Do we pay attention to what the kind of communication we have on social networks? Many people have an opinion on this. Trademarks, influencers, teenagers, public figures, supermoms - all have their own style of communication. When the language goes to the business side, we spend long hours drawing strategies, setting goals, setting the speech, style. Some choose to increase brand awareness through gaming, inclusion, others can't escape from corporate and sterility, and thirds are trying to find their own unique path.
In my work with our clients, I strive to follow the principles of content marketing, and whatever the purpose, I implement it through education, the benefits and value added communication.
Content marketing must not only be a marketing concern, but it must become the philosophy of the entire company. The customer-oriented approach, benefit delivery, and education must be the core of all enterprise processes, and the content marketing strategies will work better.
Social network marketing and especially marketing solutions on the most popular social network in the world Facebook is still quite a mystery to traditional marketing supporters. However, there is no shortage of opinions and evaluations, so I decided to look closer at social content marketing principles.
Start With Yourself
Before starting a client portrait's analysis, accurate goals drawing or strategy development, first think about what you are exceptional and what you can advise and tell your audience what others may not do. One of the first clients of our agency was a newly established butchery which searched for a commercial building in the center of Vilnius city. We started working with them after we were surprised by the detailed staff story about production, its history, and traditions. And it was so interesting and sincere that we wanted to tell others. After this visit, in addition to our direct work for searching building for them, we suggested that the client transfer their stories and tips to social networks, thereby increasing both awareness and image as an expert.
Identify your area of expertise. Consumers want not only to hear the enjoyable stories or get entertainments. When, together with that, they get the benefits, they learn something new, the result is not only the numbers of accessibility or engagement but also the positive image of your brand and the formation of the leader's name.
Content Marketing Principles - Photo credit: blog.searchenglish.com
Give Your Opinion
In my opinion, the mistake that is often made by large corporations is the fear of having a clear voice, a strong position. There is nothing worse than the message applies to everyone and to no one at the same time. One of the key requirements that consumers are raising to goods brand is having clear values and standing for themselves, with which consumers can identify themselves and support it.
Express your own opinion on any customers' concern, their needs or their issues. Such your position will position your company as experts in the eyes of customers.
Those companies that do not dare to express their opinions publicly and keep it in silent are loosing much. Why? Because customers tend to believe that the opinion is fairer when it is expressed by the opinion formation's leader. This means that companies on social network tend to give up and take a strange position on certain things, so opinion leaders undoubtedly contribute to the maturing of human consciousness, their opinion, and preferences.
Social content marketing principles - Photo credit: topsimages.com
Give The Benefits
Communication follows the user. If he lives on the social network and spends a lot of time there, then communication also moves into this area. Social Networking - a very creative form of communication that requires very subtle contact with the user
In social networks, we need to meet the needs of our users separately from our products. Let's answer the questions, tell how to use your product more efficiently, share related tips from recipes to car care tips, or just inspire.
Needs can be pragmatic, emotional or guided by curiosity. We need to identify them and satisfy by our communication.
In social networks, you can directly ask your concerns to the fans, organize a contest, and let the first ones test your product. Believe me; they really will take time to tell about the impressions to their friends who can eventually become your new fans.
Be useful. Make it easier the exchange of information and communication. If you are unable to help the consumer looking for a particular service, but you know who can help him, then bring both people together - good work returns back with a bigger profit.
Social content marketing principles - Photo credit: facebook.com
Don't Seek To Sell
Having a good business idea in mind doesn't guarantee business success. The ability of a businessman to communicate, connect with potential partners and persuade both them and clients to entrust the benefits of a business idea is crucial for a smooth start and future.
For each post that asks something from the consumers - to buy, subscribe, or come to the website, you should create at least three posts that give something to the users. In addition, the need to be sincere should be emphasized.
If we try to look not too much concentrated on the benefits for ourselves, but we will share superficial advice and pressurized useful information, it will be seen very quickly. We need to understand and be concerned that social networks are a place for us to establish relationships with our customers and the opportunity to become opinion's leaders in their eyes.
People no longer want to be “sold to”. Social marketing is about informing and solving peoples problems with answers and information, whether that be from your blog, links in your tweets or updates and information on Facebook.
Create Added Value
Create added value - don't be afraid to give away your knowledge for free.
Many people afraid to reveal a part of their knowledge and share some of their knowledge and share it with the audience. It seems, the competitors will copy everything very quickly, and future customers will take advantage of free advice and escape the purchase path.
But the reality is usually a bit simpler. Users who are looking for a service or product do not want and have no time to try to do everything themselves. Today we have unlimited possibilities to find information about a particular product, to compare manufacturers, suppliers, sellers, prices, specifications, etc. And like in the blogs, the same in the social networks, someone will answer consumer's questions, someone will give free useful information, and thus gain an advantage over their competitors. Why can't you be that?
Content Marketing Principles - Photo credit: hrcloud.com
Every record on social networks can add value and create a positive experience, so when planning your communication, always consider whether it will exceed the expectations of the users, whether they will receive more than the standard text that we are happy to show. By creating added value, we can be confident that consumers will not only find us in their stream, but also wait for our posts, will be engaged, and look at us as an authority.
When creating communication on social networks, we mostly think about added value for the consumer. And while advertisements are often very surprising in their wisdom and creativity, I believe that first and foremost we should add value to the consumer, exploiting space for the dissemination of extremely useful content.
In between the demand for help and answers, engage customers and add value to the relationship with great content. The quality of what you put out there can increase sales and loyalty. Almost 80% of customers say a company’s social media posts impact their buying decisions.
