As a business, you might have your social media marketing campaign nailed down. You’ve crossed every I and dotted every T. But there’s always room for improvement. There are little things you can implement now that could make for a better return on investment, that are actionable but don’t take an entire overhaul of your current social media marketing campaign.
What we have here is a list of things you can do to improve your social media marketing across Twitter, Instagram, TikTok, etc. They are universal guidelines that make your social media marketing experience easier and more effective. Take a look at our list for some ideas.
Balance promotional material and “personal” material
No one’s saying we need to know your deepest darkest secrets, but social media users are really responding to the honesty and genuine nature of newer influencers. We recently covered how TikTok in particular offers a more “authentic” and “real” influencers due to the response of the community and the features of the app, but it is also a side effect of users losing faith in bigger influencers.
As a result, your users want to get to know you. They’re not convinced by a recommendation anymore and are researching brands before they follow or buy from them. They want to see your team, they want to know what kind of HQ you’re running, which is why a lot of brands are posting content that features everyone in their team and their favourite movie, what they’re listening to, or what they’re eating for lunch.
But it’s important to strike a balance. Don’t focus on either your promotional material or your more personal material and instead alternate between the two.
Humanize your page
Along the same lines, you should be aiming to make your brand a lot more personable. Users don’t trust everything they see on the internet, and in fact, there is a new trend of researching everything on social media in order to determine if this is someone they want to buy from.
Therefore, it’s important that your social media pages depict everything a user needs to know about you, or at the very least a link to a website that does that job. In particular, users want to know that your priorities align with theirs. This doesn’t have to be as controversial as Black Lives Matter versus Blue Lives Matter. There are a lot of universally accepted causes that you can get behind to assure your users that you aren’t simply a soulless capitalism machine, such as climate change, cruelty-free products, supporting small businesses, hiring diverse teams, etc.
The idea is to show that you have higher priorities than money and even higher priorities than customer service. Every business strives for customer service. In an age of holding brands accountable for more ethical practices, people are looking for more than “good customer service”.
Follow the trends
Trends trend for a reason: because they’re trendy. It’s a missed opportunity to let them go by without a word. They don’t have to be the hardest-hitting news pieces like Twitter tends to focus on. If you keep to TikTok trends you can add your own spin to content that’s making the rounds. A lot of these can be very applicable to your industry and therefore you should slide in quite easily and others might need you to get creative.
If you’re selling products you can incorporate them into #TikTokmademebuyit, which showcases new products, you can do before and afters featuring the effects of your products, and if you’re selling services instead you can demonstrate the way you do things and the results. Scroll through the most popular hashtags on TikTok and see what would suit your company.
Collaborate
There are a lot of benefits to collaborating, especially if your business involves B2B products and services. You can team up with another brand to share exposure, in that you post their content, and they post yours for their audience to see. The move should see the two of you gain followers from the other’s account. It acts as an endorsement and a chance for exposure. You should tell your audience why you like working with them, giving a recommendation on top of likes.
This also makes for a great solution to a curated content problem. If you are having trouble filling a space in your content calendar you can reach out for some collaborative work. However, you have to be careful how you implement curated content. You can find more details on curated content on our blog.
If you are interested in learning more about affiliate marketing, you can take a look at our blog for more deep dives, or book a free call with a member of our team for a more personalized approach.
Or to really get the insider know-how, get your tickets to the Elevate Summit in July, where there will be expert panels, talks, and workshops to explore.
