Do you know, a lot of businesses fail to make a mark on Social media? Although, they might boast of a strong social presence on “The Big Three”, they still may not be considered “Social”! Why, you ask? It’s quite simple. If you don’t engage with your audience and fail to create a two-way communication, but instead use it as an advertising platform, then it’s going to backfire on you! Social Media is intended to be used as a means for relationship-building, where you nurture and engage with your existing customer base, and fish for prospects with a well-thought-out strategy, which can be broadly defined as “Social Media Marketing”.
Therefore, to ensure that you’re doing social media marketing in an accurate way, keeping in mind your businesses and customer’s best interests, follow these simple tips:
1. Know your audience
This is a major focus point which quite a many overlook. This is because, social media is a vast sea of information. You’re hit with a multitude of information from all directions. Many users interact and thus contribute in spreading information on major social media platforms like Facebook, Instagram, Twitter and YouTube. Apart from these, there are countless others like Reddit, Tumblr, Pinterest, WeChat, Foursquare, which also has a sizeable user base. However, keeping up with all these social platforms can be an overwhelming task for businesses. That is why, your major focus should be on social networks that provide a good opportunity for engaging with your target audience. And, for that you need to have a clear idea about your audience. Try connecting the dots with the nature of your business and industry. For instance, if you need to get in touch with a professional audience base, then LinkedIn is the right platform. Similarly, if your business thrives on innovative and visually appealing images, then Instagram and Pinterest are your go-to options. Thus, by understanding your audience, you’ll be able to focus your energy on the most appropriate social platforms and thus maximise efficiency, results and resources.
2. Engage with your audience
After getting to know your audience, the next crucial step comprises of engaging with your audience. There’s a fine line between leveraging social media to talk “to” your audience and using social media to talk “with” your audience. Without engagement, you will be regarded as a robot which is simply throwing information at people. That is why, many social media agencies produce interactive content which gets the audience talking in the comments and assures them of a feeling of humanness, with the business. For instance, running contests like,” Win a gift hamper by liking our page and sharing this post on your social handle” sounds super-enticing and easy, doesn’t it? Or “Get a free popcorn by liking our FB Page with the hashtag so-and-so”. Cool, isn’t it?
3. Determine the value of a customer
To understand the nuances of this, you need to work out the total lifetime of profit of an average customer, their spending habits and how much of that is profit to you. Next, try figuring out the value of a prospective customer. And try figuring out the budget you’d use to get them to convert into a customer. For instance, an average customer is worth INR60k and costs you, let’s say, INR1500 through advertising. Super convenient, don’t you think?
4. Admit mistakes and use it to your advantage
It’s tough for any business to swallow their ego and admit their mistake in front of the world on a social media platform. Sometimes, it turns ugly too with a lot of mudslinging when it’s a battle between two competing brands. Acknowledging your mistake and drafting a well-crafted reply is the honest way to win the sympathy of the public if not the ire. Moreover, you can turn the tables in your favour, by constant “social listening” and jumping in with a well-thought-out reply aka defence strategy when a competing brand is caught in the eye of the storm in the public eye.
Check out this twitter exchange between Amazon and Zomato, when Zomato changed their logo after 2 years, which looked similar to Amazon’s, so they decided to retaliate,by this.
Another brand, Flatchat decided to jump in and take advantage of this funny situation.
Got any insights to share, when it comes to B2B social media marketing? Share what you know in the comments below!