Social media marketing is a hot topic in the business marketing world, but you already knew that right? Whether you are a new startup or have been in business for more than a decade, it’s important to understand you need a social media marketing strategy. Social media marketing isn’t just about setting up a Facebook, Instagram, and Twitter account. It’s not just about creating a blog on your website either. In my research and experience, there are four keys to being successful.
Key One: Tell your story
The sole purpose of social media platforms is to give users a place to connect and build relationships with others. If you don’t do that, you’ll push your audience away faster than you can attract new members.
Posting to social media is first valuable to your business if you know how to connect with your audience. Telling your story is a powerful way to connect with your audience and create a solid foundation for a relationship.
Share why you started your business, why it’s still in place, and why you love it so much. Have you experienced any heartaches and great success stories? Don’t be afraid to let customers see your passion, dedication, and drive. When you do, you’ll start to finally see those audience members turn into loyal fans and customers.
Key Two: Be consistent Have you ever met someone and started to feel like you had a new friendship you could rely on? And then all of a sudden that person disappears for months only to reappear out of nowhere? The question is when they show up out of the blue, do you still feel like you can trust them or rely on them? In most cases, they answer is no.
It is no different for your business. If you post, comment, and share information for a month and then disappear because you’re busy. You can’t expect your online audience to be ready and waiting for your return. They will move on to another brand that is consistent. Share a consistent message and don’t disappear for weeks at a time. It makes your brand look scattered and unreliable.
Key Three: Track, track, track!
Your social media marketing is only as good as the data you track. In the beginning, it’s important to set a goal for your social marketing. Do you want to increase online engagement? Increase your audience? Or generate qualified leads?
Each of these goals requires you to track something different. Pick a goal and then watch the data, analyze it, and make necessary changes to improve your outcome.
Keep in mind- no goal is permanent. Agile marketing is the best form of any marketing which means it’s okay to change your goals as your business needs change.
Key Four: Don’t forget the value.
If your social media marketing strategy consists of daily posts about sales. STOP RIGHT NOW. And re-read the first key on this list. What’s the point of having a social media account if you don’t sell? To build relationships and trust with your audience! That won’t happen if you don’t deliver value that makes them want more information from you.
Figure out what your audience likes to read or watch and create content that keeps them engaged with your brand. Maybe it’s training videos, or infographics, or life hacks. Whatever it is, make it the bulk of your content. A sales post should only show up once every 10 posts AND shouldn’t show up at all in your first 60-90 days.
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