When you’re emotionally invested in a project, you’ll do whatever you can to make it succeed. But sometimes intense drive can lead us to do more harm than good.
For many business owners, this idea holds true for social media marketing. Eager to make an impact, owners create accounts for their business on all available platforms, from tried-and-true Facebook to the latest “flavor of the month” app. They set up profiles with the best of intentions…and never visit them again. It’s not entirely their fault. Social marketing takes more time and effort than most people realize (when you’re doing it right). To get the greatest return from your social media efforts, here are a few things to keep in mind:
Direct your energy. While it may seem smart to establish profiles on every available network, you’re likely doing your business a disservice. Certain networks have a very specific purpose that may not work for your brand, and an inactive profile is worse than not having one at all. Unless you have dedicated content to make consistent, meaningful updates to every account, stick to the ones that matter most for your business goals. Facebook is still king, so that’s a must-have. If your goods and services create visual interest, Instagram can help you tell your story. If you have a strong B2B focus, embrace the power of LinkedIn. Start with one or two channels that are ideal for your unique business needs. If you can manage them well over time, then consider what other networks complement your marketing plan and slowly integrate them. Strive for quality representation over quantity of profiles!
Put in the time. If you want your social media marketing to make an impact, you need to give it the attention it deserves. Ideally, you’ll want to delegate this responsibility to someone who can be fully present for your profiles, able to respond to clients and interact on a consistent basis (it is meant to be “social,” after all!). This person must also set aside plenty of time to delve into analytics and use that data to drive everything from content to post times. A successful social strategy needs to be just that—strategic!—so don’t set yourself up for failure by denying social media adequate dedication and focus.
Don’t make it an afterthought. To be effective, social media needs to be fully integrated into your overall marketing plan. Your brand voice and messaging should be consistent throughout all marketing channels (e.g., website, brochure, in-office experience, social media). A cohesive marketing plan makes it easier to implement social strategy and plan a social content calendar. Plus, a fully realized brand identity helps to strengthen your emotional connection with consumers, which breeds loyalty and advocacy for your business.
If you need help honing your social strategy and incorporating it into your overall marketing plan, contact the experts at Reach Beyond Marketing.