We all recognize the need to connect with potential and existing customers. But, simply creating awareness isn’t enough. It’s important to establish strong relationships where your company / brand is top of mind and preferred. One of the best ways to accomplish this is through social media marketing.
How does social media help connect with customers?
Social media isn’t a quick, short-term endeavor. This digital marketing tactic requires a long-term commitment of consistent engagement to reap these rewards:
- Additional online properties to help your business get found: Your profile, posts, tweets and other content will be indexed by search engines, such as Google and Bing. So, when someone searches for terms / phrases that are in your content, your social media channels, with contact information, will be displayed in the search results.
- Direct connection to followers: As you attract followers on different social media platforms, such as Facebook, LinkedIn, Twitter and Instagram, you have an audience that has opted into receiving communications from your business. Your posts / tweets with text, photos and videos are now going to be seen been by your followers (similar to impressions in print advertising). Additionally, it affords you the tremendous opportunity to interact with followers and have your content easily reach their social circle.
- Drives traffic to your website / improves SEO: When you post or tweet about a specific solution, you also should link directly to a page on your website that provides further information. This will send more visitors to your website as people click on the link. Also, assuming proper SEO was used on your website (read making smart SEO improvements for additional information), search engines will then rank that webpage higher as it is connected with the content.
Select the right social media platforms for your business.
First, you don’t need to pick just one platform — you should use multiple ones. Second, know your audience. If your business sells to other businesses (B2B), then LinkedIn should be at the top of your list. If you only sell to consumers (B2C), LinkedIn wouldn’t make much sense for sales, but you might still use it for recruiting or connecting with vendors and suppliers. Facebook and Twitter are both widely used and likely would fit with most businesses. Instagram is an excellent choice if you have photos and other visuals that you can share. And, if you have strong video content, then YouTube is a great channel to use.
Setup profiles that reflect your brand.
After you pick your platforms, you need to set them up with the right brand elements. Start by selecting a username or vanity URL that is as close to your business name as possible. Add your logo in a high-resolution format. Note, that most platforms work best with a square version of your logo. Also, most platforms have a banner area at the top of the profile which you should utilize with a visual that represents your business. We recommend that you add a short, one paragraph summary of your business, specify contact information and list any product / service brands in the appropriate areas. The more information you provide, the higher the search engine performance of your social media pages. Plus, users that find your social media profiles will be able to obtain valuable information about your business.
Leverage best practices to add content and create engagement.
Many businesses fall into the trap of either being too formal or treating their social media profiles like personal accounts. The ideal interactions should be casual yet professional. Utilizing these 10 tips, your business can get more followers and higher levels of engagement:
- Focus on key topics, such as special promotions, new product launches or industry news. Reinforce these topics throughout the month.
- In between key topics, add content that is relevant to your audience outside of your solutions, such as acknowledging a holiday or recent event.
- Don’t just push content with statements — ask questions and encourage followers to contribute.
- Run contests or giveaways just for your followers. Don’t forget to incentivize good behavior.
- Add images and videos to your posts and tweets. It will help them get noticed!
- Use inspirational quotes or “feel good” images, but don’t over do it. Too many of these types of posts and tweets can turn off visitors as it doesn’t tie directly to your offering.
- Include a link to a specific page on your website that has additional information.
- Use hashtags (Twitter and Instagram) with keywords and key phrases to help your content get found.
- Gauge your audience to determine the optimal number of posts and tweets per week. Too many, can turn off your followers or leave you scrambling to find content. Too few, can limit engagement.
- Always respond to comments and try to address any concerns.
If you follow these tips, you can increase top-of-mind awareness, establish robust relationships and tap into an ever expanding audience.
Get started today!
Call us at 908.369.9300 or send us an email at email@example.com to receive a no cost, no obligation social media consultation and discover how we can help you better engage with your customers!