Social Media

Five Marketing Strategies For Success

Everyone is talking about it – Social Media that is. In every business meeting we attend or oversee invariably the subject of social media comes up. Like all marketing tactics, social media is just another tool in the marketing “tool kit”. Used properly it can be a great door opener – used poorly it can wreak havoc on a company’s brand and image. To have a successful social media strategy, we suggest the following:

Strategy One: Be sure you have a strategy. A strategy is a plan of action as to how you will utilize social media. Which social media websites will you participate in? How often will you post new content? What will you say when you post? Communicate regularly rather than once in a while. It is more detrimental to post infrequently than not have a social media campaign at all. If your firm cannot devote the time, hire a company that will take care of this for you. As with all marketing strategies, the end game is to get results.

Strategy Two: Be sure you have a reason for doing it. One of the failings of many social media campaigns is lack of focus. What is your objective? Why are you using social media? What are you trying to accomplish? Are you trying to make new contacts? Promote your business? Reach new markets? Decide what goal(s) you hope to achieve and let that be your guide.

Strategy Three: Have succinct and professional messages. Talk about trends in your industry or profession; pose an astute question; post a business-related survey; recommend a webinar or business book; link to a relevant article. Social media is your chance to become the expert in your field…the “go-to” person for advice and insight. This is your chance to shine in front of a large audience. Let your followers know that yours is a company they should be doing business with.

Strategy Four: Talk to your target audience. Know your audience and join those social media sites that you know will attract them and that they participate in. Building followers or fans will not do a business any good unless those followers are interested in you and your company, its products and services. Your personal contacts and business associates are far more valuable than thousands of folks who have absolutely no interest in your company.

Strategy Five: Always promote a positive image. Remember, once something is “out there”…it is out there FOREVER. You can’t delete once you hit submit…so think long and hard before making a post. Never post comments, photos, videos or blogs that you wouldn’t want your children, mother, boss or friends to read. NEVER discuss or comment on personal events (yours or your colleagues) on any business social media site.

LinkedIn versus Facebook, Pinterest, Twitter and the like … LinkedIn has remained a much more business-like and professional social media site than most others. Many people job-search on LinkedIn and many professionals get business from contacts to whom they are linked. Be sure that your resume, accomplishments, articles you have authored and speeches you have given are all included in your profile. Take a good look at your photo. Is it recent and professional? Your business image and your personal brand are as important as your company’s.

Remember that Social Media is an excellent opportunity to have an open dialog and build your brand with your prospects, vendors and clients. It is a platform on which to develop trust with your audience and the media. Treat them with respect and professionalism and it will come back to you tenfold.