Business owners everywhere are probably sick and tired of being told about the wonderful opportunities social media provides to them – after all, it seems we’re only ever told about the existence of these opportunities, and never about how to exploit them. The truth of the matter is that many social media gurus who claim it can help you enhance your profitability skip town too early and fail to reach valuable lessons with practical examples.
Here are 5 concrete ways that you can actually use social media marketing for your business, and what mistakes to avoid when leveraging these strategies if you want to avoid scandal.
1. Hire a dedicated content producer
The first and most effective strategy for harnessing the power of social media platforms is to hire a dedicated content producer who can specialize in churning out well-optimized content that’s very likely to strike a positive chord with your target audience. As a business owner, you’re obviously competent and capable of running the show from your creative workspace in Soho, and you likely have a deep understanding of your customer base, but that doesn’t mean you’re a digital guru who can deftly exploit social media platforms to the fullest possible extent. That’s why it’s important to know your own weak points, as only hiring a specialist who knows what they’re doing can truly help you tap into social media.
Review a helpful guide on the production of excellent social media content to know what to look for in your candidates. Then, start spreading the news that you need an excellent specialist and wait for your now-excellent content to go viral.
2. Stay away from influencers
It’s crucial to note that social media specialists who focus on producing excellent content and influencers are two different things. Influencers have no real understanding of the ins and outs of marketing, but rather are simply popular individuals with large followings that they’ve managed to successfully monetize. Despite the fact that they have many followers, it’s imperative to realize that most influencers aren’t nearly as influential as they claim, and even the most popular of influencers seldom produce the results that they promise to brands.
One trend alone, the prevalence of fake influencer followers, is expected to cost brands a whopping $1.3 billion this year alone. Young consumers are also well-versed in the world of social media influence and are unlikely to actually fall for it in the first place, despite what influencers will tell you. You should thus give influencers a wide berth if you want to produce real results for your business instead of throwing your money down the drain.
3. Focus on getting emails
Another concrete method to orient yourself around is turning social media followers into subscribed members of your email newsletter. Email subscribers are the holy grail for most marketing operations, as individuals who deliberately go out of their way to sign up to continuously receive messages from you are ideal members of your target audience likely to spend money on your products or services in the future. Converting the average social media user into an email subscriber is easier said than done, though.
Email is perhaps the most frequently used electronic media, and most people trust the contents of their personal inbox much more than they do the content of their social media newsfeed. Given that they’re proven revenue-boosters, too, email lists can go far in supercharging your marketing department. Spend some time reading a deep dive on turning social media followers into email list members if you’re invested in achieving excellent results with your marketing.
4. Understand the power of a good story
A more generic but still helpful tip is to remember the potency of stories; humans are naturally born storytellers, and we love to spread hopeful or daring tales of our exploits with others. By orienting your social media marketing campaign around unparalleled storytelling, then, you’ll be engaging your audience like never before while incentivizing them to spread your messaging to their friends, family members, and coworkers.
Make storytelling into a priority, and your social media messages will transform into engaging, useful parables that everyday users can actually relate to rather than ignore. Keep this in mind when hiring your social media content specialist, too, as excellent storytellers are hard to find but worth investing in.
5. Have a scandal patrol
Finally, it’s important to have a scandal patrol if you want to avoid calamity. Sooner or later, every social media marketing campaign becomes outdated, especially since time and trends on the internet fly by much faster than they do in real life. Regularly auditing your old posts and whatever’s in the pipeline to be posted in the near-future is essential if you want to avoid using an offensive hashtag or chiming in at the wrong time. Keep these concrete strategies in mind, and soon your social media pages will be producing better results than ever before.