Are you looking for the “Easy” button that will make the Internet work for you and grow your business? Unfortunately too many businesses are laboring under a fundamental misconception that Social Media is the “Easy” button that they’ve been waiting for. There are lots of examples of business who are using social very successfully to generate a lot of growth, but there are two fundamental approaches to social. One way adds value to the business and the other way always brings disappointment.
It’s about the message
Business success online isn’t an accident or just luck, it is the predictable result of having the right pieces of the puzzle in place. A Social strategy that actually works and helps you grow your business is less about the technology and more about the message. Think about it. Not every show that appears on television is a successful long-running program. Some shows get cancelled after the pilot episode airs while others run for years. Just like a television or radio show, a Social Media presence requires a following to be successful. What is that attracts and retains the following that is needed for success?
Content is King
When you’re channel surfing with the television remote, what is it that causes you to stop flipping the channels and watch a particular program? You stop and watch what you find to be either funny or interesting and you skip past everything else. On the Internet, just like on television, content is king. Funny or interesting content has the ability to attract and retain a loyal following.
A successful Social Media program is built upon a brand message that is relevant and of interest to the intended audience. It starts with an understanding of what your ideal customers would be interested in. Once you’re clear about that, then you have the basis for creating a Social presence that will be a hit with your target audience.
Dissecting a successful campaign
Successful Social Media Campaigns share certain common denominators. Start by taking a look at what some of the “A” players in your industry are doing on social media. What platforms are they active on? How often are they posting content? What type of content are they posting? What are they doing to generate engagement in the form of comments, likes, shares?
After you’ve looked at the “A” players in your industry, take a look at other industries that serve the same clientele that you do. Once you’ve spent some time familiarizing yourself with how others are engaging with your target audience with Social Media, you’ll notice certain patterns and commonalities. This can serve as a guide as you create your own Social Media strategy. Once you have the right elements in place, your social campaign can produce measurable results that contribute directly to growth in your business.