With so much happening at any given moment, it might seem like social followings and engagement are as abundant as air. But social networks have evolved in a very logical manner, and the interactions that fuel these networks is much more sophisticated than it might initially appear. Consequently, the task of “building a social media strategy” is much easier said than done. It’s entirely possible for any organization, regardless of size or the nature of the business, but it requires a calculated approach. And, no matter who you are or how determined you may be, social marketing takes time.
This is where most businesses fail in their efforts to build a social platform. Too many professionals want to see results yesterday — they apply their expectations in other areas of performance and apply it to a venture they know little to nothing about. Unlike sales, where hard work and hustle can usually squeeze out some better numbers, an aggressive approach on social media won’t generate the same sort of returns. If anything, in fact, a too-eager approach could actually turn off potential followers and build a bad social reputation for your organization.
So before you try to muscle some results out of your various social profiles, take a moment to familiarize yourself with the strategy’s best practices. Doing so will get you better results and help you build something of value.
1. Commit to a Long First Phase of Marketing
Everyone wants results sooner rather than later, but it’s not likely to happen on social media. For all of the growth potential that exists on these platforms, it’s not something you can count on overnight. Social followers tend to look for established businesses and profiles, and unless they immediately recognize your business, they’re unlikely to take an interest — at least before you demonstrate your value to them.
So when laying out your strategy, organizations need to commit to six to 12 months of social marketing before they make judgments on its success. There won’t be much progress to be found in the first few months, but despite the lack of tangible returns, an important foundation will be laid during that time.
2. Create Content and Promote it via Social Networks
The key to attracting social followers is simple: Give them something of value.
On social networks, that’s most often content and other information. Whether it’s blog posts, advice, even coupon discounts or other offers, your social profiles need to be used in a way that delivers value to followers. If you can create something of value on Facebook, Twitter, Pinterest and other networks, you won’t have to go out and actively seek followers — your target audience will eventually find you and, if they like what you have to offer, they’ll want to add you to their own network.
3. Start Conversations and Keep Them Going
Social profiles aren’t simply beacons for dispensing information and content. They’re a platform through which you can engage consumers. Your customers want that type of relationship, and it’s easy to facilitate through these networks. Ask questions and drive conversations on Facebook, solicit feedback on Twitter, share tips and ideas on Pinterest. Activity on your profiles will inevitably attract followers, and you can also use the information gleaned to inform future strategy — whether it’s socially relevant or useful to other aspects of operations.
4. Deliver Customer Service through Social Profiles
Whether businesses like it or not, consumers are increasingly turning to social networking profiles and using them as customer service portals. Complaints, questions and other commentary will be posted to Facebook, Twitter and other business profiles, and consumers expect an answer to their queries. Not only that, but in most cases they’re not willing to wait: Recent research suggests that consumers give companies about an hour to respond to social media queries before growing impatient.
But staying on top of these interactions is a simple way to earn the good graces of your customers. And not only will you be improving the customer experience, but you’ll be reinforcing their dependence on your social profiles, increasing their value with each answered question.
Don’t let your social marketing strategy get off on the wrong foot with prospective clients. If you’re looking for a Denver inbound marketing firm to help you avoid costly mistakes while building toward a bright future, contact DBC Digital today.
