A good social media strategy is grounded in your company’s short term and long term goals, focused, adaptable and engaging. Developing a kickass strategy for your business can be a steep learning curve, so be prepared to tweak and adjust your campaigns as you go, and learn to interact with your followers and customers in a way that strengthens your brand. Here are a few fundamentals to help you to build a solid social media strategy from the very start:
- Link your website with social media – Customers should be able to easily get from your social media pages to your website and vice versa without needing to search for more than a second or two. Integrate social media into all your online activity and create your own mini web.
- Focus and specialise – It’s a waste of energy to try to spread yourself over too many social sites, and your audience are likely to congregate in one or two areas anyway. Focus your time and your budget on the places where you can really make an impact in social media.
- Re-target existing and ‘almost’ customers – Use retargeting techniques to convert customers who have already shown an interest in your products and services using targeted ads, social media, and email marketing.
- Use images and video – Multimedia content is far more viral than text. Source high quality images and videos for your social media posts and encourage clickthroughs. Post your own content on YouTube or Vine for an extra boost.
- Stay relevant – Respond to news and current events with your content, and keep track of keywords and mentions that relate to your company and your products.
- Create original content – And make it regular. Fresh, unique content not only helps your search ranking, it encourages followers to keep visiting your social profiles or your blog/website for new posts.
- Interact! Social media is… well, social. Make sure you are on top of all your interactions, responses, complaints and enquiries. Nothing’s a bigger turn off in social media than an inactive account.
- Use email – Email newsletter recipients are more likely to share content via social media than a casual follower on your account. Embed social buttons within your email marketing and encourage social followers to sign up for a newsletter.
- Show off your brand – At the end of the day, social media is a great opportunity to show the world what your company is about – give followers a sense of your personality and your style and make genuine connections to create a feeling of community around your brand.
So go forth, have fun, and enjoy the fresh approach of social media – you never know, it might even help to shape your company for the better.