Small business tips: Why social media posts work
Today’s over-communicated world is a far cry from the world in which Don Draper and the Mad Men lived.
The marketing landscape where brand marketing takes place has been transformed by social media and digital marketing. Social media is the primary touchpoint between marketers and their customers.
As of April 2024, there were 5.18 billion internet users globally, according to Statista. Of those, a staggering 4.89 billion were social media users. And, this number is projected to skyrocket to nearly six billion by 2027.
But before we dive in: Social media branding is crafting and sustaining a consistent brand persona while actively engaging with your target audience across various social platforms. In simple terms, it’s the way you choose to portray your brand on social media.
Why is branding the cornerstone of business success?
The essence of your brand’s identity lies in your company’s values, personality and ideas. It is the face of your business, the lens through which your customers perceive your brand.
A robust brand identity does more than just support your brand – it propels it forward. It instantly communicates to your customers who you are and why they should care about your offerings.
To construct and sustain this identity, you need to weave a series of compelling narratives with which your customers can personally make a connection. This ongoing process of storytelling is, at its core, what branding is all about.
Online social media posts are powerful tools for increasing brand awareness and driving traffic to a business’ website. Most B2B brands create commodity content that uses oversaturated topics and insights, they don’t share any points of view, sound like everyone else and their formats are dull. However, they do work. Why?
Wide Reach. Social media platforms have billions of active users worldwide. By posting content on platforms like Facebook, Instagram, Twitter and LinkedIn, businesses can reach a vast audience that they might not have access to through traditional marketing channels.
Engagement and Interaction. Social media allows for direct interaction with the audience. Likes, comments, shares, and direct messages create opportunities for businesses to engage with their customers, build relationships, and foster a sense of community. This engagement can lead to increased brand loyalty and word-of-mouth promotion.
Visual Appeal. Platforms like Instagram and Pinterest are highly visual, making them ideal for showcasing products, services, and brand personality. High-quality images, videos and graphics can capture attention and make a lasting impression on potential customers.
Targeted Advertising. Social media platforms offer sophisticated targeting options for ads. Businesses can tailor their campaigns to specific demographics, interests, behaviors and geographic locations, ensuring that their message reaches the right audience. This targeted approach can result in higher conversion rates and better return on investment (ROI).
Real-Time Updates. Social media allows businesses to share real-time updates, promotions, and news. This immediacy helps keep the audience informed and engaged, encouraging them to visit the business’ website for more information or to make a purchase.
Analytics and Insights. Social media platforms provide valuable analytics and insights into the performance of posts and ads. Businesses can track metrics such as reach, engagement, click-through rates, and conversions, allowing them to refine their strategies and optimize their content for better results.
User-Generated Content. Encouraging customers to share their experiences, reviews and photos related to the brand can create authentic and relatable content. User-generated content not only builds trust but also expands the brand’s reach as it gets shared across users’ networks.
Cost-Effective. Compared to traditional advertising methods, social media marketing can be more cost-effective. Many platforms offer free posting options, and paid advertising can be adjusted to fit various budgets. This affordability makes social media accessible to businesses of all sizes.
Online social media posts work well to increase brand awareness and drive traffic to a business’ website due to their wide reach, engagement opportunities, visual appeal, targeted advertising, real-time updates, analytics, user-generated content and cost-effectiveness. By leveraging these advantages, businesses can effectively grow their online presence and attract more customers.
How to use social media as a marketing tool
The best performing B2B posts online often share several key characteristics that help them stand out and engage their target audience effectively. Some of the most important traits are:
Clear and Concise Messaging: B2B posts should get straight to the point. Clear, concise messaging helps convey the value proposition quickly and effectively.
Valuable Content: Providing actionable insights, tips, and solutions to common problems helps establish authority and trust. Content that educates and informs is highly valued by B2B audiences.
Strong Visuals: High-quality images, infographics, and videos can make posts more engaging and easier to understand. Visuals help break up text and highlight key points.
Engaging Headlines: A compelling headline grabs attention and encourages readers to click through and read the full post. It should be relevant and intriguing.
Call to Action (CTA): A clear CTA guides readers on what to do next, whether it’s downloading a whitepaper, signing up for a webinar, or contacting sales.
Consistent Branding: Maintaining a consistent visual style and tone of voice helps build brand recognition and trust. This includes using the same colors, fonts and overall aesthetic across all posts.
Diverse Content Formats: Mixing up content formats, such as blog posts, case studies, videos and infographics, keeps the audience engaged and caters to different preferences.
Targeted Audience: Knowing the target audience and tailoring content to their specific needs and pain points ensures that the posts resonate with the right people.
SEO Optimization: Using relevant keywords and optimizing for search engines helps increase visibility and drive organic traffic to the posts.
Social Proof: Including testimonials, case studies, and success stories can build credibility and demonstrate the value of the product or service.
How does one know if their posts are working?
The best way to determine if posts achieved your social media goals is to measure using some or all of the following metrics:
Reach and Impressions: How many people saw the post.
Engagement Rate: The number of interactions (likes, comments, shares) divided by the total reach.
Click-Through Rate (CTR): The number of clicks on links within the post compared to the total reach.
Conversion Rate: The number of desired actions taken (e.g., sign-ups, purchases) compared to the total number of clicks.
Sentiment Analysis: The tone and sentiment of comments and reactions to gauge audience perception.
By incorporating these characteristics, B2B posts can effectively engage their audience, build trust, and drive desired actions.
Contributed by Marc L. Goldberg, Certified Mentor, SCORE Cape Cod & the Islands, www.score.org/capecod, 508-775-4884. Free and confidential mentoring for small businesses and nonprofit and educational workshops and webinars. Sources: Get Inbound Demand with your Content, Pierre Herubel, B2B Content Strategy, Social Media Branding: 5 Steps to Build Your Brand, Shopify.com, 3/13/2023, 10 Essential Tips for Powerful Social Media Branding, Debamoritya Ghosh, SocialPilot.com 1/11/2024
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