Even if you’re not currently active on social media, you intuitively know the good it could do for your business. With billions of daily users on the biggest sites, getting your name out there on social media platforms is just one more way to get noticed by this huge audience.
As with any marketing tactic, there is a right way and a wrong way to do social media. Today, let me walk you through social media best practices for your business so that you can take full advantage of all this marketing tactic has to offer.
1. Build a Complete and Correct Profile
First thing’s first: You need to get your baseline social media presence looking great. Make sure you have a presence across all of the biggest social media sites (like Facebook, Instagram, and Twitter). Depending on the type of business you’re in and your target customer, there might be benefits to joining some of the other networks. For example, Pinterest is a tool often used by brides-to-be, so if you’re a wedding photographer, florist, or caterer, it might make sense for you to get on there.
Once you’ve decided the platforms to target, it’s time to build out a complete profile on each. For sites like Twitter, all you need is a photo, coverphoto, and short bio. Facebook allows you to include more information about your business, including a description, hours, contact information, photos, and video. Always include a profile picture (ideally with your logo) and your business name clearly on the page.
No matter what platform you’re working with, make sure you’re taking full advantage of the site and filling out all aspects of the profile! The more information you can give viewers on your social pages, the better.
Finally, this may sound silly, but take a moment to double-check that all of your information is correct on your social profiles. You don’t want to be sending people to someone else’s website by mistake or have your business hours listed incorrectly.
2. Get Posting and Keep It Consistent
Once you’ve built out your profile, it’s time to start sharing content. Social media platforms are all about engagement, so you need to be regularly creating and sharing photos, videos, written content, and infographics to keep your audience interested and spark conversations with your followers.
The most important part of sharing content is that you’re doing it on a regular basis. There’s nothing worse than getting your page up and running, posting a flurry of content for the first week, and then going radio silent the next three. Part of any strong marketing strategy is remaining in the sightline of consumers, and releasing content in a well-paced manner is a part of that effort.
You also want to mix up the types of content you’re sharing. If all you do is post one type of content, your audience will eventually begin to tune it out.
It’s okay to develop some types of content that are designed to repeat (like a series of blog posts on a related topic, or an original meme with a relevant hashtag attached). But variety is the spice of life, so it’s important to include a healthy mix of written and visual content, always.
3. Engage Your Audience
When you begin to share content on a regular basis, you’ll hopefully start building up a following. Now is the time to talk with those people!
A community manager is an essential part of any smart social strategy. They engage with those who are interacting with your brand, helping to draw interested people even further into your world and increasing the likelihood that they’ll move towards a conversion.
Additionally, a great community manager will go out into relevant networks on social sites and engage on behalf of your brand with people who might not already be familiar with what your business does, but would likely be interested in your offerings. For example, if you own a wine shop, you might comment on posts from the local cheese shop, hoping to get the attention of consumers who already know about that shop’s amazing Brie and might be looking for a jammy red to pair with it.
4. Don’t Just Rely on Organic Tactics
Organic social media is an amazing, free opportunity for businesses to get their name out there. But those organic efforts work even better when they’re paired with paid social. Once you’ve got a solid handle on your organic presence, you can begin to leverage it even further with paid advertising on the social platforms of your choice.
Of course, keeping your social media presence up and running to the highest level takes time and energy. If you don’t have the bandwidth internally to dedicate to maintaining a consistent presence and keeping engagement high on each channel, reach out to see how we can help.