According to the experts at Moz, it is hard to overestimate the importance of social media to your web marketing efforts. In fact, 72 percent of online adults use social media on a regular basis, with YouTube reaching more adults in the 18-34 age range than any cable network. Marketers now use social media to reach customers, so if you are not using it, you may already be behind the curve.
It is important to keep up with social media, so here are some tips to help you use it effectively, even if you have never incorporated social media into your web marketing plan before:
- Share “adjacent” content. Do not be too much of a stickler for content that is aligned perfectly with your brand. Social media is far more about interaction than advertising, so if you have a way to blog about topics related to your field, do so. Post things that are at least somewhat relevant and you will draw in a far larger audience.
- Make customers’ lives easier. The fact is that social media users are often attracted by something that seems to promise them a benefit. Try to offer programs, rewards or tantalizing tidbits that will draw readers to you by giving them something of value. Once they arrive, they may be interested enough to stay.
- Start or continue the conversation. If you are going to put one more thing on your task list, make sure it is to update your social media conversations on a regular basis. Engaging with your customers makes them feel valuable and can often spark additional interaction from others.
- Promote volunteerism and job openings. Every post does not have to be about your company or its products and services. Instead, use social media to promote your latest volunteer efforts or to recruit applicants for a job opening. This allows people to learn more about you and your company from a different angle than simple advertising and helps build brand loyalty.
- Remember your half-life. The “half-life” of a post refers to how long its content will stay relevant. The tinier the micro-platform the shorter a half-life usually is; Twitter posts, for example, last only 18 minutes on average before they are pushed out by other content. Do not post continually, but do be aware that there is definitely a window of opportunity for your posts.
Make social media work for you and you will be amazed at the increase in traffic and conversions you experience!