There is no denying that social media has become one of the most popular and effective ways for companies and individuals to access their audiences directly while being contacted directly in turn. It has reached the point where entire careers can be made by social media successes. There is now even the possibility for people to use certain social media platforms, particularly those with built-in advertising like YouTube, as a profession. There are volumes of books, articles, and videos about how to use social media platforms. This article isn’t trying to be an all-encompassing how to, but rather give a few simple items to think about as you build your social media presence. The key to having success is to understand what makes each social media platform unique as well as understanding the Do’s and Don’ts of marketing on social media.
The Do's
There are no real hard and fast rules on how to market on social media, except the rules enforced by the platform itself, or laws such as the CAN-SPAM act of 2003, CCPA in California, and so on. However, there are a few things that any business owner or marketer should do as a part of their social media program.
Assuming you’re doing some posting and advertising, DO use high-quality professional looking artwork or creatives. This is easier than it sounds. You don’t have to do it all the time, in other words,
it’s good to mix in regular posts or phone pics as a post now and then, but if your asking someone to do something such as like your page, give personal information, sign up, purchase, and so on, then use professional art. Also, only use art or images that you have the right to use. This means subscribing to a stock image site, use a royalty-free site, hire a photographer, etc. There are many online services and apps you can use as well. Most of the platforms and several apps make it super easy to do now days. Just make sure you look professional and stay out of trouble.
After high-quality creatives are produced and ready, the next process is deciding where and for whom the ad or post should be targeted toward. It’s very important to define and target the correct audience. If the business posting the ad is a brick and mortar, with no online sales, then they shouldn’t target audiences in a different state or country. If the business is targeted toward teens and young adults, it might make sense to limit the age range of the audience. Getting this wrong will waste a lot of money, and limit results, because the money spent is in areas that are outside the intended target audience.
Another extremely important but often overlooked is the capture process. This is the process by which the information requested or that can be obtained from the platform, is actually captured. If you are spending money on online ads, it’s very important you’re getting what you pay for. Potential customers may not decide to sign up or purchase with the first contact. It may take several touches for the conversion. Capturing the information and storing it in a CRM is an important part of your online presence.
The Don’ts
There are several common traps that must be avoided if anyone is to use social media platforms successfully.
The first of these is DON’T treat a business account as a personal one and don’t use a personal account as a business page. This mainly involves learning how to become a true administrator of the platform as it relates to your target audience and your business. Content is very important, but it isn’t enough to simply post random pics of the staff, lobby, customers, etc. You have to provide valuable content your customers and audience find relevant and important. Then you need to have a system to capture those that are truly interested in learning more, signing up, purchasing a product, whatever your deliverable is. Furthermore, the official company social media stream is not the place to discuss opinionated topics like politics, etc. Most businesses need to ensure they are keeping the content they produce relevant to the target audience. No matter how much a fan loves a particular product, nothing will turn them away faster than the source of that product expressing an ideological view that is opposed to their own.
The next is treating social media in the same as an advertisement. It is not enough for any business to simply post their new product on a platform like Facebook or Twitter in the same way that one might purchase an advertisement on a roadside billboard or on television. This is because social media is inherently dynamic where those other forms are static. They allow for the audience to be engaged directly and even pre-qualified in some cases, which leads to a much greater rate of conversion and retention when handled appropriately.
Finally, be wary of using a personal account for personal reasons. This may sound ridiculous, as that should be exactly what a personal account is for. However, there comes a point usually after some success that individuals begin to represent their businesses in the ways that they behave. They are seen not as singular entities but as extensions of the companies that they work for. There comes a point where there is no difference between a noteworthy employee expressing an opinion and the official social media platform doing the same.
If you would like to learn more or how Bluedge Business Solutions can help, contact us