In the previous three installments of this five-part article series, we have been taking a look at how the modern business can use social media to promote their brand name and identity in the online environment. Through a variety of steps and approaches, which make up an over-arching strategy, you can achieve fantastic heights of online success using sites such as Facebook, YouTube, Twitter, LinkedIn and more. In this article, the fourth installment of a five-part beginner’s guide to social media marketing, we shall continue providing tips aimed to help all businesses, regardless of size or industry.
How to Use Social Media Marketing to Promote Your Business, Continued
7. Post Visual Material
Think back through the haze to when you were at school. Remember when the teacher would get the old television set out (provided you were at school when televisions were a necessity rather than a luxury)? Remember that feeling of excitement you felt at not having to trawl through your textbook? Well, the fact is that we are far more easily and effectively stimulated through visual media. As such, the creation and broadcasting of visual content is an incredibly effective addition to your social media marketing strategy. In keeping with the analogies used in the second installment of this five part series; imagine you’re an art school. You could create a short ‘how-to’ video on mixing exotic colors, or anything else of course. If you’re a dentist, you can create a ‘top tips’ video for preventing dental cavities and tooth loss.
People are stimulated by visual material, so by including this element in your social media marketing campaign, you are guaranteed greater interest, greater respect and greater web traffic. You can use sites such as YouTube.com, Vidmetrix.com and Tubemogul.com to broadcast your videos, but please note: do not directly reference your business. These sites are not intended as a means for advertising, so you will risk getting yourself black-listed if you blab on about your particular brand. Simply add a URL to your website at the end of the video and try to employ humor; or even a little controversy. People are attracted to things that make them laugh, cringe or gasp in horror. If your videos hold great interest value, your viewers will share them with their friends and family and this is where social media becomes ‘viral’ or contagious; spreading without effort.
8. Monitor and Manage your Social Media Marketing Efforts
Every business is unique and as such, the precise social media marketing campaign necessary to maximize their success will be different. Deciding what is right for your enterprise is only the first step and once you begin integrating social media into your marketing endeavors, you will find that not every strategy works effectively, or as effectively as you would like it to. This is where Analytics becomes so important.
Monitoring various statistics relating to your website will reveal how successful your social media marketing strategies are in drawing the attention of customers and potential customers. These statistics include the number of website viewers (at different temporal scales, for example, daily, weekly, and monthly, etc.) as well as the behavioral patterns of these viewers (which pages they looked at and how long they spent there), amongst other things of course. Using analytical software, such as Google Analytics will enable you to determine what is working for you and what isn’t. And there is no better way to move forward and improve than by learning from your mistakes!
Social Media and Networking: Stay Tuned
For more information on how social media marketing can greatly increase your web traffic, lead conversion and sales, stay tuned for the fifth and final installment of this five-part series.