It’s a question we hear all the time: “Is a social media campaign really going to make that much of an impact on my business?” Ask any savvy business owner and they will tell you that the new frontier in reaching customers in today’s competitive market is through social media channels. While websites were once considered a luxury to have for a business, they now have become absolutely fundamental, and firms must consider new strategies to improve their online presence and reach new clientele. In the coming year, we have no doubt that social media will continue to play a vital role in marketing campaigns and become as much of a requirement as a business website.
Understanding the Influence of Social Media
When you stop to consider it, it’s easy to see how social media has completely changed the marketing landscape across numerous industries. Where large companies and organizations once held court over the market, smaller and up-and-coming businesses now have a greater opportunity to reach customers. Many owners have realized how social media can make or break their businesses, and so they have increased efforts to reach target audiences through platforms like Facebook, Twitter, and Instagram. The value of brand awareness has become even more evident with the increased visibility that comes with social media involvement, and it’s necessary for firms to jump on board.
Social media also gives customers a greater voice and opportunity for impact. Upon recognizing the power and influence of social media, many businesses have taken this as an opportunity to develop marketing campaigns that invite clients to engage in dialogue regarding industry topics and trends. The information discussed in these conversations can be immensely valuable in understanding what customers want and need.
In order to achieve a successful social media campaign, it’s important to keep a few things in mind. Consider the following when developing strategies for your own business.
Post to Social Media Channels Regularly
We’ve discussed many times the importance of content on your business website, such as a regularly updated blog and a resource section with items like case studies and white papers. And while nothing can replace the value of this content, it is important to recognize that many clients are not always able to sift through and delve into lengthy articles. In between calls and meetings, however, many do have some time to scroll through social media. Thus, it serves you well to post across multiple channels regularly. In doing so you increase your chances of catching the attention of a potential client and making an impact. If something is of interest to them, it’s likely that they will click on any provided links and look through your content more closely. When you post regularly, you can demonstrate to customers that you are in tune with hot topics and trends. Additionally, frequency of posts can help your business stay on the radar—and customers may look to you first when the need for your type of service arises.
Be Consistent with Your Message
Your message reflects your core brand values and differentiates your selling points from your competitors. Just as on your business website, your brand’s messaging should be consistent within your posts and across your different social media channels. When you maintain a steady persona for social media followers, they come to recognize and depend on your content. This can help you cultivate a loyal following, and reassures customers, both current and potential, of your reliability as a brand. This can be especially helpful for those businesses working to serve a niche market, as it can support an image as an authoritative brand. It’s also important to note that consistency is valuable beyond word choice and tone. All visual elements, from color palette to logos to font, should stay true to your brand.
Have Strong Calls to Action
Any business’ best practices should include prominent and effective Calls to Action. These thoughtfully-placed and strategic directives are definitely vital to your website, but they are very meaningful within your social media posts as well. This is because you’re attempting to establish a connection with clients with content that is more limited than what is available on your website. To that end, don’t bury your CTA in a convoluted message. Be concise, direct, and compelling.
Recognize that a click on a social media post means that potential customers have opened the door to a stronger understanding of your brand and services—bringing you one step closer to a possible conversion. However, individuals don’t want to feel as if they are simply getting a sales pitch. Just as on your blog or other website page, make sure to tailor CTAs so that they suit the content. Encourage readers to feel that a click to learn more is a logical and natural next step.
Harnessing the Power of Social Media
Understanding how social media can support your business is one thing. Actually utilizing it in the most effective ways possible is a completely other matter. If you’re interested in creating an engaging social media campaign that gets you results but you aren’t sure where to start, don’t worry—we can help. We work to understand the goals of our clients and get all the details organized so you start seeing growth as soon as possible. To learn more about our services, please contact us today.