Social media remains one of the most impactful ways of promoting your brand. It offers immediate feedback, engagement with your target audience, and a chance for your loyal fans to easily become brand advocates and spread your message. If you’re looking to promote your brand online, then it makes sense to use social media in addition to more traditional ways of marketing such as PPC and SEO.
Building a Presence on Multiple Platforms
There are numerous social media platforms and it is helpful if you can have a presence on as many of them as possible. Social media marketing means growing your presence on all of the platforms that are popular with your target audience. It can help to reserve your name on other platforms that are not so popular as well, because fashions change rapidly. It wasn’t all that long ago that Facebook was for teens. Today, Facebook is where the older people hang out and Snapchat is one of the more popular platforms for younger people.
Think about your target audience. Do lots of market research, and learn what they really like and where they tend to hang out. Talk to them, rather than at them.
One mistake that a lot of people make is putting out a lot of posts on social media, but doing little else. Facebook, Twitter, Instagram and the other major platforms give you a platform that will allow you to share your content, nothing more. They do not guarantee views. It is all too easy to talk to an empty room on those platforms. The problem with frequent, poor-performing posts is that the more often you post something that doesn’t get a response the harder it will be to get your posts seen in the future; especially on Facebook and Instagram. Facebook’s algorithm looks at the response that you got to your previous posts and uses that to decide how much to share your future posts. If you regularly post things that nobody cares about then you will find that your future posts get seen less and less.
Instagram does something similar with Hashtags. If the platform thinks that you are spamming, then it will not show your posts in the lists of posts attached to particular hashtags. You can still post as normal but you will notice that you are getting very little response to the content you share.
Talk to your followers. Share some of their content. Engage with other content on the hashtags that you are using yourself. This will help you to build up a reputation as an active and useful contributor so that people are more receptive when you share your own content.
Time Your Content for Best Results
You can improve the likelihood of people seeing and sharing your content by posting at the right time. The best time to post depends on which platform you are posting to and which country. If you’re going to post to LinkedIn, do it during office hours. If you’re going to post to Pinterest, do it in the evenings when the kids are in bed and the mothers searching for inspirational content have some time to sit down and browse social media.
People like to browse Twitter and Instagram during their lunch breaks or on their commutes. Facebook is popular on weekdays during common ‘break times’ as well. With Facebook and Instagram, you have a decent window of time after the post where it’s likely to get a good number of likes. With Twitter, the feed moves so quickly that you have to get the timing right otherwise your post will just vanish off the feed with little fanfare.
Add Value to the Networks
Most people who are using social media are doing so to relax and unwind, not to be marketed to. Make sure that you’re giving people quality content, not just advertisements. You may be wondering how that is going to help you get more customers. This tactic works because each time a social media user sees your brand, they become that little bit more familiar and trusting of it. Then, when they want to buy whatever it is you are selling, they are more likely to think of you as an option. This is particularly important for higher value purchases. There needs to be trust and awareness there before someone opens their wallet. If the user has seen lots of posts from you over a period of weeks or months, then that gives them the impression that you are a stable and reliable brand.
Would you give your credit card details to someone you have never heard of? If you answered “no” to that question, then what makes you think that anyone else would feel differently? Trust matters in the world of ecommerce.