Social media are the most valuable tool a brand has to promote itself and to gain its place in the lives of the customers. They are now such an important part of our lives that most businesses think of social media as the most important promotional tool available.
However, the campaigns created for these sites aren’t always skillfully done and a lot of companies think that it is enough to be present and active on social media to gain the customers’ interest. This is wrong – social media campaigns need to be treated as a part of the larger promotional plan and be strategically crafted.
Choose the right network
The company should be active on all social media because you should never give up on reaching as many customers as you can. However, different networks can appeal to different audiences. You should try to match your choice of network to the needs and interests of your clients.
Facebook is mostly a good choice for those who want to try a variety of media and to take advantage of both pictures and videos. Twitter is better suited for short messages and announcements, but it also means that you need copywriters with wit and humor that resonate with your readers.
Social media should be used to promote your company. Regardless of how good your media strategy is – it doesn’t mean much if your content isn’t actually useful and interesting. There are no rules as to what good content is, but the best way to go is to focus on the useful and actionable content.
The medium should be used in ways that enhance the content. The timing of posting is one of the most important factors in this because you want the content to reach the users when they need it the most. It should add value to your products and services by expanding on them and explaining them.
It’s also helpful to use social media as a way to learn more about your audience and to modify your campaign and the business itself based on this feedback. Use social media monitoring to have a better understanding of how your content is received and reacted to by your audience. It isn’t enough to track the engagement stats alone – the quality of engagement is also crucial information.
Social media are well-suited to reacting quickly to the info you’re getting from the readers. These campaigns are fairly inexpensive and you could easily shift the tone and even the core message of the campaign if it’s proven it doesn’t work well with the customers.
Mixing online and offline campaigns
A lot of marketing experts make the mistake of thinking that social media is now all there is in terms of marketing campaigns. They are an essential and sometimes the most useful part, but they are hardly the only one. In order to reach the widest possible pool of clients, you should combine offline and online marketing campaigns.
This could be done with something as simple as gift codes available for social media followers that could only be redeemed when the user actually visits your store in person. The same effect could be accomplished the other way around, by sending the offline shoppers to your social media for additional services.
There are specific rules on social media that are somehow known to everyone that is using them. One of these is that there are influencers that have an unusual impact on their followers. These people don’t have to be famous and successful outside of the media, but they could help your business significantly.
The influencers could use the status they have online to promote your company. There are two ways of doing this. One is to promote it discreetly and the other is to come out and admit that their posts about your business are paid and promotional.
Having a voice
In the end, if you want to make the most out of your social media campaign, you need to create a unique voice and aesthetic behind your profiles. This is about the language and the tone you’re using. It should be the same on all social media, which requires coordination between all the members of your social media team and a comprehensive plan behind the way you use the social media.
Social media could greatly help your brand by making it a part of your customers’ lives. The best way of doing that is using the unique nature of each media platform in order to help your clients and customers.