Social media increasingly offers new ways of interacting and doing business. Like all digital platforms, they are in constant motion, and these changes affect consumer behavior. Therefore, companies need to follow the news to understand this dynamic and the behavior of their audience in this movement, as they can find great opportunities.
And how do companies and digital professionals manage to keep up with all new launches and information, and decide which initiatives can make a difference in the results of their business? Here are 5 tips for you.
Power is not in the chosen media, but in the relationship with the public
The most important of social media are people, and the relationship that your brand builds with them. Many companies focus on new features, and are always creating profiles on new media, considered to be the “newest trend”. I am not saying that it is not important to be updated. But, certainly, focusing on the relationship with the public, on the media of his greatest interest, that does make a difference.
When you define your personas, you need to understand where they are, how they behave, and where they like to interact with brands and companies. When creating a good relationship with your audience, they will follow you, through one or more media, and will become more and more loyal to your brand and more willing to try what you have to offer. The relationship must be worked out over the long term, and the effort is worth it!
Facebook will continue to run social media for some time
There is no doubt that Facebook continues to lead social media. Of course, different groups prefer different media, but our colleague Mark knows how to analyze the market very well, and always adds features that are successful in other media, to keep us there.
Many of us are on Instagram, Snapchat, LinkedIn ... but how many of us actually delete our Facebook accounts? Almost no one, is it? We cannot be left out of the greatest strength of the market.
Facebook, in addition to offering constant updates to its algorithm, and thus dictating the rules of how companies can and should interact with their fans, also offers great opportunities for ads, creation of groups, in addition to its new options: Facebook Stories, and the virtual and augmented reality that is giving us something to talk about.
Videos, videos, and more videos
We are in the age of video, and the preference for this content is growing. According to CISCO, by 2020 82% of digital traffic will be initiated by videos. And there is yet another differential of social media: Facebook and other media give more and more visibility to videos in their feeds, in addition to encouraging companies to invest in this content.
The lives are also making the rounds. The streaming live , or live video, are already on Facebook, Instagram, YouTube, not to mention the Periscope and Twitter. When a profile or page starts a live video, these platforms help to build the audience by notifying friends or followers about the video.
Co-creation of content
People seek empowerment, and feel extremely motivated when they have the opportunity to co-create with their favorite brands. Few brands are taking advantage of this golden opportunity: by offering the opportunity to co-create content, it explores other audiences, offers more authentic content, creates greater loyalty with the public, and earns points where many companies fail: in suggestions, comments, praise and criticism.
Nowadays, people even read descriptions of products and services offered by companies. But, before making your purchase decision, check the comments left by others who have had experience with it. Previous customers are the major influencers of current purchases and, in addition to companies not managing this opportunity well, they do not take the chance to explore positive associations with the brand.
There are many ways to work on co-creating content, including taking advantage of the possibility of the user being able to create content anytime, anywhere, via mobile devices: how about inviting him to share his perceptions over lunch at his restaurant, an event at your venue, a purchase at your store, a visit to your portal?
The possibilities are endless for creating texts, images and videos. With this initiative, you can increase your reach, the quality of your content, and connect with micro social influencers.
The role of the media in your Inbound Marketing strategy
Social media is a great tool in all. Of course, they play a key role in attracting and converting leads. You can prospect strangers, deliver content to the right leads and customers, at the right time, and generate engagement. And do you remember the relationship? The media can also be used in the relationship, in order to make satisfied customers into promoters of your brand.
There are several social media strategies to be implemented during the buying journey, and the stages of the content funnel.
Therefore, we can conclude that companies are not using the media as a fundamental strategy, nor in a correct way, to attract and convert leads.