Think back to the days when you were in kindergarten. The smell of crayons and the thrill of scribbling colors across a once blindingly white paper. Do you remember how foreign words and letters seemed? In those days, learning your ABCs was a pretty tough topic (never mind learning to write whole words!).
Flash forward to today. The internet has shifted the world of marketing. Many intelligent and capable entrepreneurs feel like they’re back in kindergarten again trying to the learn their ABCs.
For business owners, the option to ignore social media marketing has long since past. If you want to graduate to first grade, you’re going to have to learn the ABCs of social marketing.
ABC Social Marketing: Attract, Build, Collect
Social marketing is about attracting attention for your business, building relationships with your target audience, and collecting contact information for potential customers.
Let’s flash back to before kindergarten. Perhaps as early as age 2 or 3 for some of you. It all started with a melody and some sounds. We learn to sing our ABCs before we learn to write them.
Attracting an audience is like learning to sing. You learn all 26 letters in the right order and on the right note. You get comfortable with the rhythm.
In social marketing, this corresponds to learning the best attraction strategy for your unique customers. You learn what to post where, how best to say it, and develop a system (or rhythm) for your posting.
Step 1: Attract an Audience
When attracting an audience online consider which social media networks they use, how they search things, and whether or not you want to pay to speed up the rhythm.
Attract visitors to social media pages by providing relevant and interesting content. Get more people to check out your website by sharing links on social media. Use a balanced strategy. Combine broad audience reach and targeted qualifiers to segment your customers from the general public.
Choose the Right Networks
Consider which social media networks your customers are already using. Ask yourself these questions,
- How often are your customers visiting these networks?
- What type of content does your customer like to share?
- Which device is your customer using to access the site?
Identify the primary and up to two secondary networks. Design content to appeal to your specific audience. Make the content responsive to whichever device your customer uses most often. Learn more about choosing the best social network for your business here.
Hashtags turn words and phrases into clickable links. They make searching for and discovering similar content easy for the reader. Hashtags are keywords and SEO for your status updates. To use hashtags, put the pound sign (#) before the word or phrase. Do not use spaces or special characters. Some examples of hashtags for business owners are:
Keywords are words your potential customer would use to search for information about your business, product, or service. They are the melody of the ABCs. They should sing to your customers. Use keywords in photo captions, comments, posts, album titles, board titles, headings, about descriptions, and user names. When choosing your keywords ask yourself these questions:
- Is this a word or phrase my customer would naturally use?
- Does this keyword help attract my target audience directly or indirectly?
- How many other people are providing information about this keyword?
Before jumping into paid advertising and boosted posts, you should be comfortable using the three growth strategies above. Collect as much information as you can about who you are targeting and which keywords work best. At this stage in the process you can opt to pay to reach more people faster. Three key tips for paid advertising:
- Identify the age range, gender, geographic location, and marital status of your primary customer.
- Find 4-5 Facebook pages that directly or indirectly reach your target audience.
- For Facebook advertising, use the power editor to make sure your ad reaches only your target audience.
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