1. Don’t Be Afraid to Pay for Social Advertising
Most people see social media as a pure organic play, but I’m using it more and more frequently as a paid marketing channel. I’ve tested paid ads on LinkedIn, Facebook, Twitter and other social media platforms.
All of them have their strengths and weaknesses, but if I were to provide one tip to people who are using social media, it would be this — don’t be afraid of paying for social media reach and clicks. It’s often a good investment!
2. Make Video a Part of Your Content Strategy
If you’re using social advertising on Facebook, especially for a local or B2C market, make sure that video is part of your content strategy. In our experience, video ads get maximum engagement on Facebook and it is easy to create a video or moving image slideshow using Facebook’s own advertising tools.
3. Unified Social Inbox
Once your social media marketing starts to gain traction, managing your accounts is going to take up a significant portion of time. And that’s only amplified if you’re managing social accounts for clients. This means that it’s critical to save time wherever possible.
One of the biggest time-savers that I’ve found is to use a tool with a unified social inbox. Before, I’d use a tool that only had streams. So I’d have to spend 5-10 minutes figuring out where I was up to whenever I sat down to go through @mentions etc. And that only got more difficult if I had to manage social from my mobile.
Instead, with a unified social inbox, I know exactly who I’ve replied to and who I need to reply to. But there’s one button within a social inbox that saves me the most time – the ‘archive all’ button. This means I can go through my most recent messages/updates, hit the ‘select all’ button once I’m at the bottom, then hit ‘archive all’.
4. Take Advantage of Ad Targeting
Social media continues to become a more crowded space, making it more difficult for most businesses to grab the attention of their ideal customer, much less engage with them there. This is especially true for B2B companies that may not be as sexy as B2C firms.
However, as social media platforms like Facebook, Twitter, and Instagram mature, they’ve become much better at understanding who your ideal customer is, and how to get your message in front of him or her. However, this comes at a price: advertising.
While all companies should continue to publish organic content to the platforms where their customers “hang out”, the way to capitalize on these platforms is through targeted ads that drive people from social platforms to your website or landing page. And don’t be afraid to spend some ad dollars on driving traffic to your content–such as blog posts or podcast episodes–as well. Facebook especially seems to like ads that provide value to their users.
5. Turn Customers Into Brand Ambassadors
Want to “wow” your online community and customers? Listen to and respond to what they have to say in social media! Engage! You’ll convert customers into brand ambassadors when you do!
6. Be “Social”
The key to social media is to be “social.” Regardless of how many posts are published on a social platform increase social engagement by leaving feedback, following, retweeting and somehow connecting with your audience. You will notice a drastic difference in your click/open rates in future posts.