80% of business to business companies are looking to increasing their digital marketing expenditure within the next year. Businesses have started to realise the potential that social media marketing has for creating brand awareness and reaching out to new customers. But it’s important you do it right, otherwise you risk wasting resources.
Let’s start off with your voice. It’s important to personify your brand and write your marketing messages in the first person, because this helps you to connect with your audience as they believe they are talking to someone real. Personifying your brand also helps to create consistent communications, which in turn builds brand trust and authenticity. But most importantly the tone of voice you choose must be suitable for your indented audience.
With 75% of all engagement happening within the first five hours of content being posted (much less with Twitter), it’s important that you post at the right time to optimise engagement. The best times to post is early morning, lunchtimes and evenings.
Engagement is an important part of a social media marketing campaign. Social media meditates 2-way communication, and therefore you want people to engage. Engagement helps to build relationships so get to know your target audience. In addition, engagement with your social media communications can help to assist in SEO efforts. Every post which people engage with increases your search engine rating. Encouraging people to share content will only increase this. Having indirect content is a great way of sparking engagement as this captures people attention and stands out from regular content. Competitions are also a good way of generating extra engagement, however, on a more short term basis – every wants something for free.
Less is often more when it comes to a social media marketing campaigns. It is better to have a stronger presence on one or two sites, than a weak presence on many social networking sites. Twitter and LinkedIn are best optimised for B2B communications. Facebook is often perceived as a consumer driven social networking site, and therefore it’s often less effective in a B2B content. It is critical to choose a platform which best matches your target audience and your message in order for it to be most effective. By focusing your attention on a smaller number of sites, this can help to reduce wasted resources. However limiting platforms is one thing, but it is important to limit posts too. You want to avoid your marketing messages from becoming ‘noise’. Limiting posts can in fact increase their effectiveness, as if your audience is bombarded with lots of different messages they will eventually shut you out, and your message will have no effect at all.
Saving the most important aspect of any campaign till last is your objective. It’s all well and good to have a snazzy social media campaign, but what is it that you want to achieve from it? You don’t want to be shooting arrows in the dark. Having a clear objective and a solid strategy to achieve this objective is important to ensure you implement an effective and durable campaign.
Carrying out your campaign correctly will ensure you see the results you want. Social media works differently for each company and sector, but when done correctly it can be an efficient way to transmit brand messages to the mass.