Although search engine optimization (SEO) has been the primary Internet marketing tool of recent years, social media is a growing and effective medium for online advertising now. From Facebook and Twitter to LinkedIn and Instagram, social media channels provide business owners with dynamic forums through which to forge meaningful relationships with potential clients.
If you want to make the most of social media in 2014, consider implementing the following strategies.
1. Get your website together
One of the primary things you should do with social media is redirect your target market back to your business website so people can learn more about your products and services.
This is your main objective, so it’s vital that your website is absolutely amazing. There are many ways you can optimize your website to catch and keep the attention of customers.
In “What Makes Responsive Web design and SEO a Dynamic Duo,” Supple Solutions mentions responsive web design. RWD is a web design approach that enables websites to adapt to the whatever screen size, platform, and orientation users choose.
RWD is important for many reasons. Research studies such as “Mobile Marketing Statistics 2014” suggest that more people are expected to access the Internet via mobile devices than personal computers in 2014. So ensuring your website is highly functional for mobile users will be essential.
2. Engage your audience
The key word to remember when you begin building your business with social media is social. With platforms like Twitter and Facebook, people are seeking to have meaningful conversations that facilitate the relationship-building process.
So if your strategy has simply been to tweet links to your product pages, you need to rethink the strategy. There are a variety of tactics you can employ to engage your audience.
One that Jacquelyn Smith mentions in her article “14 Ways To Make Your Blog Get Real Attention” is to speak your audience’s language. This can be employed to help garner more interest in social media forums such as blogs.
Also keep in mind that you don’t need to be talking about your products and/or services all the time. Meaningful conversations can such topics as a discussion of why you prefer the vegan diet over the SAD (Standard American Diet) way of eating.
You can also talk about your favorite baseball team and which fitness centers you prefer to work out in.
3. Figure out which social media outlets to use
In “Why Most Social Media Strategies Fail,” John Rampton says one of the common mistakes company owners make when using social media is “not understanding that all social media outlets are different.” They are, and recognizing this can be your first step toward identifying which social media channels you should be using to connect with your target market.
In some cases, you may be able to shorten the process by simply looking at which social media channels your competitors are using. In other cases, you may have to learn which channels generate the greatest conversion rates through trial and error.
To ensure that you can increase your conversion rates by utilizing social media platforms to advertise your goods and services, consider implementing the strategies discussed above.