Social media marketing is by far the most cost effective way that any business can promote their products/services. Social media numbers continue to grow steadily each year, with Facebook still being the most popular site in Australia, and newer social media sites like Snapchat growing exponentially (Australian Social Media Stats – February 2017).
Here’s how you can make your social media marketing a screaming success:
The first step to successfully using social media to promote your products/services is to:
- Know why your customers hire your business to get their job done
- Own that point of difference, and make it your business’s mission for success
- Communicate this point of difference effectively via social media
- Ensure you have a ‘call to action’ on your social media profile eg buy now, call now, click now
The next step is to determine why you will be using social media to market your business, such as:
- To be front of mind when people need the type of product/service you offer
- To build a loyal fan base who love what you do and become your brand advocates
- To educate your marketplace to improve their lives or businesses
- To be known as an industry expert who people flock to
There are a number of Australian businesses who are very successfully making their social media marketing a screaming success with millions of followers and improved revenue generation. They do this by using one or more of the following four ways to use social media effectively:
1. Share your own original content
There was a time before the internet when information was scarce and only large organisations were able to effectively distribute this information. Nowadays, information is everywhere and available anytime, so holding onto what you know doesn’t make sense anymore as it has little value on its own.
By sharing what you know via your social media profiles, however, helps to attract people’s attention. It also helps them understand what you can do and how effectively you can do it. These perceptions are important when people are in the research and decision making stages of their buying journey.
When you understand what your business’s point of difference is, you will then realise that you have lots of content that others will find useful. You can then share this information through:
- blog, video or audio posts
- photo and infographics
- reports and research papers
- checklist and how tos etc
Case study 1:
Consider Australian fitness instructor Emily Skye. She regularly educates her market and creates loyal fans via social media by freely sharing her fitness videos which people love. Emily’s loyal fans then share these videos via their own networks. This activity has attracted her:
- 10.5 million likes on her Facebook page
- 1.9 million Instagram followers
- 114,000 Twitter followers
- 57,300 YouTube Subscribers
Emily’s social media exposure has also attracted her a contract with Reebok. Emily’s call to action is for followers to ‘buy now’ – that is, buy into her fitness programs.
2. Share other people’s content
As mentioned above, the internet is chock full of content. While this can create a lot of white noise, it also presents a fantastic opportunity for you to curate and share content related to your point of difference via your social media profiles.
Doing this allows busy people to access useful information or readily have content to share on their own social media profiles. The curation of this content is also very simple to do by gathering information from Google Alerts and by subscribing to email updates related to your point of difference.
Use your business’s point of difference to determine the type of information you should be sourcing and curating, for example:
- Being front of mind – heart warming or thought provoking stories similar to your business
- Creating loyal fans – fun or sophisticated information which links to your business
- Educating your market – how tos or research related to your industry
- Being an industry expert – cutting edge information from your industry which is hard to find elsewhere
Case study 2:
Consider Australian business, Street FX Motorsports & Graphics, who share other people’s motor sport videos which are either funny or dare-devilish. This activity has attracted them:
- 9.9 million likes on their Facebook page
- 400,000 Instagram followers
Street FX’s call is action is for these followers to “Shop now” – ie encouraging people to either buy their racing graphics, parts and accessories or a combination of all three. These loyal fans are not just Australians, as Street FX’s has USA customers and beyond.
3. Interact with others in social media
People use social media more for the social than the media so it is important that you interact with others using your business social media profile. This includes:
- Liking or reacting (smile, shock, anger etc) to other people’s posts and comments
- Tagging or @people in posts so your posts come up in their stream, and/or they are alerted to the interactivity and interact back with you
- Replying to, sharing and retweeting other people’s posts and comments
- Using #hashtags related to trending terms which link you to others in your field
This activity demonstrates that you are not just in social media to ‘push’ your business and its products/services but that you are interested in what others are doing. This activity is particularly important if you are using social media to build a loyal fan base. Powerful collaborative partnerships can also be formed by interacting with others in social media.
Case study 3:
Consider Australian strategic advisor and mentor of other leaders, Holly Ransome, from Emergent Solutions. Holly interacts with others around things she is passionate about such as being on the Board of the Port Adelaide Football Club, meeting other inspiring leaders and sharing her political views. This activity has seen her attract:
- 92,000 Twitter followers
- 7,700 Instagram followers
- 3,800 Likes on her Facebook page
Holly’s call to action is to visit her website which showcases her services and the blue chip clients who utilise them. Holly’s activity also helps to educate her marketplace while being seen as an expert in her industry.
4. Show you care about your customers
The best way to improve your business and its products/services or to determine whether a new idea is viable is to ask other people for their opinion about this. Social media is the perfect platform to do this, and this activity makes customers feel like you care about what they have to say.
Others ways of showing you care about your customers is by asking them to share their content with you or creating / being involved in memes or trending themes which people find funny or entertaining. Encouraging people to tag others into their comments to win a prize or get a discount also helps to builds excitement among your customers.
Responding to your customers’ social media comments about your business, whether they are positive or constructive, also shows your transparent customer-focussed approach to your business. However, do not get into a rant with a customer online. If you need to reply more than once to a comment, then take the conversation offline and communicate with the person via direct messaging, or acknowledge that the person is right.
All of these activities show the ‘human side’ of your business which helps your customers feel they know you and can trust you.
Case study 4:
Consider Australian family-run business, Appliances Online, who sell top-brand appliances. Appliances Online post great ‘win’ offers by asking customers to interact with these posts. They also have their loyal fans who share their personal experiences and reasons why they buy certain products that Appliances Online sell as comments on Appliance Online’s posts. This activity has attracted them:
- 385,000 likes on their Facebook page
- 24,600 Twitter followers
- 9,600 YouTube Subscribers
- 1,600 Instagram followers
Appliances Online’s call to action is to ‘buy now’ by directing people to their online website. They also use social media to be front of mind when people need appliances, as well as, to build loyal brand advocates. This interactivity with brand advocates then pushes Appliance Online’s posts into the social media streams of these fans so all of their network sees them. This earned marketing is very powerful and cannot be bought.
Making your social media marketing a screaming success
Remember, social media marketing is not the “silver bullet” to your business’s success. This come with:
- Having a killer product/service which is in demand
- Being customer focussed and providing a great customer experience, then
- Effectively communicating the first two points with a strong call to action
Consistency in your approach to social media marketing is also very important as this creates the impression in people’s minds that your business is reliable. Reliability instills trust.
To ensure you are not spending all of your time in social media, use a tool like Hootsuite to regularly schedule posts which are then released over a period of time.
Contact us now (email or [+61] 0400 732 270) to discuss how we can help you succeed online by making your social media marketing a screaming success.