Use Social Networking Sites


Before Purchasing


After Seeing A Brand Respond To A Review

Social Media networks are places people congregate online to share opinions and what’s on their mind. Discussions about products and services happen all the time which can be a huge boost (or detriment) to a company’s sales. Social media marketing services provide the necessary “social proof” that your business provides high-quality products/services and responds to client needs and questions.

1) Benefits of Social Media Marketing

Have you ever looked around you at any given moment and noticed how many people are on their phones? That’s a phenomenon your business could be capitalizing on. A massive amount of overall Internet traffic runs through social media sites like Facebook and Twitter, and every platform like that supports business accounts as well as personal ones. Millions of businesses already use social media marketing to draw the attention of countless potential customers, and with the right moves, yours can reap those same benefits as well.

Social media marketing has given smaller firms (and their correspondingly smaller budgets) the ability to reach an audience comparable to older marketing forms like television commercials and radio ads. Posting messages on these networks is free, leaving only production costs as expenses. For a wider reach, posts on some networks can be boosted with some budget depending on how may people you want to reach.

While your business’ Facebook page might seem like a trivial concern in the grand scheme of things, it might just be the most important part of your promotional activities.

Companies are using social media marketing to deliver the following benefits:

  • Increase exposure
  • Increase traffic
  • Develop loyal fans
  • Provide marketplace insight
  • Generate leads
  • Increase thought leadership
  • Grow business partnerships
  • Improve sales
Benefits Social Media Marketing
Image Source: http://canadiansinternet.com/social-media-use-in-canada-2017/

2) Social Media Marketing Strategy

Planning is key in social media marketing. While spontaneous/random posting is not a bad thing, you can achieve better results with a more thoughtful approach. The first and most important task when setting up a social media campaign is to choose a specific goal. Who do you want to see and interact with your posts, and what response do you want from them? The answer to these questions will determine not only the content of your posts, but also their location, timing, and other logistical considerations.

To start, you must break down your sales data to determine which demographics you can count on to produce the bulk of your sales and which less-lucrative ones have potential to grow; these two types of groups make the most effective marketing targets in terms of final payoff, and they will serve as the basis for your customer persona (a profile of your ideal customer and their behaviours).

Sample Persona
Image Source: https://custdevday.wordpress.com/pages/content/lean-ux/

With that information in hand, you now know what you need to focus on to get the outcome you wanted. For example, a good way to create loyal customers in your area is to highlight your company’s involvement in the local community, especially if you do so in ways that are relevant to your target persona’s interests (think school supply drives for families or seniors’ community says for the elderly). No single angle is universally applicable, but every scenario has an approach that will produce markedly better results than others.

Finally, an executable action plan can be created, including both content creation and scheduling. Social media posts can be as simple as inviting people to drop by your website, as complex as a clever multi-minute commercial video, or anything in between. Most businesses need a little bit of everything in order to maximize engagement and keep viewers from tuning out due to too much repetition.

Scheduling is similarly tricky. Infrequent posting gives people the impression that you lack dedication and may cause them to forget that your business exists, but too many may become obtrusive or irritating; posting at a time when no one is online will cause your posts to get lost, but posting when there are too many things competing for your viewers’ attention won’t work either. Once you have a handle on all of these challenges, your social media campaign will be ready to begin.

An Active Presence On Major Social Media Networks

Effective Social Media Marketing will understand which networks your audience is on, how frequently, and have a presence on those major social media networks. They will also understand that each network has its own strengths and techniques. You cannot simply create a single post and blast it exactly the same on all social networks without customizing for each networks quirks.

Social Media Users Activity
Image Source: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

For example, a post on Facebook generally does not use hashtags because it performs poorly, but on Instagram, hashtags are a must for reachability and interaction. Also, you’re not going to reach many B2C (business to consumer) clients on LinkedIn, but for B2B (business to business) LinkedIn is a must.

Depending on your needs and target audience, there may be other social media sites to compliment your efforts.

Reach New Local Customers

Some businesses already have their own social media page(s), however, company pages are usually followed by loyal clients, employees, family, and friends and thus don’t reach many new clients to generate leads or brand awareness. This can be overcome by regularly boosting your posts or through our Community Platform.

Strengthen Relationships With Loyal Customers

The best way to connect with your clients online is through social media. If you are mainly a business-to-consumer (B2C) company, use the same social media elements as above, specifically a Facebook page (not a group). If you are a business-to-business (B2B), create a LinkedIn company page.

You are the best person to engage with your customers – let your personality shine through. We will help with setup of your company page, train you and suggest how often and what topics to post about. Responding quickly to comments and feedback is key to successful relationship building and adding to the sense that you care about your clients.

3) Comment Management

Social media’s greatest strength – its highly public nature – is in some ways also its greatest weakness. Once you post something, it is no longer under your direct control. Anything people have to say about it will be just as visible as the post itself down in the comments section. This isn’t necessarily a bad thing (you want people to see happy customers singing your praises online, for example), but negative comments are surprisingly common online.

To build a stronger brand, you MUST be active in engaging with clients online, responding to both positive and negative comments.

Because social media is so comfortable and accessible, many people use it to vent their frustrations toward businesses with which they have had a bad experience. A response is expected in these instances, and ignoring these comments often stokes frustrations even further. It doesn’t take much for these kinds of incidents to get out of control; if crowd mentality takes over online, there are millions of users waiting to jump into the fray.

Overly negative, insensitive or inciting comments must be dealt with as soon as possible to avoid potential damage to your business’ public image. You should not simply delete a negative comment, but carefully reply to it in a way that shows the public you can deal with problems that might arise. Doing this requires vigilant surveillance and the ability to quickly shut down burgeoning problems.

Further, comment management does not deal solely with negative reactions; responding to questions, praise, or even playful exchanges can reflect very well on a business. Such behaviour makes you look informed and interested in your customers’ thoughts and opinions, and that in turn makes them more likely to visit your website, sign up for your email campaigns, buy your products, or engage in any other positive interactions with your business. It’s a new form of public relations that carries the authentic, personal feel that people crave from businesses these days.

Social media marketing requires tremendous discipline, monitoring, and business agility. Most business owners find it easiest to leave social media marketing to experts who can deal with the various nuances involved and provide approvals for the content shared while they focus on running their business operations.

Contact us to start the discussion about managing your social media presence.