I think it’s fair to say that nowadays social media marketing is essential to growing your brand. But it might surprise you that it’s also become a mainstream ranking signal with the search engines too. So not only does it help you on social channels it also help your ranking efforts also.
Not so long ago, platforms like Facebook and Twitter were the ones most people gravitate to, but that has changed considerably with Instagram, Snapchat and Tik Tok becoming ever more dominant.
But you can also throw Youtube into the mix, which is owned by Google and is now the second most popular search engine on the planet, but it too can be classed as a social channel as well.
Beyond that, there is so much more to keep on top of that it can easily become confusing and a full-time job to keep on top of if you don’t have a social media strategy to guide you.
This strategy is important as not only will it focus on who you are going to target, but also where to post when to do it and what exactly do you say in your post. This is designed specifically to:
You can’t just post randomly and hope that does the trick. But that is not going to be effective, you have to engage with others and get interaction. You also need to stand out from the crowd. Your message has to be heard/seen by the people who are most interested in your product or service, so it has to be targeted too.
At this point, you may be thinking this is all irrelevant to me. I’m just a small local business, why do I need a social presence?
Well, for starters, your customers and prospects are on social networks every day and you need to engage with them, otherwise, they won’t see you. Instead, it will be your competition being the ones positioning themselves as the brands to follow in your industry.
But there is also a wider psychological reason why it’s important. I would like to cite a book called “The Tipping Point” for a second.
In it, the author Malcolm Gladwell uses all sorts of examples to demonstrate how thoughts, ideas and trends take on a life of their own, from small embryonic concepts which spread like viruses.
All the examples used in the book are examples of this. Take the popularity of Hush Puppy shoes during the 1990’s. Or, to the huge drop in crimes committed in New York City after 1990. They were all triggered by small, at the time insignificant actions.
These sparked Chain reactions and moved people to take extraordinary steps, hence the term “going viral”( which is very pertinent with the pandemic sweeping the world).
The book explains… “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts”.
Pareto’s Law, or as you might know it, the “80/20 Principle, is the natural phenomenon that in the vast majority of situations roughly 80 per cent of the ‘work’ will be done by 20 per cent of the participants. Or 80% of your revenue will be from 20% of your customers.
My point is, it only takes a small number of tweets, posts, photos or videos to be posted and then shared by the right type of people, which could then go on and “move the needle” for your business.
Have you ever thought about the reason why you buy certain brands or follow particular celebrities?
It’s because you know, like and trust them, you have connected with them in some way because you have seen them or their message regularly over time, you resonate with them in some way.
This is the basics of marketing and something no one ever tells you about social media, or for that matter, any content marketing strategy… consistency is the key.
Our whole social media marketing strategy is based around consistency, not only in the messaging but in frequency too.
That’s why we recommend integrating social media with a wider content marketing strategy because if you can create content for blogs or video, it makes it easier and more powerful to post consistently on social media.
Campaigns are about getting your central message and personality out to your core audience so that you and your brand will resonate with a targeted audience. Eventually, by doing so, you too will become known, liked and trusted by those people who are in the market for your product or service.
Black And White Boy social media service is designed to implement this all for our clients to enable them to concentrate on other things, in the knowledge they will be getting tangible results for their social media strategy.