If it isn’t already, social media should be an integral part of your overall marketing plan. It’s how people communicate and where they expect to interact with all of their favorite brands and businesses. If you’ve heard the expression “Go where the people are!” then you get it—the “people” (a.k.a., your customers and clients) are on social media, so that’s where you need to be!
To help you in your social media strategy, the Reach Beyond Marketing team has put together some important Do’s and Don’ts to help you make the most of your efforts.
•Get Personal. At the heart of every business is its people. Your clients want to know more about the people they’ll see when they walk through your doors. Consider sharing a monthly featured employee with a photo and mini bio to introduce your staff!
•Engage. It is called “social” media, after all! If your clients are posting on your page or tagging your business in posts or photos, make sure to acknowledge them with likes, shares, and comments. It makes you a part of the conversation and gives them even more reason to love you!
•Boost Your Posts. An abundance of content on social media makes organic reach tough to come by. Boosting your posts, even with a very modest budget, can help you to break through the clutter and get your message heard.
•Utilize Analytics. We’ve already talked about the importance of using Facebook Insights to inform your social marketing, but it’s worth repeating. By understanding who your audience is and when they are online, you can tailor your messaging and scheduling to make the most of every post.
•Get Live! Live video is one of the biggest social trends, and it’s easy to do! Your live videos can highlight in-house treatments, talk about upcoming events, take people on a tour of your facility… there are so many possibilities! Just make sure to outline your talking points in advance (maybe throw in a rehearsal or two!) and be sure to promote your live video in advance so people know when to tune in!
•Overshare. Sometimes it can be a bit too much to see behind the curtain. Posting videos of overly graphic procedures or complicated treatments may seem like a great idea at the time, but you run the risk of having people unlike your page when that video autoplays as they’re scrolling during lunch.
•Overextend Your Efforts. Some businesses make the mistake of joining every social network without a plan or support system. The truth is you don’t belong on every social network, only the ones that are most popular with your target audience. It’s better to start with the core networks and do them well before you consider adding additional channels into the mix.
•Neglect Your Audience. Consistency is crucial! If you can’t post regularly on any given network, you need to re-evaluate your social marketing plan. An inconsistent presence can be just as damaging as no presence at all. Give your audience a reason to follow you!
•Set Unrealistic Expectations. Not every post will go viral. Not every campaign will be a success. There will be some trial and error as you discover what works for your audience, and your plan should always be evolving. Learn from any underperforming measures and use them to help you grow!
•Underestimate the Importance! Too often, people see social media as a secondary or tertiary element in their marketing plan. The time of social media being “optional” is over. If you’re not actively working on your social media presence, you’re missing out on a cost-effective, results-driven medium with an ever-expanding audience to promote your business.
If you have questions about your social media strategy, contact the experts at Reach Beyond Marketing.