We’ve all heard and know the importance of being on social media by now, and how important it is to be able to build an audience through content that sits across multiple platforms. However, did you know that over 50% of purchases are influenced by digital? Now it’s really not good enough to say you’re investing in social media and you have an account on Facebook, Twitter, LinkedIn, Pinterest and You Tube, without providing a valid reason as to why you are on there.
Firstly, I think we need to be thinking larger than those five obvious channels. We’ve seen incredible growth in instant broadcasting platforms like Snapchat, Periscope, Instagram and Vine. In 2015 we also saw the likes of messaging apps like Whatsapp and even dating app Tinder, but in the world of marketing we are still in the early stages of figuring out how best to use these channels.
Yes, I do believe there are still some businesses out there (well known brands) who appear to be covered in social media bling, but if they were honest they would tell you we are on social media, but we don’t really understand how it works for our business and what to do with it.
Here’s my three tips for
- Quality over quantity
It’s better for brands to choose the right channel and have a few than have 20 empty profiles online. In the same way that it is better to have one great piece of content, over three. Ok, I’m exaggerating here, and I do feel like I’m repeating myself, but I recommend we look at value over volume.
2. Make content that will spread across a number of platforms
If you create a 3 minute video promotional video, can you cut or take a still image from your footage that could be used on Instagram, or Vine? You may have heard the phrase multi-channel marketing. Where content is used and squeezed of all it’s juicy goodness ensuring you are getting the most of your marketing spend.
Side note: Those little extra’s don’t cost that much to produce, but they go a long way in helping you reach your target audience.
If you’re in retail, this point should be of particular importance to you as research shows 78% of consumers will look on digital before they buy in store. That is higher than 72% who buy online after trying on in store.
3. Be present and consistent
Show up. It’s bad business if you open late one day, and close your store early the next. If the customer doesn’t know where they stand you will give them more reason to divorce you. Those who are customer facing, make sure you have a strong customer service presence on your profiles, and please try not over complicate it by having 10 different Facebook pages that leave the consumer on around a maze of confusion. Post consistently, and don’t forget to go back and engage with those all important customers who take the time to leave a comment/share their thoughts. Use private chat for those more in depth and personal conversations that will quickly solve a customers problem, or defuse a possible hostile situation.
It was hard to pick just three, but I believe if you take these three strands into consideration this year you will most definitely be in a stronger position. Don’t forget to be creative with the content you produce too, yeah?