Today, social media is an integral part of marketing and business communications.
It's a communication tool just like every other channel and requires A LOT of your attention if you want to be successful.
Social Media platforms such as LinkedIn, Twitter, Instagram and Facebook (amongst many others) are powerful ways of conducting business. Yet surprisingly, many organisations haven’t quite perfected the art of utilising them to their maximum potential.
Here are our three top marketing tips to helping you get the most out of social media.
To use social media effectively in business, an organisation must be relevant and visible so that it can attract an audience.
This is basic Marketing 101 and no different from any other type of promotional activity.
An active following ensures a high level of brand awareness and that your audience will be there when you post important news, have a special deal, desire feedback and, most importantly, are looking to convert prospects into leads.
So here are a few brief tips and tricks about ensuring your business is riding the social media wave to its greatest success:
(1) Content… GOOD Content
Users of social media today have lots of choice and are looking for interesting content, whether that be video, articles, photos, podcasts and so on.
If you want to spark their interest and encourage engagement with your brand, give them something intriguing and interesting. However, remember that people have a short attention span - so keep it compelling and snappy, with a clear call-to-action.
You know your audience best, so ensure you’re catering directly to them.
For example, some charity businesses find that videos featuring success stories of how funds are being spent will get the best response from audiences, whereas big accounting firms may understand that quick twitter posts about share prices are the way to go. Others may find that posting about an “employee of the month” will give audiences a favourable taste of what the business is like internally, or perhaps inviting customers to an event will gain a lot of traction.
The types of content are so infinite and versatile that social media is a way organisations can experiment and get creative, finding new ways to reach their audience.
Did I mention GOOD quality content?
Your social media content needs to be of a high quality and contextually relevant.
If a business posts irrelevant material, or worse, “click bait” (ie: where the headline promises something news-worthy, only for the user to discover it leads to some lacklustre article which doesn’t deliver on the promise), your audience will soon distrust, avoid and unfollow you. People can become easily annoyed or even offended at this, as their time is precious.
It’s a challenge to earn followers in the first place, let alone getting them to come back - so practise a little integrity here.
(2) What and When To Post
People want to follow businesses that are aligned with their personal values, interests and priorities.
Therefore, posting company updates, inspiring messages, industry information and career opportunities are all good ways to really engage with your audience and turn them into active followers.
I also recommend regular content (perhaps once a day), as their social media feeds move on so quickly that a business should be aiming to remain up there as frequently as possible.
But again, don’t sacrifice quality for quantity.
(3) Know your metrics
You also have to measure your social media activity so that you know it's hitting the right targets, and that you can adapt your approach.
It sounds basic, but a lot of businesses don’t know exactly what all of the terms mean when describing how to track the success of your activities on social media platforms.
So, here they are:
The standard average engagement rate is approximately 0.3%, so if your posts are getting above this, you’re doing well!
Make sure you’re monitoring these statistics to track how successful each piece of content is and how your audience responds; the insights from these are valuable in researching your audience, and key to a better understanding of who they are.
Social media is such a fascinating and versatile weapon in an organisation’s arsenal, so it’s important to embrace the many different platforms, get out there and find your audience, so they can find you!
How Can Melotti Media Copywriting Help You With Your Content?
At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!
If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
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DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.