Today’s many social media platforms make engaging with customers and prospects easier than ever. Unfortunately, this fact gives many business owners the mistaken impression that social media marketing is a simple undertaking. In truth, getting your target audience to engage with you on social media is no easy task.
In her article, 10 Laws of Social Media Marketing, Susan Gunelius tells us that social media can dramatically increase a company’s following. But like anything else, what you put into your social media marketing strategy is directly related to what you will get out of it.
If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.
This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.
At GoLeads, we tell our customers that the more accessible and inviting a company’s social media marketing efforts seem, the more hard work and strategizing actually went into those efforts.
Your social media strategy should always keep in mind the audience you are trying to reach. For example, if you are looking to attract investment bankers, your posts should contain information that specifically speaks to that audience. And fluff copy isn’t going to do the job. After all, these professionals know their industry inside and out and won’t waste valuable time on content that doesn’t bring something new to the table. Gunelius’ Law of Value talks about this:
You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouth marketing for your business.
Producing quality content takes a lot of time and a great deal of research. And it’s important to remember that it takes patience to achieve social media success. Therefore, don’t get discouraged if it takes longer than you expected to gain traction. When it comes to social media, slow and steady really does win the race.