Social Media Outreach: What Works? And What Doesn’t?
We’re now more than a decade into the mainstream use of social media by businesses. Over that time, we’ve discovered a lot about what works and what doesn’t. In this post, we’re going to take a look at the strategies that you can use with proven merit. We’ll also take a look at some of the tactics that have fallen flat.
Here’s what works.
Introducing Yourself Professionally
Everyone and his dog is on social media, meaning that customers are now incredibly sensitive to cues that tell them about the quality of your enterprise. They know that there are a lot of charlatans out there, trying to make a quick buck with shoddy products – or sometimes no products at all. It is essential, therefore, to create a tremendous first impression.
The top of your list of priorities is clarity and consistency. You need to build trust while also explaining what it is that you do. Other priorities include ensuring that you only deliver useful content to your target audience and use balanced emotions when doing so. If you bombard them or display poor judgment, you’ll lose their interest.
Promoting Your Content
No matter what industry segment you occupy, there is always something that you can say on social media. It doesn’t have to be profound or have broad appeal – it just needs to be useful to the people who might buy from you.
The best way to get your message across is to use video. It is the most potent medium thus far available and allows you to connect with customers and boost shares instantly.
A lot of firms go to a creative video company to do the creative process for them – and that’s okay. Just make sure that your brief is accurate and includes plenty of details about your business and who you target.
Building Out Your Network
It might sound a little obvious, but one thing that we know works on social media is building out your network. Your company should be a part of as many groups as possible to spread your message far and wide to your target audience.
You can do this in a variety of ways:
- Join new groups on Facebook and LinkedIn
- Invite people from your personal connections to join your network
- Target key influencers and nodes in the system who are more likely to share your information far and wide
- Send email invitations to your email list, asking them to sign up to your groups
What Doesn’t Work
Social media is an advertising platform, but it’s not like anything you’ve experienced in the past. It is not something that you can use to bombard people with advertising. They won’t accept that. Instead, it is a place where you build brand awareness and help people become more familiar with what it is that you do.
Reaching out on social media, therefore, is fundamentally about being entertaining and engaging. You’re looking to build a community of people who trust and respect you. Be patient. Sales will eventually come.