Everytime you look at a Google result, you may see a few links that stand above the rest, maybe a couple spots with paid promotions, some of which might look really appealing to you as a potential buyer of a product or service, but you’re still only really seeing the ads. There’s no connection to the customer at all; no way for them to leave comments, tips, maybe their own opinions. Sure, a few sites may host reviews, but is that really interactive?
Let’s look at this from the perspective of a company; you want to build trust in your brand, and you want to be able to engage with customers in a way that actually enables them to ask questions and get answers, either from you, a representative, or perhaps even a member of the community. Sure, answering some questions may give you a positive image of transparency and trust, but that’s not all there is; you, as a user on social media, can post content of all sorts imaginable, be it videos, images, large walls of text, or anything in between. And engagement is not only answering questions; this is also producing interesting, noteworthy content that customers will enjoy.
And this is what constitutes the thing called Social Media Marketing, or SMM, for short. And, with this, your main job is not just direct advertising, but also to produce content that can engage customers in a way that ads are incapable of; behind the scenes, interviews, giving an insight into a process, as well as potential teasers for upcoming products in one way or another, or even a full-on Q&A session on sites like Reddit, which by themselves can generate a tremendous boost to your public image, purely for the additional bit of transparency that customers will see. And, especially if this is a Reddit post, this can be found on Google by prospective customers, with the potential for a lot of answered questions. Just this extra reputation alone can generate a lot of sales, but being transparent once doesn’t guarantee that customers will like your business for its portrayed transparency forever; continued, consistent transparency will be an even bigger boost to your reputation. Not only did you answer a Q& A session in 2012, you also gave a factory tour in 2016, and may be planning an event this year at one of your locations. This speaks volumes of who and what you are, as a company; something that customers can trust and love, by their own merit, and not advertisements.
However, not everyone is a factory, and not everyone is selling products, which all means different tactics apply to you. This is fine, too; nothing wrong with a coupon code giveaway and a bit of extra hype here and there. Most of SMM isn’t just the content, or just answers and replies to questions and current events, but strategy. A flawless strategy produces great content, great timing, apt answers, and virtually faultless engagement. The last bit matters the most; the better the customer engagement and sentiment, the better your reputation, and the higher the conversion rate, from someone that just got introduced to someone willing to spend money on that thing.
There are, of course, more complexities behind the scenes than just posting an image or two on social media and answering some easy questions. Any marketing, whether over social media or not, is a complex process, and thus hard to do well as a beginner. This is why we’re here; to relieve you of the heavy burden of marketing, so that you can focus on your brand. And through a few years’ experiences, we’ve learned about the various pitfalls that beginners often fall into, and know exactly how to avoid those, in order to provide you with the best marketing possible over social media, and just how much more powerful it is as a marketing tool than just search engines.
Brand loyalty matters. The first step there is social media.