Social media and the digital world of marketing, in general, continue to be more and more effective every year. All social media platforms put together account for more than the entire US population. That’s billions of potential members for your association. If you haven’t already, now is the time to create a social media marketing strategy. We’ve got a few handy tips to get you started.
Identify The Best Platform(s)
Believe it or not, behaviors and audiences vary quite a bit from platform-to-platform. The easiest way to determine where to put your marketing efforts is to do your research. Reach out to your current members, utilize online statistics, and determine the platforms your target audience are most active on.
It’s true that YouTube is now the second most-used search engine after Google. But, who are you targeting? Are these people searching for video when looking for relevant information on a potential association? If the answer is yes, how will you create compelling and informative video to drive potential members to your website?
Take the time to determine where your current members spend most of their time online. Then, dig into trends and types of content that do well on that specific platform. After you develop a strong following on the platforms you choose, you’d do well to look into things like paid or boosted advertisements as a supplement to your social strategy.
Create Relevant Content
These days, video is the king of content. But it’s also important to be realistic about what kind of content you can consistently produce.
We are constantly bombarded with stimuli, so we crave quick and easy information. This is especially relevant in a social media marketing strategy because you are trying to get your audience to take an action. You have to determine why your content is of value to your audience, enough so to inspire them to take that specific action whether it be to follow your page, sign up for your newsletters, or become a member.
Examples of relevant content that can be showcased on social media are infographics, blog posts, informative or entertaining video, and third-party shares. Each piece of content has a different goal, so it’s important to determine what your goals are first.
Even if the piece of content you create is just some text over an image, creating something visually pleasing is always going to get more attention on social media platforms.
Determine Specific Goals for Social
When creating goals, just like any personal goals, start with where you’re currently at.
Good questions to ask to determine where to start are:
- Does my association already have a following on social media?
- Do the members I want to attract know of my association?
- Do I have valuable content and resources that will drive leads?
- Does my current website represent the brand well?
After determining where you are in the social media marketing process, you can create SMART goals for your strategy, as opposed to throwing a Facebook page up just to be on the platform.
The content you create and within your About page will link back to your website, which is where your visitors will hopefully become leads or members, so you want to make sure you’re routing your social followers to a website that is user-friendly, and representative of your brand.
Creating one piece of great content is not quite good enough. You can’t expect it to live on forever.
The key to gaining momentum on social is to post great content consistently.
By “great” content, we mean valuable, engaging, and relevant pieces of information. And by “consistently” we mean.. Well, consistently. Whether that means daily, weekly, or monthly will depend on your association and your audience. Again, being realistic is of the utmost importance. If you don’t have an awesome in-house videographer, don’t commit to posting a video every week. Determine when and how to be consistent with your social platforms. If you need to outsource, consider contacting a digital marketing agency to head up the strategy.
Social media is an incredibly effective tool to utilize within a digital marketing strategy. For more tips and tricks on how to best leverage social media platforms and other digital tools, check out ArcStone’s marketing blog.