for the first time it can be overwhelming, but this is your business, these are your customers, and you know what they are looking for.
3. Which Social Media Platforms Suit You Best?
It can be tempting as a small business to rush around and set up every social media platform you can think of.
Facebook and Twitter are the obvious places to start, but if you’re not that into social media in your personal life it can get a bit hazy beyond that.
You might be thinking… Do I really need an Instagram account?
Seems to be the cool thing to do so maybe we’ll make one and see how it goes…
This is a bad attitude to have for many reasons, not least that a poor social media profile can be more detrimental than no social media profile at all. Think of those customers looking up your brand only to be faced with just a couple of pictures from your experimental foray in early 2015. The impression it gives out is sorry to say the least.
If you don’t have the time or resources to give these platforms the attention they deserve, then you need to rethink your strategy – or consider getting outside help.
The most important thing is to think about how each of these platforms works for your business. If you’re a clothes shop, then an Instagram account can be a fab way to show off your products with attractive snaps and cool sneak-peeks at designs. If you sell insurance however, those pictures might be a little uninspiring.
Above all, you need to think about where you audience is, and what’s the best way to get them not only following you but engaging with your content and call to action.
4. Is The Rest Of My Online Presence Up To Scratch?
Having a solid presence on social media is fab for your digital outreach, but you need to make sure that where your audience gets directed to is just as killer.
This means your website. It’s important that it presents a clear picture of what your company does, with attractive and user-friendly content. We’ve all been directed to a website and then immediately exited after it was less than enticing in appearance and usability — don’t let that become you.
Good web design and digital marketing go hand in hand, so if you feel like your website is lacking, get an expert eye to tell you where some easy improvements could be made.
And of course, easy to find links from your website to all of your (now killer!) social media feeds is a must.
Whether you’re a total newbie to social media or have had your presence for a while, checking you can answer these four questions is a great way to check you’re still on course! Make sure your social media strategy and activity is audience-centric, and you should be set for a strong social media life as a business!
Feeling like your social media strategy is lacking but just don’t have the time or manpower to commit? Don’t worry, we’re here, and can provide you with a whole host of different packages and that will revolutionise your social media presence in no time! Arrange a free consultation and we’ll talk you through all the options.