Social Media Marketing – Why and how to communicate well

Today, using networks or social media as a communication tool seems to have become essential to make your business grow.This article explains why you MUST deploy a communication strategy on social networks . And as we are nice, we also reveal valuable tips to achieve this. You can get in touch with Best Social Media Marketing Agency in London

What exactly is a social network?

Facebook , Twitter , Instagram we all have a little idea on the matter, but it is always useful to go back to the basics!

A social network designates a website intended to weave social ties and create exchanges between its members.

Individuals then meet there by affinity (family, friendly, professional ties or common interests) to send each other messages, share photos or content, etc.

Social networks have become over the years a new way of socializing, whose impact on society is well established, especially among young people.

Social networks and social media: what’s the difference?

The two expressions are now used interchangeably.

Originally, social media were defined as platforms for the publication of content . A blog, for example, is social media.

However, social networks are increasingly becoming full-fledged media, since we find information, videos, articles, etc. The border between the two types of sites becomes thinner every day.

Communication strategy on social media

How is social media changing business communication  ?

Advantage #1: Show yourself!

Today, social networks are an integral part of consumers’ lives. Accenture, for example, recalls that nearly 3.5 billion people browsed on it last year, spending an average of two and a half hours a day on it.

No wonder, in this context, that they are one of the best solutions to increase your visibility with your potential customers! Facebook, Instagram… turn out to be so many virtual locations where you can develop your brand image and present (or even sell) your products and services .

And the icing on the cake, if you add to that a good content strategy, not only do you make yourself known, but you also exploit your audience to attract visitors directly to your site.

Advantage #2: Create proximity with your customers

Thanks to social media, your audience comes into direct contact with you. You thus establish a more human relationship with her, a relationship that fosters trust and a better customer experience .

This can go through customer service , to be responsive and attentive when your customers encounter problems.

But it is also a question of reacting to the comments of Internet users, in order to increase your sympathy capital and convey a good brand image: you are permanently in their minds and you stand out from the competition.

Advantage #3: Carry out your watch

Any good social media communication strategy involves monitoring:

• what is said about you,
• how is your market doing,
• what are the expectations of consumers,
• how your competitors are positioned, etc.

Twitter, for example, is often used to communicate in real time about brands or directly with them. This media is an excellent channel for observing your e-reputation , but also information relating to your sector.

In short, thanks to social networks, you learn to position yourself in relation to the challenges and trends of the moment, and you develop your brand by obtaining feedback (direct or indirect) from consumers.

Advantage #4: Get to know your customers

The value of the data no longer needs to be proven.

With social media, you better understand who your customers are and how they evolve, by observing their profile:

• age,
• sex,
• Geo Location,
• hobbies,
• expectations, etc.

So much information to use wisely!

Advantage #5: Create your community

Acquiring new customers is good. But retaining those you have already conquered is even better!

Thanks to social networks, you federate a real community around your brand, a community that you retain through impactful content aligned with its values ​​and aspirations. Community that will then talk about you and advertise you … for free!

How to develop your activity on social networks? Our tips for better communication

Tip #1: Identify your target

A good communication strategy on social networks requires understanding precisely who is the target of your offer .

To do this, build your marketing personas , by defining:

• their socio-demographic profiles,
• their needs and interests,
• but also how they consume social media. After all, that’s what we’re talking about! For example, observe what type of content they follow, they broadcast, how they interact. You can also join groups that interest them and watch what happens there.

Only then will you be able to send your customers the right message (including content and tone) at the right time.

Tip #2: Determine your goals

Engaging the right strategy also involves knowing why you are doing this.

Depending on your objectives , your actions, but also the social networks that you will favor, will differ.

Is it, for example:

• to increase your notoriety?
• change your brand image?
• to find new leads?
• to make more sales?

Tip# 3: Choose the right social networks

Once you know how your customers and qualified prospects are consuming social media, you can determine the most appropriate one. No need to disperse your efforts, stay relevant  !

More concretely, each social network favors a type of content (image for Instagram, etc.), and therefore addresses specific needs.

Some examples:

• Facebook is perfectly suited if you want to communicate with a large audience, especially in the context of a BtoC activity. With its billion users, the platform has become essential, the one where you have to be present in one way or another if your target is ready for it. Another good point: the possibility of carrying out targeted advertising.
• Twitter is more appropriate for content anchored in the news, whether it’s generic news or that of your brand (release of a new product, organization of an event, etc.). On this social network, you interact easily with your audience and precisely target your messages thanks to its hashtag system.
• LinkedIn is perfect for B2B commerce. You carry out a watch relating to your sector of activity and prospect your professional customers.

Tip #4: Plan your strategy

Take the time to plan your communication strategy on social networks, your success also depends on your regularity . In particular, we recommend that you establish an editorial calendar to structure your actions. However, always prioritize quality over quantity.

In your schedule, also devote time to your monitoring because, as seen above, it allows you to stay tuned to your audience.

Tip #5: Craft Inspirational and Engaging Posts

We do not publish anything on social networks!

For once, your target will determine the content and form of your posts. But if the field of possibilities is vast, always keep in mind that your content must provide value , generate engagement and reactions .

Some good practices to observe:

• share useful content (demonstrate your expertise on a given subject, respond to the issues of your personas, etc.),
• offer new things,
• use promotional content sparingly,
• becreative,
• bounce on news, trends,
• play the emotion card (humor, indignation, etc.).

Tip# 6: Take care of the visual

You know the music, a picture is worth more than 1000 words.

Networks are also visual. Even if you do not communicate on a dedicated social platform such as Instagram or YouTube, we now know the impact that images and videos have on the mind of the Internet user.

Inspiring photos, informative infographics, product presentation videos… integrate these media into your posts and take care of their quality.

Tip #7: Encourage interaction

How to succeed in your communication strategy on social networks? By encouraging the commitment of your community . Consequently, publish content encouraging him to react, to comment, to share. For example, solicit feedback directly through surveys.

Interaction also requires you to get your hands dirty. In other words, reply to messages and questions , react to comments. In short, bring your posts to life and show that you are listening!

Tip #8: Measure your actions

If you’re new to social media, we prefer to be honest: in the beginning, you experiment a lot before identifying the winning formula and becoming an ace in community management .

To progress, track and measure the impact of each of your actions with the aim of determining:

• what works and why,
• what is not working and why.

In this way, you will manage to refine your strategy little by little in order to achieve the objectives previously set.