The A-Z's of Social Media Marketing

A – Advertise

Social media has so many (sometimes too many) capabilities. You can target people based on household income, job title, location, interests and so much more! Although this may be intimidating… don’t worry! We’re here to help!

 

B – Boost a post (when necessary)

Have an important message or promotion coming up? Simply go through Facebook’s “Boost a Post” feature and target people who like your page & their friends! 

 

C – Cadence

Post consistently on all your social media platforms. There’s no exact science on how many posts per week is the “magic number”, but we’d recommend 3-5 depending on your industry. 

 

D – Dimensions

Each social media platform has different size requirements, and it is CRUCIAL that you post the right size on each platform. If not, your graphic or photograph might be cut off or appear disproportionate.

 

E- Editorial Calendar

Create an editorial calendar! This is a roadmap that outlines anything & everything that’s related to your business: Holidays, events, etc. This way you don’t miss anything that could be an easy opportunity to post content and engage with your consumers. 

 

F – Follow your competition

See what others in your industry are doing. It gives you ideas,and helps you stay current on trends.

 

G – Goals

Create goals and work to achieve them! It can be as simple as posting to Instagram every day, or more advanced like creating a video.

 

H – Hashtags

Use hashtags on all applicable platforms. Currently, we’d say you absolutely need them on Instagram, LinkedIn and Twitter. 

 

I – Influencers

When you’re trying to get your messaging out, use influencers that make sense for your industry. For example, if you’re a food restaurant look at local “food bloggers” and offer them a free meal to come in and post about your restaurant. Then, you’re reaching their audience for the simple cost of a meal! 

 

J- Jargon

If your industry lends itself to using jargon in your daily life, be careful carrying those words over into your social media presence. Using these words could easily alienate your customers rather make them feel as if they can relate to your company. 

 

K – Keywords

Know which keywords are important to your business and your clientele, if you are in real estate phrases such as “just listed” and “hot in the market” contain keywords that your audience will be searching for on social media.

 

L – Likes

It’s not all about the likes! Likes are considered to be a vanity metric, we’re not saying to completely ignore them; but if people are engaged on your posts (such as sharing and commenting), this is much more important than receiving a simple “like”. 

 

M – Monitor

The best way to build your social media presence is to be constantly monitoring it. This means, when a customer comments on your posts, respond. If a post performs extraordinarily well, try to determine why and mirror future posts to replicate those that your audience gravitates towards.

 

N – Network

The point of social networking is to share - information, ideas, and messages. Build a network of people who are interested in the things you want to share, and they will want to engage with what you are sharing!

 

O – Organic

Social media platforms may be pushing businesses to “having to pay for reach & engagement” however the ultimate goal should be reaching for the organic reach. 

 

P – Promotions

Don’t underestimate the power of a promotion. We don’t recommend having a constant promotion valid, but having an incentive is an easy way to have your customers visit your establishment within a certain period of time. Then make sure you’re tracking redemptions, this way you can show the powers that be the true ROI of your promotion!

 

Q – Quality over quantity

Posting less often with quality posts is much better for your social media strategy in the long run than posting every day with “ok” content. Be smart, selective & strategic! 

  

R – Relationships & Replies

When someone is engaging with your content you have to act on it. Answering questions and acknowledging comments will help build a relationship with them!

 

S – Social Proof

Most people won’t purchase something unless they know it works or trust the company. Use testimonials to show new consumers how great your product or service is. 

 

T – Tone

Maintain a consistent tone that your company will use when posting and always, always follow it. When writing posts, pick one person your company is speaking to and write for them! 

 

U – User-Generated Content

This type of content is a slam dunk when it comes to social media, it’s organic, its authentic and it’s FREE! Download, repost and share posts that your customers tag you in. The best part, they’ll feel the love too!

 

V – Visuals

People want to see pictures of people, products etc. when they’re scrolling through their feeds. So ALWAYS, ALWAYS include an image to go with the post. 

