We heard it so many times that social media helps with inbound marketing. It is an integral part of online marketing that helps to drive traffic and engagement with our target audience. However, are we leveraging on the power of social media platforms correctly and are we under-utilizing them where we should?
1) Understand your Target Audience’s Social Media
So, which social media platforms work best for your organization? From Snapchat, Twitter, Pinterest, Facebook, Linkedin, Youtube to Instagram, each social media platform has their own unique features and followers so their profile and demographics also differ.
Certain social media are also more commonly acceptable in some countries than others. Like in China for example, some social media are virtually unheard of, except for the widely embraced wechat. So, if you are targeting a particular overseas country, it is imperative to study and understand this fundamental concept so as to assimilate the right social network into your social media strategy to maximize your reach to your target audience geographically.
2) What social media sharing buttons are in your website?
How often have you chanced upon an article you like, but there are limited social media sharing buttons that facilitates sharing?
Empower your visitors to readily share the valuable information from your website, so as to get more eyeballs and links, by installing a social media sharing plug- in that has numerous social media sharing abilities, so that you do not lose out on the valuable traffic to get your website shared.
3) Engage with Compelling Content to Win Brand Ambassadors
Social media is not only a brand extension for your products or services virtually, it also provides your company an avenue to interact with your customers. You do not always have to hard- sell your products or services though you can certainly inform your fans or followers when there is a great promotion around the corner.
There are many ways to engage them, so as to build a long- lasting relationship like giving life tips, inspirational quotes, videos, contest or simply wishing them a good day.
Create epic content and find the right time to send these messages out or have them scheduled automatically at a perfect timing so that your content get more visibility.
With some social media like Pinterest, where visually enticing pins get more sharing, it is also important to also note that you have nice visuals on the page for Pinners to pin from.
When you post frequently and connect well with your customers online, you foster an invaluable relationship and nurture them into loyal followers. They can in turn become your best brand ambassadors.
According to a Nielson 2012 survey, 92% of people trust recommendations from family and friends more than any form of marketing. This is known as word-of-mouth and it is one of the most powerful marketing for any brand.
4) Using it as Crisis Management
Be prepared to answer enquiries or even negative reviews posted on your social media. Always be professional and polite when replying as it is a platform that display your organization’s voice and image.
When an organization shows its ability to handle a dissatisfied customer well digitally, you not only successfully managed your reputation online, but it will also impact on how other customers view you- authentic and having high regards for customer service.
Regardless whether your company engages a third party vendor to reply on your behalf or you are empowering internal employees to communicate effectively and resolve the conflict, it will impact on your branding online. Hence, it is best to focus on training and equipping your staff or team with such social media crisis management skill set and weave in real time market response to handle the situation effectively.
5) Harnessing the effectiveness of Social Media Analytics
So how do we check or know if our social media strategies are effective and on the right track? By adopting tools such as Social Media Analytics of course. There are many analytic tools like Google Alerts, Tailwind, Social Mention and Hootsuite Pro and some also track your company’s brand mentions across the internet.
Harness the power of analytics as it can guide you in performing and fine- tuning your social media strategies.
Analytics display metrics such as visitors, views for specific content, time on site and bounce rate etc.
Study the metrics well, as this will steer you towards the right direction to better connecting with your right target audience in the long run. This tool when used right, can help you reach your objectives and reap you better return-of- investments (ROI) like sales revenue in the real world.