“Branding gets you known. Marketing gets you found. Sales is the outcome when the other two are done right.” ~ Denise J. Hart
Clearly social media is here to stay and is intricately interwoven inside the above quote. Every aspect of doing business from branding, marketing and sales is communicated and disseminated via social media.
Every business from huge (Coca Cola and Whole Foods), to midsize (Eileen Fisher), to small (the Visionary Business Guide) must effectively use social media as part of their overall content marketing strategy or suffer the consequences.
The consequences look like loss of brand equity – people no longer identify you as a leading expert. They stop believing your business is relevant and can solve their most pressing problems. You lose trust and value in the marketplace. To sum things up, you end up running an expense habit instead of a prosperous business.
Four Keys to Engage your Tribe Using Social Media
Webster’s dictionary defines engagement as emotional involvement or commitment and to be engaging is defined as tending to draw favorable attention or interest.
Solution focused Question – does your social media strategy fit either of these definitions?
Let’s Break Down the 4 keys to Maximize Engagement
- Educate – Sharing content from your blog that has a teaching component. (Like this article does). you can also share teaching based content from leaders in your industry.
- Empower – Among other empowering mindset posts I discover via the internet, I post empowerment statements from my Mindset Mojo – 365 days of truth and motivation series. I frequently see and meet people in person who tell me how much these posts mean to them and have added value to their life. Share posts that instantly help people to be more inspired, uplifted and take action.
- Entertain – entertainment posts can be music and short video clips that have humor or your favorite clips from old school tv shows. Some folks like to use the funny memes – think of the funny Kermit the frog ones! Hilarious, right! What other humorous antidotes might be a good fit for your brand and audience?
- Enroll – entrepreneurs have to maintain their first commitment which is to be fiscally responsible to their business. This means you have something that you’re selling. Part of your social media engagement is to offer your community a way to get to know you better so they can make a decision to join your external database (the one you own) or purchase a service from you.
Your goal is to engage in such a way that your ideal client is naturally attracted to become a part of your database/list, purchase from you and/or become a celebration collaborator for your goods and services. The latter help your brand to experience the benefits of viral marketing.
A Word of Caution…Don’t be a Copy Cat!
The essential key to be successful using social media as part of your content marketing strategy is to stay away from generic posts and absolutely do not copy others. I don’t’ care what they say – imitation is not the best form of flattery! Carve out your unique presence by utilizing everything you discovered about your brand from completing a brand identity map.
Remember, Social Media is an Integrative Tool
Particularly for small business entrepreneurs, social media is a catalyst. It helps you quickly and systematically integrate your message into the minds and hearts of people in the marketplace. Never forget that people are at the heart of your social media strategy. There are live human beings at the end of those posts and pictures (most of the time!) and they have feelings, needs, wants and desires. When you learn to speak in a way that resonates with your target audience you’re way ahead!
Putting together an effective social media strategy isn’t just post, click and hope. It’s strategy based on the right kind of engagement that meets your prospects where they are and provides high value content that makes them want to learn more about what you’re up to!
Happy posting, sharing and re-purposing!
Denise J. Hart, Visionary Business Guide
Denise J. Hart is the founder of “The School of Profit,” devoted to helping women entrepreneurs market, sell and launch the right way!
The wait list for the next cohort of students for The School of Profit is waiting for your to add your name at http://www.theschoolofprofit.com