Living in the digital age means you’ve probably spent a lot of time using social media to boost your brand. In 2018, continue focusing your efforts on your most effective social media channels but add these fresh tips to make your brand stand out in all the noise.
Social media went through a lot of changes in 2017, from Twitter’s character limit change to an increased demand for short, engaging visual content from the likes of Instagram and Snapchat. Read on to discover some fantastic ways to keep your social media fresh and appealing as we head into the new year.
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Using social media should never seem like a tedious task. Each new year presents a great opportunity for you to reassess your marketing goals and introduce some exciting tricks to help drive engagement.
1. Know the Role of Social Media in Your Marketing Flow
First things first. You must know where your social media strategy fits within your overall marketing flow. Gone are the days where these two marketing tactics are treated as two separate entities. Instead, your social media efforts should be part of your company’s marketing echo-system and assist in reaching specific goals.
Let’s use Facebook as an example:
- You can create events around specific product launches or promotions, this would assist your general marketing function.
- Your paid/sponsored content that generates leads and outreach would assist in business development.
- Listening and responding to customer queries online would be part of your customer support function.
The trick is to ensure that all aspects of your marketing (and social media) strategy work cohesively to deliver great results. Set goals for your marketing efforts as you head into this new year – 81% of marketers that do report increased success in their overall marketing strategy.
2. Employee Advocates
Remember, the best and most trusted referrals come from people we already follow on social media. Why not take advantage of the networks your employees already have access to so you can expand your brand?
On average, employees have 420 Facebook friends, 400 LinkedIn contacts and 360 Twitter followers. Allowing your employees to use social media to share the great posts you’ve already created will mean your content has a greater reach and more potential leads are available. It also helps to know that 30% of workers believe that being allowed to use social media at work greatly increases their job satisfaction, so it’s really a win-win.
3. Focus on Micro-influencers and Micro-experiences
Influencer marketing was a big trend that helped brands tap into specific audiences in 2017. 2018 is no different and you should be using this marketing tactic to help boost your social media presence.
In fact, over 90% of marketers who employ an influencer marketing strategy believe it’s successful.
No budget? No problem. Consider finding micro-influencers that have many followers in a niche related to your products or services.
Look for individuals with between 5000 and 20 000 followers if you’re not sure where to begin and remember that most of their followers are often engaged, interactive and ready to buy into what the influencer recommends.
Similarly, focusing on the customer journey (micro-experiences) can help retain potential customers already in the sales funnel. 52% of customers are less likely to engage with a company after a bad mobile experience, so make sure your website is responsive, has calls-to-action in the right places and delivers fantastic content that will leave a lasting impression.
4. Watch the Competition
While social media is mostly about showcasing what you can do, you can use it to look into what the competition is doing, too.
Don’t get jealous over their retweets and shares. Instead, examine their top performing posts and see if there are ways to improve your current social media efforts. This is also a great time to conduct some audience research to find out what is and isn’t working for your brand.
It’s reported that marketers who conduct research at least once a year are 303% more likely to achieve their marketing goals.
General areas to examine are how often and when your competitors post, the type of content they post, who is following them and their most popular type of content.
This isn’t, of course, an excuse to simply copy their strategy but should instead provide a glimpse into what you could be doing better with your own posts and promotions online.
5. Revamp and Rebrand (if necessary)
Look at your corporate identity – is it slightly outdated and leaving much for your eyes to desire? Does your logo need some attention? What about your social media posts? Are you using pixelated stock photos that don’t really speak to the personality of your brand?
If you answered yes, or even maybe to just one of these questions, you should consider taking some time to fix these issues.
Simple fixes like a signature colour across your branding elements can boost brand recognition by up to 80%. Additionally, over 60% of millennials believe that online content drives their loyalty to a brand, so it’s in your interest to make sure you’re putting your best foot forward in the social media sphere.
Social media is one marketing tactic that’s only going to get bigger as the digital space expands. Make sure you keep your brand ahead of the curve by using some of these new approaches in your social media strategy, today.