Social media has solidified its place as an established marketing channel in the industrial sector. Social media posts are the leading type of content that manufacturing marketers rely on for content marketing purposes, with a 92 percent adoption rate.
Social media is also the second leading channel and second most effective channel for distributing content, after email. LinkedIn, YouTube and Facebook are the top three channels marketers say are most effective for achieving their objectives.
At the same time, many companies are stuck in the social media doldrums. Not much is happening. Engagement is low. They’re not sure what to do to freshen up their efforts and get more from social media. Here are some ideas to help you get results.
Revisit Your Strategy
You don’t use social media just because your competitors do, right? You use it to achieve specific objectives. Document those objectives and use them to make all other social media decisions. Most industrial companies use social media to expand brand awareness, educate their followers or to build a thought leadership position. You can also generate engagement opportunities, but there are more effective marketing tactics to do that.
Cut or Cultivate
When social media momentum began to pick up, many marketers created profiles on every new social media that came along. If this happened at your company, it’s time to make decisions. Cut out the channels that you don’t use or that your audience doesn’t use. Commit to cultivating a stronger presence on the ones that you do use—or want to make better use of going forward.
Optimize Your Profiles
Once you decide which social media channels to keep or invest in, make sure you completely and consistently fill out the profiles. Your brand and what you stand for should be clear and your company description should be consistent across channels. Use important keywords in your profiles. Fill out every available field the profile offers.
Find the Passion
Social media often becomes one more item on the marketer’s to-do list. Maybe it’s time to turn over your social media efforts to a colleague or even a college intern that has a real passion for social media and the skills to make the most out of your company’s social media presence. If that’s not an option, remember to take the time to put that excitement back into your social media updates. If you’re bored, your followers will be, too.
Update Your Content Approach
If you use social media simply to promote your products and services, you won’t get much traction. Instead, focus on the content that’s of interest to your audience. Most of your content should be curated—shares and reposts by influencers and thought leaders in your industry that will help keep your audience up on trends. A smaller percentage of posts should be original educational content that you create. The smallest percentage should be promotional content.
Develop a Personality
Social media content should be more informal and conversational than other marketing tactics. Use a human touch. Create an interesting voice or perspective. Tell stories, appeal to emotions. Don’t be afraid to use “We” and “Our” to demonstrate there are people behind the posts.
Follow your Customers and Prospects
Not only can you gain insight and intelligence by following your customers and prospects on social media, you can engage in conversations with them. Comment on their posts. Offer occasional advice. If you follow them, chances are high that they will follow you in return. Next thing you know a relevant community is forming.
Enlist Your Employees
A great way to expand your reach is to create pre-approved content and encourage your company’s employees to share the content on their personal social media profiles. People by nature pay more attention to what their friends post than what a company posts. Make sure you provide guidelines to employees about sharing the content and responding to any comments they might get.
Focus on Relevant Measurement
Measurement is the only way you can intelligently manage social media initiatives and make improvements to your program. It’s not that difficult, as long as you understand your goals for using social media and pay attention to the metrics that matter. These are the four metrics that matter most:
- Reach—Followers, likes, mentions. It’s easy to measure reach, which is good for your brand. But the quality of reach is important: a mention from an industry analyst has more value than a photo that someone likes.
- Engagement— Twitter re-tweets, Facebook wall posts or shares, blog responses, comments on LinkedIn discussions, length of video views, etc. Engagement measures the relevancy of your content.
- Sentiment—Are you getting positive, negative or neutral reactions to your content? Sentiment measures the qualitative, emotional reaction to your content and company on social media channels.
- Conversions— To measure conversions, your social media content must include a call to action: register for a webinar, download a white paper, watch a video, etc. Tracking social media conversions not only gives you straight numbers, it gives you data for comparison purposes across integrated programs. What resulted in more conversions: your tweet or your e-newsletter advertisement?
What other ways have you tried to reinvigorate your social media channels? Let us know!