On February 6th 2020, CC Communications hosted our #SocialBusiness Marketing Seminar to focus on igniting the marketing potential of our attendees and to provide advice on how to enhance their overall brand presence.
I recorded some of their questions with my responses to help provide this information to all of our followers. If you have a question regarding your use of social media or how to better enhance your online presence, please send it forward to firstname.lastname@example.org or request a FREE 30 minute consultation.
Q) How do I carve out my identity within the guidelines of a brand?
A) If your business/brand has a series of guidelines or a social media policy in place, it is always a best practice to follow those guidelines. Review the particulars of the guidelines and work to establish yourself as an employee of the organization both in the professional workplace and online. Keeping a consistent brand identity within the overall brand identity is a professional action that can help build your credibility.
Communicating your specific skills and experience on social media platforms like LinkedIn can also serve to help you build your personal brand identity within the umbrella of your organization. As this social media platform allows you to receive testimonials personally, LinkedIn is a great option for someone looking to enhance their brand identity within a brand identity.
Q) Is there any way to have our clients become more engaged and interactive online?
A) The first step would be to define your target demographic and develop an emotional appeal or educational purpose for that audience.
Understand that your audience is human and will interact with social media content in a similar manner that you do. Think of social media posts that inspire you to become engaged and interactive. Visual posts that have vivid colour and short informative videos are often very well received.
Acknowledge that SEO (search engine optimization) is very important in the development of your online content and that a “marketing plan” that addresses your overall branding goals should be in place. This is highly recommended instead of publishing content “whenever you can,” with the hope to capture interactive followers.
Q) I am not a big “social media person.” How do I get started in building connections so I do not lose interest in being connected?
A) Start building your social media following by creating posts that inspire you.
Learn to use social media as a tool to promote your products/services to a larger audience rather than cold calling or relying on traditional forms of advertising. Social media allows for you to start a two-way conversation with your followers and answer any questions they may have directly – you can’t do that will a sign or print ad!
Social media platforms have insights and data for you to analyze and use to create future sales leads. The conversations and insights you receive provide you with feedback and further information to help you work closely with potential customers who have an interest in your business, brand, and services which should motivate you to remain socially connected.
Q) For B2B services, do you think it is important to have a Facebook/Instagram account when most clients are likely not active on these social platforms?
A) Yes! Facebook and Instagram are ideal places for businesses to showcase their story and to target an audience in a compelling, memorable, and engaging way.
Understanding what types of content to post for B2B businesses, however, will be more important to plan out in your overall marketing strategy – which every business should have and revamp routinely. The demographics for both Instagram and Facebook will be different and catering your content to attract these audiences will be different than your approach for platforms like LinkedIn or your corporate website.
Considering the wide use of Facebook and Instagram, the decision makers of an organization you would like to interact with – are likely using these platforms socially – and being visible online is imperative in 2020. If you haven’t considered using these platforms previously, now is the time.
Q) How can I analyze social media data based on people’s life experience and genuine interests? How can I generate more followers/shares, overall?
A) Ask questions. Social media is the one form of marketing (advertising) that will allow you to receive insights and data you can use to generate a “plan of action” to retain future sales leads.
Focus on building a following of genuine customers versus trying to reach a million likes or followers. This will allow you to learn more about the people who follow you, why they are following you, and how your product/service can help them.
This idea of building a genuine and authentic following has encouraged Facebook and Instagram to rethink the use of “like counts” and examine how the profiles could operate without them. Yes, that’s right… “page likes” may disappear in 2020 and push business owners to be more authentic and organic with their overall social media strategies.
Q) Facebook has regulations against “like and share” giveaways. How can I host a compliant campaign that will ensure the integrity of my business page?
Like and Share contests violate the community guidelines Facebook has established as they do not allow for administrators to actively track who has participated. With high privacy settings, participants can like and share and you would have no knowledge of this interaction.
The like and share campaigns also do not provide an administrator with proof of participation and further can compromise the integrity of your participants information as there is no official rules or request for a collection of information. Some like and shares may be “hidden” by users. This sends a signal to Facebook that you are posting low quality content and they will show your posts to less people in the future or even worse, may render your page inaccessible. Some campaigns may also violate Ontario Promotional Law as alcohol and lottery tickets are not to be given away as “prizes.”
In a compliant campaign, participants are informed about their opportunity to participant, how and if their information will be used, and are provided with a fair and equal opportunity at winning. When hosting a compliant campaign with CC Communications, you also receive quality marketing feedback from your participants WITH their permission – something a like and share cannot provide.