How to Create and Sustain a Vibrant Social Media Presence for Your Business

Social media marketing 101
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You can build your brand identity and win new business by learning to master social media marketing. 

Today, every business owner needs to learn the basics of social media marketing. However, the best practices for reaching consumers is consistently in flux. 

Resultantly, business owners face hitting a moving target. Simultaneously, they must keep their enterprises running smoothly. 

Still, it’s essential to master the digital domain. Around the world, more than 3 billion consumers take to the internet every month. On average, each one spends nearly an hour and a half online. 

Today, the internet is capturing a growing amount of audience share from traditional media such as television and radio. If you’ve been looking for social media marketing 101, you’ve found it. 

Our guide to social media marketing will show you how to get your piece of the digital pie. 

Social Media Marketing 101 

Let’s start your journey by looking at the top social media platforms. 

Businesspersons around the world know LinkedIn for its network of professional members. Each month, more than 3 million business professionals log on and network using the platform. 

40% of those users log in every day, and they come from 200 nations around the world. 

If you sell B2B goods or services, you need a presence on LinkedIn. You’ll need to craft your brand messages for a business audience. It helps to think about the type of topics you’d discuss during face-to-face networking. 

Facebook is the mother of all social media platforms. The site was the first social media platform on the scene. Today, it holds on to its popularity with a vengeance. 

Every day, millions of people log on to Facebook to socialize, relax and commune with friends and family members. The site influences people heavily. 

Here, you want to tailor your message to consumers. However, some companies have successfully leveraged the site for B2B marketing. 

Spreading Your Influence on Other Platforms

Instagram is another popular social media platform. Incidentally, Facebook now owns Instagram. 

However, there is a difference between the two platforms. Facebook content is a mix of visual and text media. Instagram, however, is mostly a visual social media platform. Users can post either pictures or videos. 

Twitter is a social media platform frequented by both consumers and business professionals. Twitter is somewhat of a challenge in that the site limits your post to about 280 characters. Nevertheless, it serves as a font of information for many about business, entertainment, and politics. 

On this platform, you want to follow organizations that are relevant to your vertical. You can promote engagement with your ideal audience by creating helpful information and media. 

Take note that Twitter feeds move fast. This social media platform is more like a face-to-face conversation. It requires different timing than what you would use with Facebook or Instagram. 

Going Beyond the Big Three 

YouTube has risen amongst the ranks to become the second most popular search engine in the world. It’s only rival is Google. 

On YouTube, users upload videos about nearly any topic that you can imagine. It’s a great place to build recognition for your brand. 

Currently, video is growing in popularity among consumers. As consumer attention spans grow shorter, video content is becoming a great way to compel potential buyers to engage with your brand. 

The challenge with YouTube is creating quality content. To rank high on YouTube, you need to develop a quality channel. 

YouTube uses an algorithm that evaluates the performance of your channel. For example, the site’s algorithm evaluates an amalgamation of the number of new followers, video consumption and engagements to determine your ranking. 

Pinterest is another popular visual social media platform. Many retailers use Pinterest to promote their goods. 

This practice makes sense, as many consumers use the site to save images of products that they desire. For instance, a user might make a wish board of the latest fashions that they find online. 

250 million people browse Pinterest every month. Often, the site unconsciously compels a significant number of consumers to make purchases. 

Targeting Your Niche on Social Media

There are other social media platforms that you may want to consider, although their audience share is much smaller compared to the top social media platforms. 

Still, specific groups frequent other social media platforms. Other sites that you may want to consider for promoting your brand may include: 

  • Reddit
  • Snapchat
  • TikTok
  • Tumblr
  • Viber
  • WeChat
  • WhatsApp 

You may also want to consider social media platforms that are popular in certain regions. For instance, QQ is currently the top social media site in China, while VK is popular in Russia. You’ll need to choose social media platforms that make sense for your brand. 

How to Write Social Media Posts for Business 

You need to write engaging social media posts to reach consumers. It may seem like a basic concept, but it would surprise you how many brands don’t develop quality content for their audience. Facebook is a great place to start learning how to write a post that connects with your audience. 

Before you begin, you must put careful thought and work into your content. You also need to time your publication carefully. People use different social media sites during different times of the day. 

For different social media platforms, you’ll need to adjust the length of your content for your audience. You can follow best practices regarding your social media posts, but it takes time and experimentation to find out what works for your brand. 

