Social networks are a boon for professionals in all sectors provided they do not do things quickly or without prior reflection. Being present on social media as a business requires a minimum of strategy to build compelling and engaging communication with your readers.
In fact, much of the success of social media can be explained by your active presence, listening to your audience and putting in place effective analysis tools to help you study your community in detail.
Of course, a great social media strategy also helps your own efforts in the field of search engine optimization (SEO). Although your own Google ranking depends on more than 150 factors, the number of visitors and, most importantly, the length of time they spend on your site play an important role. While you can increase the time spent on first-class content on the page itself, social media give you the opportunity to attract traffic on your own pages specifically.
Increased visitor numbers to a site due to Pinterest marketing strategy signals to Google the relevance of the content and thus also improves page ranking.
We decipher the essential steps to set up for a powerful and effective social media strategy for your company in 2019 –
- Define your target audience – Divide them by age, sex, place of residence since the more you know about your audience, the better you know your target demographic. Which social networks do they prefer? What services do they use on the web? How old are they? The answers to these questions allow you to know a little more about your audience and better understand their expectations and needs. Tools such as Google Analytics, internal statistics on Facebook or Instagram, Alexa or Google Adwords allow you always to know a little more about your potential buyers.
- Look for influencers in your area of expertise – On the web, many influencers exist and can help you maximize your brand awareness. These experts are usually present on several social networks, have the distinction of creating, relaying and commenting on content from a large community and listening to them. On Twitter especially, many experts are present and very easy to spot. It is by typing your keywords into the search engine that you will find profiles more or less popular in your category and industry. Getting closer to these “influencers” allows you always to pay attention to changes in your sector or industry and know the likes and dislikes of your customers.
- Identify the social media popular with your consumers – Depending on your product, potential consumers of your brand may not all be in the same place. Depending on their ages, interests or expectations, their social media choices may vary. Thus, Snapchat users will not necessarily be on Twitter or YouTube, for example. So it’s up to you to study your target and position yourself where your prospects are.
- Observe the social networks most used by your competitors – The activity which happened the day before is one of the essential aspects of your social media strategy. In fact, to keep up to date with the trends and habits of your customers, you have to listen with attention. To do this, consider taking a look at the competition from time to time – from the choice of their social platforms, types of published and popular content posted comments of their subscribers, etc. Here, the idea is obviously not to copy your competitors but to rely on a chosen model that bears fruit to help you in your own choices.
- Share your advice – Social partners express themselves on social media, give their opinions and share their comments on this or that brand. When these comments concern you, your products or your field of activity, do not hesitate to respond to their questions and problems encountered by sharing your expertise and your advice. This is one of the principal benefits of Quora. One can share on Quora the expertise one has for free. With the advent of social networks, the customer relationship has evolved, and it is not uncommon today that the after-sales service of a brand is done directly on these platforms.
- Create regular content – Through a blog related to your website or posts on Facebook, you can easily create content related to your brand to be read, commented and ideally shared by your readers. The information you see on discussion boards, websites or social media will allow you to create exciting and informative editorial content for your community.
- Engage in a conversation with your community – If you decide to be present on the social media it is among others, to better know your customers and to encourage engagement with them. The opinions, comments and other references directly related to your business should be read and ideally commented upon by you. Feel free to greet your new followers, thank them for sharing one of your publications or reply on a comment, objectively and always in a friendly way.
- Post daily content on your social networks – You know, communicating on social media is not always easy and requires you to do everything to attract your community. It may take time for you to see the results. To maximize your visibility and win subscribers and loyalty, your contents should ideally be very regular, optimized by images and diversified to try to please and talk to all of your followers.
- Evaluate your results to improve your social media strategy – To allow you to readjust, enhance or optimize your communication, many analytics tools exist to evaluate your work. Some of them are native to the platform (whether Facebook and Twitter) or via tools such as Buffer or Hootsuite. This analytics data are valuable for evaluating your engagement rate and popularity on social media. Thanks to these tools, you know your successes and your possible flaws. It is then up to you to readjust with the information in your possession.
Engaging in social media is a lot of fun. Not only that, as a business within social media, you have the opportunity to present your company, your own offer and your own values in a completely different light. Besides, there is hardly a more natural way to cost-effectively and, above all, quickly produce marketing materials or bring them to the public.