While you may be aware that social media can benefit your business, you may not know how exactly to leverage your accounts properly. In this post, we’ll explore the best kinds of content to post, where to post them, and how to ensure you get a return on your social media marketing strategy.
The first step is to choose your network(s) based on your goals. What do you hope to accomplish through social media and what is the best network through which to do it?
From a B2B perspective, the most relevant networks include Facebook, Google+, and LinkedIn. If your goal, for example, is to build a larger professional network and engage potential employees, LinkedIn may be the optimal social media network for you.
Once you’ve chosen the best platform (or combination of platforms), it’s time to create an account and start posting. Remember, managing a commercial page is more than just absentmindedly sharing post after post. Because the goal is often to foster engagement with your customers for your brand – and ultimately drive leads – you want your social media posts to be engaging and informative.
If you ever find yourself at a loss for words, staring at your monitor for what feels like hours with a bad case of writer’s block, consider posting one of the following to make your efforts easier.
Blogging is great for business. It gives a business the opportunity to identify and respond to customer questions and concerns, sometimes before they even have them. Share a link on your Facebook or LinkedIn page to educate your potential customers and, if all goes well, inspire them to take the next step and reach out to you.
White papers are like an extended blog post. You can go into more depth on a particular topic and showcase your expertise in your field. Include a link to your whitepaper on your social media accounts. Or, to generate leads from your white paper, you may want to include a link to a landing page, where people provide their contact information in exchange for the whitepaper.
Customer success stories and case studies are ideal for sharing on social media. First, they show what your business can do. Second, customers enjoy some time in the spotlight. Third, the stories live on your website and thus can drive traffic there. You can even place calls to action on your testimonials for potential customers to see how your business could help them.
While case studies can show potential customers the success you’ve yielded for others, demos can show potential customers the success you can bring to them. They also enable a potential customer to try your product, platform, or service for themselves to get a feel for the experience and benefits. Don’t hesitate to post a link to your demo landing page from time to time. You may even want to pin that post or use that link in your social media bio.
Although it’s great to show your audience what you can do, you want to abide by the 80/20 rule. This rule states that only 20% of your social content should promote your brand. To avoid overloading your feed with brand-related posts, try industry-related news.
What are your thoughts on the latest industry trend? This sort of post is a great way to give your opinion on the latest and greatest innovations in your industry, and grab feedback from your audience as well! The more current you are on social, the more your followers will trust you as an expert in the field.
Keep in mind that your social media posts don’t always have to be links to longer content pieces. You can give quick how-to tidbits, mini-lists, or little 3-step instructions. Social media users love easily digestible and informative content, and are more likely to share it with their network as well.