I’m going out on a limb here and assuming that you have already established a plan, know your social media objectives and goals and you’re ready to commit resources. If that’s not the case, take five minutes to look at the another blog first: Social Media Goal Setting For Business Owners Who Feel Lost But if you’re all set with your goals, let’s jump into social media tactics.
Focus and Prioritize.
Choose 1-2 social media channels where you can really make an impact. It’s common for Alberta business owners to come to me feeling overwhelmed and it’s no reason – they’re usually trying to attack 3-5 different social media channels at once. (e.g.: Facebook, Twitter, Instagram, LinkedIn, YouTube + Blogging.) Rather than spreading yourself across every social media channel, prioritize channels based on goals. (Read: Choosing Social Media Channels)
Community Is Everything.
Engage with your people. With the Facebook Algorithm news, you would think that the sky is actually falling. There’s a reason that some brands and marketers are concerned – they haven’t spent time building a healthy Facebook community. There are no shortcuts and no growth hacks when it comes to building relationships when ‘know, like, trust’ is the foundation. If you’re a local business, this is an opportunity to continue to build up your community vs. big brands who typically ignore the massive communities that rally around them.
Share Your Expertise. Sites like Quora give experts and individuals who specialize in a specific area the opportunity to truly assert themselves and share knowledge. It may be surprising, but there are topics that nail almost every industry. For example, if you’re a human resources consultant and want to share your knowledge in a specific area, visit Quora and do a simple search. Start answering questions that are relevant to your area of expertise!
Monitor, Listen + Take Action!
Don’t waste insights at your fingertips. There are many conversations happening online at all times. Within these posts and comments, there are nuggets of real value to businesses. Review sites give us insight into pain points and frustrations, as well as delight from customers. But imagine the depth of comments and insights about our businesses, that exist online without us knowing? Using something as simple as Google Alerts can help you stay on top of brand mentions. These insights can help inform product and service development, as well as campaign planning. What are your customers saying? How can you turn this into actionable insights? (Read: Social Listening How To)
Be Strategic About Ads.
Don’t spray and pray. When you spend money on ads online or offline, be strategic. Know what your goals are and start small by testing. Don’t forget the last step of advertising- reviewing results! If you skip this test, you may as well start burning your money. Make sure your ads are complaint with each respective channel and keep in mind that they change frequently.
Don’t forget about Evergreen Content. When you look at the content you create for your ideal client or customer surrounding your business or industry, it should theoretically be evergreen. Meaning that even if you post it in 2007, it should be relevant in 2017. For example, as a marketer nothing has fundamentally changed when it comes to building relationships. So if I wrote a blog about relationship building for businesses back in 2007, not much would have changed as of 2018 (except for the mediums used to build relationships.)
Look for allies. Whether you’re a brick and mortar or online business, look for opportunities to collaborate with complimentary businesses. This benefits both sides because it gives you access to their networks and vice versa. For example, if you’re a jeweller specializing in unique womens pieces you may want to partner with another business that specializes in womens offerings, like clothing, makeup etc.
Tactics to rethink
1. Sharing client information without their permission. (e.g.: I saw someone who recorded a client call to Instagram to show off how happy they were with him. They may have asked for permission, but then it looks staged.)
2. Follow for Follow. (e.g.: Following someone on a social channel and then requesting that they follow you back. There is typically no value in this.)
3. Stop Spamming. (e.g.: Automating Instagram comments. Bad Marketing Automation just turns people off. It is not a growth hack.
4. Cross Posting without checking links. (e.g.t: If you post to Facebook and directly link to Twitter, the preview may not show up properly and it will just show a boring link.)
5. Hiring a third party to just throw stuff up. (e.g.: Social media is a lot more than just posting stuff to your business pages to show activity; if you hire someone to help make sure the content that is shared is relevant!)
6. Hijacking hashtags that aren’t relevant. (e.g.: Don’t be like the realtors in Ontario that used #AmberAlert in their tweets about new listings. Use trending hashtags when appropriate!)
7. Don’t just broadcast. (e.g.: I hate to pick on real estate, but only throwing up your listings is not necessarily going to get you the outcomes you want or expect. Think about social media as two-way communication. How would you feel if your friends only showed up when they needed something from you?)
Get Started With Social Media Management
What is a social media competitive analysis and why does my small business need one?
How should businesses create a plan for social media and how will they track their success?
Social media training: where to start