Social Media Tips for Content Marketing Strategies
Social media is not only a platform for people to engage with each other anymore. Now, it’s a new way for businesses to interact and engage with old and new consumers. As our world becomes more interconnected, social media for retail stores is vital. The quality of your content needs to resonate and hit harder than the rest. It takes time to develop the trust of your consumer, but by creating good content and putting it in front of the right audience, people will engage and you’ll increase brand awareness organically. There are also intelligent ways for your brand to be viewed through the content you share on social media platforms. Here are five social media tips to think about in 2018 that could help improve your awareness, and your bottom line.
Influencer marketing isn’t a new concept in the business world; it has just adapted to something different in social media for retail stores. Influencer marketing is a is a type of marketing that focuses on reaching customers through key individuals that have influence over your target audience’s purchasing behavior. Instead of you and your brand telling customers how great your product is, you instead inspire/hire/pay influential people to get the word out for you.
An example is having Michael Jordan talk about how great his new Nike basketball shoes are. People who like Michael Jordan may very well also like basketball, and thus have an interest in the product. To use influencer marketing for your business, you need to first define who the influencers are in your market. What brand/person does your target audience pay attention to and how would your product be a relevant fit? When using influencer marketing to showcase your product, just keep in mind that the tech-savvy consumer is very self-aware. Make sure the content is smart and genuine, because consumers can read through a purposeful advertisement. It all starts with good influencer relationships, and building those. Then let them choose how to convey the message about enjoying your product.
A great recent example is Forbes using The Weeknd to support their yearly 30 Under 30 and Celebrity 100 lists. He temporarily took over their Instagram and this dramatically boosted account numbers and engagement. Why did Forbes have the Weeknd do this? Because they understand that it doing so helped get Forbes in front of a youthful audience interested in business, tech, and entertainment.
Videos and More videos
Media has always been around to help increase engagement, and the most accessible content has been moving towards video. According to Smart Insights, “In 2017 90% of all content shared by users on social media is video. The biggest challenge is how you can capture your audience’s attention in the first 3 seconds.” If brands haven’t starting utilizing video content as part of their business plan, they need to start now. Video is becoming the fastest growing form of content on social media. The same report states that by 2020 video will make up 80% of all online consumer internet traffic.
If you think about it, it makes complete sense. We Facetime each other. We upload videos to show what we’re doing and to prove that we were somewhere, or included in some event. If we aren’t looking at images, the ads popping up are videos. So, what does that mean for your content strategy? Facebook, Instagram, Twitter, and more have all invested in video to help engagement and brand awareness. Facebook live video brings even more excitement to the realm of social media.
Data and more data
When you set your marketing goals, be realistic and analyze your effectiveness. Develop monthly, even weekly, reports on the ROI for the content you are creating and posting on each platform. The way consumers engage in certain content may be different on Snapchat, Facebook, Instagram, and so-on. Be mindful of what engages consumers most across different platforms. Not only will this build your numbers, but your time and money will be spent more effectively.
Ephemeral Content to Increase Engagement
This concept is relatively new in regards to how social media for retail stores has been changing over the last few years. A term called ephemeral content has come into play. Ephemeral content is videos or photos that get shared on social media that lasts 24 hours or less. Brands are creating a separate strategy for ephemeral content to engage. Ephemeral content, gives more authenticity to your content because it’s real time, showing real moments of your brand’s life. Because of the nature of short-term content, it forces consumers to engage in a faster manner. Instagram and Snapchat changed the format of storytelling in brand content with their literal stories. Given that stories show up at the top of your feed on social media apps, it keeps your brand at the top of the the mind of consumers. So be as authentic as you can and offer real-time content for your consumers.
Social Media Platforms aren’t distribution channels
Social media apps are destinations. You want to keep consumers engaged on the current page. Having out-links may help bring eyes over different platforms, but you want them to stay engaged with where they are currently. Brands need to curate their content efficiently on all media platforms. More than likely, whatever app the consumer is using, they’re planning on staying on it a bit more. Your goal is to curate content that’s expected to be seen on all platforms. If you wanted to gain more followers on Twitter however, then you would create content that’s unique on that platform. This could in turn increase the following there because of new content that the consumer wasn’t yet exposed to.
Content marketers need to be fluent in social media and work closely with their consumers and influencers. Take these tips into consideration next time you are market planning. Develop and analyze your content and create that relationship. In 2018, knowing and learning about social media for retail stores is vital, and mastering the space is powerful for your bottom line.