When developing your social media marketing campaign, you must also think about what you want to accomplish. If you want to promote engagement beyond likes, think about asking questions or allowing your audience to complete quotes or caption photos. 

You need to create original content for your Facebook feed. You don’t want to repost content that you’ve already published on your website. Your audience will notice, and they will revolt. 

Fortunately, you don’t have to come up with original content all the time. You can source stories from other publishers. 

For instance, DrumUp is an application that will help you find content to post on your social media assets. It’s important to remember that you must curate posts that the app finds. It is, after all, a program, and programs make mistakes. 

Don’t Forget About Your Company Facebook Page 

With all that goes into creating engaging content, don’t forget to update your brand’s Facebook page. This oversight is a mistake made by many beginning social media marketers. 

They put so much work into developing great content that they forget to build their Facebook page. Don’t be that business! 

Your Facebook page should inspire your audience to follow your brand. There are a few things that you need to get started. 

To begin with, you’ll need a good cover photo. You also want to develop an impressive “About Us” section. Your audience is more likely to support your brand if you have a compelling story. 

Finally, you need a call to action. For instance, you want to compel your audience to visit your retail or e-commerce store, sign up for your mailing list or schedule a consultation with your company. 

You also need to measure the effectiveness of your Facebook page. You can do this with an automated tool such as Buffer. 

Some tools, such as HootSuite, enable you to publish social media content and analyze the results. It’s important to note, however, that you need to learn how to use these tools. 

Social media platforms also offer native analytics for businesses. For instance, Facebook Insights will give you feedback about the number of page views and likes that you receive every day. 

As you build your social media presence, test your campaign results, then retest them. Marketing is the ongoing process of developing campaigns, checking the results and figuring out what works. As an example, you can experiment with different kinds of content, tones and publication times. 

Before You Begin 

Before you spend a penny on marketing and social media, make sure you know what you’re trying to do. Your social media objectives should align with those of your business. 

Before you begin, you should have a full social media marketing plan that’s part of your overall marketing strategy. It’s essential, however, not to start too big. 

Even online, advertising can get expensive. Accordingly, you need to make every dollar count. 

Goals can include, for example, reaching a certain number of new followers. You must attach these goals to a deadline. You may never reach your destination if you don’t decide when you want to get there. 

You must also know your ideal buyer intimately. You must know their wants, needs, and desires. Only then can you start to develop a viable social media strategy. 

Here, guessing won’t work. You need to examine, for instance, your audience demographics carefully. 

Also, you can find out what your audience wants by asking them directly. By using surveys, you can learn more about potential buyers. However, you may have to offer them an incentive to compel them to reveal their pain points. 

You also need to recognize that online brand building is a two-way conversation. Accordingly, you should participate in online forums and offer your opinion on posts that are generating plenty of comments. 

Now that you’ve got your audience’s attention, you need to reel them in. You need them to do more than look at your social media assets. You need to compel them to buy something. 

You can compel your audience to enter the sales funnel with promotions such as contests. Contests increase the visibility of your brand and boost audience engagement. Again, make sure you design your contest with a specific goal in mind. 

Teaming up for Social Media Success 

Now that you have read through Social Media Marketing 101, you can see that it’s quite involved. It may surprise you, however, to know that there’s a lot more to social media marketing. 

Effective social media marketing for companies is a full-time job. However, you don’t want to get away from the core of your business. You can save time and money and enjoy better social media marketing results by hiring a consultant

You invest a lot of time and capital into building your business. By hiring an expert to promote your brand, you will increase the effectiveness of your social media marketing campaigns. 

The rules about what works in online marketing changes nearly every day. A social media expert will empower your organization to reap the benefits of the latest practices that work for social media marketing. 

Today, trends come and go at the push of a button. To survive in a competitive marketplace, you must operate an agile enterprise. 

Also, your campaigns must complement each other across all channels. You can find yourself overwhelmed quickly by trying to do all this in-house. 

Unlock the Doors to Build Your Business With Social Media 

Mastering social media marketing 101 means finding a partner that takes the success of your brand seriously. A dedicated social media expert can help you take the lead in your vertical. 

At Riserr, building brand recognition is our full-time job. We know every digital marketing trend that emerges, and we can empower your organization to pivot on a dime as needed. Our experts can design a social media marketing campaign developed especially for your brand’s unique needs.

Reach out to one of our social media specialists today to explore the possibilities available for helping your brand grow online. All it takes is one free initial consultation to get you started.