SMEs – getting smart with social media marketing
Our last few blogs have tackled some of the basics of social media marketing. We’ve been focusing on what SMEs of both B2B and B2C can do to get established and maintain a presence. We now want to move onto some of the more advanced stuff. The type of stuff we set up for clients to ultimately increase their effectiveness and save a lot of time.
There are a lot of SMEs out there with very lean teams of a few people, maybe even one-person-bands. But, many do a great job of leveraging social media to their ends. Anyone that’s dabbled in SM knows how much time it takes – or can take – so how do these people do it?
Well, it’s part art and part science. Some people have a gift for tapping into emotion through media and can generate results with little effort. A lot of the time these are helped along by the fact they’re picturesque businesses in the first place. Instagram is super powerful if everything you do looks inherently beautiful – florists and surf instructors have it sorted.
For everyone else, employing a little science and technology goes a long way. Automation, complex as it sounds, is your number one solution to maximising your returns relative to the small amount of time you can dedicate to social media marketing. So, where to start?
What’s that? It’s the parts of a website, emails or ads that respond dynamically to the user’s past behavior and interests. It creates an experience that’s customized specifically for the visitor or reader at that moment. For example, if someone engages with your business online, you can track what they’ve been looking at and make sure that the ads they then see are relevant to that specific interest. Behavior and needs also change as someone moves through the psychological process of committing to buy or getting in touch. At the start of this journey general, scene setting content like blog posts and articles are helpful. Later on, a specific product offer might provide the inspiration that converts the lead or sale. Understanding and setting up dynamic content can help you achieve all of this, once it’s set up.
Drip campaigns are based on the same principals. However, they are specifically around maximising email contact with someone that’s signed up to your website. Pumping out the same email messages to everyone is inefficient. Tailoring what people receive based on their behavior with your site is much more effective. And that’s what a drip campaign does. An example: by understanding what people are interested in on your site you can then email them content that’ll enjoy. Perhaps you wrote a really great piece about one of your business areas a few months ago. That’s old now, so you can’t use it again, right? Not necessarily. If someone wasn’t included in the mailing list the first time around, you can reuse that piece of content to nurture the relationship. This saves you and the customer time.
As cold and mechanical as these approaches might initially sound they’re actually based on very human principles. Show people what they’re interested in and they’ll trust and think about your business more. Ultimately, you’re making sure you don’t waste people’s time, and as long as these approaches are employed respectfully and with an eye on over-use and saturation, then they can be a subtle complement to social media marketing efforts.
Computers are really effective at gathering and using data – so harnessing this power into your marketing efforts can lead to improved results. It’s still down to you to create the engaging, creative content – these approaches refine the delivery. As ever, if you’d like any help in planning and implementing this type of thing, them don’t hesitate to get in touch at firstname.lastname@example.org.