Social media has been a game changer for many businesses, but why does it work so well for some and not for others?  The answer is quite simple: strategy.  You need to have a social media plan with goals, time requirements and resources to implement social media successfully and receive the results you desire.  If social media isn’t your strength, don’t worry.  I’m here to guide you in the right direction.

Here are a few tips to help you use social media the right way.

Create unique content

One of the biggest mistakes that companies make on their social media is by regurgitating the same content over and over or posting irrelevant content.  In fact, 51% of consumers will unfollow a brand if they think their content is irrelevant to them.  If you want to make an impact on your audience and grow your following, the key is to create unique content. To have unique content though, you first need to make sure you have accurate and relevant content that will resonate with your target audience.  Take the time to review the content you have, including sales sheets, brochures and your website.  Make the content 100% accurate and tailored to your target audience.  Once complete, it’s a simple matter of a creative content writer putting your unique spin on it and voila – unique content!  Consider using various forms of content from written to graphics, to video and podcasts or even animated gifs. Make sure it is professionally created, otherwise the method could undermine your message.

I’d also encourage you to speak with your sales team or your clients directly to see what type of content they want to read more about.   Perhaps they are receiving frequently asked questions which you could use to create social content (with answers) or as lead hooks to downloads or videos on your site. 

As many of you know I believe in measuring results, so take a look at your monthly social analytics to see which posts and platforms performed the best in terms of engagement and reach.  If a certain topic garnered buzz, perhaps you should create more content around that topic.  Secondly, use social media tools to your advantage.  With tools such as polls and ask-a-question stickers, you can directly ask your audience questions to help gauge what they’re interested in.

Be active

Have you ever searched a company online only to come across their social media site that hasn’t been updated since 2016?  If so, what did you think?  Remember that perception is everything.  A potential customer that comes across an inactive social media site may think that the company is no longer in business.  Keep in mind though that this doesn’t mean you have to post all day, every day.  Your social media plan will outline frequency per platform, but I always tell my clients that quality is much more important than quantity when it comes to frequency of posts. Remember that an inactive profile can do more harm than good for your business.

Additionally, using automation to schedule your posts will allow you more time to actively engage with your audience.  Creating good content can be time consuming, so you may want to consider using a third-party such as CreativeWorks Marketing to help manage your social media accounts.  This will allow you more time to focus on growing your business while we do all of the legwork.

Most importantly, if someone comments on your post, whether positively or negatively, be sure to engage!  This is the exact reason why “social” media exists. However, make sure to always take a positive stance when responding as others can read your response online.

Select the right platform

Just because a platform exists, it doesn’t mean you should rush to create a company social site.  I highly recommend only using the platforms that are relevant for your business and target audience.  For example, if you’re in the B2B marketplace, you’ll likely want to consider using LinkedIn over Facebook.  However, if you’re B2C and your audience is Gen Z, then TikTok is certainly the place to be.  Allocate your resources to where they will have the most impact with the audience you are targeting.

Social media has become one of the most powerful marketing tools businesses have for communicating with their customers.   For that reason, learning how to use it the right way can make a huge difference for your business.  If you want help getting started, contact CreativeWorks Marketing today!