Brand messaging is one of the most underrated social media marketing practices. In the last five years, social media platforms have added at least a billion users in total. ... Brands need to boost their content to reach their target audience. As marketers, you can't bank on only organic reach to do the job.
According to a study, a Facebook page with over a million followers reaches only about 2.27% of that following on average. Brands need to boost their content to reach their target audience. As marketers, you can’t bank on only organic reach to do the job.
Invest in micro-influencer marketing
Have you partnered with your business partners, fans, and well-wishers for content yet? According to a Nielsen report, they have the potential to transform your social media marketing results. Word of mouth recommendations are not only the most credible but are also more likely to result in conversions than other means of outreach.
One of the easiest ways to kick-start a social media advocacy program is to your employees – who can be seen as one of your company’s more powerful B2B marketing resources. Large multinational organizations like Adobe and IBM have already run employee advocacy programs and seen remarkable results in amplifying their brand promise. Along with employees, you can also partner with customers and partners who may not have large social followings, but are capable of driving desirable results for you. The people who don’t have large followings but can help you elevate your business can be referred to as micro-influencers or brand advocates. You can build powerful content promotion programs by activating your brand’s micro-influencers.
Creating a brand advocacy program
1. Build a list of potential advocates – enthusiastic employees, happy customers, and people who mention you on social. Reach out to them with your brand advocacy plan. You can offer incentives to motivate people to join your program. It could be discounts on your product/service to customers and partners and exciting rewards to employees.
2. Share specific guidelines to govern your program and connect your advocates to your content. 3. Figure out in advance how you will monitor and track your program
Use content distribution platforms and apps
When you promote your content, you are reaching out to your current, already existing audience. To capture “fresh eyes”, you need a reach that extends beyond your content and web properties.
You could use social media content distribution platforms or apps to make that reach available to you.
Top content distribution networks to tap into to increase content reach
1. Paid media on social media platforms
You can pay to reach a wide range of your target audience on social media sites. It is important, however, to consider which sites to focus on. While Snapchat has most of the younger crowd, Twitter’s largest growing demographic is the older crowd. You need to focus your resources on the sites that host your target audience.
Also, consider each social media platform’s ad set-up before placing your advertisement. For instance, Twitter’s in-stream ad blends into its background very well and is a nice, non-intrusive way to share your content with your audience.
2. Content distribution networks like Klout, DrumUp, and ViralContentBuzz
You can suggest your content on content management and amplification apps like Klout, DrumUp, and ViralContentBuzz. Doing this will enable other content seekers to find and share your content. Content discovery tool DrumUp lets you promote your content by suggesting it to the most relevant audience based on the keywords set by them for content suggestions. ViralContentBuzz offers users content amplification in exchange for sharing other users’ posts.
Klout puts your target audience in touch with your content, enabling them to share it, earning you a large number of shares.
Accompany social media posts with powerful and engaging visuals
Social media posts with images receive about 650% more engagement than posts with just the text. The human brain is visually inclined, and visually communicated information is likely to stay in a person’s memory longer than textually communicated concepts. That is why the scientific community urges schools to teach with visual aids. There is no better way to draw attention to yourself amidst social media clutter, than with a strong visual aid.
Three powerful types of visuals to have on your social media content plan
1. Infographics – Infographics are liked and shared 3X as many times as any other type of content.
2. Videos – 51% of marketers the world over, name video as their best-converting form of content.
3. GIFs – GIFs let you express your personality on social media. They can increase your social media page appeal and overall engagement.
Re-purpose the content that you create in multiple formats
Content creation is a time-consuming process, especially when you intend to do extensive research and create rich and super-useful stuff. Instead of doing this each time you create content, you can re-purpose what you create into different formats to reach your audience on multiple platforms. Blogging Wizard’s Adam Connell used this tactic on a popular blog post of his, and the infographic version received over 2000 shares and 22,000 site visits. The idea is to take one piece of content and convert it into as many formats as possible so you can tap multiple distribution channels.
Three powerful ways to re-purpose content
a. Turn your blog post into an infographic and distribute it on social media platforms and infographic directories. You can use the most compelling ideas in your blog post on your infographic.
b. Convert your blog post into slides and upload it to SlideShare and embed it on the relevant blog and social media posts. List your top takeaways and design one slide per takeaway with a powerful visual in tow for each.
c. Collate a bunch of blog posts related to a theme and turn it into an e-book. Your blog probably already has categories or tags. You simply need to collate the content under one category or tag, write a foreword and convert it into PDF format
Want to learn more about this? get in touch with experts at Granddad Communications.