Maximize Your Online Exposure with Social Media
Social media is one of the easiest, most accessible marketing tools for businesses these days. Use has skyrocketed in the last ten years, and is no longer limited to younger demographics; consumers of all ages have taken the plunge into social channels. Here are a few tips on how to get exposure for your business and the most return on your time investment.
1) Narrow Your Focus
Rather than attempting to master all of the social media platforms at once, pick one or two, build a strong strategy around those, and then measure your results before you move on to the next round of platforms. Not every platform will deliver the same results. It’s important to understand the ROI for each platform as you continue to build out your strategy.
2) Know Where to Start
Before you choose which platform to focus on first, you need to do a little legwork. Find out where your customers spend their time. Where are they most likely to interact with you? What are some creative ways to market your business that appeals to your specific audience? For example, Facebook has historically been a better marketing channel for B2C businesses than B2B. LinkedIn tends to cater to both. Twitter, although restrained by character limits, can work for both B2B and B2C organizations. By understanding the social habits of your buyer personas and prospects, you’ll be on the right platform at the right time.
3) Be Consistent & Conversational
Develop a consistent posting schedule and stick to it. Set an appointment on your calendar, or take advantage of a social media auto-posting app. By regularly posting content, it is more likely stay engaged with readers and build a bigger audience through “likes” and “shares” and organic online exposure. Equally important is to be responsive when someone engages with you on social media. Be prompt and polite in your reply, even when you don’t want to be. Keep an eye out for mentions and re-posts and engage with social audiences when appropriate. It’s your responsibility to know what people are saying about your brand so that you can re-direct the tone of a conversation or graciously respond to complimentary posts. Your social interactions can garner a lot of attention…so make sure it’s positive.
4) Make Everything Measurable
In addition to measuring sentiment and what people are saying about your brand, you can also measure a wide variety of metrics that will help you gauge the success of your social media tactics and adjust as needed. For example, you can measure simple things like the number of shares you get, the number of followers you gain and lose, what time of day your posts get the most traffic and how many conversions you get per ad or post. If you can measure something—measure it. It is well worth it to know what return you are getting on your investment of time and resources spent on social media marketing.
5) Don’t Be Afraid to Ask for Help
If social media isn’t your cup of tea, or you just don’t have the time to invest in a solid strategy, consider having someone else in your organization dedicate time specifically to social media efforts. You might also consider hiring a part-time social media manager to coordinate posts and manage the data for you.
Social media isn’t going anywhere. As consumers continue to turn to it more frequently to share and obtain information about brands and services, a strong social media strategy is an easy tool in your marketing toolbox to increase brand exposure, and quickly expand your online presence.