There’s little doubt that social media marketing is a powerful tool in the hands of businesses. However, it is enough to drive sales and increase market share? That’s a debate that rages in certain circles, and it’s worth taking an in-depth look into the answer.
Social Marketing is Fantastic for Branding
One area that’s not up for dispute is that social media marketing does the job when it comes to branding. When marketers do it properly, they can grow brand awareness and reach exponentially on Instagram, Facebook, and YouTube. However, most small businesses are not following the same strategies, and their efforts pale in comparison.
That’s sad, too, because they’re the ones who need engaged followers the most. The primary problem is that most of them don’t have the resources to post often enough to keep an audience interested. It’s a standard-issue, and even the most prominent companies run into it. Social media posts are temporary and barely last. That means you have to keep making more at a rapid pace.
Small brands that commit to the grind will find their audience. There’s no reason to neglect social media because it’s not expensive, and it does provide results over the long term.
Keep People Coming Back for More
Social media “engagement” is a term that refers to keeping prospects and customers in the loop. They get your updates and actively engage with your brand. For most social media profiles, there’s not much happening on this front. That’s because it requires a steady stream of campaigns to accomplish this objective.
The solution for most smaller businesses is to use apps that encourage engagement. Whether it’s incentivizing follows or holding a full-fledged giveaway, proven promotional methods excel on social networks. Don’t be afraid to give away a little something in exchange for people’s attention.
Show Your Human Side
Customers love seeing the human side of companies, and social media marketing is the way to do it. By posting warm or funny moments, prospects get a glimpse into the lives of the people who make up the business. That helps them relate better so that they’re more likely to engage in conversations. The companies that try to “talk at” people find they’re not listening.
Even if you’re shy about showing your face, there are plenty of other post types that will display warmth. Don’t let your team only post ads or links to blogs. The audience quickly grows weary of that type of posting, and the engagement hits an all-time low.
Lower Overall Marketing Costs
A well-balanced social media marketing campaign will drive down the costs of conversions from other channels. Direct ads are expensive, and so are all forms of generating traffic. Using social media is a way to get even more out of an aggressive ad spend. Conversions come at the point of contact, and for many prospects, that’s on a social channel.
Neglecting any of the social networks is like leaving a hole in your overall marketing strategy. Why not make an effort to appeal to the audiences that are unique to each platform?
Decide on a Winning Strategy
Deciding on a digital marketing strategy is not always straightforward. The way to begin is to come up with the objectives that are most vital for your company.
If it’s generating leads that you want, then your approach will differ from a company that’s interested primarily in branding. So, start with the result in mind and then work your way back to the campaign strategy.
When you’re struggling to come up with anything unique and creative, fall back on following the leaders. Find the most active profiles in your industry and decipher the principles they’re using to attract engagement. You don’t want to copy what they’re doing word for word. However, there’s certainly nothing wrong with gaining a little inspiration from industry leaders.
Following the leader is a tactic that almost everyone does online. There are no good reasons to reinvent the wheel, even though you’ll have to put a unique creative spin on your work. If you see that incentives and giveaways are prevalent in your industry, hold your own, but with a twist.
Adding Twists and Finding Hooks
Small twists and hooks will keep engagement moving. Surprising followers with fun games and getting them involved in activities goes a long way towards building brand loyalty. Attaining loyal customers is one of the best benefits of having a thriving social media marketing campaign.
Loyal customers, when they’re happiest, will begin to evangelize and tell others about your brand. That’s when your campaigns go to the next level. Such promotions from organic sources reduce the cost of marketing. They also reinforce a positive brand image with energized customers who are willing to vouch. That’s a powerful combination of virtues that come from doing social media strategies the right way.
It takes a bit of creativity to come up with hooks and twists regularly, but it’s an optimal way to keep your audience interested.
Being Consistent Is the Way to Win
Consistency is what separates long-term success stories from the ones who fail. It’s no secret that it’s easy to “fall off” from social media when you don’t post often. Your audience tends to forget all about profiles that don’t update. That means periods of inactivity are always anti-growth. For small companies, the lack of posts is a standard way of life. That’s why most of them fail to gain traction.
When their efforts don’t take off, they lose interest and post less. That’s the trend you see often and why there are so many once-promising but now-abandoned social media accounts. Above all else, effective social media marketing requires a committed and sustained effort to deliver targeted, high-quality content to a precise audience. Without that dedication, the magic wears off quickly, and it becomes a chore to update regularly. Many businesses will give up because of the lack of results, never to appear again.