Social media is constantly changing.
There is a push from digital platforms to use paid advertising to reach an audience. And it is fair to say that organic social media (unpaid) doesn’t have the reach it used to. But this doesn’t mean it should be ignored. Organic social media is more important than ever! In fact, 97% of consumers say that online reviews impact their buying decisions.
Social media is the best way to show authenticity and let a company’s personality shine. It’s how a business shares its story rather than just sell, sell, sell. It won’t get fast marketing results, but it’s a crucial element of any marketing plan. It’s a message crafted over time – sometimes months or even years! Yes, that sounds like a long time for business, but it results in ongoing permanent traffic sources to a website and includes testimonials, social proof and (hopefully) engagement that is meaningful. And as a brand’s popularity grows, others will share the content and the audience will continue to grow.
Social media algorithms are always looking for relevancy, engagement and timeliness. So, there is a need to be producing consistent content that an audience wants. When brainstorming organic social media strategy, start with content themes or pillars, such as product information, client testimonials, tips or fun facts, business/company values and then space this out across the month. 76% of US citizens have purchased a product they’ve seen in a brand’s social media post, so definitely share products or services but stick to the 80/20 rule (only 20% of posts are sales).
Include posts that link to the website to help drive traffic, posts that foster engagement (eg. ask a question), posts that contain a fact or tip (ideally that people will want to share) and of course, showcase what it is that the business does and what makes it unique.
A few extra tips; stay true to the business brand (for a law firm, cat videos aren’t really appropriate, but, perfectly ok for a vet!) Prepare content and schedule in advance but be aware of what is happening in the world and stop/reschedule content if it’s not the right time. Lastly, if spending money on paid digital advertising, be sure to have at least a few weeks’ worth of content on the business social media pages (it can be backdated).
At Lemon and Lime Digital, it’s all about social media, as it’s genuinely something that every business needs these days. If a business is not visible online, it’s not visible! Simple as that.
The number one tip for any business getting started on social media is to pick one platform (that it’s ideal customers are on) and start with that one only, or get an agency to do it all!
More information can be found at www.lemonandlimedigital.com