Social media is the primary promotional space for many brands around the world. As consumers are addicted to their gadgets, it is easier to reach them on networks like Instagram, Facebook, and Snapchat. Almost 4.5 billion people use these platforms daily — more than half of the global population. They connect brands to a colossal audience and allow them to launch targeted campaigns for maximized results. However, succeeding on social media is not easy.
Not every company manages to use its digital arsenal to the fullest. Content that lacks uniqueness, relevance, or personality fails to reach the goal, be it brand awareness, sales, or loyalty. To begin, click here to learn about a multichannel approach that uses automation and AI to optimize campaigns across social media. Here are 10 strategies that can help your brand shine on Facebook, Instagram, and the like.
Top 10 Strategies
Engagement is the cornerstone of success. After all, social media was designed to be social, so brands must establish a meaningful connection to their audience. At the same time, they should look beyond the vanity metrics like the number of shares and likes. Here are 10 strategies that help businesses of any size and work for any industry.
1. Use Chatbots
Chatbots are increasingly advanced, but their primary purpose is to handle queries from customers. For example, MasterCard has a chatbot on Facebook Messenger that deals with typical questions. Choose a platform your customers prefer and let a bot answer their questions instantly or escalate complicated issues to the staff.
Chatbot integration does not necessarily require any coding expertise. This is a simple yet powerful digital tool. A bot can reply to questions about your products or services, and receive orders via Facebook Messenger. AI can be seamlessly combined with any major payment system.
2. Personalize The Experience
The consumer is not impressed by generic messages. They want an ultra-personalized approach. Facebook allows you to target your ads narrowly, focusing on dozens of characteristics, from marital status to charity activities to car ownership. This fine comb maximizes efficiency, as your ads are shown to people who can have a genuine interest in your offer.
Do not link all the ads to the same landing pages. If you are advertising a specific product, take the user straight to its description in the catalog. You could also redirect them to the chatbot in the messenger. A personalized approach makes people more likely to purchase from a brand on social media. Avoid salesy language and adjust the experience to their needs to boost conversions and loyalty.
3. Have a Robust Content Marketing Strategy
Everything you post online must be impeccable. Content is king, so its quality is absolutely vital. It must be complemented by a reasonable schedule for proper frequency of posts. These are keys to bringing the company’s products or services into the spotlight and attracting the right user at the right time.
A powerful strategy can be implemented for free. In addition, the audience will be organic, as it will be attracted by posts, not ads. You only need to optimize your content meticulously, use relevant hashtags, and take advantage of the different formats available (posts, Instagram / Facebook Stories, Instagram Reels, IGTV, etc.).
4. Focus on Building a Community
Customers do not appreciate explicit advertisements, so make sure your company does not communicate impersonally. Look beyond your follower count and add a personal touch by sprinkling in some humor and emotions. If your posts look too similar, the users will eventually lose interest. To change the tone, you could:
- ask questions,
- launch polls,
- share newsworthy information,
- like and share posts from followers,
- ask them for likes and shares.
5. Diversify Your Content
Use different types of media to make your feed more varied. Aside from high-quality images of the right format, you could share informative podcasts and captivating video clips. Remember that text is the least engaging type of information. Jazz up your profile to show off your brand’s personality, attract more likes and conversions.
6. Invite Brand Advocates
The best marketing tool for any brand is the consumers that love it. Do not focus all of your attention on finding new leads — leverage your existing base, too. Both loyal customers and employees can be turned into advocates, but this requires a plan.
First, work out the guidelines for brand promotion. Then, let the advocates know about the best social media practices. Every section of your advocacy plan requires a leader. After launch, you should monitor relevant metrics to determine your strengths and work on any weaknesses.
7. Pick Relevant Channels
Your brand does not have to be present on all platforms from Facebook to Snapchat. Focus on your audience and where it spends its time. For example, Generation Z prefers Snapchat, while boomers are more likely to use Facebook. There are plenty of statistics to help you navigate the digital space.
Posting everywhere is a wasteful approach. The audience of the network must suit your buyer profiles. You would not advertise automotive equipment on Pinterest or Kawaii clothing on LinkedIn, right?
8. Plan the Expenditure
Establish a budget and make the most of it. Social media platforms offer many cost-effective channels of promotion. Focus on personal interaction is another advantage, as they allow you to connect to the audience on a deeper level.
9. Run Cross-Channel Campaigns
After picking several networks, engage them all for maximized results. This is a no-brainer, and the vast majority of brands adopt the approach. Focus on content that sparks positive emotions and stands out. Transfer it across the platforms.
Tell a story instead of simply showcasing products or services. Integrate links to specific pages on your site, so users can get more information immediately. A memorable name, relevant hashtags and unique messages are keys to success provided that the audience can relate to your cause.
10. Go Live!
Live streaming on Facebook and Instagram lets companies communicate with customers less formally and show their operations in real time. IG stories bring a 75% completion rate, which means that users watch them to the end. Thus, stay ahead of your competition by going live on a regular basis.
Provide a sneak peek into how your staff work and how the production is organized. The users will see that your brand has a personality, and it is not driven by revenues alone. If they feel inspired and engaged, they will be more likely to remember your brand.
The Bottom Line
Companies cannot succeed without a thoughtful and multifaceted marketing strategy for both their ads and content. Social media platforms are more popular than websites, so it is vital to engage them and hone your message continuously. These strategies will help you build a solid framework to compete in your niche.