With more than half of the world’s population on social media, it makes good business sense to use social media to increase your organization’s exposure. In fact, almost 90 percent of B2B marketers use social media platforms to distribute content.
However, a strong social media marketing strategy is not just about posting regular content. Rather, it’s about developing unique content that is tailored to each and every platform. Let’s take a closer look at how to attract your audience via social media:
Become familiar with your audience: Don’t make the mistake of assuming that you understand how your audience engages with social media. Instead, define your audience by targeting the individuals who want and need your product or services. Next, search social media sites for relevant hashtags, research your competitors’ social media channels, and follow thought leaders in your space to grasp the trending topics in your specific niche market.
Grab your audience’s attention: It is important to consistently develop valuable and needed content because content that provides value beats content with high production quality. While some organizations focus on producing content that highlights what they sell, it is better to concentrate on educating your audience, addressing their needs and wants, and offering human and useful information. Educational content, such as ebooks, whitepapers, and blogs, showcase an organization’s expertise.
In addition, it is helpful to use social media to interact with followers and engage with your audience via comments, messages, and direct feedback.
Keep tabs on your social media performance: Tracking your social media performance will provide you with valuable insights and data. This helps you understand exactly what works and what does not, so you can change your approach as needed.
Many social media platforms offer engagement stats, while marketing customer relationship management (CRM) platforms (such as HubSpot) allow users to view social media analytics.
Consider using influencers: More than 60 percent of consumers have been swayed at some point by digital influencers. As a result, it makes good business sense to use influencers to enhance your social media following.
Be sure to use influencers who are relevant to your particular industry in order to tap into the specific audience you are trying to attract. Influencers can be very helpful when it comes to driving traffic to your social media account.
Understand the social media rules: Be sure you understand the rules of each social media platform. Become familiar with the character counts of each platform, as well as the best image sizes and ideal ways to post content.
For example, Facebook’s recommended character count is 40 to 80 characters, with a 5,000-character max. Instagram’s recommended character count is 125 to 150 characters, with a 3,000-character max. Twitter’s recommended character count is 70 to 100 characters, with a 280-character max. And LinkedIn’s recommended character count is 100 to 140 characters, with a 3,000-character max.
Before posting, ensure you are familiar with all of the recommendations, so you can get the most out of your social media posts.
Grasp the disadvantages of a one-size-fits-all-approach: Not only is every social media platform different, but users on each platform interact in different ways. As a result, thoroughly research each platform and understand how the users and platform structures differ. For example, LinkedIn is better suited to long posts, while Instagram is better for short captions and visuals.
In addition to developing an effective social media strategy, it is also beneficial to grasp the advantages of using social media:
Social media is cheap and flexible: Because social media is extremely cost effective, it should be one of your main strategies for building brand awareness. In fact, more traditional methods are actually more expensive and produce a lower ROI, making social media the smart choice for most organizations.
Social media provides a window into other organizations: Researching current trends and topics on social media provides you with strong content ideas. Every organization runs out of ideas at one point or another, but social media platforms can be an excellent source of content and help organizations keep tabs on what others are doing in the same space.
Grow your leads: More than half of today’s businesses are using social media to win customers. Why? Because it works! Social media enables organizations to connect with new audiences, as well as gain valuable intel on what prospective customers are seeking from brands.
While social media is a cost-effective and smart way to grow your brand awareness, it will not happen overnight. But with some tenacity, patience, and trial and error, your organization will ultimately find success when it comes to building brand awareness on social media.
At NCH, we have a team of business specialists that can help you position your business for growth and success so you can focus on developing your brand. Whenever you’re ready, call us at 1-800-508-1729 to learn more!