…unless you integrate your other marketing channels into your social media campaign.
Facebook says on average, your content only reaches 16% of your fans. But there are many ways you can increase this and your engagement levels.
The majority of businesses have accepted that social media is important and have put a social media campaign in place. That being said, the bulk of these companies have given the responsibility of social media to an in-house department or agency, and carried on with their own responsibilities as if social media didn’t exist.
We need to think about how our audience and customers use social media, after all that is the entire reason we use social media – to connect to our audience. It is now standard behavior for users to take a selfie before heading out, or post an update about what they thought of the last Walking Dead Episode. It is also likely that their friends will comment on that photo and discuss what they thought of the latest TV show.
What does this mean to you as a business? We need to take this concept and apply it to our overall marketing strategy.
Like My Website
Ideally, we want our other marketing channels to encourage social activity and vice versa. Start by adding social icons to your website to let visitors know you can be found on Facebook . By adding this, you make liking your page a lot easier for the user so you’re much more likely to gain a fan. You can get more active and add Facebook and Twitter widgets to your site to display your most recent updates.
If you really want to go the extra mile, try to engaging with your visitors directly from your site. Ask viewers to share videos after watching, maybe host competitions on your site that require Facebook to share the competition with their friends. You can get as creative as you like and the most creative efforts will receive some of the best results.
Enter to Win
Here’s a great example of social media being integrated on site. Our client, Interdean, are running a monthly competition that is advertised all over their site, as well as on social and across various leaflets. When you get to the competition page, there are loads of ways in which you can keep in contact with the brand.
Firstly, there are the three social icons in the top right hand corner that will take you to their respective pages. To enter the contest, you must log in with Facebook and share the page with your friends. Just below this, there are buttons to follow their profiles directly. Finally, there are share buttons that encourage people to get involved across even more networks.
This page gives every option of social interaction and is highly visible without being distracting. Since adding these icons, we noticed an increase in the number of people joining our Facebook page and interacting with our content.
Online and offline behavior are becoming more and more integrated everyday, so how do you capitalize on printed media?
Start by adding social icons to all of the advertisements you have. Simply adding Facebook and Twitter icons on the bottom of a magazine advert lets viewers know you can be found there and if they have an interest in your company they can follow you and find out more information on your brand.
This doesn’t stop at magazine ads. Anywhere you are trying to send a message to your audience, you should add these icons for the same effect. Put your icons inside your store, on your company cars, food menus, shopping bags… The list goes on! If you want your customers to join your social community, you need to keep telling them that you are there, otherwise they will forget just as quickly as they found out.
Loyal fans will be quick to join social media, but how do you reach the average customer? Give them an incentive! For example,a restaurant might promote “Like our Facebook page to receive a free drink with your meal” with a QR code next to it, making it even easier for your customer. Staff can push this promotion to encourage people to like the page.
From a business point of view, you lose a few dollars on drinks, but you’ve gained a customer as a fan – which means after their dining experience, you can keep in contact and reminded about that (hopefully awesome) experience.
Nando’s, a popular restaurant based out of South Africa, have a great social campaign. Their engagement is brilliant and they have a lot of followers. I believe a great deal of their success comes down to how they are bringing in followers. If you go into Nando’s, you know within seconds that they are social (through icons on their menus), thus encouraging customers to follow and engage with them while they are waiting for their food, through check-ins, photos, and reviews. By fully integrating social media, they have increased the chances of people liking and following their brand.
It is possible to run a successful social media campaign without doing any of these things. But, by adding these steps into your strategy, you increase the amount of ways people can find out about your accounts which will bring you a larger audience and hopefully a better level of engagement.