Social Media Marketing
Social Media is like a billboard on a busy highway, people are driving by at 110 km/hr and we are trying to grab their attention. You want your customers to be able to spot your billboard, check out your post, ‘like’ your photo or video and then share it with others. Having your business on a social media channel is a great compliment to being found online. It is relatively free but you do need to put in the time so we encourage you to determine which channels would work best and create a plan to help you stay connected and engaged with your audience. Here are the essentials to knowing how to launch your Social Media action plan.
SOCIAL MEDIA PLATFORMS
Social media is an excellent tool to drive traffic back to your website. It also offers an opportunity to connect with prospective customers and interact with their interests. Social media channels are not all created equal, nor do they all attract your targeted and ideal customer so consider if your "audience" uses the channel. We do not advise you engage on every channel so you will need to determine which ones are the most effective for you. Here is a quick break down of the top social media sites.
- personal and business
- keep your posts concise
- use visuals to keep content dynamic
- How to set up Facebook for Business
- real time activity-post 3 time a day
- posts are light and playful
- follow different streams, groups, and communities
- include tagging tools and hashtags to help boost your tweets.
- How to set up Twitter for Business
- visual content, show off company's personality
- link back to your website
- follow others and utilize hash tags to boost engagement
- owned by Facebook
- How to set up Instagram for Business
- instructional, how-to, and helpful video content.
- add personality in a fun way keep it relevant
- drive traffic back to your website
- owned by Google
So now you know which social channels you want your business to exist on. Click the links and you will see ‘how to’ set yourself up on Facebook, Google+, Twitter, and Instagram just to name a few. Remember to include as much information as you can when filling out your business profile on your social channels. You will want to utilize these areas to build robust profiles to get you found online.
SOCIAL MEDIA TIPS & BEST PRACTICES
Here are some tips on some of the best ways to engage on social media. If you can keep these points in mind when you are posting you will make it easy for your customers to connect with your business.
- Brand Consistency: if you are on multiple platforms maintain brand consistency with similar messaging, images and creative.
- 80/20 Rule: 80% of your posts are light with pictures, tips, videos and 20% are promotional; create engagement with polls, pose questions and contests that use actionable language; Keep posts under 100 characters; edit, condense and edit again; Use social media language i.e BTW=by the way, yr=your, w/=with; Use hashtags (#) as searchable terms; Respond to your audience/customers; stay up to date with current information on your business.
- Audience: build your networks through colleagues, clients, competitors, industry leaders, influencers and top brands; join look-a-like communities and groups that will encourage more followers; personalize a repost/tweet or other content you share; ‘tag’ the originator of the post to further engage a wider audience.
- Tech Support: utilize the technology out there that will assist you in managing multiple accounts. You can look for URL condenser apps to help save on space and any number of other apps to make it easier for you to manage your social media strategy
SCHEDULE YOUR SOCIAL MEDIA POSTS
Once you have decided to promote your business socially, commit to it. There is nothing worse than redirecting your valued customers over to a social media account that you haven't posted to in 18 months! Use a scheduler so you are posting and monitoring on a consistent basis-it can be high tech scheduling apps or low tech using a pend and calendar. Track your engagement so you can focus your energy. As well, you don’t always have to create brand new content- you can ‘Like’, ‘Comment’, ‘retweet/post’ and ‘share’ others content just remember to give credit to the originator and personalize it for your audience. Utilize the 20% promotional side of your social media strategy to compliment your direct mail or flyer campaign; social media is a great way to cross promote your special events and offerings. Remember to Post – Share – Promote.
SOCIAL MEDIA STATISTICS
We have gathered some statistics from around the web that hopefully will help assist you in making a decision about which channels to engage with your ideal customers.
- B2C marketers (73%) were much more likely to develop a loyal fan base through social media than B2B marketers (63%).
- With as little as 6 hours per week, the vast majority of marketers (91%+) indicated their social media efforts increased exposure for their business.
- the top seven platforms used by B2C marketers Facebook (65%) , Twitter (10%), LinkedIn (9%), Google+ (4%), YouTube (4%), Pinterest (4%), Instagram (3%), Forums (i.e. yelp) (1%),
- user interactions with brand posts as percentage of brand fans or followers Instagram: 4.21% brand engagement, Facebook: 0.07% brand engagement, Twitter: 0.03% brand engagement
- tweets with 1 or 2 hashtags get 21% higher average engagement than those with none
- 87% of facebook page engagement happens on photo posts
- Engagement rates are 18% higher on Thursdays and Fridays
- 58% of adults are on Facebook, 23% of adults are on LinkedIn, 22% of adults are on Pinterest; 21% of adults are on Instagram; 19% of adults are on Twitter.
- 24% of adults are on two social sites, 16% of adults are on three social sites, 8% of adults are on four social sites, 4% of adults are on five social sites
- 70% of adults use Facebook daily, 49% of adults use Instagram daily, 36% of adults use Twitter daily, 17% of adults use Pinterest daily, 13% of adults use LinkedIn daily.