In our Summer 2019 issue, we started the conversation about content marketing, and what it can do for your business with Regina-based copywriter Patti Haus. This issue, it’s all about social media.
When it first came out, social media was just for fun. We could share photos with friends, get in touch with long lost friends, or stay caught up with what was going on in the world.
Now, however, social media is less about staying in touch and more about connecting with your customers—at least for businesses.
Social media allows organizations to:
- Discover new ideas and trends, both in your industry and others
- Connect with existing and new audiences in a less aggressive way
- Bring attention and traffic to your work and business
- Build, craft, and enhance your brand
To make social media really work for your organization, here are some of the things you can do to get the most out of it:
1. Don’t just post for the sake of posting
Social media content should be as well thought out as any other content. Create a content schedule and adjust it as necessary. Take into consideration current events and industry trends to create content that’s engaging and informative. Tailor your content for the platform you are posting on and ensure you are posting content that’s relevant to your audience.
2. Create a social media marketing plan
Speaking of content schedules, create one that shows your customers who you are and why they should consider buying your products or services. If you aren’t sure what to post, here are a few ideas for you:
- Share a look behind the scenes
- Introduce an employee
- Talk about your most popular product or service
- Share your latest blog post
- Post industry news
Post daily if possible—more if you have a large enough following.
3. Engage with your followers
You’ve probably heard you can increase participation and reach on social media by asking a question—just don’t forget to respond to those questions. It will show your followers you care about their thoughts and will actively increase your engagement and reach.
4. Build a relationship before you sell
Social media is more for building relationships rather than strictly selling. That’s not to say you shouldn’t sell your products and services on social media—just don’t do it all the time. Consider establishing a relationship with your followers before you pitch to build a relationship first and increase your chances of converting them into customers.
5. Post professionally
Think of your social media content as brand content. You wouldn’t give prospective customers a brochure filled with typos—don’t do that on your favorite social platform either. That’s not to say your content has to be academically or grammatically perfect, but it should be readable and not filled with typos or abbreviated words your customers don’t understand.
6. Don’t feel you have to post on every platform
Facebook, Twitter, LinkedIn, Tik Tok, Instagram, Snapchat…there are so many different social media platforms it’s hard to know where to spend your time and energy. Choose the platform(s) where your audience is most likely to hang out and create a content strategy around actively engaging with them.
7. Be smart with your advertising dollars
Organic reach on social media is at an all-time low, and we often hear we have to pay to reach our audience. The easiest way to do this is to advertise. Ensure you are actively reaching your ideal audience before you post on your favorite platform.
Conclusion
Social media is a great tool for savvy businesses who want to engage and connect with their followers. The best way to ensure success is to think carefully before you post, engage with your followers, and spend time on platforms that your audience enjoys.
