(Jas’ note: I’m glad to welcome back Alicia Lawrence with another great guest post.)
If you’re like most business owners, you probably want to use social media to expand your marketing efforts and reach new customers. After all, social media is a powerful, free tool — you can use it to access countless new contacts. Here are several tips for having social media work together to expand your influence and reach new customers.
1. Make Social Media Complementary
According to a survey done by Accenture this holiday season, over 65% of customers preview products online before looking for them in stores. This makes it crucial that your online presence accurately reflects how you and your products are in person. In addition, 63% of people also plan to do the opposite — check out products in-store and then shop online. That means it’s important for the transition between your actual store and social media presence to be as seamless as possible. To do so, focus on a few channels and make sure you’re always delivering content that is entertaining and useful to your audience. Remember: your social media efforts should complement your brick-and-mortar business — if the two work together you’ll almost certainly attract customers.
2. Have a Blog
One of the best ways to gain customers’ attention and trust is to have a business blog. Now more than ever users are accessing news, information and articles online. They highly value content, especially if it comes in the form of a well-written blog post. If you regularly post original, engaging content you’ll very likely attract followers. You can write about a number of things — for example, if you’re a software company, you can write about tips for buying a new computer. The more you can tie your business in with information users want to hear, the better. Remember: consumers want a relationship. The more you share with them the more likely they’ll be to buy your products in return.
3. Work Together, But Be Different
When managing multiple social accounts, it’s easy to fall into posting the same content on each one. Instead, get to know the users on each different channel and learn what they would want to see on your social feed. This might mean sharing entertainment Facebook, news and deals on Twitter, and product reviews and photos on Pinterest. If you can pin down what your followers are looking for on each channel you have better chance of boosting your reach to others who are looking for the same info. The brand Havahart does a great job at this on their Facebook and Pinterest.
Beyond that though, some sites allow you to tailor content to different contacts. On LinkedIn, for example, you can sort connections by category and send a private message to everyone in that category. Do a little research, and figure out how to tailor your posts on various sites and platforms. This way you may be able control which followers receive regular blasts and updates, and which receive messages only occasionally. At the very least, you know how many contacts you have in each category, which is very useful when you’re developing a new campaign. It can also allow you to see if one social media platform is more successful, and if so, you should ask yourself how you can emulate this success on your other sites.
4. Hashtag It
Even though you’ll be sharing different content tailored for each social channel, that doesn’t mean they should never connect. Hashtags are a great way to integrate your Twitter, Facebook, Instagram, Google+ and even YouTube videos! Just in 2013, hashtags on the YouTube video Dance Pony Dance helped it go viral on both Facebook and Twitter.
5. Know Your Brand Mavens
Brand mavens are individuals that are highly influential to your target audience. This isn’t just celebrities, they can also be those just with a large following or with a blog that has high traffic. Make sure you identify your brand mavens on each social channel so you know who to outreach to when you have a message you think their fans should hear.
Alicia Lawrence is a content coordinator for WebpageFX and blogs in her free time at MarCom Land and CJ Pony Parts. Her work has been published by the Association for Business Communication, Yahoo! Small Business, and Spin Sucks.