Social media continues to be the most popular content promotion tool for marketers far and wide. What changes, updates and tips do you need to know for the year ahead that will let you dominate the social space of your business and your clients? Let’s find out.
Twitter: New Tools for Small Businesses
Twitter will offer more variety of settings for businesses to succeed. A new series of campaigns will target small businesses that need to develop goals and objectives tailored to their specific needs.
Late in 2014, Twitter released a series of #SmallGoesBig digital events targeting small businesses and proposed a new Small Business Planner App directed for managing holiday campaigns. Earlier this year, Twitter released its Leap Series, which includes a variety of marketing strategies and tips geared specifically for small businesses.
Dominate Twitter in 2015:
- Track your followers: Know your audience, and keep an eye on who is following you (and why). Are they customers? Perhaps they are looking to gain more expertise about your brand. Develop and craft tweets that cater to your audience. Ask for retweets. Integrate promotions about your product or service.
- Maintain Number of Tweets Per Day/Week: Tracking your tweets and keywords is important. Maintain daily or weekly goals and measure activity on your Twitter page using Twitter’s Analytics tools or the tools provided by third-party apps like Hootsuite.
Pinterest: Learn from the Best, Start Using Tools
Know who’s doing a great job on Pinterest? Martha Stewart.
The various boards on Martha Stewart’s Pinterest page reflect more than her well-known recipe books and cooking products. You’ll also find captivating imagery surrounding everything her target audience loves, from travel destinations to holiday photography. This clever strategy appeals to an audience that may visit similar pages but are not yet involved with any products Martha Stewart offers.
Dominate Pinterest in 2015:
- Strategize: It’s easy to get carried away on social media and just go for it, even when you’re not sure what “it” is. This is especially dangerous on Pinterest, where pinning is so easy and you may feel like you’ve really accomplished something just by tossing dozens of new pins into your brands boards. Not so! Make certain that your company’s Pinterest presence adheres to a well-considered audience. Create pins and boards that relate to your goals of reaching that audience- not just what you think is cool in the moment.
- Share, Share, Share. Pinterest can also act as a B2B tool if used correctly. Share and connect with other businesses that could benefit by re-pinning your images, which now directs your brand to an even larger audience. Perhaps you may have a similar target audience, or perhaps your company can benefit from gaining a new audience from following other avid pinners who offer similar products or services.
- Use the Right Tools: Stop winging it on Pinterest! Pinterest has an analytics tool- get familiar with it. Third-party apps like Tailwind allow you to get much more granular with your pinning strategy.
LinkedIn: Pay your Respects to the King of the B2B Mountain
LinkedIn will soon be the most popular B2B social media marketing tool.
According to the 2014 Social Media Examiner Survey, 88% of B2B Marketers are using LinkedIn while 89% are using Facebook and 86% are on Twitter.
Here’s a great case study:
In 2012, Citigroup wanted to reach out to strong female professionals in comparison to mail professionals. Citigroup created a LinkedIn group called “Connect: Professional Woman’s Network.” The goal for the group was to gather working female professionals to discuss their lives related to work.
Within a few months, the group had 30,000 members- and today, that number has grown to over 393,000. Thousands of comments are posted weekly. This response has helped Citigroup more effectively target female professionals while earning anecdotal information about what’s important, what’s topical and what’s hotly contested among this valuable demographic.
Dominate LinkedIn in 2015:
- Use LinkedIn’s Sponsored Updates. Are you doing paid content promotion in social media? Great. Is your focus almost entirely on Facebook? Not so great. Sponsored LinkedIn updates help your company share content to appropriate business-oriented audiences. Clicks and interaction is often more expensive than you’d find on other social networks, so be prepared to spend a little more- but realize that you’re hitting a very specific business audience, as well.
- Personally Engage with your own personal network. Your LinkedIn Network has a lot of valuable information from the many individuals and companies who follow you. Carefully research who is in your network, develop messages that tend to their interest and needs, and be a person- say hi once in a while, ask for advice, share some info and engage instead of just digging all of the time.
Not sure what Ello is? Read our blog post on Ello from October 2014 to find out.
After a hot start in Q3 of 2014, popular adaption of Ello may arrive this year as this ad-free, privacy-focused social media tool gains greater public awareness. Ello keeps user profiles private and confirms that your individual profile data will not be sold for advertisements. This makes the use of Ello for business somewhat difficult, if not antithetical- but the so-called “anti-Facebook” better be on your brand’s radar as best practices are established.
Dominate Ello in 2015:
- Join the party. First of all, get an Ello account and start using it on a regular basis. Check out the discover tab- it’ll help new users like you meet other people and find common content threads.
- Keep it down! Ello wanted to find an effective way to maintain their clean image and manager clutter for each profile, hence they created Noise. This tab, on the top right of your profile, will keep all activity and communication between friends and users in a separate category. All you need to do is click Noise to see what is currently happening with other users. Bad news, brands- right now, you’re probably Noise.
Instagram: Pay Your Respects to the King of the B2B Mountain
Instagram users continue to increase and brands will continue to utilize this tool to their advantage. The variety of ways to promote your business on Instagram feels limitless. Your company can incorporate sales, products, company information, customer feedback, employee involvement and much more.
Dominate Instagram in 2015:
- Post relevantly: Perhaps it is a specific holiday, or there is a popular event on a certain day that appeals to many of your followers (and target audience). Staying relatable and not constantly selling product makes your feed much more attractive and engageable.
- Comment, Hashtag, and Reply! When you share an image on your company’s Instagram feed, take the time to write a compelling descriptions on what you are posting and direct your audience where to go for additional information. Use hashtags and links EVERY TIME.
What are your thoughts on social media for 2015? We’d love to hear from you in the Comments section or by tweeting us at @QuinlanCompany today.