With almost one in four people around the world having some form of social media account, social media marketing is an extremely powerful tool that enables you to share content across the globe to both individuals and companies.
Due to this potential and the growing popularity of social media, many companies have set up profiles across various platforms.
It is a big advantage for customers to see a company’s social media activity, including reviews, comments and recommendations, and it is becoming increasingly important to have a strong online presence. With this in mind, the main advantages of social media marketing are:
Social media sites can increase the accessibility, visibility and popularity of your company. The more recognisable you are and the more often you share your brand’s voice, the more customers are likely to remember you, buy from you or use your services in the future.
Social media can be used to improve customer loyalty. By posting updates and news, as well as interacting with your customers and potential customers on a daily basis, the trust and credibility of your brand is improved.
Inbound marketing opportunities
Including backlinks in your social media posts will direct traffic to your website, bringing new opportunities and opening new doors to advertise your products or services.
Using social media analytical services can help you gain valuable information about your target audience, help you understand the most responsive and popular content and, in turn, help you to adapt to suit your target audience.
Social media marketing involves developing relevant, interesting and engaging content via text, images and video. There are a wide number of social media platforms that you could use, including Twitter, Instagram, Facebook and Linkedin, dependant on the marketing goals you want to achieve.
Below are three simple steps your business can follow in order to begin getting to grips with social media.
Step one: Planning your campaign
Before you do anything else, consider what you want your social media marketing campaign to achieve. Is your goal to increase website traffic or to simply raise brand awareness? If you aim to increase website traffic then you should timely redirect followers to your website by including links in your posts.
If your aim is to increase your brand’s awareness, then consider attaching engaging branded images to your posts. It is also essential that you consider your target audience and the social media sites they would use. The table below should help you choose which platforms would best suit your company. As well as this, it may be useful to check out the sites that your larger competitors are on as well as the engagement that they receive, to help direct you to the most relevant platform for your business.
Step two: Generating content
To help you generate content ideas, you should consider performing a keyword research or researching your largest competitor’s social media strategy. Doing these things will help you understand the type of content that interests your target audience and will guide the type of content you should aim to produce (though you should work to ensure this content is better than your competitors!). Your content should be helpful and interesting, as well as align well with your brand’s identity and voice. Tools such as buffer and hootsuite allow you to automate your posts, meaning you can focus on the essentials of your business in the meantime.
Social media is also great for sharing articles, be these articles from your blog that will drive traffic to your website, or news articles that are relevant to your industry. Be wary, however, not to post links to your competitor’s content and make sure your posts do not contain any mistakes before publishing! Finally, remember to include hashtags that are relevant to the topic of discussion - tools like hashtagify can help you come up with these.
Step three: Measuring success
In order to continually improve your social media marketing strategy, keeping an eye on how your posts are performing is essential. Most of the popular social media sites have simple, built in analytics tools that are freely available to use, or you can invest in a dedicated analytics tool. You may already be using Google Analytics to monitor your website traffic, so in this case Google Analytics may also be the best tool for you to use to track your social media activity. There are also various social media planners on the market, enabling you to manage and analyse multiple platforms as well as plan and schedule future posts and campaigns.
Whichever tool you choose, it will help generate useful analytics that can be used to determine the best performing content as well as the best time of day to post. Considering these results will help you strengthen your social media presence and build relationships with your target audience.
Unfortunately, improving your online presence can be time consuming as you will need to commit plenty of time to plan your campaigns. It is not realistic to expect increased conversions from simply creating a profile - you need to be constantly present, creating inspiring content and engaging with your target audience. Additionally, it takes time to work out what works well and what doesn’t.
For these reasons many companies need help in setting up social media platforms, as well as creating engaging posts, blogs and campaigns, as this leaves them time to focus on running their company.
Three Sixty Media have helped many companies that don’t have the time or resources to dedicate towards building or improving their social media presence.
Get in touch, so we can discuss elevating your company’s online presence.