Marketers are familiar with this situation: a new client approaching and demanding quick turnaround in building their brand’s reach online. They want to reach new customers, build social media presence and make their business an industry leader.
As a social media marketer, you want the target audience to easily identify your client’s brand. And that they drop by the client’s official website after visiting their social media pages.
If your clients aim for new audiences and brand visibility, social media is the starting line. Consumers spend hours every day on social, making it the ideal platform for a meet and greet.
So how can you turn an ordinary social media profile to a riveting story?
A big task is close at hand. To make the task less daunting, here are key strategies to help your client build presence online.
1. Pick the right voice
Plant the seeds, nurture it and reap the rewards later.
Kevan Lee of Buffer advises social media managers on choosing the right voice. He says, We don’t want brands talking at us as if we are dollar signs. We want authentic communication.”
Stephanie Schwab of Social Media Explorer says social media voice has four key aspects:
- Persona — The character that best represents your client’s brand.
- Tone — The atmosphere. Are they ethical, unassuming, showy, perceptive or something else?
- Language— The way your client talks to their customers. Do they use jargon or do they keep it simple and clear?
- Purpose — The original goals of the client and the expectations of followers.
Work with your clients to choose the right voice, and make sure their updates on social media align with it. A simple, yet clear, brand voice produces the better content, higher engagement and more shares.
2. Share valuable content
For social media presence, and attention, your clients need content. Content that makes an impact and sends ripples across platforms.
Unless you have a dedicated creator or developer, making good social content may pose a challenge. You cannot simply ask your team to make tens or hundreds of unique content each for Facebook, Twitter, LinkedIn and other social channels and expect them to meet these daily targets. It will slip under you watch.
Help your client discover tools such as Mention to find top content using keywords. For example, rather than send tens or hundreds of tweets daily, the client only needs four original posts, share three from different sources and find three thought-provoking images or quotes.
The third-party content source gives the social media manager a breather. You get approval and build a connection with the content creators. Eventually, they will also share your content and start a sound cycle of give and take.
3. Send real-time responses when available
A good way to improve engagement is to be responsive on social media. When a customer seeks help, your client has to respond quickly or in real time if possible. Let them take part in interesting conversations.
You need a social media monitoring tool to do this. These tools monitor mentions of your chosen keywords. Once other people talk about these keywords, the client will receive an alert. Keywords may be your client’s brand name, their stiffest rivals or some industry-specific terms.
4. Spend time with video
Videos are relevant on social media because of its moving images. They help tell stories more quickly than written content.
While videos are big and use large bandwidth, people still love sharing them with family and friends. Thus, it also increases your social media presence.
If you are using some strategies to build social media presence, let us know in the comments section below.