In a very noisy digital world getting anyone to see, read or listen to your messages is pretty tough let’s be honest. The digital space is unforgiving and more often than not you get absolutely nothing from it. Sure you might get some likes and the odd share but what is that doing to help your bank balance. Of course, likes and shares do increase a posts organic visibility online helping to boost it’s chances of potential new business opportunities. However you cannot solely rely on method as a means of tapping into more business. In order to engage with your core audience (s) and driving more product/service sales you need to do a hell of a lot more.
Is There A Solution We Hear You Ask…
Well there are steps and things you can do as a brand to help increase the likelihood of more online engagement and possible sales organically but it does take time, patience and continuous input. Everyone and every business has to start somewhere, the ones who succeed in the long-run are those who stuck at it and never gave up even when nothing was coming their way.
Content + Value + Consistency + Differentiation + Frequency = Digital Growth.
Here are 6 key steps we have outlined that you can use to help increase your brands online presence.
Step 1. Build A Social Media Road Map 6-12 Months.
We bang on about this a lot for a reason… It helps you understand what you are doing. It also provides you with a complete overview of what you are posting, to which core audience (s) and about which product and/or service offering. Also a social media road map will help you plan, plot and review content regularly, enabling you to benchmark previous content and campaigns against each other to see ROI (return on investment – investment being time, money, patience, sanity, confidence in what you are doing is somewhat right). In addition you will have FULL OVERVIEW and measurement of your digital estate allowing you to improve future output.
Identifying Your Core Audience (s).
Identifying your core audience (s) is not rocket science, in fact its fairly straight forward. Who buys your products or services? Who follows you on social media and interacts with your messages? Who visits your website over and over? Who watches your videos, reads your articles, listens to your podcasts and views your social media output? Who signs up for your mailing lists? Identify these people, these people are your core audience (s) find ways to tap into these audience (s) more.
For example, If a high proportion of video engagement and views are coming from the US and your brand has reach into the US market then think about allocating some resources to your marketing budget to capture some of those people watching your videos through ads aimed at the things they are interested in. If you are a makeup brand and 60% of your viewers watch your videos on YouTube about makeup brushes, place some ads before and/or after the videos they’ve watch with offers on the products they spend the most time looking at. There are no straight wins in marketing it is about testing the waters and seeing what works but you have to know who you are aiming at first. Knowing who your core audience (s) are and utilizing the social media road map puts you in a very good position.
Google Analytics helps you identify so much about your audience (s) you must utilize this FREE platform to drive new business opportunities. If you know your target audience (s) using Google Analytics can help verify if you are reaching the right people and can help guide decisions about your content and marketing strategies.
Step 2: Post A Minimum Of 3 Pieces Of Content Per Week.
The frequency of posting content has to be high to really grab and sustain peoples attention. The more content you can post the better. As long as its good quality, useful, industry relevant content that serves a purpose to highlight your brand. Avoid posting what we like to refer to as ‘garbage posts’. These garbage posts are not audience driven, lack substance and do not add anything valuable to your brand. They are usually panic driven as you have realized that you haven’t posted anything all week and need to throw something out there. Such posts will fade off into the white space of the digital hemisphere never to be seen again and more often than not they do not help with boosting your digital confidence they lessen it as they receive little to no engagement.
To Much Information (TMI).
Don’t worry about TMI (to much information) either, as long as your content is valuable and it servers a purpose than why not push it out often as possible. Of course the more you push out the more judgement your brand faces from people. People will be judgmental, usually they will not pay attention to your messages (or unfollow you) that’s fine you don’t want to waste good messages on uninterested listeners.
Step 3: Leverage ALL Social Media Platforms & Don’t Leave Any Behind!
We see this A LOT. Brands postings frequently on one platform but once every 1 year on another platform. Frankly that is not good enough for a number of reasons:
- It gives your brand bad credibility as it shows inconsistency.
- If you sell products via e-commerce stores usually buyers will pop over to your social media accounts to view stuff you post, to make sure you’re legit, if you are posting regularly (who wants to buy something from a brand who posted 4 years ago on social media…Yuck), if you have a good following and if you have reviews they can see. This is all part of the sales process and with so much choice available to buyers something very small can put potential buyers off very quickly.
- It can show laziness and neglect which can put people off doing business with you.
Furthermore, tailor your content to fit the social media platform, this is really important. Make sure you vary the type of content you are pushing out weekly e.g. 1 video, 1 blog post, & 1 picture. If you do this you are able to show variation and keep all social media platforms active and up to date. If you set up a YouTube channel but post 1 thing in 3 years you may as well shut down that profile and use whatever time you spent on it towards another platform.
Website And Social Media.
Also something very small but important. When you link up your social media platforms to your website ensure that when users click on a particular social media icon e.g. Facebook it opens up a new window/new tab and directs users over there. You want to ensure that once users have had a look around your social media they return to your websites via the window/tab they already have open in the browser, they will not be able to do that if you choose to redirect them only using 1 window/tab.
Step 4: Ask the team (People Who Work In Your Organization) To Like, Share & Comment On Posts.
Having your team interact and share your brands posts will show strong organizational unity and individual appreciation towards the brand. Also people in the organisation sharing posts will highlight all that the brand is doing to more eyes on more networks helping increase digital footprint.
Step 5: Digital Authenticity.
Keep it strictly business – Don’t be afraid to be yourself on social media and abstain from false, misleading content that can damage your brands credibility. Also avoid posting anything too personal on your businesses social media e.g. pictures of kids, wife, husband, cats & the next door neighbors dog. If you have an office dog he/she can be featured if they play an important part in the business.
Show some love and appreciation for other brands – Share, like and comment on other brands social media accounts to boost some B2B interaction and potential relationships.
Views – Avoid political views on your businesses social media as this can damage your image and put people off of doing business with you for a number of reasons. Try and keep your brands social media platforms as neutral and authentic as possible.
Step 6: Time & Consistency.
Bottom line, It takes time. Don’t rush this, it is not a sprint it is a marathon (a very long one). You have to dig deep and commit to plugging away at building more engagement and attention through regular postings, variations of posts, showing brand personality online, like and sharing other brands content and getting those in your team to engage with your brand messages. Everyday the process starts again and you are required to put the same level of effort in as the previous day to enable the new day to produce new opportunities.
Digital stimulation is all about digital consistency don’t be disheartened when you feel like nothing is happening, push harder, stay consistent with valuable content and remember you are not alone in this. Use your team to help you come up with new ideas and ways to show off what you do as a business on social media and together all push out the same messages in slightly different ways.