Your Handlangers guide to social media excellence
In the fast-paced world of sales, deals and opportunities, social media sometimes feels like a commodity. Nice to have and something you’ll definitely invest in in the future. But certainly not something to waste precious funds and time on right now? We’ve got news for you: when you wait for the stars to align before putting in the work on social media, your competitors will surely be lightyears ahead. In this blog we’ll talk about the importance of your social media presence, the channels that might fit your message and whether you should get your hopes up for amazing results right away.
Why bother?
Marketers: prepare to get your ego stroked. Social media marketing is criminally undervalued. The running joke in many companies is that marketers just pop out some random content (like this great blog you’re reading) and by sheer luck hope that people find it. Which is not only a shame: it’s simply not true. Social media is the place where people get to know your organization and make the decision to trust you. It’s your most important tool to getting the leads, results and the brand you desire. A good content social media strategy will get you:
- Awareness: possible customers know that you exist and what you stand for.
- Leads: people are much more likely to consider you as a viable option.
- Credibility: adoring audiences make sure you stand out as a great option.
- A direct line to your customers: a channel where you can contact them directly and efficiently.
- Information: do they like what you’re offering, what would they love even more?
- Employer branding: talent will feel like your company is a great place to work.
We can already hear the skeptics ‘great: this post got 250 likes but we’re still not hitting our targets’. Not every post should be about sales, Karen! You’re in it for the long haul. In due time you’ll reap the rewards of your labor.
Where is your (future) audience?
Facebook, Pinterest, Instagram or Twitter. Or perhaps even the new kids on the block: TikTok and BeReal? Marketers have their pick of social media to broadcast their voice. But not every audience on every channel is waiting for your content. So selecting the right channels and the right tone of voice is pretty important. Start by researching where your desired audiences are. If you are a B2B company, then you might get some business on LinkedIn. Selling a lifestyle or design product or service? We’re sure Pinterest would love to hear from you. But just because there’s a logical match, doesn’t mean you can’t and shouldn’t broaden your horizons.
Experiment
The most frustrating thing about social media? People forget easily and trends die quickly. But this also means you can really experiment. Try a different tone of voice, message, time of day or visual. Does one post work surprisingly well? Try to pinpoint what it was that made it so successful. Bring the same experimental approach to all channels. Maybe you could reach current or new audiences, through a different channel? Your style and approach doesn’t have to be the same on any channel. Trying can’t hurt, now can it?
What do they want to hear?
We already established that not every piece of content or post on social media leads to sales. But what do you actually want to achieve? Different channels support different strategies and ask for a different approach in return. For example: TikTok is a great way to make sure young audiences know about you. You can organically target a staggering amount of people. But it won’t lead to sales immediately. On Instagram it costs more to stand out but the people you do reach, are more likely to spend money. Align your goal with the right channel and follow the rules of that channel. Content for LinkedIn is insightful, filled with insider information and professional content, what you find on Facebook is more accessible and aimed at a bigger demographic, TikTok is edgy and topical.
When do you post?
The average is a lot higher than you might expect. Big enterprises post about 12 times a day (!) on social media. Not on just one channel of course. Not every company has a big marketing department to put out those numbers. But for every company, no matter its size, it’s important to put out a steady flow of content for your audiences to enjoy. Try to connect with people at least once a week, preferably more, on a variety of channels. Shift between human interest, showcasing your products or services, insightful content or inspiring findings. So in short: social media matters. Even when it feels it’s not contributing to your success. By attracting the right audiences, staying top of mind and showcasing your killer know-how, you’re bound to make an impression. Dare to stay connected, invest in your relationship with your audiences and reap the amazing rewards. Ready to start posting and sharing like the best of them? Give us a call. We’d love to get your social media strategy exactly where it needs to go!