Social media is such a large part of most people’s life these days. The average individual is on social media platforms 4-5 hours per day. This cannot be ignored by companies and industries and they have not. Businesses have realized the value of having a strong presence on social media. Yet, a very common mistake is often made with social media marketing. Business centric social media marketing impacts results negatively. The focus has to be more diverse for better results.
Business centric meaning about the business. When a company manages or does their own social media management. Often, we see that the business is predominantly only posting about them. What they do, what they offer, about their services and products. What is often missed unfortunately is simple. The social media platform is a two-way channel. The business must cater to their desired target audience. This improves results drastically. The social media channel must be for the potential customer, not so much for the business.
Of course, the business wants to promote, advertise, and drive value. This is often lead generation or sales. Yet, unless a community is created including value for the “reader” or visitor, engagement and conversion will be low or non-existent. This is one of the most critical mistakes made by companies. What is important for the business, is not necessarily important to the customer. The customer focus or viewpoint is different. For example, a skin care brand wants to sell product, so it displays often promotions and product deals. Yet, the skin care consumer is interested on social media in valuable information. Such information can be best practices, do at home, recipes, skin health tips and so on.
For a successful social media campaign, a mixture of posts should be done. A mixture of what is important for the business and what is valuable to the customer/potential customer. The more resources and information is provided to develop the community, the faster it will grow and engage with the brand. Avoiding being to business centric is critical to success. This is especially true in the beginning, when getting started. Newer social media channels must first grow a following prior to being able to capitalize on it.
It is very smart to diversify the posts on social media. It is critical to realize that there are many different types of entries and categories that can apply. Changing it up and making it less boring, stale, and monotone is key to success in social media. These applies to platforms such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, and others.
Social Media Diversification
These are business centric posts. They can be about the services and products. The business itself such as news or industry information. It can be promotions and offers from the business. These posts are valuable to the company.
Posts should include third party websites that are within the industry but not competitors. Objective information can be shared that is valuable to the reader from key industry websites. Such sites could be associations, magazines, news sites, etc.
The individual markets and niche categories of services and products is the market. Brands and companies should post on social media content about the market. This should include useful resources and information that is helpful to the consumer.
News that are informative and relevant to the industry and market should be shared. News posts are part of how a company can diversify their entries on channels. Relevant news are helpful to the reader and objective too.
Anything trending that can relate to the business can be utilized on social media. This is especially true for trending topics. Trending topics can be very effective. Jumping on this bandwagon delivers often good results.
Humor is not always appropriate for all industries, but it works for most. Humor is very appreciated by readers and on social media. It is what goes viral most often. Humor can be utilized to trigger engagement and interaction.
Any business that has an active blog as part of their website must share the blog articles on social media. This creates back-links and helps SEO services, but also drives site traffic. Blog posts should be properly shared on social media.
Speak to an expert and get a consultation about social media and how to improve marketing. Marketing consultants provide consulting services or contract out social media marketing to professionals for better results. Business centric social media marketing should be carefully reviewed and improve upon for success.