Brand marketers quickly realize that social media marketing success hinges on reach, and reach is only increased by adding followers and getting followers to like, +1, and share your content with their own networks. Find out why we believe social marketing success is as easy as A-B-C.
Part 3 of 3: Getting Social Media Followers and Shares is as Easy as A B C
Just as learning one’s ABC’s is foundational to success in reading and learning, learning your social marketing ABC’s is just as critical. Find out how to facilitate follows and social shares in order to grow your lead pipeline, attract new customers and get more sales using social media.
Many brand marketers and small business owners set up social profiles only to minimize or abandon their social marketing efforts when their “if you build it, they will come” approach did not pan out. Like any other marketing channel, social networks have their own audiences and best practices which – if understood and managed appropriately – can help an organization get new leads, attract new customers, engage and retain existing clients and boost the bottom line by closing sales they wouldn’t have gotten otherwise.
Did you miss parts one and two? If you are just throwing social posts up against the wall – so to speak – here’s what you need to be strategic and effective on social media.
Success on Social Media is as Easy as A B C
A is for Accessible – as in, available, alert and responsive
B2B buyers and consumers alike expect for brands to respond immediately to questions, comments, complaints and suggestions provided on social networks. Yet how often have you seen a social profile that shows no signs of life for months at a time?
Someone in your organization must bear the responsibility of posting daily, monitoring social conversations for buying and interest signals, responding to comments and messages and so on.
B is for Believable – as in, a real being with an authentic human voice
Once upon a time, marketing collateral for brand identity sounded as though it were written by the founder and edited by not just one but a team of high school English teachers, to the point where it no longer sounded like it had been written by a real person at all.
Social updates, posts and messages are person-to-person communications, even when posted by a brand with thousands and thousands of followers. Brand marketers must decide and adhere to a consistent style across social networks that helps customers believe they are interacting with a real being, not a corporation.
Just like the hero or heroine of a novel, readers of a brand’s social profiles should come to know that brand through the voice used on its social channels.
C is for Compelling – as in, engaging, original, worthwhile and a motivator
US internet users spend a lot of time consuming content, a majority of which is social content. To get the attention of social readers, brand marketers must speak to their interests and put content into a format that compels readers to take some action; be it giving a thumb’s up signal, sharing the content with their own networks, visiting a website, completing a form, making a call or visiting a website or business.
If You Want Your Social Post to Go Viral, Post a Picture of a Cat
In Cat Daddies: The Booming Business and Emerging Ethics of the Internet and Animals on digitaltrends.com, author Kate Knibbs notes that the most-consumed content on the web comes down to two categories, porn and pets. Citing the example of the Cheezburger Network site which has acquired more than $30 million in funding and is among the 400 most popular web sites worldwide, Knibbs says, “Animals are massive traffic draw.”
But let’s face it, most business content is not going to be able to be visually illustrated in cat photos.
What to Do When Your Content is Not Cat-Photo Friendly
For advice that is probably more helpful we can look to a New York Times study on the psychology of why people share content online that found out the reasons why people feel compelled to share content most often:
And socialmediatoday.com provides us with a list of the most popular types of content shared on social networks, according to an Ipsos study:
You Don’t Really Have to Share Pictures of Your Cat
Ultimately, getting followers and content virality comes down to finding and connecting with members of your target markets by providing them with information they need and may not be able to easily obtain elsewhere, or which sheds new light or a new, unique point of view on the challenges or problems they face.
You might also like: 4 Ways to be More Likeable on Social Networks