Social media marketing for businesses is now serious business. It’s longer just a goofy add-on– it’s a necessity.
Brand favourability can be born or can die on social media. Social media for businesses is all about your audience and how your presence influences and informs their decisions. To maximise the potential of your social media, you’ll need to focus on audience research, audience understanding and audience interaction.
Research your Audience
Analytics are a concrete way to start researching your existing audience. For all the accusations about Facebook and false reporting, you can learn a lot about your audience through the insights social media provides. Discover (without being too creepy) where your audience lives, how old they are, what times of day they’re interacting with your content. You can even see what other pages your fans have liked simply by searching “pages liked by people who like ‘Your Page Here’”. Although we might add on there that this feature tends to throw up some unreliable (and false) results. If your audience is small, try looking at that of another business– who likes them, who interacts with them, which of their posts get the most attention. This kind of research needs to be ongoing– the world of social media isn’t a fan of sleeping.
Monitor your audience
‘Constant vigilance’ might seem like a little much, but it’s not far from what you need. You’ll need to monitor your posts, your statistics and everything else that goes with your business, but you also need to follow the trends that go along with social media. Hashtags, adverts, viral videos and memes, these things and more are par for the course with social media. While there will be some trends (and certainly some memes) that will be irrelevant to your business, there will be a select few you can leverage off. Social media marketing for businesses often relies on finding those few. This may require testing, but when you get it right, the rewards are fantastic.
Understand your audience
There’s a reason “so relatable” was a buzz phrase on social media a while back. Being “relatable” basically means speaking to your audience in their own language– but it’s harder than you think. But never assume you know what that is– always take the time to research their behaviour on social media. Otherwise, you’ll end up cringe-worthy… Ever seen brands trying to bond with millennials on social media? You’ve probably seen as many failures as you have successes. Or maybe more failures.
Talk to your audience
Being human as a brand on social media means that when your consumers reach out to you, you respond. This might be in the form of a message, tag, or comment. For larger businesses, this undertaking might be difficult. But even if it’s not achievable in the sense that everyone gets a response, you should always look to respond to feedback– whether that be negative or positive. Thanking customers for a good review, or apologising for a negative one is always the best policy. If you do get a negative response, let the customer know you value their feedback regardless, and contact them privately to make amends. This will let them know you take their complaints seriously and that you care about them as a customer. In fact, to let others know that you take this level of care, it’s always a good idea to mention that you’ve sent them a private message in the public response that you’ve sent. That way, other customers are made aware that you do actually respond to feedback.
Is this all sounding a little scary? Feeling a little out of your depth? In that case, putting someone else in charge could be exactly the thing to do. Send us an inquiry with any questions you have, we’re sure we’ll be able to help.