Everyone you know in the marketing world (and their momma) has advice on how to enhance your social media presence. Today, I present to you my version of the top 5 ways to transform your social media accounts to draw more customers to your website.
Social media is a powerful tool that, when used properly, can enhance your brand recognition, increase sales, and build customer loyalty. It is much more than just posting on Facebook or Tweeting the latest news. There are people whose entire careers are based off of just studying and applying the latest social media marketing techniques. Here are 5 ways I help my clients to build a strong foundation for their social media platforms.
Tip 1. Post Frequently, But Don’t Scare
One thing I see quite often with business pages is that they are not managed properly in quantity. You should be posting a few times a week minimum on each of your social media pages to stay trendy and to stay connected to your followers. The more often you post, the more exposure you get and the more they learn about your business. On the other hand, if you post three different times within a few hours every day, you are setting yourself up to be unfollowed or your posts hidden because you then become annoying and “white noise” in the massive world of social media. Finding out a good middle ground is easier than you think. Start off with posting once per day and then build to two times per day and see how your statistics change over a period of a few months.
Tip 2. Professionals Are Taken Seriously, But You Don’t Always Have to Be Too Serious
If your social media platforms have typos and are not aesthetically pleasing, then the pages do not reflect professionalism. If your profile picture for your business is your favorite selfie, you are doing it wrong. Always keep in mind that you own a business, you are a professional, and although your personal page can be filled with selfies and your favorite video from YouTube, your business’ page needs to be clear and direct about what you are offering. In addition, nothing screams unprofessional on social media more than foul language. Keep it clean and classy, it’s that simple. Your business’ social media page is one of the largest reflections of who you are on a day to day basis as an organization, so your platforms need to remain clean, clear, direct, and need to speak volumes for the quality of service you are offering. Also, consider that professionalism is critical, but it doesn’t mean that you have to be uptight and can’t have fun. Just remember to stay focused on your company’s mission when getting creative and going outside the box while having fun with your posts.
Tip 3. There is Always A Need to Be Relevant
This does not mean that all of your posts need to be about your latest sale, or begging for people to visit your website, but rather that everything that is posted needs to be in line with your overall offering. For instance, if your target market is young married couples, you will want to post things relevant to them, not something for your grandmother. Posts should always stay in line with the business’ values and enhance the pages to make the posts feel like they are building a community of connections, not a sales gimmick or just thrown together. Ensuring you are properly communicating your brand will enhance your overall feel of your pages and your business.
Another aspect to consider is the relevance of the social media platform itself. Any of social media options can be useful, however, some are more useful than others for specific industries. This goes along with Tip 1, because not only do you want to consider how frequently you post, but also how many platforms you are using. Managing each page effectively takes a lot of work and very strategic action. If you have seven different platforms that are washed out, that is not as effective as having three that are detailed, intentional, and maintained well. The relevance of each platform can influence purchases and brand recognition if utilized properly and creatively. For example, if you sell clothing or you design landscapes, having an Instagram would be relevant because you can post pictures of your clothing or properties on different models and in different environments. On the other hand, if you own a consulting business, there really is not much that you can do without putting forth more effort than necessary to have an Instagram. Your consulting business could thrive more effectively on Facebook or Twitter where you share helpful tips and advice or blog through your platforms. Relevance is always key to growing and connecting to your following base.
Tip 4. Style Can Define Your Brand
If your social media platforms are the standard same-old, same-old business style, then you become white noise. Spruce it up a bit. Add your logo and some colors (be sure that the colors match your website properly and they match your brand’s overall image). You don’t want too much style, but you want enough to be different. You are aiming for professionalism with a hint of fun and a pinch of uniqueness. Your website, on the other hand, is a whole different story, but your social media needs to speak that you are a business and shout your difference. Your style needs to not only be unique to you, but also speak of what you offer. Ask yourself, “If I were to think of (enter business industry here), what would be the first thing that comes to mind?” This sort of evaluation can help you to direct your style to match your business’ offering in an aesthetic manner. For example, if you own a heating and air business, you will not want deep, dark colors all over your pages. Those are not friendly and inviting, which is what people want with house-call services. People need to know they can trust you and that you are offering a business relationship to them, not just selling a product or service. Relationships are built on trust and good communication, so why would a business relationship be any different?
Tip 5. Laughter is Good For the Soul
It is perfectly okay to have some humor and fun on your social media. Clean humor, that is. You are running a business, but behind every social media platform is a human being and humans need laughter. It has been proven through various consumer behavioral studies that humor is linked to brand recognition and brand loyalty. You don’t have to be cleaver and witty to be successful, but adding a little humor now and then to your social media page will break the cold silence of boredom and will help to engage your audience more effectively.
These 5 steps are not a guarantee that you will instantly gain thousands of new viewers, but it will ensure that you are making an effort to be consistent, professional, and reliable with what you have to offer. Your company’s first impression is often through your social media platforms and these steps will help you to transform your image to holistically speak for your business’ worth and your business’ ability to communicate with your audience. Keeping these tips in mind and making slight adjustments to your social media platforms can have a massive impact on the “feel” of your business’ advertising. Remember, you don’t want to sell your customers solely through social media, but rather build a lasting relationship between your company’s brand and the consumer using the various platforms available.
Speaking of social media, feel free to retweet or repost this blog!
By Anastasia Roberts, December 2015
The Nourishing Business Solutions blog exists to help business owners find the value in marketing and to offer practical tips and advice on how to make little changes go a long way when growing your business. The day to day habits you build will either help your company grow or help it wither away.