For many an entrepreneur, their biggest digital marketing challenge is gathering an audience and then putting “social” in social media and ultimately having success in social media marketing. Facebook, Pinterest and sites like Twitter and LinkedIn typically fall to the bottom of the marketing funnel when business owners do not see how these tools are able to create bottom line profit.
So, how does an entrepreneur launch and grow an interested and engaged audience that can lead to profit?
Marketing via social communications tools requires a strategy, one that uses a soft-salesapproach, rather than the direct pitch of direct marketing. It does not happen overnight, but three tactics coupled with a cohesive marketing strategy can
create buzz that leads to new clients and existing clients that buy more often.
1. Pictures are Worth a Thousand Words
Marketers have a limited time frame to reach and grab the attention of an audience. Photos can speak volumes on a social scale. Visual marketing creates a resonance that can often cut through the noise. Yet, it takes a business or brand persona to get through the social clutter.
Images that resonate and compel the reader to take action help promote a sharing effect. Images can tell a story, share news and even link to a creative promotion or sweepstakes that invite participation. The trick is to target these images to an audience that cares.
2. Question and You Shall Receive
People love to talk. The challenge for the business owner on a social scale is getting them to open up. Yet, when we think of social media as a communications tool, rather than a complicated piece of software, it is easier to see how the face-to-face engagement process can be transferred to the social realm.
Questions can be crafted in the typical “yes” or “no”, they can be simple comparisons, or ask for feedback. These types of questions work well for an audience that needs a low barrier to entry. Once you get them talking, provocative questions and ones that create involvement in your company can help set the stage for sharing of content.
3. Get Real with Video
Short and compelling video can help build an audience. Video combines the audio visual aspects of realism that can encourage an audience to take action. Tips, tricks, fun and even carefully crafted promos can drive audiences into the sales funnel.
Yet, one of the best things about video is the ability to highlight the true nature of a brand. Online video tells an audience that the social brand isn’t just someone sitting behind a desk writing and tweeting, but rather a trusting persona that audiences can relate to.
Many of these social features require minimal technical expertise to implement. But, to ignite your audience you’ll need to blend the logic of bottom line thinking with the character of your brand consistently. It takes time, but even the most boring or bland of companies and dullest products can improve their sales through proper use of social media.