Social media is one of the best ways for reaching out to potential customers. But using it correctly is a massive challenge. It’s not like other marketing channels. You have to do things differently.
Some firms crash and burn on sites like Facebook and LinkedIn. They think that they will earn success if they adopt television and radio advertising strategies. Unfortunately, it doesn’t work that way: social media sites are a fundamentally different animal.
By contrast, there are businesses out there that really do know how to milk it for all it’s worth. Here’s why some companies are so darn successful on social media.
They Lead With Objectives
A lot of businesses believe that they need to be on social media because “that’s where all the action is.” But that doesn’t mean that they should be investing in every nook and cranny of every platform to try to get likes and shares. That’s NOT how it works.
Social media is like any other marketing tool. You can’t afford to take a scattergun approach. Successful companies think about their objectives first and then how they could use social media as a tool to make it happen. If Pinterest, Instagram and the rest of them don’t offer the right means, then they move on to other marketing strategies.
They Stand Out
Being generic is a risk-averse strategy. It is something that companies do so that they don’t stand out. But is that a good idea?
When it comes to making money, probably not. In fact, the reverse strategy makes a lot more sense. You want to make your content “pop.” Companies that stand out on social media are usually those that have found a way to make themselves remembered.
They Start Conversations
The word “social” in social media is essential. It isn’t just another cable network channel to place ads. It is something fundamentally different, and successful firms understand this. For that reason, they start conversations and engage with the community. They respond authentically to feedback and open channels of communication for things like customer service.
They Build Authority
Building authority is vital on social media. You want to show people in the community that you understand the issues so that they trust you.
The best way to do this is to hire a corporate video production company and create content that communicates your expertise. Remember, video is the most common medium on Facebook and, of course, TikTok. People want to consume it more than they do other forms of media. Successful companies rely on it to take their marketing to the next level and convince people that they create genuine value.
They Focus On One Platform
As we discussed above, taking the scattergun approach to social media and dipping your fingers in every pie you can find is probably a bad idea. That’s why successful social media marketers tend to concentrate their efforts on one platform. By focusing on one particular audience and serving it well, you can dominate the algorithms and grow in popularity faster.
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