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Social Media Tips for Business You Might Not Know About - Lewis Robinson - Blog

Social Media Tips for Business You Might Not Know About

With rare exceptions, every business needs to invest in marketing to succeed. Some can do it quickly with grand opening awareness and then coast on word of mouth. But most need to have a detailed advertising plan that includes a broad media mix. In the last 20 years, that media mix has changed drastically. A business used to rely on “traditional” media platforms like print, radio, and broadcast television. We’ve now entered the age of “new” media, where competitive companies need to consider or purchase digital ads, cable, OTT, streaming radio, and, perhaps most importantly, social media. Some businesses confuse simply having a social media presence with building a strategy, and others feel they don’t have the time to put it to work. Here are some tips to help get the most out of your social pages with minimal time and effort.

Data and Analytics Can Help You Strategize

However your business is set up, whether you have a serverless framework for cloud-based work, or a good old-fashioned brick and mortar retail location, you need to be able to analyze your customer base. That used to mean hiring a research firm, conducting field studies or focus groups, and spending hand over fist. Here’s some great news: whether you pay for social media ads or just post organically from a business page, most social media platforms can provide a lot of that information to you.

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Facebook’s Ad Manager interface, for example, allows you to specify your audience so precisely on the front end, that it’s easy to see who viewed, completed, and interacted with it on the back end. This will give you valuable information about which geographic, socio-economic, and age demos are responding to your social ads, and which ones aren’t. If you don’t have a paid ad account, the number of likes, shares, retweets, etc. a post receives is still valuable information, you just need to work backwards and visit some of your followers’ pages to learn more about them.

Content Marketing is King

Content marketing is a buzzed-about term in advertising, and with good reason: it works very well! Simply put, content marketing is any form of video, static ad, or blog that focuses more on user benefit than product features. Put another way, it’s not about what the product does, it’s about what it can specifically do for you.

Let’s say you are advertising a power drill with an online video ad. Traditionally, you’d probably get a lot of 360-degree shots of the drill, talk about battery life and horsepower, and maybe get into price and value. The content marketing approach would look more like this: show someone using the drill in a how-to DIY video about installing a child’s swing in a treehouse. Talk about what kind of screws and drill bit to use, while mentioning what kind of drill you’re using and drop in some feature details periodically.

Why is this effective? Two reasons. First, video and images rank higher in social media algorithms than posts that do not include either. Second, and perhaps more importantly, consumers hate advertising. They tolerate it, but they know it when they see it. Content marketing doesn’t fool them into thinking they aren’t being marketed to, but it does give them something they can learn and use. In the process, this helps build affection and loyalty for your brand.

Social-Exclusive Promotions Drive Web and Foot Traffic

Sometimes, the simplest things work the best. If you own a restaurant, tell followers to say they saw this post” for a free appetizer or drink. Retailers can do the same with a coupon, discount, or free item. While people are in your store, ask them to follow you on social media to be the first to know about new items and promotions. Just make sure you are not holding contests that violate the terms of use on the platform, like “like-gating” on Facebook.

Social media lets you speak with and interact directly with your customers. Use it smartly, and it will build loyalty and drive sales!

Publish Date: June 25, 2020 1:48 PM

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