BPI TRUSTED ADVICE

4 Cheap but Surefire Ways to Harness Social Media to Your Advantage

Investing in your marketing budget is one of the most important financial transactions you will make, but it doesn’t have to be costly

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BY Jared Carl Millan - 20 Sep 2017

PHOTO CREDIT: Getty Images

So you’ve begun your business journey. Congratulations!

The next logical step is to make sure you reach your target audience through a successful social media marketing effort.

Fortunately, you don’t necessarily have to shell out huge amounts of money for an effective social media marketing strategy. The key is to know what works and how to implement them properly.

For instance, BPI shares some Trusted Advice on using social media as a marketing tool.

“Investing in your social media marketing is one of the most important financial decisions you will make as an entrepreneur,” says Jonas delos Reyes, Digital Head of BPI. “The money allotted to it should therefore be used wisely, with the right social media channel and audience.”

Here are some important pointers you need to know to take your business to the next level.

1. Develop a gameplan

Social media helps brands reach a wider audience at relatively low cost, especially compared to more traditional methods of advertisement.

Moreover, social media can help you reach your business objectives and marketing challenges, depending on your needs. In order to do this effectively, you need to employ S.M.A.R.T. goals: Specific, Measurable, Attainable, Relevant, Time-bound. A S.M.A.R.T. goal may look something like this: “Increase Facebook engagement with a thousand new likes by the end of the month by posting new content three times a week during peak hours.”

Ask yourself first: What is the core of your business? Who are the people behind it and what are they trying to accomplish? What is your product and the kind of relationship you want to build with your clients? More importantly, what are the vision and mission, as well as long and short-term goals? Before you head into your battle, it’s important that you establish these points first because they will drive all the actions you will take moving forward.

“This will allow you to create your unique identity on social media. This will reflect in the content that you post or share, how you respond to client queries, as well as the messages that the company aligns itself with,” Delos Reyes says.

Take it from someone who knows the value of strategy, Sun Tzu, who wrote in The Art of War: “If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

2. Invest in original content

Among the core principles of an effective social media marketing is the production of original content. It must represent what the brand is all about and should capture the company’s voice and personality. Original content creates, and eventually increases, website traffic.

Harness the power of writers, video producers, graphic artists, and other creatives in your team. Brainstorm with them on how best to bring life to the brand with articles on Facebook, videos on YouTube, or photos on Instagram. Who best to create content for the brand than the people who help build it?

3. Learn to optimize platforms

Social media platforms have different strengths and different target markets. In order to execute an effective social media plan, you need to be able to use these strengths to your advantage.

For image-driven businesses, Instagram is their best bet. Twitter is perfect for enterprises that need to directly engage with customers and immediately provide customer support. Facebook is the prime platform for budding businesses to reach their target market using different forms of content, such as video, artwork, infographics, links to the website, and the like, while Pinterest is perfect for inspiring your consumers and tap into their interest as well.

Equally important is the way you engage with your audience. Utilize the “retweet” and “like” functions. Employ hashtags and optimize keywords. Tag relevant accounts and locations in your posts. And most importantly, engage with your audience by replying to the comments left on your posts. Not only does it show good will on your part, but it also shows that you’re willing to go the extra mile to gain the client’s trust.

4. Be mobile minded

More and more people are turning to their mobile devices to consume content. According to YouTube, more than half of its views comes from mobile. Hence, it makes sense then that all your social media presence is mobile-friendly. Your website should be readable in smaller screens. The layout needs to be clean and the content should be short and snappy. And it should be compatible with both Android and iOS devices.

After all, what’s the use of an effective strategy if no one can properly see it? Take these nuggets of Trusted Advice, and see the power of social media. Used effectively, social media tools can be empowering at little cost.