Social networks — 3 successful strategies for promoting business
Work with opinion leaders
It turns out that it is quite possible to post informative posts about a brand, but at the same time not to give the impression of a bothersome company, whose sole purpose is to sell a product or service as soon as possible.
What dangers lie in the content that places the brand? According to Andy Krestodina, “most of this content is banal advertising under a thin layer of information or entertainment content. This once again demonstrates how the brand focuses solely on itself. ” In other words, branded content serves only the interests of the company, and your audience knows this.
Solution: Do not create such content yourself. Seek help from opinion leaders. Marketing through leaderboards is the most common networking, but only in a more modern digital format. Make useful contacts and establish business relationships. Create multiple posts based on articles written by experts invited by you.
This type of marketing is very similar to another marketing device — product placement.
Step One: Find a person who is trusted and credible among your audience.
Step Two: Order content related to your brand from this person.
Step Three: Integrate this content into your social networks.
Give people a smile in social networks
It turns out that humour is an important component of success, even in the business world! The ability to work with funny and funny content is what unites all leading brands.
And not only because people love to smile and laugh. In his book “Contagious: Why Things Catch On” Joe Berger writes about the close relationship between psychological excitement and the desire to share these feelings with other people. In simple terms, when we experience emotions, we want to tell our friends, family members or colleagues about this. Why do people willingly share funny content? Because it causes strong emotions in a person. ”
As an example of skillful work with humour, you can cite a Tumblr blog. What only you will not find there! Ridiculous photos of horses. A woman providing first aid to a lemon. Posts called “How to successfully kill the pancakes? I need to know about my research. ” Such content suggests that the company does not take itself too seriously and knows how to laugh at themselves.
Also worth mentioning is the Hamburger Helper Watch the Stove advertising campaign. The brand not only came up with unique content but also attracted first-class musical performers to the project. According to Ashley Wright, a senior marketing planner at General Mills, “we didn’t want to be perceived as a company.”
Thus humour is a great way to make the audience forget for a while that it is dealing with, in essence, advertising content.
3: Use content from your brand fans
User-generated content is far from a new marketing tool. But brands began to use it relatively recently. Why? Because it turned out that this is the driving force of conversion.
Ryan Holmes believes that user-generated content «refers to the basic human instinct — to create, participate and interact, and not to look from the side.» For example, the Campus Protein brand constantly places on its pages and shares the content created by its clients.
But that is not all! Using the hashtag #teamcp, the company collected more than 1,800 reviews and countless images and placed all this content on its pages on Instagram.
A similar strategy was adopted by brand Gymshark. Through the hashtag #Gymshark, the company collects the content of its users and turns it into content for the top and bottom levels of the sales funnel.
The effectiveness of user-generated content is confirmed by statistics (with which, as you know, there is no arguing). According to a study by Yotpo, from more than 1 million online shoppers, people who see user-generated content make purchases 166% more often than those who don’t see it. Using such content, you put in the first place not the company, but the client — and this is always a winning approach.
What is Social networks