Social media seems to be a controversial topic when creating a marketing strategy. Everyone knows they need to do it but few actually know how to execute it. Take a look at your own social channel, what do you see? A ton of posts linking back to your site, low follow/like count, dismal user sharing activity? This is the case for most brands. You need to find the content strategy that works for your business and for your social audience. Here are a few tips that will help you turn your social media strategy around.
It's not about selling, it's about sharing.
So many companies are failing at social media marketing because they are using it as some sort of backlink generator. As if customers are flocking to Twitter just to click a link to their site. As a customer would you simply click a link just because it is in a company’s twitter feed? Probably not.
Customers (socially engaged users) want you to share things with them, they want insight, humor, news, and love. You shouldn't be making posts that come with a sales pitch, you should be sharing your story and behind the scenes antics. This is why so many people are turning to craft brands. Once your users are engaged, they will autonomously visit your site, and possibly become conversions. Think about it, being approachable makes customers want to seek out your services even if they aren't being actively sold to.
Being lazy by not publishing enough, or even worse auto publishing.
Are you not sure how often to post? Here is your answer - Facebook 1-2 times daily, Twitter 10-15 times daily (that’s correct).
Facebook users don’t like to see their feed clogged up and they prefer images (one of the most shared things on Facebook). Make them think, post a poll, get them to interact with yes/no questions.
Twitter users use the service as a type of news feed. Mostly looking for up to date information on their favorite celebrities, brands, and friends. They are less worried about a lot of posts showing up, but you should spread them out. Twitter users do like images but prefer links to helpful information like well written articles, cool services, and tips (90% of the links you post should be to content not on your site). Maybe if you are a steak company, you could post a link to a recipe.
Auto publishing is for noobs. Seriously. Both Facebook and Twitter have the ability to auto publish to the other. DO NOT DO THIS. If I follow you on both services, I do not want to see the same content. Diversify and post specific content on each platform. Maybe more behind the scenes info on Facebook and Informational content on Twitter. And make sure you are hand entering your post content. Nothing is worse than an auto generated post that is improperly formatted.
Give back to your social audience
The best social performers give more to their users than they get. It may be a giveaway or contest. Customer support (yes many users take to social media for customer support, so you better answer those requests).
A great way to build an audience is to make sure you are accommodating their needs in every way. Look at some of your favorite brands and see what they are doing. Chances are they are interacting with their social customers in a very different way than a sales team would.
Lastly, keep on swimming
Too many businesses drop out after a few posts. It seems like it’s not working, and your follow count isn't rising. "What’s the ROI?" you ask yourself. If you keep at it you will one day find that it becomes much easier and that customers will choose your brand, simply because they enjoy the relationship they built using social media.
