Channel resellers guide to social media marketing
Whether you’re new to the world of social media or just looking to plug a few gaps in your knowledge, this guide aims to help you get the most value out of your social media efforts. Before we get into the ‘how’, lets start with the ‘what’ and ‘why’…
Whether your business is using social media or not, customers are already having conversations that are relevant to your organisation.
Getting to know your ideal customer
The key to making any marketing campaign successful is understanding who your ideal customer is by creating a buyer persona. A buyer persona is a semi-fictional character that represents your ideal customer and is based on market research and real data about your existing customers. Once you understand your buyers’ needs, objectives, interests and what keeps them up at night, you can use this to guide your marketing messaging.
Quick win tip: Here’s a guide to buyer personas you may find useful. Better still, speak to your supplier partners to see if they’ve already done the research leg work for you.
A simple way to grow your connections is to add / like / follow those you want to notice you – think customers, prospects, industry influencers, trade publications. Get seen by sharing their posts (you never know, they may well return the share) and don’t be afraid to start conversations.
Quick win tip: Label your content with hashtags to make it discoverable to users. Great for promoting events and getting your posts in front of relevant users. Remember, #KeepItSuccinct
Paint the picture
Always include an image with your posts. Why? Research shows that when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later. Here’s the clever science to back it up.
Quick win tip: Make images sharp and get the sizing right to avoid unexpected cropping and fuzziness. Check out HubSpot’s useful guide to social image sizes.
Social media is fast-paced. You need to stay active in order to be seen – a post every few weeks will simply get lost in newsfeeds. Create a monthly calendar of posts – you can always change them nearer the time but having a fluid schedule to work with will help you stay active.
Sharing other people’s content is an easy way to get involved – remember, always credit the source if you’re not using the retweet / share button in the platform.
Get your sales team and other customer-facing staff involved. They’re known to customers and are usually well-versed in promoting your business in the right way.
Customers expect to be able to contact you through social media. So, let them. Customers will appreciate if when they post comments on your page, they receive a considered reply rather than an auto-generated message. A brand that values its customers, takes the time to compose a personal message.
Quick win tip: Consider automation tools to save you time. Check if your providers offer access to a marketing portal that can automate your social posts or provide content to post out.
A brand that values its customers, takes the time to compose a personal message.