How much time do you spend on social media every day? How many times do you check Facebook, Instagram, Snapchat, Twitter, or TikTok?
As of 2022, we spend an average of 147 minutes – almost two and a half hours – scrolling through our favorite platforms. We all know how easy it is to go from TikTok to TikTok, for example, dipping or wading through content that runs the gamut from silly, fun, and entertaining to informative, profound, and thought-provoking.
That’s really the point though, isn’t it? It’s so easy to scroll from one post to the next, one video to the next, one reel to the next… How do you encourage your target audience – the people who can help build your business – to stop scrolling, stop wading, and start diving in deeper with your brand?
Social media for inbound marketing is more than putting up some “like-worthy” posts that are viewed and forgotten as soon as the next shiny, flashy image pops up. It’s about capitalizing on what these platforms can really do for you.
Social Media for Your Business
The first, and most critical tip, we can provide when it comes to social media for your business is that it’s not all viral and any quick wins tend to dissipate before they bear (monetary) fruit. Don’t plan on or expect a win that captures the attention of millions. While it happens all the time, it is, all the same, rare. And you must ask, what is the return on viral? What are you really gaining after the hubbub dies down and the world is captivated with something else (for another minute until something else comes along)?
Instead, the key is thinking about the long game. About sustainability. About measurable gains. About using social media for inbound marketing so it moves the needle on targeted goals and objectives.
With that in mind, we have five easy steps you can take now to position your brand for positive results on social media.
- Set Yourself Up for Success
What’s a house without a strong, stable foundation? A pile of rubble in the making. The same is true when it comes to social media for your business. You have profiles and pages on Facebook, Instagram, Pinterest… etc. and etc…. But if you do not go in with intention, it’s going to amount to a lot of wasted time and effort. Not to mention, a good deal of frustration.
Start by identifying your goals. Do you want to raise brand awareness? Establish your business as a thought leader in your space? Increase traffic to your website? Reach new customers? Sell products? Recruit new talent?
No matter what your goal is, you won’t arrive at your destination if you’re unclear about where it actually is. Sounds simple, but so many businesses neglect this fundamental step. They throw up profiles on platforms they think make sense without diving into the demographics, without knowing where their target audience spends their online time, and without developing a game plan to reach them with compelling content.
- Build Relationships – and Your Audience
The point of social media is to be… well, social. If you do not interact with followers and other relevant brands in your space, then you may as well pack it in. You’re wasting your time.
Most social media users follow at least one brand. Leverage. This. Interest. Connect with followers first by creating relevant content that adds value to their day, whether it’s in the form of information, tips, tricks, thought leadership, or entertainment. But don’t stop there: engage them:
- Respond to comments and questions. This is literally the least you can do!
- Share or pin top comments. Sure, great testimonials about your amazing company are worthy, but think beyond this. Also, post comments and questions that can spark discussion within your “community.”
- Call out top fans/followers. Everyone loves a mention, and again, this can create a conversation.
- Follow up. If someone has a question and you answer, pop back after a suitable period (depending on the nature of their inquiry) and ask how they’re doing.
- Feature a customer in your story or in a post.
- Leverage UGC (user-generated content). The best content often comes from those who follow and support your business!
- Follow other influencers/brands that are in your space. You cannot operate as an “island” on social media. Be relevant by staying current with others in your niche.
- Use the Tools
When you establish business profiles on leading social media platforms, you can access a host of tools to help you do everything from creating a strong profile to targeting ads to relevant parties to keep track of key metrics. Facebook, for instance, offers planning and analytics tools, ad targeting and management, live broadcast options, plenty of training options, and more.
Find out which tools are relevant to your goals – and use them.
- Measure, Measure, Measure
When you are using social media for inbound marketing, you cannot afford to forgo measurement and analytics. What is your goal? How are you progressing towards it? Simple questions – often complex answers.
You’ll get a good understanding of how posts, ads, and other content are performing, how well you are engaging your audience and other key metrics. Utilize this insight to make decisions regarding your strategy and the tactics you need to implement to move ahead.
- Get Help
Social media is so easy to use as a consumer – and so challenging to master as a business! If you want your efforts to deliver a strong and profitable return on investment (and time… and effort), get help. The right agency partner can help you take the easy steps and ensure they are effective. And then they can leapfrog into the more advanced territory to enhance visibility, reach, scope, and… the bottom line.
If you want to use social media for your business, but also want to get back to work, contact THAT Agency today.