 

W – Word-of-Mouth

The absolute best way to spread your message is by using word-of-mouth. Encourage your employees and fans to share why they love you. This way, you get FREE advertising for your own products and services too!

 

X – XXXtra

People always want to feel as if they’re receiving something “extra” for following and engaging with your content. The easiest way to accomplish this is to make sure that every post you create provides value to your following. Whether it be a special offer, a how-to guide or a fun fact, or providing an extra bonus to your following is crucial to building and maintaining your audience. 

 

Y – You

People love seeing pictures of you,and your company. It not only makes them feel closer to your brand but also gives them a look into what your company is all about in an organic way.

 

Z – Zebra 

Okay you caught us, z is a little hard but here’s a fun-fact you can act upon. People love seeing animals! Occasionally, include an image of an animal repping your brand or whatever it may be, and your customers will definitely engage with that content. Ps, babies cause the same reaction!

Social Media & Your Business: How to Start a Must-Needed Relationship

Every company needs to have a social media presence regardless if you are a B2B or B2C company. In fact, according to Forbes there are over 50 million business pages active on Facebook right now. That’s a pretty big number, right? It’s also a strong indicator demonstrating how important it is for your company to have (and utilize) social media accounts.

 Let’s think about it from this perspective: you’re trying to decide where to go out to dinner with friends and everyone gives their recommendation. How do you decided? You take to social media and look at the restaurants Facebook, Twitter & Instagram pages to see which food looks the yummiest. We’re not alone, according to Zizzi, 30% of individuals would avoid a restaurant is their social media presence is weak. 

 Now, we understand that starting and maintaining social media marketing can be overwhelming (that’s what we’re here for) but we thought we’d give a few basics so you can get your business strategy up and running. 

 Set Up Business Accounts 

There’s a reason why business accounts exist. Under no circumstance should people have to “friend” your business instead, they should like your page. The same goes for LinkedIn, creating a company page creates a much better user experience for your clients to keep up with you without having to send an invitation to request. Business accounts make it easy to add your company’s hours, services and so much more helpful info. Most importantly, creating a business account on all platforms allows you to see insights and analytics to monitor the performance of the account and specific posts, allowing you to optimize as you go.

Use Hashtags (when applicable)

I’m going to keep this as simple as possible and tell you exactly which platforms need hashtags:

·     Facebook – no 

·     Twitter – yes 

·     Instagram – yes 

·     Pinterest – yes 

·     LinkedIn – yes 

When it comes to hashtags there’s a million different studies that will tell you a million different “magic numbers” for the number of hashtags you should use. Truth be told, there is no magic number but we’d recommend going on a site like hashtagify.com and finding popular, relevant hashtags for your business and using those in your posts. Don’t use popular hashtags just to gain traction – it won’t make a different in the long run. 

 Don’t Link Accounts 

Just because there’s an easy-option to do something, doesn’t mean it’s the correct option. This is true of linking your company’s social media accounts. Each platform has their own best practice for how to post and they’re all very different. For example, seeing a plethora of hashtags in a post on Facebook is something that will make your company stand out – and not in a good way. They are not helpful on Facebook because no one is searching for them there, therefore it’s not necessary to use them. However, they are powerful on other platforms! Plus, you want people to follow you on as many platforms as you’re on, so posting the same content at the same time across the board may not be the best strategy.

 Post Enough, but Not Too Much 

Again, there’s no magic formula for how many posts a week your business should be posting but we’d recommend 3-5 times a week on Facebook and daily on Instagram and Twitter. You want people to keep your company top-of-mind but don’t want to drive them away by being in their face all the time. Make sure your messaging and content are relevant and helpful.

  Post Content People Want to See

This seems simple and for the most part it really is. People love to see people so show off your team and add that human element to your posting. People also love to see food, dogs, babies… you know everything that makes people smile. Remember, social media is supposed to be social. So yes, it is important that your posts are on-brand and coincide with your company’s values and goals but it’s okay to have a little fun as well. Make sure your messaging and content are relevant and helpful.

