Any business worth its 21st century salt is using the Internet, our generation’s greatest technological achievement, to advance their own professional ends. For better or worse, conducting forward-thinking business in the past five years has meant maintaining a presence on social media, and some companies succeed at that better than others. When those campaigns are good, they’re great. But when they’re bad, they’re awful. In order to prevent your business from falling into the latter category, you can seize on the following three fundamental methods of improving your social strategy and better position yourself for success.
Define Your Brand
Our postmodern world is filled with logos and slogans being displayed on every surface, popping up on every smartphone and blaring from your Spotify playlist. Defining your brand is essentially staking your claim in the world. It says, “Here is what we do and here is why you should care!” The idea of your brand should be the capital letter that starts the sentence of your pitch to consumers. Take a stand with regard to who you are, what services you offer and sell it to consumers quickly and effectively. If they don’t know who you are, they are not going to be interested in what you’re doing.
It should be clear to most business owners at this point that a (well-done) blog is often an invaluable resource for gauging interest in your brand and keeping customers engaged. A blog essentially operates as a hub through which you can update your fans/followers/readers/customers on information that is relevant to their continued relationship with your brand. Some blogs exist only because the owner was told they should have a blog. You can usually tell those ones apart from the ones that actually have value because no one is engaging with them, except for perhaps a few interns or new employees. A successful blog is one that gives readers content that is valuable while keeping them up-to-date and in accordance with your brand.
Online marketing by itself can be pretty nebulous; there are manifold ways to promote your brand and message, but very few ways to know which ones are working more than others. In these cases customer resource management can both give your campaigns a boost and offer information that you can use to understand your social audience better in order to generate more conversions, clicks, sales or whatever metric of success you have. Microsoft Dynamics CRM is a marquee service that gives you control over marketing campaigns and customer service, and there are a number of other products and services that will help you understand and capitalize on multiple, ongoing campaigns. If you’re serious about CRM, you can check with a consulting firm to learn more about them and develop a strategy.
Any one of these three tactics will help broaden your social media marketing campaign and for anyone who is serious about social marketing, these are foundational elements to creating a well-rounded, comprehensive strategy. The goal of each tactic presented here – and all social media strategy, really – is to keep your clients engaged and coming back to your brand for more. If you can manage that much, the battle is half-won.