You probably have the right tools to manage your social media, but there’s a good chance you don’t have the right strategy. You might think you have a strategy, but when it comes to sharing content on social media, there’s a good chance that you’re posting the same message to Facebook, Twitter, LinkedIn and Google+. And that is where your strategy is wrong.
You need to stop treating all social media the same way! Here’s why:
What you’re doing
By the time you finalize each piece of content, be it a blog post, white paper or Infographic, you’re simultaneously ecstatic and exhausted. So you write up a semi-enthusiastic one-liner and post it on every social media channel to promote your new content. Voila, done. Seems like the brainless path is a no-brainer.
Why it’s wrong
The problem is that your Facebook fans and Twitter followers and LinkedIn connections and Google+ buddies are not all the same. If they were, you’d probably have an equal number of people in each bucket… but you don’t. Despite the occasional overlap, the majority of your customers are scattered amongst the social channels and there’s good reason for it too: each channel caters to a different type of customer.
Think about email marketing for a second. Do you send all your customers the same email? Please tell me you’ve got more than one bulk list. If you’re a savvy marketer, you probably target different emails to different customer segments. New customers get one email, loyal customers get another, and that group you always meet at the annual trade show gets yet another. Shouldn’t you treat your social media marketing the same way?
What you should be doing
Social media requires the same frame of mind as any other marketing channel. You can’t expect one single message to work for everyone. That’s like saying you can send one email to your entire customer base and expect them all to respond with the utmost enthusiasm. It’s just not going to happen. You’ll lose people. Like any marketing campaign, you have to target it accordingly. Don’t take my word for it, just take a look at how some of these top companies are treating their social media channels:
ADT – Just a lame security company? Not so fast. This company is using engaging imagery on Pinterest to relay safety tips, showing off homes of professional athletes on YouTube videos to promote its products, and letting users tell personal stories on Facebook about how ADT helped them.
Red Bull – Here’s a brand that you know has awesome advertising, but you probably didn’t realize how tactical it was with social media. It gets the Twitter-sphere abuzz with photos of the week, it gets Facebook fans addicted to its games, and it gets your adrenaline pumping with action-packed YouTube videos.
These companies show you how you can take one piece of content and promote it in a ton of different ways – or take a ton of content and disperse it amongst your customers through different social media channels. Can you tell which ones are using a social media marketing agency and which ones aren’t? Either can I, that’s the idea.
Why it works
When you stop treating all social media the same way and start targeting to each specific audience, people notice. Why post all those generic one-liners that are easy to ignore when you could craft way more interesting, targeted content. Look at what ADT and Red Bull are doing. You can do the same (even on a much smaller scale) and will quickly realize an uptick in engagement, including more clicks, more conversations, and more followers. Yes, it takes a lot more effort to get it right, but that effort pays off with huge rewards.
It does take some time to understand which social media channel has which type of audience. Once you figure it out, you won’t be able to go back to the generic promotions. And you won’t want to because the best marketing strategy is a targeted marketing strategy and making social media a part of that targeted marketing strategy is key.
So stop treating all social media the same way. Start targeting your content on social media appropriately and win more business.