1. Build a Content Base
Google’s algorithm changes highlight original content. Due to that, blogging has made a comeback.
Blogs are best for building a material base. They can help improve search engine rankings, establish thought leadership, generate greater brand awareness, and strengthen current bonds with your customers.
When you have yet to use a site either inside or alongside your ecommerce website, it is time to do so. WordPress is very good for this purpose, but applications like Tumblr or RebelMouse may better suit your preferences.
Irrespective of which platform you choose, begin the new year with a determination to create original content on a regular basis.
“The 4-Step Social Media Content Strategy,” a previous post, walks you through the steps involved in developing a strategic content program.
2. Provide Utility
In his book Youtility, author and marketing expert Jay Baer says,”There are only two ways for businesses to break through in an environment that’s unprecedented in its competitiveness and cacophony. They can be amazing or they may be useful.”
By”useful,” Baer means brands should focus on the needs and interests of customers and prospects as opposed to their own, and create content which reflects that mindset.
You can spend a great deal of money in advertising to get attention, but it is less expensive and possibly more effective to build awareness by providing content that adds value.
3. Syndicate into Social Networks
Social network syndication is another step in executing your articles program. Think of social media as a distribution channel through which lots of people can understand your content. The next measures go into greater detail about how to do this to get the best effect.
4. Think Beyond Facebook
When we think of social networking, often the first website that comes to mind is Facebook. It’s the biggest and most talked about, and has shown to have some social trade value.
Do not restrict your thinking to that 1 outlet, however. Websites like Pinterest, Twitter, and Google+ must also constitute a part of your brand’s social identity. If you sell to other companies, add LinkedIn into the mix, also.
Additionally, expand your existence to social content networks such as YouTube, Instagram, SlideShare and Vine. The bigger your footprint in social networking, the better your odds of filling the surface of the purchase funnel with prospects.
5. Become a Community Manager
Another important facet of marketing via social media is to interact with fans and followers. Managing online communities (and that is what social networks are) needs a two-pronged approach:
- Respond to customers who participate with you. When clients and others leave comments or ask questions, it is very important that you respond in a timely fashion (less that 24 hours is preferable). Compliment people who like or discuss content you have posted.
When a client voices a complaint or criticism, respond quickly and courteously. Simply take the conversation offline if need be to keep others from”piling on.”
- Amplify involvement with supplemental content. Effective social networking engagement demands that you supply content each day. Owing to the ephemeral character, you can upgrade Twitter several times every day.
Even in case you blog as frequently as two or three times weekly, that isn’t enough to keep customers hungry for more info fulfilled. Supplement your posts with”micro” content in the kind of status updates, questions, surveys, photographs, videos, and much more.
6. Curate Content
Content does not have to be original on your own website. One increasingly common type of articles promotion is curation, the tradition of sourcing third-party data you share with your networks.
This can come in the shape of status updates from other Facebook Pages which you have enjoyed, retweets, repins, or links to articles gleaned from RSS feeds and Google News alerts.
A range of platforms have been developed just for this purpose. Some of the more popular and affordable are RebelMouse, Scoop.it and Meddle. Buffer is yet another, more”on the fly” curation tool which many find helpful. Feedly, ContentGems, and Trap.it are great for collecting content based on topically-relevant keywords.
7. Use a Social Media Management Application
All this content creation, social network syndication, and interaction can seem overwhelming. One way to minimize your time investment and increase efficiency is with a social networking management application.
HootSuite is popular because of the fact that it enables syndication to the most stations, and it’s absolutely free to use at the bottom level. On the other hand, the user interface can be confusing, especially when you have a lot of columns and tabs open at precisely the exact same time.
Another management tool used by smaller merchants is Sprout Social. Others in this course include SocialBro and SocialOomph.
8. Combine the Hashtag Revolution
Hashtags are now so popular that almost every social network accomplishes them. They don’t work also on Facebook but are woven into the fabric of websites like Twitter, Instagram, and Vine.
9. Consider Using Third-party Applications
Websites like Offerpop and North Social provide affordable promotional tools which can improve and enrich your social networking engagement efforts.
Offerpop, by way of instance, provides hashtag and user-generated content campaigns for Facebook, Twitter, Instagram, and Vine. North Social includes a suite of almost 20 applications such as mobile apps, sweepstakes, coupons, and custom Facebook pages.
Earning money on social networking advertising is now, for many businesses, a necessary evil, particularly where Facebook is worried. Recently, the website reiterated that, to get exposure in News Feeds, companies need to advertise.
While advertising is less of a problem where Twitter is concerned, promoting tweets can help extend their life and gain more focus.
11. Do not Ignore Mobile
The growth in mobile device use was accompanied by a transition toward the use of tablets and smartphones for social media participation. Studies indicate that as many as 73 percent of Facebook users and 60 percent of Twitter users today engage by means of a smartphone or tabletcomputer. Other networks like Instagram, Vine, and Route rely almost exclusively on mobile usage.
12. Analyze and Measure
Irrespective of how much useful content you produce or the amount of social channels whereby you syndicate, nothing will matter if few users read or respond to it.
In the last few decades, social network platforms and third-party suppliers have come a long way toward ensuring such user metrics have real business value.
Take Facebook for example. Its development team has revised both Page Insights and advertisements to more accurately reflect the types of information merchants will need to make sure their efforts are rewarded.
Insights is now more actionable, easier to use and understand. It comprises data around post content, participation activity, and number of people reached.
Social networking management tools such as those referenced earlier also comprise analytics dashboards which may be tied to Google Analytics.
You don’t need to commit to every one of those activities all at once. Begin by building your content base, then syndicate to social networks with a social networking management application.
As you enhance your presence on a single network, add another. Challenge yourself to move beyond Facebook and use mobile-enabled stations like Instagram and Vine.
First and foremost, begin strategically with the requirements of your clients clearly in your mind and, early on, establish metrics which you can track.