The social media are hailed as the ultimate marketing instruments of today. They are no longer some optional marketing opportunities, but mighty tools of enhancing brand awareness and reach of marketing messages. Facebook alone accounts for nearly 16% of total time spent on the internet, and soon, the majority of people will socialize more via the digital channels than in real life. As a result, business owners have no other option but to be where their customers are and establish a strong social media presence.
The Medium and the Message
Social media, unlike any startups that look toward it, is set for long-term growth. The days of traditional marketing are not numbered, but the social landscape is the place around which your efforts should gravitate. There is a myriad of players competing for the same space, though, while standing out has never been more important. This is especially true for anonymous organizations working with a limited budget.
Thus, it is highly recommended to embrace a thoughtful, strategic approach and make the most of your social media campaigns. The basic dilemma is how to cut the spending without compromising the quality. Well, you have to find a sweet spot and understand the mainstays of a social media marketing strategy are concrete and measurable goals. Most notably, these involve lead generation, brand awareness, content distribution, and customer acquisition.
You have to first embark on a journey of self-discovery and uncover your brand personality. How you perceive yourself directly influences how others will, so take your time to puzzle out what type of brand you want to be. Of course, your social persona should reflect the company’s culture. The next million dollar question is who your audience is. Identify people who are most likely to connect with your messages and figure out their habits and preferences.
After that, you have to make another crucial decision and pick the right platform(s). Facebook is by far the largest social network and it is perfect for video marketing. Of course, making a video is extremely difficult. I suggest partnering with the experts in the field, for example, the Alexander Thomas Media Company. Check out their work, it is really stunning. On the other hand, Twitter is associated with high conversion rates, while LinkedIn proves invaluable to B2B startups.
A social profile should not be a replica of your brochure or a mini version of your website. Feel free to be less rigid and formal. One of the most common mistakes is trying too hard to sell to people who are fed up with aggressive ads and pop-ups. They tend to steer away from spam and noise and long for valuable content. So, do not get off on a wrong foot with your customers. If you play your cards well, the selling will take place eventually and there is no need to force it.
Finally, note that social interactions are instantaneous and that social media has moved closer to extreme personalization and granular targeting. Moreover, they supply you with a large volume of feedback. Use it to fine-tune your presence and be more engaging: Set up a framework for tracking and evaluating your efforts and results. That way, you will find out what works and what fails to hit the mark. Spur the word-of-mouth promotion, get into the minds of buyers, and stay there for a long time to come.
Success by Design
Do not go anywhere without a detailed strategy to serve as your guiding light, a source of vision, direction, and focus. It is quite possible to reach a wide audience on a restricted budget, but you have to get the aspects like targeting right. Also, stay on top of emerging social trends to maximize the potential of social media and build a devoted community. If you manage to increase exposure and drive brand awareness, you will be able to get the best of both worlds: Top-notch results and cost-effectiveness.