Engagement should be one of your business’s top priorities in your social media marketing strategy. This means that your brand and consumers are interacting with and talking about your products – it’s a two-way street – instead of you simply shouting out what your products are and hoping for the best. It’s more effective and it’s really what social media marketing is all about – but how do you get to that point? What should you be doing and what shouldn’t you do? Here’s some insight from a leading marketing agency.
Discover Your Voice
Whether you’re representing your brand on Facebook, Twitter, at a networking event or conference, or on a billboard, your voice has to be consistent – as if your brand is a person with its own, distinct personality. This means that your print advertising and your social media marketing content all has to sound like your brand. It ensures that people know who they’re dealing with and what to expect.
Sit down with your marketing agency and think about what you want your brand’s voice to sound like and the kind of qualities you want your audience to think of when they read your content. Remember not to simply adopt the voice of a highly successful brand and expect success – the fun, whacky voice of Netflix is not something people want to hear from their tax consultant.
Actively Join Useful Groups
You can’t sit back and wait for your audience to come to you - a good social media marketing strategy will include sourcing and joining groups that are useful to your brand. For example, if your company is in the sports nutrition space, then join Facebook groups that are all about health and fitness, nutrition and sports competitions. Remember, if your company is global, you can join groups from all over the world – but if you are small and local, it’s a good idea to look for community groups in your area. Often, neighbourhoods and cities have their own Facebook groups that people use to find local businesses and services.
Don’t Just Promote Yourself
Successful social media marketing takes a look at everything that’s going on and selects content your audience resonates with to associate with your brand. For example, if you are running an animal shelter, you can share other brand’s posts about pet food, health, behaviour and nutrition or share content about local events for pet lovers. You can also get local businesses to sponsor fundraising events for you with the promise that you’ll promote and share great news about their brand as part of your social media marketing strategy.
Your marketing agency can also repost positive content in which your brand is mentioned, a social media marketing strategy that works like a word-of-mouth referral and is especially useful on Twitter and Facebook.
Use Lots of Different Types of Content
Social media marketing is incredibly visual, and platforms are always adding new features that your marketing agency can use to add variety to your posts. In addition to text, add a range of imagery and video, promote a podcast, add emoticons or use Facebook/Instagram stories for short-format material. It adds interest and variety to your social media marketing strategy.
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