7 Tips for Positioning Your Business With Social Media Marketing
Social media is becoming increasingly important when marketing products and services, with higher conversion rates than those achieved by telemarketing and other traditional methods. However, to use social media effectively in marketing, you need to position your business correctly. Take a look at seven key principles that govern your choices when positioning your business using social media marketing.
Determine Your Unique Niche
What makes your business unique? This question is, of course, the basis of positioning in advertising, marketing and every other way, but it’s especially vital to know the answer when you’re establishing your social media management.
Determine what product or service your business offers that no one else does. Why should your customers come to you rather than to your competitors? Once you have the answer to that question, you’re ready to inhabit your unique space in the social media world.
Become a Resource
One of the strongest ways to drive business your way is to position yourself as a resource for information that’s of value to your customer base. To do this, you might share advice or tips that your customers can truly use, as well as linking to articles and infographics that are helpful.
When you do this on social media, you’re likely to see likes, retweets, and shares. Even better, you’ve established your business as a go-to for information and advice, which ultimately leads to becoming the go-to for products and services.
Choose Your Channels Wisely
While your initial instinct may be to spread your business across every social media channel available, you may find it overwhelming to maintain your presence in too many spots. Figure out which one or two social media channels connect you to your target customer most effectively, and begin by focusing on those.
For instance, if your target customer is under 30, Instagram is a natural choice, while LinkedIn may be a waste of effort. If you’re a B2B company looking to make connections within your industry, however, LinkedIn might be at the top of your list. Establish your presence solidly on one or two channels, and devote the needed energy to maintaining that presence, rather than trying to expand your social media presence too quickly.
Focus on Your Customers
It’s all too easy, when pushing your message via social media, to make yourself the no. 1 topic of conversation. However, social media is about the user. Focus on your customer rather than your business. How can you improve your customers’ lives? How can you make their day better?
Many businesses handle customer service right through social media, since that’s where their customers are. Social media lets you see how your customers feel about your business with remarkable speed.
Just be aware: it also lets everyone else see. Twitter and Facebook are open around the clock, so if you choose to interact with customers via social media, you must provide real-time response around the clock. When you solve a customer’s problem, if it’s appropriate to do so, tweet about the interaction.
Keep It Personal
Social media allows you to make a personal connection with your customers in a way that almost harkens back to the days when people shopped in their own neighborhoods and knew all the shop proprietors by first name. Play up this personal connection by putting actual individuals front and center on Twitter, Facebook, Instagram and other social media. These individuals might be your social media managers, or they might be official spokespeople or even characters representing your brand.
Keep It Consistent
Once you’ve positioned your business on social media and established the persona of your brand, you must keep that voice consistent across all your social media channels. While you can tailor your messages to be appropriate to each social media channel you choose, don’t establish, for example, an earnest voice on Facebook and a sarcastic one on Twitter.
If you focus primarily on your customer, you should be able to keep your message consistent. As you move forward with social media management, track your traffic and engagement levels so you can make any changes to your social media plan as needed.