3 Ways Brands Should be Using Social Media to Engage Consumers
Brand Influencers
A study conducted by MuseFind stated that 92 percent of consumers believe a product endorsement from an influencer is more influential than an endorsement from a celebrity. Product messages from celebrities are falling short. This is likely because celebrities have a reputation of associating themselves with products and services they don’t use or believe in. The influencers that consumers trust on social media are comparable to brand ambassadors. They are often bloggers or YouTubers that have garnered a following over time. Some have audiences significantly larger than others, but choosing a brand influencer based on their number of followers would be a mistake. So how do you choose?
When choosing an influencer for your brand it's important to remember quality over quantity. Followers matter, but paying thousands of dollars for one advertisement is a waste of money. To get more bang for your buck, select several niche influencers across multiple platforms to partner with. Find an influencer that connects with their audience in a way that speaks to your brand. These influencers will not attempt to dictate the campaign for you. They will follow your direction. Once the foundation of your marketing campaign has been laid, work with the influencer to customize the content for their page. This will enhance your campaign and provide authenticity by an effective marketing campaign and a long-lasting relationship.
Cross-Promotion
Each social media platform is unique in it’s own way. Most users recognize this, and have more than one social media page. Facebook, Instagram, Reddit, Twitter, Pinterest, LinkedIn, etc. are each used differently by consumers, but instead of doing the same, companies will take shortcuts and repost the same content across the board. Recycling content is not always a bad thing, but when you’re oversaturating your audience with the same message, they grow weary and will unfollow your account.
Because Facebook remains number one in social media among companies and consumers alike (There are currently over 70 million company pages on Facebook, and each day Facebook filters 1.5 billion searches against the 2 trillion posts in its index), a company Facebook page is a no brainer. But what’s next?
If you’re interested in creating another social media page for your business, consider your audience. If your target demographic is comprised of executives and politicians, Instagram is not the place for you. Content for Instagram and Snapchat is being driven by millennials under 35. While Instagram’s story feature is preferred by an older crowd, teens still prefer Snapchat. Twitter is where you will find various CEOs and political figures, and LinkedIn is primarily used for B2B marketing. Researching each social media platform before using helps to ensure your brand's message doesn’t stand out in a negative way.
Once you’ve built up your brand loyalty through social media, start thinking about offline events that your followers can attend. Give consumers a reason to post about their experience with your product or service. Consumers love sharing instagram-worthy photos and videos, which equates to free advertising for you.
Going Live
When you think about throwing an event it's standard to immediately think “budget”. So what if you don’t have a surplus of funds to throw an event? As a new company, throwing your first event doesn’t have to mean breaking the bank. Think small. Think exclusive (which will also help when marketing the next event). Then, create a way for your consumers and followers who aren’t in attendance to still experience the event.
Technology has changed. We’ve cut the cord. Audiences are no longer watching tv and viewing commercials, they’re streaming shows and watching live broadcasts on Facebook and Instagram. Platforms like Snapchat, Facebook and Instagram have made it easier for audiences to talk about their experience at your event using hashtags and geofencing. Use these free features to your benefit. The real-time content on these platforms allows you to extend your reach, enabling you to build a larger following.
It’s important to keep in mind the end goal with all this engagement. Social media is an everyday thing for a lot of us but as a company it’s important to turn your content into direct action. Set key indicators to make sure your campaign is performing the way you intended. Then review your results post-campaign and revise your strategy if you didn’t hit your mark. Monetizing marketing is not an easy feat. If it was, everyone would do it. As times change, we make adjustments so we don’t get left behind, and marketing is no different. Try, fail, learn, adapt, grow and repeat.