Some Biggest Myths About Social Marketing
The start of social networks was very simple. It was a new toy that was able to reduce the distance between strangers, communicate with loved ones, search for new acquaintances, and share a variety of interesting stuff. If social networks were primarily attracted by young people, today Facebook is also used by middle-aged representatives, senior audiences, our parents, sometimes even grandparents.
Companies of all sizes have realized that social networks have great potential, as there is now one of seven people in the world. The more it's popular, the more strange myths we have that have misinterpreted the fundamental principles of social media marketing. Not all brands that moved to the social space were able to reach the predicted heights, so instead of looking for mistakes, they were inclined to accept myths. That's why I want to introduce the most popular myths and look at them.
It Is a Myth that Social Media Marketing Is simple
Perhaps the biggest and most pronounced myth is that social network marketing is so simple that you can hire a trainee, and he will do the whole job at lunch. And not only will it fit perfectly, but it will not cost anything. I can ensure, that starting with a small business and ending with a gigantic corporation, it is extremely difficult to create your social networking accounts correctly and effectively. This requires a lot of theoretical and practical knowledge.
Social Networking communication specialist should be able to have good and correct writing skills, create visual content (photos, pictures, layouts, sometimes even filming). The tedious content (which your company's marketing department wants to convey to your fans) he should make interesting, useful to customers, and inspiring. Hence, the specialist should be creative enough to find a new form of information every time.
Such specialist should be able to prepare the material not only for Facebook, but also for the company's website, blog, Twitter posts, Pinterest images, Instagram photos, Linkedin company page, to the Google+ social network, and new projects that are difficult to plan. He should not only create content but also monitor it, respond to people's comments, interact with fans, initiate discussions, etc.
The social content specialist should be able to start creating content for mobile devices as they are very popular now. It is necessary to analyze all the data because only in this way the right decisions are taken and are able to plan future work.
After all of this list, answer yourself if the trainee will be able to take care of all these works?
Social Media Marketing - Photo credit: wallpapercave.com
It Is A Myth That Social Media Marketing Is Free
Strategy preparation, planning, content search and creation, optimization, analysis, community twinning, and ongoing communication take an enormous amount of time.
The social networking specialist is currently one of the most demanded professions, and there are not many competent professionals in the field. Hence, for quality, one has to look for a better option and pay for it.
Free (so far) is an opportunity to be a part of the Facebook platform, publish postings or upload a photo, but efficient and high-quality system use is paid. Banner advertising - paid; you want your listing to be seen by 100% of the audience - you need to pay; you want to create an application - programming can't be free; you have a special offer - get ready to pay if you want someone to see it.
In conclusion, it is free to participate in the life of social networks, but not marketing.
Content Marketing Principles In Social Networks And Its Myths - Photo credit: Amber255 via Bitlanders.com
It is A Myth That Just Having Facebook Page Guarantee Success
Facebook still dominates in social networks, but just being there doesn't guarantee success. It all starts with choosing the right strategy, analyzing the target audience, creating content, community care, and more. Not only do you need to publish something that is interesting but also to adapt to the audience so that it can absorb the message you post.
If we only think about Facebook (because it is the absolute leader of social networks so far), then you can integrate various programs, games, and special applications into the page. Research has shown that effective and useful applications are actively used by users.
In addition, you should not forget that there are other popular social networks. How to use them and whether they are really suitable for your trademark should be thought and examined. However, if you have already opened the door to the social space, you should try to make the most of every possible opportunity.
Content marketing in social media - Photo credit: topsimages.com
It Is A Myth That Social Networks Will Solve All Problems
It should be understood that social networks are not the savers of your marketing plan. Social networks won't help sell five goods more tomorrow, and they will probably not change a million-dollar advertising campaign on TV. However, social networks will solve the fundamental problem - how to build a dialogue with your fans: existing and future customers.
You need good content on all selected channels. You need to build relationships with your followers. Creating a genuine, sincere, and active community takes more than two days. And a lot of your patience and work will be needed too. However, after half a year, a year or maybe two, you will have the result that will make jealous even the fiercest competitors.
Traditional marketing has never disappeared, and advertising on TV, radio or internet portals is still needed. SEO and advertising on Google are extremely important for every business, but the future belongs to social networks, and the sooner you start thinking about it, the more time you have to build good relationships.
Myths about social marketing - Photo credit: twitter.com
On The Final Note
Let's not just go for accessibility, but let's pay attention to how the message will be accepted by the audience. Entertainment and the posts encouraging only inclusion are perfect for brand awareness. However, not all brands have the product needed by all users. When we want not only to get one of the larger market segments, but also to create a market, become a leader in opinion, when we not just set a goal of a brand awareness, but also we want to shape what this brand awareness will be, what story we're going to tell - we have to follow the principles of content marketing: educate, be useful, create positive experiences, and add value.
Social networks are a space where many brands try to build relationships. All of them aim for one result - business success. Everything else is just the means to help you reach your goal.
In fact, the basic principles of social networks are in line with the basic rule of communication and marketing - the right information must reach the right audience. I even do not need to say that fans' number means nothing, and the number of comments and likes nohow measures your business results. Every social networking brand must have a goal, strategy, and then create an action plan and think about specific solutions - content.
Social business communication - Photo credit: growthgurus.com
Social Networking is a unique channel where we have a lot of information about consumers and limitless access to the audience we need. So care about what the information we are spreading there.
People want to do business with you because you help them get what they want. They don’t do business with you to help you get what you want. – Don Crowther
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