At Triple Canopy Media, we use Content Marketing to help monitor and maintain your company’s reputation online. This strategic marketing approach is focused on creating and distributing valuable, relevant, and consistent content, content that will attract and retain a clearly defined audience. Ultimately, this content also drives customers to take action that profits your company. Social media is one component of a content marketing plan.
Social media: an important component
Having a well-developed social media presence is critical in today’s hyper-connected world. Your customers, clients, and stakeholders live on social media, and so should you–not just for the sake of being there but to actively engage in reputation management, to broadcast (and narrowcast) your public relations messages, to reinforce and build your brand, to identify and attract new customers, and to retain existing customers and clients.
At Triple Canopy Media, we know that social media is an essential component of every business’s content marketing plan. About 90% of marketers agree. They say social media generates important exposure for their companies.
The benefits of using social media are so great that anyone not using it is missing out on a cost-effective marketing opportunity. It is cost-effective because setting up social media accounts is free. Plus, it only takes the investment of a few hours per week to increase brand awareness and enhance the reputation of your business.
Plan and publish
Simply having a social media page will benefit your brand. And while it has never been easier to connect with your stakeholders, we strongly suggest that you have a plan before wading too deeply in these waters. It’s easy to make missteps on social media. Once it’s on Twitter, you can’t take it back.
But it is also important to provide updated content on a regular basis if you want to generate a wide audience for your business. As we like to say: Publish or perish. So while you want to update your website and blog content regularly, we recommend that you do the same for your social media accounts.
How to figure out what to post
Feeling lost about what you should post on social media? Don’t despair. You’ll soon find your way. Here are a few good places to start.
What is your company’s story? What is its mission? What are its key messages? What makes your company stand out from the others? Craft your posts to convey this important information to your followers and those with whom they share your posts.
Vary your posts. Share links to information on your website, including any case studies you may produce. Broadcast links to new informative posts on your blog. Share news about your company, including links to coverage in media outlets. Share details of your events. Be sure to add visuals. Photos, memes, and videos add interest and variety.
Take a look at other social media pages and accounts—including those of your competitors — and make note of what catches your eye. What do you find interesting, informative, important, or amusing? Let those observations inform what you post on your business accounts.
Don’t forget user generated content. As Social Media Today reports, “the authenticity and influence of user-generated visuals are what people seek, trust and act on most.” Reviews from satisfied customers or clients are perfect, as are video testimonials from that same group. Such content proves you have a valuable product or service, according to the real people who use it.
Remember these two things: Eight-six percent of people say authenticity is important when deciding which brands they like and support. And 93% of consumers admit online reviews influence their purchasing decisions. Both are good reasons for collecting and using user generated content.
Tag and hashtag
Remember to tag other businesses and organizations that you mention in your social media posts whenever possible. Such tags will encourage those entities to like and share your page and your posts, thereby increasing your audience and generating more awareness of your business.
Add appropriate hashtags that refer to the topic(s) included in your post. This will allow those interested in that topic to find your post by searching the particular hashtag. Example: #contentmarketing
Like and follow
Look up your clients and customers on social media. Find the accounts and pages of important civic organizations and others in your community. Like their pages. Follow them. Like and share their posts. Post positive comments. Write reviews. With any luck, they will do the same for you. All of that will increase your audience, your engagement, and your credibility.
What social media can do for you
Now that you have had a crash course in social media engagement, here’s what setting up and regularly maintaining appropriate social media accounts can do for your business:
- Create and increase brand awareness
- Build credibility and trust
- Educate your audience(s)
- Generate demand for your goods or services
- Generate leads
- Build loyalty and brand advocacy with existing clients/customers
- Build an audience
- Generate sales/revenue
- Improve search engine rankings
- Increase website traffic
- Drive attendance to events
- Support product launches
How does TCM handle content marketing?
- We assess your needs, determine which social media platforms will best serve them, and set up a regular process for sharing carefully crafted content about your business via selected platforms.
- We create a cohesive strategy and measurement plan.
- We integrate the plan across the organization.
- Finally, we use metrics to monitor content marketing performance and ROI.
Reach out for help
Trust us. Social media is a key element for marketing success. If you’re not sure how to do it, reach out to us. We here at Triple Canopy Media would be glad to show you how it’s done. Or do it for you.