There are too many webmasters and business owners out there wasting time and effort on lackluster social media campaigns. You may know people guilty of this: people who set up Facebook and Twitter accounts, post occasionally and then wonder why they aren’t growing their followers exponentially. Unfortunately, social media marketing is not a matter of ‘build it and they will come’. To be successful, you have to work hard but you also have to work smart. You have to know how to gradually increase your reach and then you need to put in the time and the work to make that happen. In some cases this can even be a full-time job; for some people in fact it is a full-time job! (Even if some people view it as a somewhat dubious one…)
So the question is: what should you be doing to ensure a successful campaign on social media? Read on and we’ll look at some of the key components that will make all the difference and really ensure you dominate the networks.
The golden rule of social media marketing campaigns is to ‘be everywhere’ and to be everywhere with a strong and consistent branding that will be memorable and help you to strengthen your influence and authority. You should be on every single social media channel – including the smaller ones – and you need to ensure that you have the same compelling logo design, user name and color scheme across them all.
And don’t forget the little ones! At the very least, you should have a presence on:
- Instagram (actually bigger than Twitter!)
YouTube is not really a social media channel but it’s another great place to bring more attention to your brand and it syncs nicely with all the others. Post on social bookmarking sites too – they’re great for getting lots of new viewers and shares.
Likewise, make sure that your social media is heavily integrated into your website. That means there should be links to your accounts on the homepage, buttons from Shareaholic or other plugins for easy sharing and maybe even a live-feed or two.
It’s better to have no social media account than to have one that looks like a ghost town. Make sure you are posting regularly then and use tools like Buffer, HootSuite and IFTTT to automate those posts.
Use Influencers Marketing
Influencer marketing is an incredibly strategic form of social media marketing. Here, you basically look for someone who already has a large degree of social influence – who already has lots of followers hanging on their every word – and then you convince them to work alongside you and to message their followers on your behalf. This is a great strategy because it means you can benefit from someone who has massive reach long before you’ve reached that point yourself. And if the message they share for you is popular, it’s a great growth hack that will help you leapfrog the competition and land straight at the top of the pile.
LinkedIn is great for influencer marketing but you can do it on any platform. The key is to choose your targets well and to offer something worthwhile in return.
Use Real World Networking
A lot of people on LinkedIn in particular, think they can just ‘add’ influential contacts because they know a friend of a friend. In reality, this doesn’t make you best mates and most people will just ignore your request.
If on the other hand you make the effort to meet them in person and chat with them first, you can create some pretty useful contacts. Go to networking events then and make the effort to introduce yourself. Why not take a selfie for Instagram and tag you both in it? That’s a great way to create an association!
You don’t have to use advertising on Facebook to be successful but it is a very powerful tool if you do – and especially if you use CPA advertising for likes. That means ‘Cost Per Action’, i.e. you only get charged if someone likes your Facebook page!
Good social media means engaging with the audience and interacting with them. Don’t underestimate the value of one vocal fan – especially if they trumpet your cause. Make the effort to answer questions and not only will it help your brand to look good but it might just win you a powerful champion.
Creating the Right Content
Your social media campaign should be intertwined with your content marketing to the point where you think of where you’re going to share your content before you even write it. Don’t just write posts because that’s what you think you’re meant to do: write posts because you have a plan for them and you know the perfect place to share them! Choose the right title and think of every article as a product tailor made for a specific demographic.