Photo credit: Foter.com
Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post was originally published in July of 2017, but has been updated and is all about how to keep your social media marketing social.
It’s a fine line we all must walk when trying to engage new/potential customers, partners, referral sources, etc. How can we contact them (and how many times) without being obnoxious to the point of turning them off?
If you try to reach out to someone on social media and they don’t like what you’re doing, they can block you, which means they will never again see any of your posts or messages and you will have permanently lost a potential source of revenue. So how do you avoid that?
First of all, if you haven’t already read my post on what not to do on social media, you’ll want to check out that list and make sure you’ve eliminated all those bad habits. Even if you have read that post, it’s always good to keep on hand as a refresher.
Here’s what you should do:
1) Invite Comments
A lot of people use comments as a factor to measure how successful their social media campaigns are. I’m not sure if comments are really that great an indication of your social media success, but it’s certainly one way to get people engaged. Inviting discussion is also a great way to build a community, which leads to a group of very loyal followers/customers.
As they say, people won’t do what you never ask them to do, so the first thing you need to do is simply ask them to comment. Ideally, your content will be so engaging and thought-provoking that they’ll automatically want to respond, but that might not always be the case. So you should always be sure to invite people to post comments. All you need is a short “What did you try that worked?” or “What disasters have you faced this week?” at the end of your post to try to get the conversation going.
2) Respond to Comments
This does not mean you have to write a new comment for every, single comment that appears on your postings, although you should provide at least a few responsive comments, especially if people are asking you direct questions.
Keep in mind simply clicking “like” on a comment counts as responding to it (again, assuming they’re not asking you a direct question). You can “like” every comment and it will only take a few seconds. It’s enough to make your customers feel special just knowing you’ve seen and acknowledged them. That said, it doesn’t take much more time to write a quick “thanks for posting” or “great point!”
But you shouldn’t be dishonest. If someone is clearly being rude, you shouldn’t feel the need to like their rude comment – your other followers will see that and it might actually turn them off if it becomes clear you’re indiscriminately liking all the comments on your post. You may choose to respond to rude comments, but if you do, be very careful about how you respond. You never want to get defensive or sink to their level. Keep it classy.
3) Engage Without Promoting
Half of marketing is just letting people know that you’re there and you can help them. Social media is a great way to gently remind people of your existence without annoying them.
For example, if a customer posts their engagement announcement on social media, be sure to congratulate them. If your offerings have anything to do with engagements or weddings, you can gently let them know/remind them of those offerings, but BE CAREFUL. If the focus is on what you’re offering, it can very easily come off looking like spam.
Make sure to spend more time congratulating them than promoting yourself. All you need is a quick “By the way, if you need XYZ, check out our website,” followed by a link and then you’re done. I cannot stress enough how important it is to not overdo it. And never, ever promote your products/services on posts where it isn’t relevant.
Still have questions about social media? Let’s chat.