From a marketing perspective, the social space can be overwhelming. Its weed-like growth rate has taken the platform from infancy to a very robust communication tool in just a short period of time. For help with navigating social algorithms and getting your message in front of the right people, you’ll need the support of a stealthy and experienced strategy team (we happen to know one). But while you’re unearthing your phone from underneath that pile of papers, let’s talk about some important advice we give to all of our clients.
- Shoppers shut down the Pitch-palooza
You probably use social media for personal matters (if you don’t, log in and look around a bit). It becomes very apparent when someone is trying to sell you products. And then sell them again. And again. But what you’ll realize is that a persisting series of posts that are all trying to hock products will be quickly ignored. “People like to be talked with and not to,” says Jessie Meltzer, social media expert and owner of All Social Jessie. “There is a way to frame messages that can open up a dialogue; this helps your pitch not sound so pitchy.” On social media, ignoring a single post, a series of posts or an entire user is reduced to the simple and swift tap of the screen – and we don’t need to share the metrics on the likelihood of blocked users being reinstated by their target market. From a marketing perspective, successful social media posts add value to users and are distributed at a tolerable pace.
- Find your niche
Research existing social media groups that would benefit from what you offer. There are cooking groups, apparel groups, crafting groups, running groups… Just make sure you’re staying true to your target market and not trying to target the masses. And check in on the size of the group; a neighborhood supper club isn’t going to put up the numbers you need to get rolling. “If you don’t have your target market down to a T, then your social media presence won’t resonate with anyone,” says Meltzer. “It’s important to first develop buyer personas; then, you can start talking to them!”
- Share the right stuff
Value to your target market might come in the form of videos, articles or photos. Of course, they should all be salesy (see #1), but they need to be useful to your target and, most importantly, they can work hard to position you as the expert on your business category. Meltzer says, “If you look at your own social media presence and don’t feel inspired, neither will anyone else. We are being bombarded with content; what makes yours different is if there is a value.” For instance, if you’re in the business of protein bars, you might want to position yourself or your brand as the expert on fitness and smart food choices. Every post on social media builds your brand story.
- Don’t get sucked in, everyone can see you
There’s a fair chance that someone who doesn’t have a lot of time on their hands will attack your business for some reason or another. Don’t get sucked in. Don’t get defensive. Just keep a virtual smile on your face and give them contact information to contact your team directly. That’s it. Say it one time and one time only. Don’t continue to engage.
- Discover the power of “The INFLUENCER!”
Sounds like a superhero, doesn’t it? Honestly they kind of are like superheroes to brands right now. Influencer marketing is rumored to provide over a 500% ROI with the right influencer match for your business. If you’re not familiar, this means that you hire a blogger, vlogger or other social media presence with a significant number of followers to share their feelings about your product. Because they’re a trusted source, their followers engage with your brand and you reap the rewards. As part of the deal, these personas are typically provided with some key information about your brand or product to ensure the right message is delivered to their followers.
- Paid content within social media
We hesitate to mention this because there are a LOT of moving parts with ad units on social. You have to make sure they’re targeting the right group in an effective way with the right offer, the most relevant and engaging imagery and messaging, and then you have to be confident in the destination that media is driving your traffic to. BUT, it’s absolutely integral to a robust and successful social media campaign.
So that’s it! That’s the high-level overview of the power of social media and how you can leverage it to promote your brand. It’s a lot, and it can get intense out there. But of course, once you poke around a bit and decide you need a hand, we’ll be here to help.