June 30th, 2015

Social Marketing Strategy

While it may sound like a truism, if you want your social media content to be engaging, you need to know how to be engaging on social media. All too often, marketers make the mistake of over-emphasizing on sales- related content, despite the fact that social marketing relies on developing authentic relationships. Below you can learn about five ways you can help make your business stand out in the competitive world of social marketing, and ultimately increase the chances that your social marketing efforts will work for you.

Building Relationships

Nobody follows a social media page in order to be the recipient of advertisements. If you want your social media marketing to be successful, you need to establish yourself as a place where people can have engaging and valuable conversations with and about your brand. One of the most common ways to humanize your brand is to use humor or goodwill. For example, you might post a funny meme, an interesting graphic, or an inspiring quote. Browsing virtually any of the pages for the leading brands on social media can help you learn exactly how to do this. Just remember, your posts should be aimed at inspiring conversation between you and your followers, and building relationships that will last for years to come.

Work on Your Credibility for Long-term Gain

Posts aimed at improving your credibility are usually not very useful for producing social engagement such as a Facebook like, a retweet, or a share. However, that doesn't mean these posts are without value. Content aimed at boosting your credibility can help you better position your brand to be perceived as a thought leader within your niche, which can translate to sales in the long haul.

Posts that achieve this tend to include things like industry press releases, news posts from blogs, interviews, and other information about your industry. While this type of content won't give you an overnight boost to your sales, it will certainly help make you a more trustworthy and reliable source of information in the eyes of your fans.

Encourage Conversation

Social media marketing is effective because it allows you to open up conversations between you and consumers. These conversations can lead to developing relationships, respect, trust, and ultimately sales. However, it's important to remember the conversations are always a two-way street. If you want to have an authentic conversation with your fans, you need to seek their input, their opinions, and even their advice. Being engaging is also a good way to make your brand more memorable. That way, when it comes time for your latest fan to make a purchase, you'll be the first brand that comes to their mind.

Share Others' Content

Tirelessly creating your own content day after day, week after week, can be straining. Most businesses will find it impossible to keep up a steady pace of quality content without relying on reblogging and sharing from other sources. Thankfully, reposting content, even from a competitor, is an excellent way to show your audience that you're informed, and help keep them in the loop about the latest industry happenings.

Similarly, it's also usually a good idea to repost content that you've previously shared. This is particularly true if that content is a greatest hit, if a large segment of your audience missed it the first time around, if it's something you want promoted as much as possible, or if it's just worth seeing again.

Use Recent Events

When your social media content reflects what's going on with real events, it's easy to draw people in to engage with you. Try to find a way to combine news, holidays, and other recent events with your brand. For example, many brands take advantage of sporting events to ask their fans about team favorites, or what they thought about the latest game. The only faux pas to avoid is trying to force a connection between a recent event and your brand when there isn't one. For example, if your page is for a chiropractic clinic, there's little sense and talking about an important immigration bill that just passed. Be patient, and wait for more natural stories to avail themselves to you.

The Most Important Point

Being successful on social media isn't just about selling, and it isn't simply a matter of posting interesting content. You need to be able to have authentic relationships with your fans if you want them to convert into customers. Creating those relationships means taking on sincere engagement with your followers, becoming as personable as possible, and humanizing your brand. With persistence in application, these strategies will certainly prove to be the most invaluable social media advice you could ever take.