To get the most out of social media, you’ll need a strategy answering at least these basic questions – who is your audience? What content resonates with them? What platforms do they use? What times of the day/night are they online?
So many businesses are missing key opportunities to see results from social media marketing because they don’t have a strategy in place. Posting on social media on an ad hoc basis isn’t going to cut it. If you truly want to see results, build your brand equity, develop relationships, increase positive word-of-mouth and manage potentially viral incidents, you’ll want a strong social media strategy.
Here are five reasons why a social media strategy is key:
Social media gives you the opportunity to express who you are as a brand – beyond your logo and the products and services you offer. It also provides a way to tell your story and values in a creative way. While your website is likely to have an “About Us” page, it might not be the consumers first choice for reading. Through organic posts, you can showcase your culture and mission, giving your consumers a genuine look into what makes up your brand and why they should choose you over a competitor.
Brand Awareness & Recognition
By applying a social media strategy, you can significantly increase your brand awareness and recognition. The more often your targeted audience sees you, the more likely they are to remember you. So, when the times come that they require your product/service, your brand comes top of mind. We all know that our consumers at any point are in different parts of the buyers’ journey. Social media is one tool that can provide value no matter where your potential customer is in their journey.
Social media increases traffic to your website
Optimise your social profiles for SEO. Use keywords you want to be found for, just as you would for different pages of your website. Social media posts and ads will also likely direct traffic to your website. Sharing great content from your website such as your latest blog, to your social channels is a great way to get readers as soon as you publish something new.
Reach your marketing goals
A custom social media strategy compliments almost any marketing goals and campaigns your company is chasing. From brand recognition to thought expert in the industry to generating leads and increasing revenue – it is one of the most versatile and cost-effective methods a business can use to reach its target audience and accomplish goals. Social media offers an easy and low-commitment way for potential customers to express interest in your business plus generating leads that are often cheaper compared to other forms of marketing.
Customer Relationship Management and Crisis Management
Social media allows your audience to communicate directly with you. It also allows for fast and immediate responses which in this day and age, is paramount. Research published in the Harvard Business Review shows that consumers expect brands to answer enquiries, comments, and messages within 5 minutes and that those who don’t meet those expectations are likely to see damage to their bottom line. Similarly, in the case of a crisis, social media allows for brands to address and tackle those issues in a prompt manner (in the hopes of mitigating negative word-of-mouth).
Being active on social media is no longer a competitive advantage, it’s required. In order to make the most out of social media, you’ll want to invest time into devising a well thought strategy and put policies in place. By using social media correctly, you’ll show your audience what your brand is about beyond just the products and services you sell. Social media has an array of benefits to offer, make the most of it!