The digital universe is not an easy place to navigate when trying to find customers or clients. You can’t rely on body language or tonality, but instead are given an arena of unlimited potential to create captivating visuals and stimulating conversations to attract new followers and, thereby, creating loyal customers. It all depends on your company’s voice, it’s character, and how that relates to each of the social media platforms as a tool to attract new and existing customers to your business’s door — whether digital or brick & mortar.
The most important thing you have to consider is what your company is saying, your mission and why you’re broadcasting in the digital media spheres. You probably already have a mission statement to draw upon. Fine tuning your language to speak directly to social media experiences and gathering new traffic will quickly give you a guide to interacting online. Once you’ve established this Social Media mission, you need to find your voice. Are you a down to business type of company? Or playful and humorous, skirting direct business chatter? Do you want to hold more conversations? Or share information to stimulate interest?
These questions help build the character of your social media presence: your avatar interacting with the public for you. If you want to take that next step, go ahead and build a persona of the actual person speaking for your company: age, desires, ideology, origin, shopping habits, etc. This way whoever is in charge of your social media account can keep these traits in mind when marketing for your company. And when that person moves on, your company’s social media presence won’t miss a beat
The next thing you must consider is what each platform does for your marketing strategy and how to maximize it’s potential.
Here’s a quick overview of the major players and what they offer:
Facebook is by far the most used social media website by American adults. This is a social media marketer’s ideal platform to get their voice established. You can almost literally take on any persona or character and test out techniques and strategies. Long winded posts, short posts, group messages, direct conversations, videos, photos, sharing articles, and much more are all fair game on this platform. The trick is to know your customer and expand upon this. Post events and invite people. Pay for Facebook’s ads and extend your visibility. Tricks like these will garner a larger following and drum up more business. Remember, this is an engagement platform. Make sure you are producing high quality content and gaging your customer based on conversations that are meaningful to them.
Instagram has grown in popularity over the past few years and now holds the second highest position in use amongst American adults,focusing largely on visual media. Interaction happens in the comments below images sparking ideas or conversation, but this media platform is for photo evidence of what you do, what you provide, or who you are as a business. Your voice comes through in your descriptions of your visual post, the post itself (style, message, image), and your hashtags, or keywords, associated with each posting. Expanding here will be honing in on the specifics of what attracts customers and clients to your business and marketing to that persona. It is extremely important to use captivating media. Aim to inspire your customer base!
Twitter lands last in overall usage, but offers unique benefits. It’s short burst phrases and live feed format allow for you to stay relevant by following trends and aligning your voice to coincide with events in real time. Hashtags are highly relevant in Twitter as they provide ease of searchability in the mass stream of posts. This is a conversational platform and should be treated as such. Converse with your potential customers and reply to their responses. While they may not buy from you right away, don’t underestimate the power of conversation, relationships & word of mouth.
Pinterest can be a useful tool for business. Here users find crafts and the arts displayed through a community of like-minded individuals’ testimony and trials through making what they produce. This can stimulate a lot of interest for specialty craft businesses in beer and wine, furniture, jewelry, fine art, sculpture, cuisine, and many other specialty skills. Your voice will be tailored to explaining the processes that made your product and created your business, and can range from stoic to amicable to jocular.
LinkedIn follows closely in the usage running. This platform is directed toward businesses, business owners and relevant topics that relate to the various industries your company supports. Your voice will need to follow suit to succeed with expanding visibility on LinkedIn. Stay relevant to your business and businesses that can use your solution, focusing on how your product or service can benefit other businesses. Build your relationships by connecting with like-minded businesses or individuals who share your interests, professional background or represent your target market.. Post articles and relevant news that pertain to what you do for business and, what your business does to impact a community.
Once you understand how to use each social media platform, you can hone your skills. Take a look at what other businesses like yours are doing on their feeds and expand on what they’re doing. Jazz up your posts with your own voice. Don’t be afraid to be edgy and stand out. Being visible is a good thing!
Above all else make sure you’re engaging with your audience; conversation through comments and feeds increases the likelihood that your business will be seen. Once you get the hang of things, it will all seem a lot easier — much like having a conversation in person.
Boulder Digital Media can help you define your voice and a implement strategy to turn your social media channels into a viable business tool. Connect with us today for your free discovery session.