Companies can consider posting how-to videos, behind-the-scenes, cultural events, recruiting, responses, promotional content, demonstrations, interviews, and even customer testimonials to add a human element to the business and connect with the viewers.
Ways to enhance social media marketing strategies
Ignoring the current situation or pretending as though it is ‘business as usual’ can come across as inauthentic at best, and tone deaf at worst. Companies must let their followers know they are listening and acknowledge the new normal. It is critical brands strengthen their social presence and use each platform prudently so they can increase sales and have tangible data to take the business forward. There are several ways businesses can enhance their social media marketing strategies.
Revisit the website
Does the website serve as a driving hub of information? Does it make sense for the (new) business model? For example, if the company has decided to start selling some of its products online, it needs to integrate e-commerce. To ensure an efficient contactless service, one can look into online appointment scheduling or curbside pick-ups, chatbots to assist with customer service questions, and even customer relationship management (CRM) integration. A functional website is crucial to digital marketing success; therefore, one must ensure they integrate a web analytics service, such as Google Analytics, so they can analyze reports and make informed, data-driven marketing decisions. Ultimately, social media efforts are going to drive traffic to the website, so businesses must make sure it is ready.
Choose manageable social media platforms
Businesses do not need to be on all social media platforms. They should only choose outlets they can easily maintain and for which they can create content. Social content schedulers like Hootsuite or Buffer help plan posts, but one must be able to manage them. The author recommends companies start with Facebook as the average consumer (and 1.62 billion users) visit the site daily, making it the leading social network not only because of the traffic, but also its flexibility to share content and integrate additional features. It offers search engine optimization, a business page and management platform, and also allows affordable targeted advertising. The social outlet has other features such as stories, event calendars, live coverage, free audience insights, and a Facebook shop to list products, chat with customers, and make sales. It is like a mini webpage for businesses. Other platforms one chooses will depend on the content the company creates, its target audience, and the business’s goals.
People are social beings and crave human interaction, and what better way to reach out and build the online community than on social media.
Find ways to include the audience
People are social beings and crave human interaction, and what better way to reach out and build the online community than on social media. Current trends suggest a rise in the adoption of technologies like augmented reality (AR) and virtual reality (VR) because consumers are craving engaging experiences. Businesses can ask for opinions, hold contests, surveys, and polls. This will allow companies to not only interact with customers, but also gain valuable feedback on existing and upcoming products or services. Hashtag strategies are also useful to track campaigns.
Include videos
Video is a leader in content creation and will continue to dominate. According to a Cisco study, by 2022, 82 per cent of all online content will be video. Companies can consider posting how-to videos, behind-the-scenes, cultural events, recruiting, responses, promotional content, demonstrations, interviews, and even customer testimonials to add a human element to the business and connect with the viewers. One can even consider producing a series using platforms like YouTube and Instagram (IGTV) to engage the audience.
