It's now clear that social media channels have become key agents of global change. From Presidents to preachers (and everyone in between), widespread use of social media shows how any one of us can strategically influence opinions, promote brand recognition, build audiences, increase sales and much, much more.
Indeed, one of the great by-products of the digital age has been the rise of social media. This is evident not just in our ability to easily communicate with so many others, but in our ability to market directly to those we want to reach. With the birth of social platforms, custom targeting of prospective business customers has become easier than ever before.
Here at Mosaic -- and many other marketing agencies like ours -- we can get so specific with target audiences that we can identify prospects by the books they are reading, the movies they are watching, the cars they are buying and the industry leaders they follow. Using social media, we can guide our clients on ways to significantly expand their reach to those that best match their customer profile.
One of the best features social media marketing offers to businesses is a very low barrier to entry. Gone are the days where a business is required to spend thousands of dollars on advertising to reach its prospect. You can now reach your audience by spending as little as five dollars per week!
But which platforms are the best for businesses to use? To create a successful social strategy, you have to be familiar with how each social media platform works. There are seven social media platforms we now typically recommend to clients for brand recognition, sales growth and long-term client retention. These are:
With more than 1.59 billion users, Facebook comprises the largest blend of demographics of any of today's social platforms. It provides an extraordinary medium for your business to connect with your prospective customers all around the world.
From a marketing and advertising perspective, Facebook is also the easiest social medium to manage and allows for the best possible targeting.
As marketers, we use Facebook ads to match current buyers with more than two million similar prospects who possess similar characteristics. We then push any prospects to an opt-in page where we can capture their name and email.
Twitter’s value lies in its ability for your posts to go viral: the more people share your posts and “retweet” your content, the more followers you will attain. We post recent news, updates and articles we have in major media.
Hashtags make a big difference in building momentum for your posts, so pay attention to what is trending today and include relevant hashtags. We also retweet people who have many followers to increase the likelihood of them following us back.
If you are working in a B2B field, this is the social media network for you to focus on. Connecting with business professionals in any industry is easiest with LinkedIn as it allows you to target them by industry, job title, etc.
As with all social media, LinkedIn prioritizes relationship building more than any other. Don’t lead with a sales pitch; start by building a connection. One of the best features for businesses are LinkedIn Groups. Businesses should establish Groups in your target niche or industry and invite others in your target market to join.
At my company, we focus on building new relationships with key prospects whose professional titles we’ve identified. For example, we’ll search “CEO Speaker” to find people who are the heads of their companies and who also are active speakers.
We use this popular photo-sharing platform at events and trade shows. Whenever we’re hosting events, we always have an incentive for the attendees to post photos to Instagram using our event hashtag. We’ll also offer a free giveaway or raffle for those who participate.
Only use this channel if you have great images to share. Quality images are likely to go viral on this site due to its visual nature. If your image is pinned by a highly-followed member, it has the potential to be viewed by millions. It’s also great for promoting products.
We post photos of book covers and images with quotes accredited to our authors to promote their books. Adding the Amazon link to their books also helps boost sales.
Aside from being the world's second largest search engine, YouTube is owned by Google. So when it comes to search engine optimization, videos are more likely to appear in search results than other websites.
With Google’s acquisition of YouTube, we use Google Hangouts On Air to do interviews with our authors and industry leaders. Then our interview is automatically posted to YouTube under our account for added visibility
Yelp! is critical for businesses today. If you don’t have an active strategy to build reviews on Yelp!, your customers may do it for you soon enough. All it takes is one poor review to harm your abilities to build your social platform. Asking your customers to review your business on Yelp! prevents any negative review from standing out.
We hold campaigns to get our authors to post reviews about us on Yelp! in return for a reward. For example, if they post a review, we’ll offer them 10 percent off their next order or give them an added service
It’s up to you which among these platforms will likely be a marketing paradise for your business. Just remember that it is not just the social media site that you have to check, but the compatibility it has for your business.
Source: Portions of this blog are excerpted from an article written by Justin Sachs, a leading business and marketing expert and CEO of Motivational Press
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