Having grown by leaps and bounds in recent years, social media has revolutionized the way people communicate, learn, and consume with social media.
It is undeniable that these platforms have changed the daily lives of individuals as well as companies. It’s no wonder then that the subject piques your curiosity and that you wonder what social media marketing agency can play a role for your organization or business!
In this post, we will see, among other things, the benefits for companies of using social media, the commitment that such work represents, and the different steps to follow to get started on these platforms.
Why be on social media?
When used well, these platforms can help you achieve your business goals.
Today’s consumers want to be heard and to feel involved in business decisions. Social media is the perfect way to take the public’s pulse on your products, your practices, and your image. They allow two-way communication and direct exchange with consumers. They also want to do business with human companies with values similar to theirs, making an effort to develop a relationship with their customers. Social media allows you to share content that meets this need and build value around your product or service.
Remember also that the majority of the population uses social media. Therefore, they allow you to reach a large pool of potential or current clients, regardless of their age or fields of interest. Finally, these platforms offer brands various advertising placement options at a generally much lower price than traditional media.
A significant investment
Put like this. Social media seems like a silver bullet to help you achieve your goals. But please note that, as we mentioned before, when they are used well, you can enjoy their full potential!
While setting up a LinkedIn, Facebook, or Instagram account is free and only takes a few seconds, remember that getting started on social media is a big commitment to your business. Developing and carrying out a social media strategy requires many resources, both in time and money. Plus, social media shouldn’t just be a complement to some of your marketing offensives – it should be seen as an integral part of your communication plan. Several companies active on social media have employees dedicated solely to community management. Others prefer to entrust this task to specialized agencies in the field. In short, planning, content creation, strategic watch,
It is also important to plan a budget to sponsor some of your publications or launch advertising campaigns. Even though registration is free, the evolution of the algorithm of some platforms makes it more and more difficult for companies to increase their number of subscribers and the reach of their publications organically. . For example, Facebook tends to reduce the visibility of posts from companies with high subscribers and increase the visibility of content with high engagement, just like Instagram and LinkedIn.
All this to say that we do not start on Facebook, LinkedIn, or Instagram without preparation! Just like any marketing effort, your social media presence requires planning and strategic vision.
So… should my business be on social media?
At the risk of disappointing you, there is no universal answer to this question! It all depends on your marketing communication goals and the target audience you are addressing. For all the benefits mentioned above, we believe that social media are relevant channels for business. Still, every organization is different, and there is no one right way to communicate. If your research tells you that your target is on social media and that you think you have interesting content to share with them, then go for it! you can see that union complex add their business in all social media platform.
However, that doesn’t mean you have to be on ALL social media! Prioritize those who reach your target audience and are appropriate for the type of content you want to share.
For example, LinkedIn is a platform oriented towards the professional environment. It allows companies to stay in touch with their various stakeholders, recruit, develop their employer brand, and find potential B2B customers. The use you make of it will not be the same as Facebook. In these much more laid back social media, businesses take the opportunity to generate interaction and learn more about their consumers. Using Instagram or Pinterest can be a good idea if you sell products or services with high visual potential. If not, it might be better to go for other platforms!
It is important to be realistic about how much social media you will be able to feed. The most important thing is not to be present everywhere, but to know how to be relevant where you choose to be. In short, it is better to bet on quality rather than quantity.
Where to start?
We know that getting started on social media can seem overwhelming. Indeed, it would help if you thought about many things, and it requires some planning. We offer a six-step process to help you get started on different social platforms.
1. Develop your strategy
The strategy is the starting point of any marketing communication initiative. Social media is no exception! The strategy acts as a guideline, and it is this which will allow you to concentrate your efforts towards achieving your objectives. Here are some avenues for reflection to fuel the development of your strategy:
- What are my goals?
- Who is my audience? What are their social media consumption habits?
- What added value can I bring to my subscribers?
- What do I have that is relevant to say, to share?
- How many hours and money am I willing to invest?
Answering these questions will allow you, among other things, to determine the ideal platforms to use, the best times to publish, and the topics to discuss. You will also have a better long-term view of what you want to do with your social media, allowing you to have a proactive approach.
