Seven steps for leveraging social media marketing
For example, if you’re located in a city that has an NFL football team, you can support the local team as part of your company’s personality. Or, if you’re a family-oriented company, you can post updates about your “Take Your Kids to Work Day” and include photos of the event. In essence, it’s about strategically deciding what your company’s culture or persona will be and then posting interesting content that relates to that. This means getting outside your comfort zone and talking about things that interest you as a company, not about your industry, products, and services.
4. Don’t over-invest.
As you delve into social media, don’t rush out and hire a full-time person to manage it. Instead, start by looking around your company and finding someone (or a team of people) interested in the additional responsibility. Chances are you have someone personally involved in social media who would love to have this as part of their job description. As your social media presence grows and becomes successful, you can see the business case for growing the department.
5. Look beyond the “likes.”
Judging a social media campaign solely by the size of your Facebook likes is a bit backwards. Although “likes” can be a good indicator of success, a new Facebook like won’t feed your sales team’s families. In order to measure a successful social campaign, here are a few of the major metrics that social media can influence, and that you can measure:
- Reach, Likes, and Shares – This soft metrics of social lets you know you are keeping your audience engaged.
- Social Referral Traffic and Goal Completions (Measured through Google Analytics) – You can figure out who is coming from social media and either buying something or filling in a lead form on your website (cha-ching!).
- Social Media Leads – Yes, you can drive business leads from prospects straight on social media.
- Increased Search Engine Rankings & New Inbound links – Having a presence on social media can have a huge effect on any other organic or SEO programs you are running. Social media can be a key component of driving search engine traffic to your website.
- Increases in Branded Traffic (Measured by Google Analytics) – If you are keeping your audience engaged and getting prospects “warmed up” on social, you should see an increase of consumers searching for your brand in search engines.
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