The following is cross-posted from EngageGravina.com, and provides some great tips for any entrepreneur or business owner looking to market their brand online:
A local business group asked me how I would frame an upcoming presentation to its membership on the topic of small business social media.
After thinking it over, I suggested an event focused on “the Three C’s of Social Media Marketing”:
Sure, we could spend an entire presentation talking about the importance of, and strategies surrounding, social advertising to garner new fans, followers and engagement.
And, yes, we could spend a some time on the basics of setting up a Facebook page/Twitter account/LinkedIn profile, etc.
But with limited time, I think it is vital to instill a mindset in small business owners that fans, followers and simply “having a social media presence” isn’t enough to equal success.
We’ve all heard the mantra, Content is King. Understanding that, however, is different than actually doing something about it.
Many of our clients and potential clients don’t think they have enough content to engage in a successful digital marketing campaign — until they take a full inventory of their organization’s “inner content.”
What is all the content you produce (or could/should be producing) on a regular basis? At first, you may not think it’s a lot — but digging a bit deeper may surprise you:
- The obvious: Company announcements, press releases, marketing materials
- Events: Any special events (either put on by your organization or related to your mission) that you can “live tweet”?
- News of the day: Comment on news of the day that is relevant to your organization or your mission
- Your experts: who are your organization’s experts who can comment on your mission, recent news, or world events?
- Human interest: Some of our clients’ best content has been about the CEO’s Grand Canyon hike, or birth announcements of employees … don’t overlook the stories of your employees that can put a human face on your company or organization.
Perform your content audit, then decide which of your targeted audiences will respond best. Only then should you decide whether or not to engage in a social media campaign — and which platforms (Facebook, Twitter, etc.) to utilize.
Finding your inner content is an important first step, but be sure not to just “broadcast” it to your fans and followers.
Modern marketing (digital and otherwise) is about engaging your audiences in a conversation. How do you do that?
Simple: Don’t just pontificate. Don’t just link to articles or blog posts. Don’t just share your opinions.
Ask for feedback. Invite comments. Request likes and shares. Seek your audience’s opinion.
These simple engagement techniques not only help create “buy-in” from your audience, they also help create viral growth of your network.
Out of sight, out of mind. So it goes with digital marketing.
If you’re not posting your content consistently, your audience isn’t seeing your content, and they’re not engaging with you. Facebook’s algorithm also ensures that business pages that don’t post consistently don’t get seen by their fans.
In a perfect world, I’d suggest your post to your business or brand post Facebook page daily, that you Tweet several times per day, and then post several times a week on LinkedIn or Google+.
Posting unique content consistently on your Website or blog is also a great way to boost your search engine optimization so that you get found more easily during your potential customers’ Google searches.
The “Three C’s” sound simple — and they should be — but they are also the principles that most small businesses find hardest to follow.
Getting a lot of fans and followers on your social media sites is easy — engaging with them, however, is much more important.