Are you worried your social media strategy is taking you nowhere? Do you think your social media plans have loopholes, but you can’t identify them? Looking for expert advice on how to build a killer strategy for a strong social media presence?
If you nodded to any of the questions above, you need to catch up big time!
Don’t worry, let us take the driver’s seat for a while and guide you to the path you belong. But before that, you need to know why it’s impossible to survive this pandemic without social media presence.
Why is Viral Presence So Important for SMBs?
Social media has become a driving force for marketing and sales for businesses of all kinds and sizes. If you’ve been lazy with your social media strategy, it’s high time you took it more seriously.
There’s already so much competition when it comes to finding leads and generating revenue. However, with a pandemic in full swing, it gets even stiffer. If there’s one way you can survive the wave and come out stronger, it’s through social media.
Utilizing Different Social Networks to Survive Pandemic
Popular social networks have (or added) some invaluable features to help small businesses suffering from the pandemic. With these features, you can engage with customers and grow your business:
- Facebook offered $100M grants and ad credits
- Twitter offers highly targeted links to understand the present trends and grow accordingly
- YouTube videos can help glue your target customers to your business
- Reddit lets provide online assistance to potential buyers
- Helpful articles about your business on Medium can help get the readers to your website
- Create and broadcast events through LinkedIn’s Virtual Event and expand your customer baseline
- Instagram took an initiative by launching Small Business Stickers to help COVID-suffered businesses
An impressive 15% of users on Facebook use it for shopping. That number is far higher for Pinterest, which is basically all images. It’s clear that social media is any business’s best bet to promote themselves and increase their reach.
4 Tips to Build Strong Presence on Social Media
Here are some points to help you create a strong online presence on social media:
Make Your Interactions with Customers Worthwhile
So what if your shop is closed? Social media is active, and your audience is on it, so keep interacting.
Interacting and engaging with customers on social media is crucial. You need to be active, even when you’re not technically selling stuff.
For instance, you’re a car wash business with your facility shut because of a pandemic-related lockdown. You may think advertising or posting on social media may be futile as customers cannot bring their cars, and your facility is shut.
However, you need to stay active and interact with your customers regularly. This will keep the customers engaged with your business in one way or another, even when they are not using your services. It paves the way for customer loyalty and keeps your brand name fresh in their minds.
Utilize Multiple Social Platforms
For a more wholesome social media presence, you need to on multiple social media platforms. Each has its own unique flavor, although your end goal is the same. You need to engage with your audience and communicate (sales and revenue will gradually follow).
Now, managing accounts on multiple platforms can be exacting, but you can streamline your content in a way that it can be used on all of them. The fact that most online content has become visual has made this way easier.
You can post a picture on Facebook, Instagram, and Twitter all at the same time. That said, learn how the audience behaves on each of them to personalize content and your overall approach.
Monitor Your Performance
When it comes to creating a strong social media presence, data is the key. You need to know what works where and for whom.
Social media analytical data is easier to analyze than, say, your website’s. Facebook, in particular, provides detailed insights and metrics to gauge progress. You can use those to your advantage to tweak your social media strategy and do more of what you know definitely works.
You can also use third-party tools to analyze and monitor social media account extensively. This is all the more relevant for businesses that advertise on social media and rely on them for revenue.
Tweak Your Content Strategy
The content you’re sharing online needs to stand out and be of value. That’s easy to say but very difficult to achieve.
If you’re not seeing enough clicks, perhaps it’s the content’s fault. Part of a strong social media strategy and your overall digital marketing strategy is your content strategy.
So how can you improve it? Read on.
Essentials of a Killer Content
This section talks about different types of content that have helped businesses sustain present downtrend. Your content strategy should revolve around these content types.
The term 10X content has become ubiquitous in the marketing world. Everyone throws it around without actually understanding what it entails.
10X content is supposedly the kind of content that’s ten times better than the best content available for a particular search term.
Now, this term is a little vague as it doesn’t specify the criteria for the best content. What makes the content already there the best? And how to identify it? But more importantly, how to make your content ten times better than that?
Here’s what makes any content 10X type of content:
- Delivers the message quickly and easily
- With visuals, fonts, layouts, and diverse media, the content creates a positive experience
- Distinct in scope and language from what is already available online
- Creates value for the consumer of the content
- Solves a problem or answers a question backed by reliable data and facts
- Achieves emotional response, preferably positive
- Responsive and fast to load
Give people what they want. It’s as simple as that!
The key to effective content strategy is figuring out what type of content resonates with your audience. This may require extensive research and analysis into the consumer persona.
In the post-pandemic world, consumer’s personas, opinions, and internet habits have changed. The personas you have sketched before the Covid-19 pandemic have likely changed. It’s time to revisit those old techniques and understand those changing personas.
With so much happening around the world, people’s expectations, concerns, and opinions have drastically changed. For many people, health and safety may have become a number one priority no matter what they are doing or buying.
How can you address those safety concerns within your content?
This is going to take some time, but with the right information, you’ll be able to tweak your content strategy to accommodate the changing behaviors and expectations.
Your content strategy shouldn’t revolve around a single form of content. To think content marketing is all about blogging is not going to work in a digital world heavily consuming video content.
You need to invest more in your overall content strategy and make it diverse. More importantly, invest in producing original content in different formats. For your website, blogs may perform well, but on social media, video content dominates.
It’s estimated that by 2022, 85% of the internet traffic would come from videos, according to Cisco.
Given the vastly changing consumer dynamic, thanks in part to the coronavirus pandemic, you’ll also need to adjust your content strategy accordingly. You will need to use the kind of content that best conveys information.
For instance, for Covid-19 related content, you would want to use infographics, charts, interviews, etc. to make it rich. Chances are people who have been stuck at homes for months may respond to human faces and voices better than reading text.
Hopefully, the majority will survive this pandemic, but most businesses won’t. Not until they maintain a strong presence on social media. Where online channels have stepped up to help Covid-19 victims, many SMEs used their survival skills and they’re moving forward.
So, if you’re in the middle of the ocean with no supplies left, follow this guide to get to the shores. If you can’t do it on your own, hire Media Mojo, a leading digital marketing agency that’s been helping small businesses increase their customer baselines.
Best of luck!