Always Incorporate Imagery 

It’s the norm for every post to have accompanying imagery. Studies show posts with pictures get 650% more engagement. Use social media to show case your work! If you’re a salon, use images that show the newest hair style. If you’re a restaurant, show the specials you’re having that night. Try to entice your followers and turn them into loyal clients!

 So, there you have it, the basic guidelines to using social media as a part of your company’s marketing strategy. If even this guide is overwhelming to you, we should talk. As a Pennsylvania Digital Marketing Agency, we’re ready for you to Contact us today for a free social media consultation! 

 

Social Media: Which Platforms Are For You?

We get asked a lot of questions from our clients, but one of the most common is “What social media platform should my business be utilizing?” This is a loaded question and our answer varies depending on the specific client. To give a broad understanding of which platform is necessary for your company, we’ve created a list of quick questions to ask yourself before adding unnecessary stress and work to your life!

7 Questions to Think About Before You Start:

  1. Are you B2B or B2C? Majority of the time, B2B services do not need to have a presence on platforms like Instagram or Pinterest. Conversely, B2C businesses will find less luck on platforms such as LinkedIn. There are exceptions, but really think about what your offerings are and how they can be displayed to users.

  2. Who is your desired audience? Each social platform hosts a variety of demographics. Understanding what type of user is active on each platform will dictate which platforms you should be using.

  3. Are you selling a visual medium? If you aren’t, then there’s a possibility that platforms like Instagram and Pinterest aren’t for you since they’re more visually focused.

  4. What type of content is your business planning on posting? The type of content you have strongly dictates which platform you should be using. If what you’re sharing is predominantly visual, consider Instagram or Pinterest. There is one caveat, all posts should include visuals because it’s just the nature of the post. If it’s something more technical, focus on LinkedIn or Facebook.

  5. What social media platforms are other businesses in the industry using and how are they using it? Find out what platforms others in your field are using to get an idea of what could work well for your own business.

  6. What do you hope to achieve by using social media? If sales are your focus, you need to think about consumer behavior and which platforms will best show your products or services or help you grow leads. If you want to amass a following, then consider what content will help users connect with your brand.

  7. Are you prepared to spend a lot of time or money? Growing your social media either takes a lot of time, money, or both. If you don’t think you’ll have the time to invest or the financial capabilities, then you might want to pass on social media or pass those responsibilities off to someone who can do the dirty work for you.

These general questions should help you gauge your target market and determine which social platforms are best suited to your industry. We’ve broken out the most common social media platforms below to give you a more in-depth look at which one is right for your business.

Instagram:

The algorithm that Instagram currently has in place shows the most relevant content to the most people. For your content to do well, it needs to be something that users want to see. If you’re unsure about whether or not this platform would work well for your business, ask yourself these questions:

  • Does your content lend itself to engaging visuals? People want to see pictures of other people, behind the scenes pictures, pets, food, etc. If you are a dentist office or a law firm, you probably don’t need Instagram. If you really want to be a part of a visual platform, then keep things fun!

  • Will you have enough content to create a good rhythm? Posting once a week isn’t going to do you any good on this platform, and it isn’t going to help you gain a healthy following. It’s important to post at least 3 times a week to really see success.

  • Do you have the time to invest in increasing your follow to follower ratio? This is important because a good strategy takes time. If you don’t think you have the time, but still think Instagram is an important means for your business, that’s where we can come in and help.

  • Will you have the time to stay engaged with your followers? Everyone on social media wants quick responses and answers. If you have a platform for your brand, but never respond to requests or questions, you’re creating a bad user experience.

