Who runs the world?
While Beyoncé would say girls, from a marketing perspective, it seems like social media is currently running the world.
It’s more than just a fun place to share memorable moments and try out goofy filters. It’s now a platform where people get their news, old friends stay in touch, and businesses advertise their services.
According to recent statistics, there are currently 3.78 billion users on social media worldwide in 2021. That is about 48 percent of the entire world population.
The number will likely increase as technology advances and creates easier opportunities for users to access social media anytime and anywhere. Social media is here to stay.
Why is it important for businesses to use social media, and how can businesses create an effective social media presence that reaches the right audience at the right time?
Let’s dive in!
Why is social media important?
Given the statistics from earlier, it’s likely that your target audience also hangs out on social media. What better way to connect with your audience than to reach them on a platform they choose to spend their free time?
When you take the time to invest in your social media presence you will:
- Establish a cohesive brand identity
- Develop brand loyalty and authority
- Support and retain customers
- Get net new customers by showing them what your company is about
These bullet points don’t just happen overnight. They require thought, analysis, and strategy.
Some companies just post mindlessly on social media, but if there is no strategy or reason behind what you’re saying, why should your audience care?
That’s why it’s important to prioritize creating specific marketing strategies that work for you and your company so you can reach the right audience, on the right platform, at the right time.
What are some effective marketing strategies?
1. Establish a brand identity.
Your brand identity is what distinguishes you from your competition. It’s your defining features such as your company’s colors, logo, and personality.
Before you dive into the vast world of social media, you need to establish who you are internally and communicate your brand identity clearly with the rest of your marketing team.
While several people are managing social media accounts, if you have a clear guide on what to post and what to say, you will maintain a cohesive brand identity. As a result, this makes your company consistent, dependable, and builds trust between you and your customers.
Your brand identity should define your company’s colors. This will help your team create graphics that match the company and create an aesthetically pleasing page that promotes your brand.
Your brand identity should also include a tone of voice guide. How do you want to come across to your customers?
It’s best to keep in mind what industry you are in. If you are in the restaurant business, keep it lighthearted and fun! If you are a life insurance or personal injury law firm, you should think about implementing notes of empathy and sincerity in your captions and replies.
A great example of a cohesive brand identity and social media marketing strategy is Wendy’s. Wendy’s Twitter account is famous for its witty comebacks and snarky roasts of competitors and customers. They threw caution to the wind with their brand’s voice, but it works!
Snarky comments and roasts may not be the path for you and your company, but it has made Wendy’s a viral sensation on Twitter.
Whatever brand voice you decide to go with, make sure it appeals to your audience and fits your industry!
2. Identify your target audience to determine which social platforms your business should be present on.
When some companies decide to invest marketing time into social media, they go all out. And by going all out, it means that they are present on every social media platform available. You would think that would make them more available to their customers, right?
In actuality, this “strategy” is a lot of work for your marketing with little to no return on your investment.
It’s time to work smarter, not harder.
Like any other marketing campaign, you have to identify who you’re talking to. Who does your industry target? What are the demographics (age, geography, etc.) of your current clientele?
Once you’ve determined who your target audience is, you can determine what social media platforms are relevant to your industry.
If your audience is a part of the older demographic, you will want to be on Facebook. Younger generations gravitate toward Twitter and Instagram.
3. Switch up your content.
Once you’ve established your brand identity, target audience, and social media platforms, it’s time to create content.
One of the most important questions to ask is: what content will your audience relate to and engage with?
What is your target audience looking for when they visit your page?
For example, if you are a coffee shop, your customers are probably visiting your social media page to see your store hours and if you are offering a happy hour or any holiday specials.
Another important thing to remember when creating content is to engage with your audience. Don’t just talk at them. Start a conversation and invite them to be a part of it.
Engagement posts like trivia and polls are fun ways to encourage your customers to engage with your brand.
You can also post culture posts which are a reflection of your work culture. Highlight employees every month or post about a fun get-together your team recently had. This makes your company authentic and more human to your customers.
Positing a culture post is the perfect opportunity to encourage your audience to comment on what their company does to promote employee engagement and boost culture. It’s a win-win all around!
You can also share educational posts and promote articles, blogs, and videos that relate to your industry. This keeps your customers informed and encourages them to learn more about what you do.
4. Have fun!
Social media is a great way to engage with your customers and let them know that you couldn’t do what you do without them.
Start conversations and respond to your customers when they comment.
Create content that reflects your brand identity and brainstorm with your team on exciting innovative content you can produce that will make you stand out from your competitors.
Grow Your Business with the AMG Team
When you partner with the AMG Team, our team will help you create a social media strategy that fits your company’s brand and will help your customers achieve their goals.
Your content will cohesively reflect your brand identity. We’ll handle the marketing, so you and your team can work on what you do best!
Everyone deserves a happy ending. Why not do it together?
Contact us today for more information on how to grow your business.