Important point: set yourself goals related to your business goals and your overall communication goals. For example, if you want to increase awareness of your business, set goals related to your posts’ reach. If you are looking to generate sales instead, aim to drive traffic to your website and monitor the conversion rate.
Tip: Create your accounts as soon as you know which social media you want to be on. Even if you don’t start your efforts on these platforms right away, it will allow you to secure your business name on them.
2. Think about the content
Content is the heart of your strategy, and it is what will ensure success or failure.
People will follow you and interact with you if they feel you have something for them. It’s best to drop the over publicity tone on social media and look for different ways to get people interested in your business. It can be by sharing knowledge, facts, news, inspiration, starting discussions… Be creative! It is much less intrusive as a type of advertising and allows you to connect with people who have a genuine interest in your business or industry.
Take the time to think about the values, messages, and information you want to convey on your platforms. Ask yourself how you can vary the content formats to make it interesting and diverse (blog posts, videos, photos, stories, etc.). To help you organize your ideas and work more efficiently, try to group all the topics you would like to cover into content pillars.
These pillars are categories, each representing a theme that will fuel the production of your content. Once your pillars have been determined, you will have a clearer vision of the content to be used on your platforms. They will also facilitate the imagination of new publications and help you preserve your editorial line.
Tip: The editorial calendar is an essential resource for planning the creation and distribution of your content. This is a tool showing all your posts planned for the next few weeks or months. Viewing your content over such a period will allow you to vary your posts and better prepare yourself so that you never get caught out and bore your audience.
3. Produce and publish the content
When all of your ideas are written down, and your editorial calendar is up, it’s time to produce the content you envisioned. Writing articles, taking pictures, visual editing, or making videos, let’s go! Ensure your productions are of high quality: entrust visual or sound editing to experts, use quality equipment, and revise all your texts to avoid spelling errors.
4. Manage your community
Once the content is published, it’s not over! There is still a lot of work to be done. You will need to be present to answer subscribers’ questions, respond to comments, moderate the discussion, and manage private messages. This interaction with users will allow you to bond with them and keep them loyal to your page. Did you know that Facebook gives more visibility to companies that take the time to respond to their subscribers’ comments?
Speaking of subscribers, remember that building a large community on social media can take time. So don’t give up hope if you don’t get 10,000 subscribers in the first week! To attract loyal and active followers, be sure to create engaging posts that promote sharing, be relevant, ask questions, share exclusive content, and post regularly.
5. Evaluate your performance
This is an essential step because it will allow you to adapt your content and your strategy to improve your future performance. See what type of posts and themes get the most engagement (comments, shares, likes, clicks, etc.) and get inspired to create your next posts. Also, explore other data to which you have access. For example, in the statistics section, you can see the periods when your followers are most active on the platform. This is worth noting when planning your next posts!
In short, remember that a strategy should never be frozen. You must always be flexible and able to adapt to your target’s interests or their social media consumption habits without losing sight of your goals.
Tip: Don’t be afraid to experiment to find what works best for your audience! Tackle different topics, experiment with formats, post at different times of the week or day… Note what works well and what does not work well so that you can tailor your editorial calendars to your community’s preferences.
6. Experiment with advertising
Remember to consider paid advertising campaigns when developing your social media strategy! As we mentioned above, your posts’ reach can be limited by various factors unique to each platform. Advertising campaigns and sponsorship are good ways to ensure maximum visibility and reach new audiences. You can decide to feature a single post or create full campaigns by experimenting with the different ad formats available (carousel, banner, slideshow, etc.).
The handy thing about social media advertising is that the targeting options are extremely precise, whether based on user interests or their socio-demographic profile. Facebook even offers the option to reach audiences made up of people with a profile similar to your followers. Another advantage: campaign budgets are very flexible. You can choose exactly how much money you want to invest over a given period.
We hope this article has shed some light on social media and how your business can benefit from it. And if even after all that, we haven’t answered all of your questions yet, why not give us a call? Our content marketing experts will be happy to discuss your situation with you and what we could create together.