The social media landscape has changed. Just a few years ago, marketers were able to build an audience, push out content, and know that it would reach everyone. Now, that's no longer the case. With Instagram, Facebook, and other social networks leaning on increasingly opaque algorithms, brands need to be smarter if they want to make social media work for them.
All the cool kids are using Instagram, but if you are a B2B marketer, you might think that you don't need to be up on this popular social media app. This would be a mistake.
Instagram allows you to share photos and 15-second videos with your followers. It is a great way to promote visual content about your brand with the world.
When you think about it, marketing to businesses is really directed at the people who work at those businesses. These people are looking to solve problems, fulfill needs and meet challenges. Instagram is just another way for you to showcase how your products and services can help.
Best of all, since Instagram is used for social sharing and B2C marketing, your posts will reach your followers when they are not in work mode. This allows you to present a more fun and playful side to your brand. By making a more personal connection with your followers, you can cultivate long-term business relationships and alliances -- and perhaps even attract new leads.
It is very likely that someone has already told you that blogging is a good idea. Blogs are a good way to let your customers and prospects know about your products, your brand, and get to know and trust the people behind your company.
However, a blog alone is not going to attract the traffic you need to reach your goals for revenues and profits. Once your blog posts are written, they will not magically reach the audience you want. In fact, they might not reach any audience. That's where social media promotion comes in.
You might be saying, "But Sam, we already post all our content on Facebook and Twitter. What more do you want?"
To which I would reply, "Yes! That's great, but what else are you doing?" -- Do I hear crickets?
Here's what's up: A study conducted by KissMetrics found sharing content at least three times on Twitter, Facebook and Google+ increase shares more than 100 percent. If you're not sharing your content everywhere you can, multiple times, then you're doing social media promotion all wrong.
Let's talk about it.
Facebook, LinkedIn, Instagram, Pinterest, Twitter—it seems like the list of social media websites grows larger all the time. For the business owner who has decided to make digital and inbound marketing an essential part of the business plan, these social media websites are a crucial part stepping stone to success. However, it can become quite time consuming to hit every platform, every day. There may become a time where you have to pick and choose a couple of these social media websites to be your “go-to” source for social lead generation.
This talk was originally presented by Samantha Anderson at SAGE Talks, put on by the Sage Executive Group in San Diego.
Yelp has really become a necessary evil for most businesses. Let's face it, no one enjoys reading negative comments about their business. But we have to reshape that thinking. It's not so much a complaint as an opportunity to turn an unhappy customer into a brand evangelist. Remember, inbound marketing isn't just about getting business, but driving loyalty through delight too.
Here's a fun fact:
"Customers who encounter positive social customer care experiences are nearly 3 times more likely to recommend a brand." ( Harvard Business Review)