Social media marketing is a powerful way to businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you’re not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, and Pinterest, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
Social Media Marketing 101: What Is Social Media Marketing?
Social media marketing, or SMM, is a form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement, as well as paid social media advertising.
Here’s a brief overview of how to use social media for marketing according to each platform’s unique user base and environment. Different social media marketing sites require different approaches, so develop a unique strategy tailored for each platform.
Using Facebook for Social Media Marketing
Facebook’s casual, friendly environment requires an active social media marketing strategy.Start by creating a Facebook Business Fan Page. You will want to pay careful attention to layout, as the visual component is a key aspect of the Facebook experience.
Facebook is a place people go to relax and chat with friends, so keep your tone light and friendly. And remember, organic reach on Facebook can be extremely limited, so consider a cost-effective Facebook ad strategy, which can have a big impact on your organic Facebook presence as well!
Using Google+ for Social Media Marketing
Google+ entered the scene as a Facebook competitor, but it now serves a more niche audience. It won’t work for everybody, but some communities are very active on Google+.
On Google+ you can upload and share photos, videos, links, and view all your +1s. Also take advantage of Google+ circles, which allows you to segment your followers into smaller groups, enabling you to share information with some followers while barring others. For example, you might try creating a “super-fan” circle, and share special discounts and exclusive offers only with that group.
You can also try hosting video conferences with Hangouts and experiment using the Hangout feature in some fun, creative ways. Some social media marketing ideas: if you’re a salon, host a how-to session on how to braid your hair. If you own a local bookstore, try offering author video chats. If you’re feeling adventurous, invite your +1s to your Google+ Community. Google+ Communities will allow you to listen to your fan’s feedback and input, truly putting the social back into social media.
Using Twitter for Social Media Marketing
Twitter is the social media marketing tool that lets you broadcast your updates across the web. Follow tweeters in your industry or related fields, and you should gain a steady stream of followers in return.
Mix up your official tweets about specials, discounts, and news with fun, brand-building tweets. Be sure to retweet when a customer has something nice to say about you, and don’t forget to answer people’s questions when possible. Using Twitter as a social media marketing tool revolves around dialog and communication, so be sure to interact as much as possible to nurture and build your following.
Using LinkedIn for Social Media Marketing
LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals. It’s also great for posting jobs and general employee networking.
Encourage customers or clients to give your business a recommendation on your LinkedIn profile. Recommendations make your business appear more credible and reliable for new customers. Also, browse the Questions section of LinkedIn; providing answers help you get established as a thought leader and earns trust.
Using YouTube for Social Media Marketing
YouTube is the number one place for creating and sharing video content, and it can also be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality, those chances are pretty slim. Instead, focus on creating useful, instructive “how-to” videos. These how-to videos also have the added benefit of ranking in the video search results of Google, so don’t under-estimate the power of video content!