By now we all know social media is a critical piece of your marketing plan. That being said, is it enough to just be present on social media platforms? The answer is most certainly no. Sure it will help optimize your SEO, but when potential consumers stumble upon outdated or irrelevant information, it will undoubtedly turn them away.
The first thing to keep in mind would be your content. It is important to post frequently to provide fresh content, but the question is how relevant is your content? Make sure you are providing your followers with information that is of interest or helpful to them. No, you don’t want to give away all of your industry knowledge for free, just a taste of your expertise. The idea is that the taste is just not enough. It works the same way as food. Have you ever smelled bacon in the air and become instantly hungry? Think of your content as bacon, alone its just not enough. You need the eggs, hash browns and toast to complete the meal. Make your followers aware of how knowledgeable you are about your industry without giving them all of the tools to do it themselves.
The next part of social media is the interaction. Set aside the time to respond to comments on your social media by responding to replies of your tweets and answering questions about your Facebook posts. It is also equally important to return the favor by commenting on your followers’ tweets and posts. This will let them know you are interested in what they have to say.
The last part is cross-pollinating your marketing efforts. You don’t have to keep your interactions online. For instance, let’s say your company relies on B2B sales and you notice another business is following you on Twitter. Naturally you would send them a direct message, thanking them for following you and perhaps directing them to your website for more information about your company. Why stop there? Send them a letter letting them know that you have noticed they are following you. You can couple the letter with a brochure about your business or a promotional item. Be sure you let them know how you can help their business and offer to meet with them to talk about it at their convenience. This will reinforce your social media and, at the very least, strengthen your top of the mind awareness.
Social media can be a great tool for businesses, but make sure you are using it effectively. If it takes an extra hour or two each week to do it right, that’s time well spent. Don’t be afraid to follow up your interactions with a letter or a phone call, as they tend to be received on a more personal level, leaving a lasting impression in the minds of your potential customers.