Facebook:

The most recent of Facebook’s ever-changing algorithms focuses on meaningful interactions between users. Meaning that conversations are now vital to having a successful Facebook presence. Therefore, your content needs to be something that will spark interest. When thinking about building out this platform for your business, ask these questions:

  • Are you planning on solely advertising, or are you planning on building & maintaining your presence? Users don’t want to see a sales pitch every time they see something from your page. You need to include content that allows you to build out your brand - show users what your business is all about.

  • Will you be able to build relationships with users? People want to know that your company is invested in its customers. If you can take the time to interact with them and get to know their wants and needs, you’ll be much better off.

  • Do you have the time to turn leads into loyal followers? Gaining followers and turning them into loyal brand advocates is much easier said than done. You can’t just invite people to like your page and expect them to do so and promote your product/services. This takes time and a decent amount of interaction, so if this is something that you don’t think will work well, then it might be best to skip it.

  • Will you have the time to engage with users? Interacting with your followers can take a lot of time. People want to know that you’re there to answer questions or requests. If you don’t think that this is something that your business can commit to, it might be best to pass on this option or hire someone to handle engagement.

Twitter:

Twitter displays content by timeliness and relevance of the post. This way, users are able to see what is most important to them in a timely fashion. This platform is a great way to stay up-to-date with the most current news. Twitter can be a very useful platform, but ask yourself these questions to ensure this tool is right for your business:

  • Do you have enough content to tweet regularly, and potentially several times throughout the day? This is a platform that requires a lot of content to be posted multiple times throughout the day. To do well, what is posted needs to be relevant to your followers, otherwise it will get left behind in the digital black hole.

  • Will you be able to interact with users on a consistent basis? If a user reaches out in some way, it’s important to get back to them quickly. If your business is unable to do this, then you’re not creating a good user experience.

  • Do you have both visual and written content? If there’s too much copy, users might start to pass by posts.It’s good to break up content with a visual component. Gifs also tend to perform well on this platform!

  • Will you incorporate hashtags and trending topics into your content? The use of hashtags on Twitter is very important. It helps show users what’s trending and if you’re not using them correctly, then you might be getting your content to the right people.

LinkedIn:

LinkedIn bases their feed off of engagement and the strength of connections between users so that the strongest business content is showcased. This is a true business platform, so you need to make sure that what you’re sharing is of interest to others in your field.

  • Are you trying to increase your number of leads? This can be a great place to find and grow leads! However, users only want to hear from people that could lead to something promising, so you can’t just send out invites and notes to just anyone. It takes time to find the right people to reach out to.

  • Is your focus on B2B interactions? This platform is much less focused on B2C interaction, so if this is your goal then I would suggest utilizing a different social tool.

  • Is your content engaging enough for people to interact? LinkedIn hosts a group of educated individuals who are trying to discover more about their field and the people within it. The content you post needs to be interesting enough for users to want to engage.

Pinterest:

This platform is a little different than the rest in terms of its algorithm. It bases what’s shown off of previous user interaction, so what people see will almost always be based on what they have searched for previously. This platform is a bit tricky, so be sure to ask yourself the following questions before you sign up.

  • Do you have visually engaging content? Pinterest is a visual platform. To do well, you need to have dynamic and engaging images. Otherwise, users will scroll right by without a thought.

  • Would visuals help promote your products or services? If your offerings can’t really be explained in a visual manner, then chances are you don’t need to be on Pinterest.

  • Do you have time to post multiple pieces of content throughout the day? Pinterest is unlike Instagram in the sense that users expect you to post multiple pieces throughout the day. If you have minimal imagery, then this platform is probably not for you.

Social media can be a very confusing area for many business owners. If these strategies seem daunting or confusing, give Elysium Marketing Group a call! We can help you determine which platform is best and what strategies to use to make sure your company is getting the most out of its social media. We can help with a wide range of services, whether it’s a consultation or the creation of a full-fledged social media campaign and implementation. And remember - this is fun stuff! Regardless of the platform, have fun with your content!