— June 8, 2019
Social media has fundamentally changed the way we live our lives for the better. We can now connect with friends and family, track the latest breaking news, follow brands, and get product recommendations instantly. As a marketer or business owner, there is a flip side to social media websites. Due to a large number of people using social media every day — research suggests that 45 percent of the global population uses social media — reaching your target audience is challenging.
It’s your job as a marketer to break through the noise produced by other businesses and show that your brand is better than the rest. There are a few golden rules that all social media marketers need to be mindful of, regardless of their niche. We are going to look at a couple of these essential rules and explain how you can implement them in your business for exceptional growth and exposure.
Customer Engagement Matters
When deciding to create a website, there’s a good chance that you anticipated building social media platforms for your business. The real question is whether you’ve considered how you are going to encourage customers to engage with your business. Building social proof is a great way to encourage customers to buy your product or service on-site, but it’s also a useful tool that you can use on your social media account.
As you build followers, there will be people who love your product. Share their posts and give them a quick thank you in your share or retweet. Consumers like having engaging interactions with businesses. The main reason engagement is so meaningful is it shows that you’re listening and you care.
Some businesses use this tactic on their website by compiling all of their praise-worthy tweets and mention and featuring the compliments on their website, similar to the above image. Sharing posts from real customers on your social media account can improve engagement and improve your social media marketing strategy.
Automation Increases Sales and Customer Retention
Automation has dramatically changed the way marketers reach out to their customers, especially on social media. More importantly, automation allows customers to get immediate answers to their questions when they land on your profile page.
Specifically, we are talking about chatbot technology and the way that it can dramatically improve sales and conversions. Studies show that chatbots generally can handle around 80 percent of most customer service or product questions.
Companies are using automation to design chatbots to create a library of common questions and answers. When a consumer lands on your social media profile, they will be able to get product recommendations, get links to resources, and learn more about your company before making a purchase. Despite the advanced uses of automation, you can still benefit from having a small staff of in-house or outsourced customer service representatives to help consumers with difficult or less common questions.
Personalized Content Improves Conversions
Personalization is one of the best ways to build rapport and boost conversions using social media. Consumers today yearn for a business that not only understands their pain points but offers solutions. There are several ways to implement personalization when marketing on social media.
Many companies use personalized discounts to help drive consumers to their website. Retargeting pixels are attached to a consumer’s IP address when they visit a business website and leave. The result is personal discounts in the form of social media ads when that consumer checks their social media feed.
You can also set up paid ads on social media that show specific products to consumers with particular social media follows or habits. For example, if a consumer follows multiple gardening groups on Facebook, advertisers can use their interest to market gardening products to this audience.
Social media marketing is now the second most popular way to reach your audience online. As more social sites pop up, we expect to see the number of social media accounts to rise. If you’re going to market to consumers, you have to take to your social accounts and make connections with current customers and those who may be interested in your product or service. If you use these tips when developing your next campaign, you could see substantial growth in your conversion rate and sales.