At this point in the content primer series, you’re likely well aware that social media features heavily in most content marketing campaigns. After all, getting appropriate keywords into your copy is only half of the battle – the other is getting people to actually read it. While working on your site rankings is definitely key, it’s always good to differentiate your strategies. One of the best ways to get attention to your content is with the help of social media – if all of your friends and family are interacting together on Twitter, Facebook, LinkedIn, or any other social media network, why shouldn’t your business?
Indeed, if you have a web presence but no social media, you’re missing out big time. But don’t just listen to me – listen to Jenny Traster, who outlines the importance of using social media for crisis management. Listen to the numbers: according to this infographic from Social Media Forum, 67% of Twitter users are more likely to buy from brands they follow.
Social media is queen to content’s king – the king might make the rules, but he can’t run the content marketing world alone.
Mix it Up With Social Media
I always recommend that clients have some sort of social media agenda alongside their content. There are several different prevailing philosophies on how to best marketing your content through social media, but the most important thing to do is, well, make sure you do it.
With clients who have no experience with social media whatsoever, a great place to start is with a company Twitter account. You can sign up for free and learn how to use it at your own pace. Once you’ve got the hang of posting down, you’re off to the races.
Remember that social media is meant to be a “friendly” presence – you’ll need to do some research on your own company and figure out what sort of “voice” is best for your social media accounts. Are you sassy? Are you professional? Are you friendly? It’s generally best to go for the human angle – after all, the primary reason that individuals sign up for social media platforms is to be social, not receive advertisements.
How can you be social? By interacting with your customer base! If you see that one of your followers on Twitter is having a baby or celebrating a birthday, congratulate them! If a follower posts something that is relevant and funny, retweet it. Essentially, make your company “one of the guys.” When you start interacting with your customers on a personal level, your conversions will go through the roof.
Social media is absolutely a place where you should send out updates about blogs and articles. But make sure that these are not the only thing you post – Tweet articles and informative tidbits from other sources, as well. The trick with social media is not to promote yourself overmuch. Remember – people are on Twitter for friends, not ads.
Twitter has incredible power when it comes to information sharing. Even outside of business this is true – the term “Twitter Revolution” has been applied to unrest in Moldova, Iran, Egypt, and Tunisia alike since so much political activism and awareness were shared over Twitter. Social media can’t be ignored – get on there and get talking!
This post is part three in a series of primer. Check out yesterday’s post Content Primer #2: Blogging for Fun and Profit