Your business is probably already on Facebook, Twitter, Instagram, LinkedIn and all of the other platforms you need to be in order to reach out to your customers. But even so, it does not feel like you're getting the proper transaction or posting the proper media to inspire the engagement that you know you need to get. In short, your social media marketing strategies are not well tuned and some might even say, non-existent.
Finding the Strategies for Your Niche
One of the main problems with many company's marketing strategies is that they are applying the same methods as a universal solutions program for their social media team. This means that essentially, they are taking social media marketing strategies that they've heard about and using them "as is" instead of tailoring them to their specific niche or industry.
For example, social media marketing strategies for restaurants are going to be very different from social media marketing strategies for Fortune 500 companies. Of course, when we put it like that, it looks very obvious – unfortunately, the constant failures of social media lets us know that it's not. The problem arises because not only are the consequences and goals of each industry very different, the means to the end have to be as well.
Why Using This Strategy for Your Industry is Vital
For instance, in our example above, a restaurant's marketing strategies should be to entice viewers to come in and eat. This means that taking pictures of different dishes and posting them up on Facebook, Twitter and Instagram is a good ploy. That creates salivation for the food and people are likely to Like, Share, Re-Tweet, etc. the picture. That keeps the restaurant fresh in the customer's mind and next time they are looking for a place to eat, they'll remember how good the food looked and make reservations.
On the other hand, a Fortune 500 company is not going to get much interaction off of photo media. Sure, Bob in accounting might be interesting to talk to, but a picture of him analyzing graphs on his laptop in the break room is not likely to inspire the right kind of interaction. That's because the goals of a Fortune 500 company on social media are likely to bring in more clients, keep current clients engaged and recruit top talent for the firm. The best way to do this would be to employ social media marketing strategies that establish the company as an industry leader. For example, sharing blog posts and articles that contain relevant and useful information is a great way to market yourself as on the forefront of the industry.
How to Tailor Your Social Media Marketing Strategies
Of course, with so many industries and niches out there, it would almost impossible to go through each one, showing you how to tailor your marketing strategies for your exact niche. Instead, it would be more time-efficient to go through how different goals affect your marketing strategies. Just think about what you're trying to achieve and then match it up with some of the following suggestions. Keep in mind that interaction is the ultimate short term goal for social media, so whatever gets you to that point-no matter how strange or unconventional it may be-will be best for your company.
- Expand your Customer Base. If you're looking to expand your customer base through this marketing strategy, you're going to want to post content that is highly sharable and branded. This means that the more viral potential your posts have and the easier it is for those posts to be traced back to you, the better it is for business. A great way to do this is to post links to your blog on your website, provided of course the blogs are high-value in terms of information and content. This allows people to share the link to your website, meaning the more viral it gets, the more leads will be coming into your site. Be sure there is a strong CTA (call to action) at the end of the blog leading to your contact or sales pages. If your social media marketing strategies in the past have shown to be effective when media images and video are shared, make sure the pictures are watermarked with your brand.
- Strengthening Your Current Client List . Another great benefit of this medium is that you can strengthen your current clients' loyalty. We all know that it cost more to bring in a new client than to retain a current one, so this is a big chunk of social media marketing strategies right here. The key is that you want to consistently provide value to your clients. This means that if you're in an industry where new information is constantly coming out, you should be the ones providing your fans with that info first. Ask yourself this: what am I giving my followers in terms of value? If you can not list at least five things, you need to start doing a better job right away. Alert your fans to events that refer to their interests, share articles, posts, recipes, etc. Give opinions and loose advice but stay away from risk-the bottom line here is that you want your customers to remember why they need you in their lives every single day.
Using Your Social Media Marketing Strategies Wisely
When it's all said and done, when it comes to social media marketing strategies, whatever works for you is the best rules to follow. Social media is still a fairly young marketing game (compared to television, radio, print, etc.), so nothing is written in stone. Even the so-called "experts" in the field are still fine-tuning their marketing strategies, so you can expect things to change on an almost consistent basis over the next decade or so.
Until that time comes and it becomes a science, the best you can do is keep your ear to the ground and stay afloat with all of the latest information, techniques and trends.