While print media remains essential for communicating with your customers, business owners must also develop a strong online presence. Because many prospective customers will first encounter your business online, multichannel marketing has become more important than ever, as we discussed in our previous blog, “How Multichannel Marketing Can Improve Your Business.”
In this blog, we discuss one of the most difficult and yet most crucial forms of digital communication: social media. Here are four steps to establish a strong social media-based connection between your business and your customers.
- Discuss Your Needs with a Marketing Team
While it may seem fairly straightforward to sign up for a Twitter account and proceed from there, successful digital communication can be complex. Unless you run a small startup company that isn’t ready for full-scale marketing, you should work with a reputable marketing team.
Look for a team that has experience in both print and digital media so you don’t have to work with two different marketing strategists. Many of the following steps will be a lot simpler with the guidance and expertise of your marketing team, especially if your past and current use of social media is limited.
- Choose Your Platform
Once you have established a partnership with a solid marketing team, it’s time to come up with a social media plan. Your first order of business is to decide which platforms will work best for your company and which social media platforms to focus on.
Start with the basics. Most businesses should have a Facebook page and LinkedIn profile since these accounts help both prospective customers and employees find your business. In most cases, you’ll also want a Twitter handle.
From there, your best choices depend on your business. For example, a bakery should seriously consider an Instagram account where they can show off their best delicacies while a bookstore may prefer to interact with literature fans via Tumbler.
- Understand Each Platform You Use and Format Accordingly
Once you choose your social media platforms, spend some time browsing. It’s important to understand the spirit and common usage of each platform so that any inexperience you may have doesn’t distract from your message. For example, misusing or overusing hashtags on Twitter may get you more rolled eyes than new customers.
Work with your marketing team to get as intimately acquainted with the demographics of each platform as possible. You’re targeting vastly different people when you use Facebook than when you use Tumbler.
Learn to format your posts to their best advantage for each platform. Returning to our Twitter example, shorten URLs you use so you have more room for your message, stick to single tweets, and keep your content as current as possible.
- Prioritize Social Media Engagement
As a business owner, you oversee many different marketing efforts. However, it’s vital that you prioritize your social media presence. High-quality social media interaction can improve your search result rankings, generate customer loyalty, and increase your company’s overall visibility.
If possible, hire an employee or small team who can dedicate all of their time to creating a consistent, engaging social media presence. This way, you can ensure that you respond to all relevant messages without diverting energy or time away from your primary products or services.
Using the same people for most of your social media posts also ensures that your company maintains your chosen persona across multiple platforms, which can increase brand loyalty and improve prospective customers’ first impression of your company.
Use these guidelines to begin building your online authority and your social media follower count so you can better communicate with your target audience. If you need assistance, our FUSIONWRX team here at the Flottman Company can help ramp up your marketing communication.