The Social Media Machine: Multiple Functions, One Goal
When your business is active on many different social networks, it’s easy to think of each one as a completely different venture. On the opposite side of the spectrum, if you are pressed for time, you may treat all platforms equally out of expediency. Both extremes are a big mistake. The best approach to social media lies somewhere in the middle. Use each platform’s unique advantages to attract the right audience. They should all work together towards the same goal. The overarching strategy may include increased website traffic, audience growth, or filling the sales funnel. Here are three ways to keep your social media channels working together as different components of a well-oiled marketing machine:
Find the right fans
When you need to build genuine connections with your audience, it’s vital to reach out to people who will love your brand. If you learn your target demographics, rather than aimlessly searching for fans, you’ll achieve higher engagement from a smaller but more active group. Don’t waste precious resources looking for fans on Facebook if your core demographic suggests Instagram is a better platform to reach them.
Facebook’s targeted posts feature is perfect to get your content in front of the right potential consumers. When you tailor posts for a specific crowd, you’ll see higher reach and engagement. Studies have shown that geo-targeting alone can nearly triple engagement rates -- far more than the average 16% of fans. The results are a more lively audience too. Your fan base will listen, engage, and even recommend your product or services.
Show off your personality
For many, social media is a place to unwind and connect with friends and specific interests. It’s not easy to connect socially with a faceless corporate profile. It’s important to develop a consistent voice for your brand. It’s equally important to keep current with your audience’s interests, and the world at large.
Because of its immediacy and its more casual format, Twitter is one place where you can really let your brand shine. With an authentic voice and personality, your audience will grow organically and consumers will be more likely to trust you. Organic reach comes from tweeting about what’s going on right now. On the Twitter blog, successful brands saw increased reach when tweeting about real-time moments with trending hashtags. One great example is this tweet by Oreo about the black & blue dress conversation. They were able to poke fun at themselves for being hours behind on the zeitgeist, in a manner that still promoted their products in a relevant way. Keep up with the trends! Tweet with a personality that shows your audience there are real people behind your brand.
Drive Traffic HOME
The best way to turn fans into customers is to get them to your website. While you should link to your website no matter what social media platforms you use, pay extra attention to Pinterest and Facebook links.
The visual nature of Pinterest is great for merchandise. Boards can showcase your products and link back to your website. This is a great way to fill the sales funnel. Some studies have shown that Pinterest users spend more when directed to storefronts. Businesses that use Shopify, for example, see an average order value of $58.95 from Pinterest users. For comparison, the average order value across all platforms is $52.16.
Pinterest drives 10.38% of all social media referrals. It’s second only to Facebook, which drives a whopping 67.43% of referral traffic. It’s another key player in the referral game, if only because of its sheer size. The numbers don’t lie, Facebook and Pinterest help brand awareness and website traffic.
Select the best social media platforms to reach your target audience, and then kick your social media machine into high gear. All roads lead to home...or your homepage to be more precise! At Thin Pig Media, it’s our job to help you succeed across all platforms. Follow us for practical tips on Twitter @ThinPigMedia.