Are you currently posting daily on your business Facebook page, only to get a measly handful of ‘Likes’ or ‘Shares’ from friends, relatives or your own employees? Or perhaps you’re tweeting often but failing to receive a ‘Retweet’ for your efforts. Groan.
The fact is, achieving a good level of interaction on your social media channels can prove tough, while building a loyal following that hangs off your every word online can seem nigh on impossible.
It certainly isn’t something you can do half-heartedly, but you can gain the traction your company deserves for the good work it does. Here, we offer a friendly steer to help you do just that. Read on…
Choose the Right Channels
It’s vital you choose the right social media channels before promoting your brand digitally. There’s a tendency for business owners to think ‘we must be on Facebook, Twitter, Pinterest, YouTube and co’, without stopping to think why – and if the above channels will, in fact, complement what you’re trying to do.
What works for a specialist supplier of electrical safety equipment might not work for a caravan park, for example, so try to avoid wasting time on the channels that your audience isn’t using and pick wisely.
Devise a Strategy
Take time to devise a social media strategy that works for you and your company – but be prepared to adapt it if you later find it isn’t pulling in any followers or encouraging people to comment on your content.
Don’t confuse strategy with tactics, though. A strategy is about goals – knowing your target audience and understanding what you’re trying to achieve through social media, as well recognising how your plan complements your other marketing and sales activity for the greater good of your company.
Knowing what you are going to post – and when to post it – is a tactic and it should be informed by your strategy. You shouldn’t simply post updates on you Facebook and Twitter pages in an ad hoc way – and without any real purpose.
Instead, put a plan in place by taking a look at what your competition is doing, doing some basic market research and confirming what does and doesn’t work for your customer base.
Utilise the Data
Did you know that your chosen social media platform has its own analytics portal? It’s usually found within the individual social media site and it will give you an in-depth look at what’s working for you and what isn’t.
Your social media strategy should be managed by people who know how to make sense of the analytics and put it to good use, so you can do more of what is bringing in the punters.
Did you know that Facebook and LinkedIn data can work together? Digital platforms don’t stand alone when it comes to their effectiveness; we need sight of the wider strategy, as well as access to the business intelligence to ensure everything works in tandem.
Did you know that we offer a social media partnership strategy here at Numagoo? It may help you get the engagement you require to sell your products or services – say hello here and learn more.
Give It Your All
While it’s tempting to shout about your company’s achievements all day every day, try not to. Social media isn’t about tooting your horn, so stop making it all about you and use the ‘rule of thirds’.
What we mean by that is make a third of your content relevant to the industry you’re in. Using the caravan park as an example, you might post content about the best walking routes in the Pennines, or must-have camping gear to pack for a trip. This appeals to your audience without being salesy; focus on what your customers want and you’re onto a winner.
A third of your content should be from your clients, your partners and relevant publications. By sharing your clients’ social media updates, you’re also encouraging them to share yours, as well as setting out your stall as an authority on a particular subject. When followers see you as someone who never misses a beat when it comes to industry news or developments, you’ll slowly begin to earn their trust – and their custom.
Marketing Partners sets out some advice on the rule of thirds approach, saying: “Ultimately, social media boils down to communication, and just as the best face-to-face communication is done with two-way understanding in mind, (rocket scientists aside) social media is no different.
“It’s important that you balance your social media posts just as you would your face-to-face conversations with a friend. Endorse things that others have done, show that you’re involved in relevant news, and limit how much you talk about yourself.”
Finally, give it your all. It’s obvious when a team’s heart isn’t in it when it comes to the company’s social media efforts, so put the time into it and it will begin to pay off. If you want something to be successful it has to be consistent, after all.
Engage Your Employees
While we are aiming for more than that handful of ‘Likes’ or ‘Retweets’ from your employees, you will need to get your team on board if you’re to engage a wider following on social media. The thing is, if you’re employers don’t feel excited about your products or services, how can you expect your customers to want to shout about them? People buy from people and reach ‘starts at home’.
So, set up a brainstorming session with your staff to see if you can pull together some ideas or campaigns everyone can enjoy being part of. You may be surprised at just how much inspiration you’ll glean from your team, regardless of how small it may be.
Boost team morale by ensuring everyone feels heard – and try to find a way to get individuals involved in future campaigns. When it comes to who will be posting the social updates, though, nominate just one or two employees and select those who write and speak well. Not everyone enjoys being creative online; some will prefer to take a backseat and do what they do best, but it’s absolutely vital that your company is represented well online, so make sure you select the right person for the task.
If you have the budget for it, hire a social media expert or copywriter, who can post regular content via your social media channels. It will be money well spent and will take the pressure off your existing employees.
We hope these tips help you on your way to a boosted social media following. Perhaps you have some of your own, though; we’d love to hear what works for you.
Want to know more about creating a winning social media strategy? Get in touch with the Numagoo team for some hints and tips.