Social media marketing isn’t an option for businesses and organizations in today’s digital age, it’s a necessity. However, it is possible to do social media wrong. Whether it’s posting too often, not enough, or simply the wrong sort of content, you can actually distance your audience with the wrong social media strategy. When you get it right, however, it’s one of the best organic tools in your marketing toolbox.
Why Is Your Social Media Presence Important?
The majority of adults worldwide have some type of social media profile, and the major social media platforms have evolved tremendously over time. Each platform has different advantages and disadvantages, and each draws different types of users. Companies can now create social media profiles to engage with their audiences in these spaces and provide them with more personalized content and experiences.
If you’re trying to hone your social media marketing strategy, play to the strengths of each platform and choose platforms that best reflect your brand and target audience:
- Facebook is the most popular social media site on the planet with more than two billion users and a diverse user base. Virtually every modern company has a Facebook page, and this can provide the greatest reach of any of your social media pages due to sheer potential reach alone.
- Twitter is fantastic for breaking news, real-time discussions with thought leaders. The user base trends toward the younger crowd and viral content can have explosive results on this platform in a very short time.
- LinkedIn is a social media platform for professionals. This business-oriented site helps connect professionals with potential clients, partners, vendors, and industry contacts. It’s also a great place to publish business-oriented content related to your market.
- Instagram is a fun social media platform geared toward a younger crowd and multimedia content. If your business uses lots of original video content and professional photography, Instagram offers one of the best places to showcase these assets.
- YouTube is the second-most visited site on Earth and hosts billions of video views every day. If your brand has opportunities to publish video content, starting a YouTube channel is a great way to cultivate a social media following that wants to share the content you produce.
Every brand will have different opportunities on different platforms. Most companies develop profiles for multiple social media platforms, and this is a safe and effective practice as long as you do not spread your brand’s following too thin. If you want to get started with creating social media content that converts, you’re going to need a few pointers to hone your strategy.
Best Practices for Creating Social Media Content That Converts
The end goal of every piece of content you produce should be to build trust with the people who consume the content and ultimately convince them of the value of converting to your brand. Before you can accomplish this goal, you need to develop a social media strategy and put it in motion:
- Don’t get ahead of yourself. Before you start building social media profiles for your brand, develop your social media strategy first. You don’t want to scramble to address every comment and interaction across every profile the first days after launching them. Consider your business goals and how you expect social media content to help you achieve those goals. This will inform the type of tone and presence you should strive for with your efforts on social media.
- Start with the optimal platform for your business. For most companies, Facebook offers the best return on investment when it comes to potential reach and customer engagement. However, this may not be true for every company. Consider your ideal customers, their habits, needs, and how you can help them accomplish their goals. Then, meet them where they spend time online. Research your customer demographics and choose the social media platforms they prefer.
- Turn your social media profiles into customer service channels. Make sure everyone who visits your social media profile can easily locate contact information and an explanation of the issues you can help them address through the social media page. Platforms like Facebook and Twitter offer direct private messaging services for resolving customer issues quickly and efficiently with minimal delay.
- Create a community of brand ambassadors on social media. Positive interactions with your online communities with foster trust among your customers and leads. Eventually, your most dedicated customers may take it upon themselves to act as brand ambassadors, sharing every piece of content you publish on their personal profiles and expanding your reach organically. This also cultivates trust with untapped leads; modern consumers prefer to refer to personal recommendations when making purchasing decisions. If an untapped lead sees a friend’s shared post and finds value in your content, this could act as a head start in converting this new lead to your brand.
- Track your success. In the early days of your social media campaign, you may find it prudent to experiment with multiple platforms to measure engagement and find the right platform for reaching your desired audience. Make sure you track these efforts over time so you’re getting the return on investment you expect out of your social media marketing strategy.
- Experiment with multiple types of content. Engagement is the key to success on social media. No matter how good the content you produce is, it won’t get you anywhere if people aren’t talking about it and sharing it with their friends. Different audiences prefer different kinds of content. Younger, fun-oriented brands may see the most success with video content and humor while brands that cater to an older professional crowd will likely see the most engagement on well-researched, long-form content. See which types of content your social media communities enjoy the most and factor this into future strategizing.
- Stay consistent. Many companies have fallen into the trap of annoying their followers with their social media habits. Posting too often or too seldom, failing to respond to customers in a timely manner, or pushing unrefined content into the public sphere all deteriorate the experience of interacting with your brand on social media. Develop a solid strategy that aims to drive engagement and stay consistent in your efforts. You will frustrate your audience if you’re highly responsive to customers’ comments one week and then nowhere to be found the next week.
These tips should help you and your content marketing team develop better quality content for your social media pages that actually converts, and there are several other benefits to investing in better social media content creation, too.
Perks of Creating Better Social Media Content
People all over the globe use social media every day to interact with friends and loved ones and engage with the brands and businesses they find most valuable. These interactions are incredibly potent relationship-building tools regardless of industry. First, good social media content increases your brand visibility. Ultimately, people are going to be much more likely to share high-quality, valuable content than poorly conceived posts that do not truly resonate with your audience.
Another perk of investing in better social media content generation is that doing so will inherently bolster your brand’s credibility. Potential leads are more likely to investigate your brand and ultimately convert if they see their friends and relatives engaging with your content. Releasing the right type of content at the right time can lead to the viral effect, and your content may become a trending topic when you least expect it! This can be a tremendous asset, especially for any company that has struggled to gain notoriety or break into a new market segment previously.
There is no one-size-fits-all solution to social media marketing – at least if you want to create content that sells. You must capitalize on your brand’s strengths, consistently engage with your audience, and strive to generate as many positive interactions as possible to boost traffic to your website and increase awareness of your brand.
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