In today’s digitally-driven world, social media marketing is a crucial component to reaching potential customers, allowing them to explore your business and your products or services. The unique factor of the major “search-oriented” social media sites like Facebook, LinkedIn and Twitter is the ability to discover new businesses as consumers browse their everyday personal friends and interests. Social media sites offer numerous ways to acquire new customers but the most difficult part of this process is to gain the initial trust and interest of potential new customers, which poses the question, “How can I get prospective customers to connect with me and to follow my company page?”
When strategizing to reach prospective customers, it is essential to understand social media sites through the eyes of the consumer. As consumers search through their own social media outlets, they are not typically searching for a new business to support. This requires an approach that excites the customer about the business and offers adequate value to the browser to step forward and to connect with a business online. In order to effectively pursue this balanced marketing strategy, you need to research, evaluate and define your target audience. Among many other things, you should analyze the common trends and interests of your target audience on each of the major social media sites. This entails understanding common “groups” and “likes” throughout your target audiences’ social media history. Understanding your target audiences common interests and behaviours allows you to serve them the content they are looking for and to engage with you on a more personal level as they visit your social media business pages. You need to give in order to get and it’s all about first impressions!
Once customers are engaged and excited about your business, it’s time to engage them. Whenever possible, linking your business with your target audiences daily use of social media is sure to increase company awareness. This is where previous customer research and interaction comes into play. After evaluating the common interests and “pages” throughout social media sites, reach out and incorporate your products with other “pages” and companies relevant to your target audience. When they can associate this newly found business with other social media pages that they have entrusted, this creates a successful formula for an extended business relationship and you’ll see increased engagement and returning visitors.
The way in which you initially approach your potential customers could decide whether they will continue to support or halt interactions with your business. There is so much “noise” out there and it’s getting harder and harder to be noticed and to win someone’s trust in the form of a Facebook Business Page “Like”, a new follower on Twitter, a LinkedIn company page follower, etc. If you haven’t and already then make it a big priority and make sure you accurately merge the way your business is portrayed online with the personal interests and search results of your potential customers.
I recently had the opportunity to team up with the “LinkedIn Rockstars” Lori Ruff and Mike O’Neil of Integrated Alliances as we presented an hour long webinar entitled “Are you LinkedIn? Learn how to use LinkedIn as a lead generation, branding, and search engine optimization (SEO) tool to boost sales.” We provide valuable and actionable information in this complimentary webinar recording. Don’t delay and get started today; your competition won’t wait!
About the Author
Chris Raulf is founder of Boulder SEO Marketing, a boutique SEO training and consulting agency located in beautiful Boulder, Colorado. Chris and his team assist local, national as well as international clients with all of their SEO, social media and content marketing needs.
Chris has 15+ years of digital marketing expertise under his belt and The Online Marketing Institute recently added him to their “Top 40+ Digital Strategists in Marketing for 2014” list. Find and connect with Chris on LinkedIn.