OK, so you may feel social media-ed out. You had to make a Facebook page and a Twitter account. You’ve joined Instagram and LinkedIn. Now you have a YouTube channel. Not only do you have to create these pages, but you have to update them with the correct information and link them back to your website or e-commerce site. And now you have to start conversations on each of these platforms? Businesses that do not have a social media department or in-house expert traditionally build the foundation for these pages but rarely follow through at all. However, retaining a strong social media presence is more than just “having” these pages. If you are unsure how to manage your social media processes, SEO Brand has laid out 5 pillars of social media success that you can easily implement.
Pillar 1: Targeted Audience
Who is your targeted audience? Some companies tend to skip this question because they stick to a manifesto of selling to “anyone and everyone”. They do this because they are afraid that, if they choose a specific demographic, they will exclude people from their sales funnel. That’s actually not true at all. Knowing your audience will help you understand what motivates them into making a purchase. You need to realize what your audience wants, whether it is to be entertained, educated, or listened to. The information doesn’t have to be too specific, either. Take a look at data such as age range and location. Do they most often view your website through desktop or mobile, and what pages do they visit the most often? Connecting Google Analytics to your website is actually a great tool to get started. This information can help you choose what platforms to choose and what to post later down the line.
Pillar 2: Platforms
Companies also make the mistake of choosing either the wrong social media platforms or choosing too many platforms and feeling overwhelmed. It is far better to build and maintain 2-3 social media pages than to have 5-6 social media pages that are rarely updated. Companies should identify particular social media platforms and respect them for their respective capabilities. Facebook is conversational. Twitter is for shorter, more memorable content. Instagram and Pinterest are best for visuals. LinkedIn is for professional connections. As we stated before, having a basic understanding of your targeted audience will help you choose the right platforms. This will increase the likelihood of real engagement on your pages.
Pillar 3: Content
High-quality content is easily an extension of all the elements that go toward a really beneficial social media post, whether it is a blog entry or a 140-character tweet. Companies must seek to put out only materials with intent to inspire and inform, rather than rank. For this reason, build your arsenal of content carefully and with purpose. Here’s a list of ways to inspire new content for your platforms every single day:
- Listen to your users: what do they read, watch, and listen to on a regular basis?
- Read industry news: update your followers about the latest industry trends.
- Create new visuals: design tools such as Canva allow you to make great designs pop!
- Film a video: how-to videos about your products or services can be beneficial to your audience.
Trying out new techniques must be part of your regular social media strategy. This includes innovative ways of making and sharing data. The only way to find out what works best is to try it out and see for yourself!
Pillar 4: Engagement
Scheduling a bunch of posts won’t do much if you do not regularly engage with your audience. It’s important to set aside times throughout the week for uninterrupted social media engagement. This can mean responding to questions, but it can also mean sharing, re-tweeting, and writing comments on another company’s social media posts. This is especially beneficial if you engage with a non-competing business in the same industry.
Pillar 5: Data
So what works and what doesn’t? Data knows best. This means tracking likes, shares, comments, clicks, and demographics about your audience. Who are they, where do they live, and what funnels do they follow? Having a baseline of data to view on a weekly or monthly basis will help you understand social media successes and losses better. If your targeted audience responds to videos more often than graphics, isn’t it better to invest your time in something that works?
Achieve Social Media Success
While sharing content may seem daunting, it really is a great way to sell to potential clients. It is also a direct connection to your consumer and provide excellent customer service outside menu-heavy phone calls and hold times. For more information about our own social media success stories, contact SEO Brand. We can help you use social media conversations to make your company relatable and give your brand a voice.