If 2020 has taught us anything it is that online is important for more than just transactional selling. It is a viable and effective place to make connections, build relationships and develop engagement with our brands. All businesses need a social media marketing strategy that puts emphasis on the social.
Social media has an important role to play for every business. During COVID shutdowns more than ever we saw that social media serves a window on the world. It is an important place that we connect as people, even when we can’t connect in person.
Your marketing needs to honor and elevate this need for connectedness. Our brands need to be social. We need to connect with people as people, not just revenue sources.
How to Market on Social Media
Build relationships. Use social media to connect, build relationships and communicate. Ask your network how they are doing. Ask for their thoughts and ideas. Acknowledge the world beyond your brand and the stresses as well as the celebrations we have in common.
Be empathetic. Show that you care about things beyond what is immediately important to your brand. Share a funny meme, just because. React to what your network posts. Create moments of community.
Be transparent. Don’t try to hide your motivations. When you are looking to sell, be honest that is what you are doing. When you are promoting something because it benefits you, be open about that too. Your honesty is integral to your relationship building online.
Plan for Success
With the principles of relationship marketing in mind, create your social media marketing plan. Don’t think you will remember all these important elements. Don’t leave your success to chance.
Develop a written plan to guide you day to day, week to week. A plan ensures that you implement all your good ideas using best practices. It defines your goal and how you will measure progress.