What's the word? In social media marketing, that is?
By now, you've grasped the concept that social media isn't going anywhere, and that in fact, it's driving commerce from a number of different directions.
Earlier this week, Josh Wardini of WebMasters Jury taught us about the emergence of social commerce, and it's easy to see that social selling is making tsunami-level waves in the world of business.
And since activity and engagement on social media are up, you've been thinking: Am I doing this right? Am I saying the right kinds of things and am I portraying myself as a professional, with social media savvy?
The truth is that most of us have misgivings about social media marketing, and we've been burned by our own faux pas more than once.
And that's why I thought we'd talk about the word on social media marketing, as of today. So that you can tick all the boxes and make sure you're doing everything you can to engage all the right people, with all the right content and in all the right ways.
How to Conduct Yourself Like a Modern Social Media Marketing Expert
When it comes to social selling, social commerce, social media marketing…and simple social media engagement, you've got some considerations to make. You've got to ensure that you're replying to reviews and comments, as well as offering content that is of great interest to your target audience. You must be engaging and relevant, responsive and positively provoke the most dazzling conversations.
And yet, you find yourself scratching your head: How can I accomplish that? And look like I know what I'm doing?
That's simple! You can accomplish it all by keeping these five things in mind:
- Establish Objectives. Too many social media marketing strategies aren't strategies at all. They're more like Let's-Try-this-and-See-what-Happens You've got to set a goal and make sure that every post, pitch and interaction moves your brand closer to that goal. Some examples of social media marketing goals might be: Gaining 100 new followers this month, getting 50 new click-throughs to your website this week, or partnering with two new affiliates through social media ads. Whatever your goal, create a specific plan for reaching it and track your progress.
- Know the Algorithms. What are your audience members seeing? And how do you know? I recommend following a social media expert who is knowledgeable about social media processes and algorithm changes. That way, you can ensure that your content is getting maximum exposure. Joining the How to Build a Brand group on Facebook is a great way to stay informed about social media marketing trends and adjustments—and it's FREE!
- Boil it Down. What is today's consumer lacking in? If you guessed time, you're right. In fact, if someone browsing through their feed sees a post longer than 250 words, they're likely to keep on scrolling (or only read the first sentence or two and then keep scrolling). A complex message would be best delivered in a series of posts, or even better, written in an article or recorded in a video with the link shared on social media. Social media is not the place for virtual monologues—and your online followers will come to dread them as much as your in-person customers would.
- Publish the Best Content. That means better than your competitors' content, and better than the content you posted and/or shared yesterday. This is about consistent improvement, and it includes attention to variety. It's your job to keep your followers glued to every update. Deliver a mix of recorded video, live video, still images, text and shared content in various forms. Not all great content has to be your own—sometimes knowing what to share with your audience is the fuel that feeds the fire.
- Serve Ethically. Above all else, your main objective with social media marketing should be to serve your ideal customers with relevant, timely and useful information. Certainly, you must close sales in order to stay in business; however, the best way to accomplish that is through giving freely of your expertise. Avoid unscrupulous sales tactics, and never aim to deceive. Never compromise someone's privacy or try to damage anyone's reputation. This doesn't mean you can't express opinions (after all, that's how your brand will demonstrate its values and attract customers who share those values); however, those opinions must always be conveyed in an ethical manner. The consequences of doing anything else will negatively affect your corporate brand, as well as your personal brand.
Social media is the way we communicate as people and as brands. Denying its relevance is like saying that we don't need to interact with or engage our ideal customers.
I understand that change is difficult, particularly when you've grown accustomed to communicating, serving and selling in a manner that is no longer viable. However, I believe that when you begin to fully embrace social media marketing, you will be absolutely stoked at how much more relevant and visible your brand becomes.
So, that's the word on social media marketing. How will you put that word into action? Let us know in the How to Build a Brand group.
Need more advice on social media marketing? And want to rub elbows (online and in-person) with some of the most inspiring industry experts in the world? Well then, you need the Brand Builders Club, the world's most effective strategic brand-building mastermind, training platform and accountability group for purpose-driven entrepreneurs on a mission to expand their brands and transform more lives. Simply email [email protected] and we'll set up a call to determine if the club is right for you.