Writing by Brick Marketing in Social Media
Millions of people sign in to one or more social media accounts on a daily basis. Since it’s where the people are, social media can be a great online marketing tool if it’s used properly. While social media may be for “fun” for personal use, it can’t be looked at that way for business. Ultimately the only reason for a business to be active in social media is to increase the bottom line. If a business is aimlessly using social media without any organization it won’t improve conversion rates.
If you want to get anything out of your social media strategy, it’s necessary to do the following:
Set goals and develop a strategy
You wouldn’t present at a trade show without proper preparation beforehand right? And you wouldn’t blindly spend advertising dollars without researching the target demographic of the outlet correct? Why some businesses think that they can just jump into social media and figure it out as they go is beyond me. Like any other marketing tactic it’s important to set goals and develop a strategy that will help meet those goals.
Execute campaigns with timeframes
If you’ve just released a new white paper, it’s likely that that will be the focus of your social media efforts. Decide on a time frame for the white paper campaign. Then, move along to the next campaign. This is a continual process of deciding what you’d most like to promote at certain times.
Include call to actions
It’s great to build up a following in social media, but those followers are only valuable if they actually do something. Instead of simply posting a link to download your most recent white paper, tell followers why they should download it. What is the benefit to them? Don’t clog up social posts with lots of clutter and too many hashtags. Keep it clean and let the purpose of the post be known.
Add social sharing buttons to content
It’s one thing to be sharing your own content. Of course you think that what you create is great and that everyone should be reading/watching/seeing it. However, what really attracts attention is when someone else thinks that your content is worth sharing. Add social sharing buttons that make it easy for people to share it with their own network. This can help improve your exposure across social media and increase the number of followers that you have.
In order for a social media campaign to be effective your accounts need to be found and followed. Be sure to optimize your social profiles as possible just as you would your website. Include keywords in the “description” field and a link back to your website. Utilize related hashtags within posts to be found in Twitter search. Follow and re-tweet others to attract attention.
Check your analytics to see how social is bringing visitors to certain pages of your site. This will also give insights as to which social networks are the most effective for your business so that you can concentrate on those networks going forward.