Social media has become a major part of everyday life. People use it to keep in touch with their friends and family, and even to find out about current events. Fifteen years ago, only 5% of people in America used social media. Now that number has jumped to around 70% and it’s set to rise even more.
The fact that social media has become so popular and widespread hasn’t escaped businesses. Most companies, both large and small, have dedicated some time to their online presence, typically by creating a social media profile based on their brand. But while most companies have become somewhat involved in the social media revolution, they typically aren’t taking full advantage of the opportunities that social media offers.
A Common Mistake
One of the most common mistakes surrounding social media marketing is making the marketing aspect too obnoxious and obvious. Nowadays, people don’t like being advertised to. According to one survey, over 57% of people found it actively annoying when brands post too many promotions for their products or services. In some cases, it makes customers less likely to buy from you out of spite.
This offers something of a quandary. If you can’t use social media to advertise and promote your product, then how are you going to attract customers to your business? Well, the trick is balance.
It wasn’t just promotions that irritated these people, but overuse of them. So balancing your typical promotions and advertisements with other content is typically the best way to keep people on board. You don’t have to scrap your promotions entirely.
The Friendly Shopkeeper
One thing that attracts people to small businesses is the sense of a person behind the counter. If you think about your favourite brick-and-mortar shop, then you likely think about the friendly shopkeeper. You know the one, always ready with a smile and a greeting, happy to chat while they serve you. If you like the person behind the counter, you’re far more likely to buy from them.
The same principle applies to online businesses and your brand. Social media is essentially your opportunity to connect with your customers and build a rapport with them. If you develop a brand personality and interact with people that way, as well as occasionally promoting your business or product, then people will be happier to follow you and to interact with you in turn.
If you think about it, how likely are you to follow a social media account that only spams advertisements? It’s obvious that all they have to offer is an advertisement for your product, which is something that most people try to avoid.
But how likely are you to follow a social media account that doesn’t just offer aggressive and obvious marketing messages, but that has something to say that you find interesting? Your customers are just like you, they’re people who are interested in discourse and in finding something that will help them.
How to Add to the Conversation
So, how can your brand add to the conversation? Well, a lot of it comes down to content. People actively seek out content, they read blogs and think-pieces about all sorts of subjects. They want to learn about how to improve their lives, and this is something that you can offer them.
Your company likely has a niche, so your content should ideally revolve around that. But instead of constantly throwing out advertisements, say something interesting or informative about your niche. Remember that your ideal customer already has an interest in it, so you just need to give them a reason to keep you in their social media feed.
For example, if your company sells food or kitchen products, then you could post about food or cooking-related things. Provide recipes or tips on how to improve kitchen skills, or you could even talk about your favourite foods. In this way, you can also mention your product more naturally. Rather than blasting an advertisement about your brand new kitchen knife, show the knife being used.
Images and videos are a great way to keep people engaged and to show off your product or service. People like to look at images, especially when they’re thoughtfully presented. Videos are a brilliant way to connect with your customer base on a more personal level, you can show your face if you want to.
Finally, encourage your customers to talk to you as well. Use polls and ask questions to find out what they’re interested in. People like to share their opinions, but there’s another advantage as well. If you know what people like, then you know what they’re more likely to buy.