In the 2017 State of Inbound report, more marketers reported they planned to add social channels like Facebook, Instagram, and YouTube to their marketing efforts than in the previous year’s survey. The reason we’re seeing this spike is because the use of social media by prospects is so pervasive. But, finding the right platform and right approach on social media to reach prospects can be tricky. The key is to make sure you’re always testing new strategies to see what works and what doesn’t. But, beyond this, we as marketers need to evolve our views on social media. And, not just how we use it but also why we are using it.
For awhile now the goal of social media strategy has been laser focused on generating leads and then trickled down to brand and content promotion. This isn’t a bad plan. It’s a great one – if you are coming at it from the right perspective. The focus isn’t on your company. It has to be on your prospects – what are their interests and goals and challenges? We have to consider our social media an opportunity to be social with our prospects and not promotional. There’s a big difference between these two. Here are some ideas to help you retool your social media approach.
- Do Your Homework
There’s a lot of information out there on your prospects if you take the time to go looking for it. And, to make it easier, you can start by looking at the analytics you already have for your current social media campaigns. Which ones got your prospects to engage? What information did they find relevant? Once you know this, design your social media around what you already know is of interest to your prospects.
Make sure if you’re going to share a blog or e-book on your social media that you first make sure the information is relevant to your prospects and then that you present it in a manner that is preferred by your prospects – think infographics, videos, etc.
- Think Like Your Prospects
When you start evaluating how to generate more likes, comments, and shares from your social media audiences, think about how you personally use each platform. It’s a good idea to create a detailed marketing persona for your prospects so everyone on your team has a good understanding of whom your messages are talking to. Consider how they spend their time on the different platforms and what it is they want to see on each.
- Apply Your Marketing Knowledge to Your Social Media
Most likely, social media is “new” to you, but marketing isn’t. And, social media is just another tool to market to your prospects. So, use your marketing knowledge to make your social media the most impactful. Use tried and true marketing approaches like making sure you have a call to action, you test approaches, and you use professional quality graphics with titles and subtitles when necessary.
And when it comes to creating content, think about how you optimize blog posts with on-page SEO elements, creating titles, headers, meta descriptions, and URL structures to help your blog posts and webpages rank in search engines. Apply this thinking to your other social platforms.
If you follow these tips, your social media engagement rate should increase because you’re creating prospect-centered content on platforms that resonate with your prospects. You’ll see that more of your prospects will begin to like, comment, and share your posts.