The Basics of Social Media Marketing
17 November 2021
So where and how do you start marketing your brand in this ever-evolving space ? Here are some basics:
Pick your channels
There are endless opportunities when it comes to social media platforms. In order to get optimal results and reach your target audience you need to pick which channels will work best for you and your brand.
If you sign up to every social media platform but don’t manage them all in a productive manner or fail with content creation specifically for that target audience, then you may end up not only creating more work for yourself but also potentially damaging your brand development and reputation.
Pick as many channels as you can manage and ensure you create content that works in that space.
Have a social media marketing strategy
Starting social media without a strategy is like taking a test without studying. Sure, you can wing it and hope for the best, but there’s a high chance of not achieving the greatest result due to lack of preparation.
Who is your target audience? Once you establish this, you can do a bit of research about which social media channels they are using and engaging with most, ensuring your business builds a presence on those same platforms.
How many times a week will you post?
Having this set out not only keeps you accountable but it means you know how much content needs to be created and therefore you can plan for this.
What types of content will you create?
Plan what type of content works best on each platform. If you have a business that is more service based rather than product based then you can still make your content visual and feel tangible if you create it and market it in a certain way.
For instance, if you’re a handyman you’re not going to have a product that you can promote visually, however you can produce content that will still catch your audience’s attention.
EG: Before and after photos of jobs you’ve completed, handyman tips and tricks with stock images, photos of you with happy clients and their testimonial for your services or introducing yourself and/or team with their headshots.
There are so many different types of content that can be created if you think outside the box.
Engage with your followers
This is really important. When people engage with you on social media it’s the equivalent of giving you a compliment or feedback in real life. You want to acknowledge them and interact back. This is key in building a relationship with your audience and keeping them engaged with your brand. After all, it’s called social media for a reason.
Plan how you can cross promote on your social media channels
Your social media channels are a great source for cross promotion for your business marketing. You are also likely to have a website, email marketing (like newsletters, automations or company updates), YouTube or Vimeo channels, etc.
For example, if you’re wanting more traffic on your website but your audience is more active on Instagram, you can post a hook (like dangling a carrot) on your Instagram page that directs them to your website. An example of this would be a post with a link (or link in bio) to a free resource or special deal from your business. Perhaps you may use a link that could be to a subscription form on your website where they can provide their email address to receive free resources.
By doing this, they have:
Identify and be consistent with your brand’s language on social media
If you imagine how you talk to your customer in real life, this is what your language on social media should reflect. We’re not talking about discussing how many beers you had on the weekend or the annoying habits of your ex, but more so the tone of your language.
If your brand is fun and quirky then the way you interact with your audience should be the same. However if your business is straight up professional with no room for sassy or content that is a bit silly, then it is equally important that this is your brand’s voice online.
Monitor your analytics
Monitoring your analytics will allow you to see what’s working and what’s not working when it comes to your account and content.
Most platforms have fairly in depth reports now that will allow you to see how many accounts you are reaching; engagement and interaction statistics; which content is performing the best; plus much more.
Starting your business marketing in the social media space can sometimes feel a bit overwhelming; however with a little help and knowledge, your brand will be able to reach and engage with your target audience in no time at all.