We have come a long way since the days of door-to-door marketing. Heck, we have come a long way since the golden age of radio and then television advertising! The driving force behind this constant evolution is simple: technology.
Safe to say, evolving technology is not a trend. Inherently fluctuating, we must be fluid, flexible, and ready to accept the changes and incorporate them into our best practices.
This cannot be truer than with social media and the way that we utilize it. Marketing techniques have reached a boiling point- and the pot continues to overflow. There seems to be an unlimited supply of ideas on how to make the most of your marketing via social media, it can be a challenge to decide where to begin and which to employ.
We will try to simplify this process…
All media marketing techniques are NOT created equally. The same goes for businesses. These techniques are a base line for what will work, but be sure to always cater to your audience, build your message and stay in line with your vision, mission and goals.
Your social media, at its best, can serve as a virtual sales team. This is not to say that by simply creating and maintaining your accounts, clients will begin to pour in. It takes work, commitment, and mostly, it takes time.
If you can, consider a social media manager. This can be a part time position, as long as the sole responsibilities include the content management of all your platforms. Embracing social media is important, but we aren’t asking you to bite off more than you can chew. Hire someone who is versed in the language of social media- the investment in their time will pay off heftily.
Really cannot afford it? Look into local colleges or universities or even high schools and inquire about intern programs.
Feeling up for the challenge yourself? Great! Start by establishing your goals for the campaign- this is the best (and only) way to track ROI.
Employ the good old SMART acronym when defining objectives: Specific, Measurable, Attainable, Relevant, Time-Bound.
Take a look at how you are currently utilizing your social media platforms.
Cultivate a list of the best platforms for your business and consider a content management assistant, like Hootsuite. Some experts refer to this step as the “audit”, identifying areas for improvement, what works, what doesn’t, etc.
A quantitative view of your current practices can act as a springboard for improvement.
Do your fair share of stalking (the competition that is). In creating your online identity, it is imperative that you stand out and are offering a message that has not been over indulged. Check out what your competition is doing as an aid in the crafting of your own individual and unique strategy. Don’t be a copycat!
Get your team on board- you need the support! When adopting new strategies, it is best practice to ensure that your whole team understand the choices being made and can get behind the plans. Social media is a lot of work and work that can easily be derailed by one reticent individual. If they don’t “buy into it”, offer up workshops, training seminars, or resource materials that could convince them to change their mind.
Once you are up and running, it is all about cultivating and managing relationships. Your platforms must be relatable and responsive. Your media must act as an employee itself- show up every day, put in the work, confer with colleagues, measure results, and produce.