Venturing through the digital landscape, we are bombarded with a cacophony of tweets, status updates, and Google+ announcements. This digital chatter, or social media din, can be quite deafening. While “content is king” has long been the mantra of marketers, the sheer volume of information shared across social platforms today is staggering.
Consider the reach of marketing as a lens to comprehend the extent of this buzz: In 1965, reaching 80% of adults aged 18-49 was as simple as airing three 30-second ads during primetime. Fast forward to 2002, and the feat requires airing 117 commercials for similar impact. With an average Facebook ad requiring 2000 impressions to elicit a single click (with average click-through rates of about 0.02-0.04%, according to Clickz.com), it’s apparent that much of the social media hum becomes invisible.
Confronted with this challenge, some resort to amplifying their voices. Instead, a strategic approach to crafting and delivering content on social networks is essential to convey our messages effectively.
Strategies to Rise Above the Social Hubbub
Target Your Audience
Many entrepreneurs fall victim to the temptation of addressing an undiscriminating audience when marketing via social media. It’s easy to get caught up in the excitement of potential reach. However, raising your voice only results in a chaotic uproar. A smarter approach is to hone in on your specific audience segment. It’s like trying to have a conversation in a bustling bar during happy hour – you can’t capture the attention of everyone, but you can certainly engage the people at your table.
Lead with Service in Mind
In tough business climates, the knee-jerk reaction might be to adopt a hard-sell approach. This reactionary strategy can spill over into social media, often leading to an incessant stream of self-promotion. Contrastingly, the key is to dazzle your audience with exceptional service and valuable content, cultivating respect and an authentic sense of generosity. This not only acts as a powerful promotional tool, but also instills a sense of pride within your business – a feeling that’s contagious and will likely lead to personal recommendations.
Share Your Story
My own journey with social media began as a mortgage broker hungry for new leads. My tech-savvy wife was skeptical about my ability to navigate Facebook, taking upon herself to manage my account given its perceived complexity.
It’s been five years. Since then, I’ve assisted countless clients in harnessing the power of social platforms, from Facebook and Twitter to LinkedIn and Google+. That’s the power of a concise, relatable story.
Maintain Open Communication with Your Network
Witnessing a website outage can cause users to flock to alternate online platforms to speculate on the issue. Mishaps are inevitable part of business, making it crucial to keep your network abreast of any developments. Transparency during such times can foster a level of trust that may even outshine your successes.
Create Devoted Advocates
Achieving the status of a brand with a legion of devoted followers is a consequence of cutting through the social media throng. It’s the difference between those who line up for the next iPhone release or those craving their morning Starbucks ritual. Cultivating such enthusiasm is grounded in exemplary service and surpassing expectations in your niche market. Know what leaves a lasting impression on your clientele, and you’ll know how to build a community of passionate advocates.
Parting Thoughts
Social media offers a bounty of opportunities for business growth. Success in today’s digital social realm, though, demands a fresh perspective on providing value. It’s about communicating in a way that empowers you to be heard through the persistent hum of networked interactions.
Do you harness social media to boost your brand? What tactics have proven effective for you? Share your experiences below.
Featured image/thumbnail, image by .hj barraza on social media connections.
