For many business owners, social media marketing can sometimes seem like a confusing strategy.
Creating and communicating engaging content without directly selling your product doesn’t immediately seem like a good business decision, however if used correctly, social media can catapult your brand above and beyond the competition.
“How do I know its working? How do I measure return on investment? What happens next?”
These are questions we hear on a regular basis. The trick is never take your eye off the end result; turning followers into revenue.
When used correctly, social media can enable a business to really get to know their current and potential customers. By being part of the conversation rather than just pitching products and services 24/7, your social media efforts build trust and authority with your fans and followers. This builds brand loyalty which will result in a sale today, tomorrow or even a year down the line.
To turn these loyal followers into revenue couldn’t be simpler. All you need to do is focus on the journey a potential customer might go through, and ensure all channels are communicating the same message. Will they visit your website? Will they visit you in store? Will they see you at an upcoming trade show?
It’s no good creating fantastic content for your social strategy if you can’t continue the good work through to the end. Here are 5 tips to help you integrate your social media efforts with your overall marketing strategy.
Focus on the end result
For the most part, social media is there to spark an interest. Through enticing graphics, witty humour and a laid-back conversational manner, consumers are lured in to find out more, setting themselves off on a journey of discovery. However, a funny picture that gets shared thousands of times isn’t going to convert customers. In order to get the most out of your content, make sure you are following it up across platforms. Ensure your followers can do something with your content, rather than just give it a like and forget about it.
Whilst this is mainly for Facebook and Instagram users, social media targeting offers business owners a way to communicate directly to the people that matter. Whether you are communicating for the first time, or retargeting further down the sales cycle, targeting enables you to keep your brand at the forefront of people’s minds.
Landing pages, landing pages, landing pages
We love landing pages, and you should too. Whether you want to direct traffic through to your e-commerce site, or build an email database, landing pages are a great way to kick-start the sales process in a non-intrusive way.
Integrate your email marketing
Whether its entries on a competition, or through lead generation landing pages, if done right social media can build up a sizeable email database. Make sure you are capitalizing on this data by sending follow up emails that link back to your social channels. We don’t mean send people the same image you are sharing on Facebook or Twitter, but make sure the tone and voice is the same. People respond well to familiarity.
Keep going and be consistent
It’s rare that you will see success over night. However if you follow your process and be consistent with your brand message, your tone and your voice the followers will build. There is no size fits all for social media, so find what works for you and your business. If it’s comfortable and natural, people will respond to you much better.
Whether you are looking for somebody to help develop your social strategy, or to integrate your current one within your overall marketing plan, contact us today.