1. Know your business
Nowadays everyone does social media. This led a lot of companies to think that anyone could take care of their social media activities. But let’s be realistic, being an interested amateur does not make you an expert.
To master social media you need knowledge, time and strategy. In other words you need to understand how social media marketing works in your business. You need to know how your actual and potential customers use social media. Only then, will you be able to define the strategies that will get your message to your target audience.
2. Listen to your customers
Social media marketing does not work one way. With social media being accessible anytime, anywhere and under the cover of anonymity, people tend to express their voices more easily. So listen to what they have to say about your company. You can learn a lot from your customer’s comments, whether these comments are positive or negative.
Also, do not forget that customers who do speak up on social media expect you to listen and to take their feedback seriously. By doing so, not only will you explore lots of new opportunities and ideas but you will also get a clear view on how to improve your strategies and tactics, which will help you make the best out of your investment.
3. Follow up on your posts
Keeping your social media marketing alive is not as easy as it looks. You have to keep it fed with interesting posts. You also need to be available for engagement. To answer and support the people who get in touch with you. Do not walk away from your posts after you posted them, because that is when the work starts! Instead follow them up. Remember: any engagement could result in a business opportunity.
In order to be able to do so, you need to have the resources to work on it regularly. This might be a full-time resource, or even better, a group of people that can in turn be in charge and support each other. You can also use smart automated systems to ensure that your audience is getting valuable information regularly, which leads to having more people interested and happy about what you do.
4. Focus on quality not quantity
Many social media marketers believe that it is the number of posts per day that makes you successful in the long run. Actually, it is the level of engagement you manage to establish with your audience that makes a real difference.
What is the added value of having 30 posts nobody read nor shared vs. only 2 posts that are being liked, shared and commented on…
5. Define realistic goals
Selecting a social media platform that has synergy with your business is key to the success of your social media strategy. Rather than trying to be on each and every platform simply because your competitors do or because it is trendy, start with defining your goals and target groups. Then select 2 or 3 channels used by your customers to help you achieve your objectives.
Based on the proven success of your initial social media strategy, you will be able extend your social media presence to new platforms, assuming of course these are relevant to your target audience and that your business has developed alongside the resource you can count on to manage these platforms.
6. Measure the results
Measuring the results of your social media campaigns/activities will enable you to adjust, align and change your social media strategy. How will you be able to determine what went right and what went wrong, if you don’t check how your social media campaigns performed?
But tracking social media activities can be tricky, especially for B2B companies who have a longer negotiation process with different stakeholders involved. It is therefore hard to determine what part of any success or sell is due to social media marketing.
Yet, the availability of such tools in many of the social media platforms will facilitate the review of the strategic changes you make and show you what progress you have done so far.
Keeping all the above in mind, you will see that whatever your social media marketing budget, whatever your effort, the target is always the same: conveying the correct message to the correct audience and engage in two-way communication.
Make sure to have a good strategy, to define your target group and to select the right channels. And then don´t forget to keep track of your social media activities and to train and prepare the people that need to carry it out for you.