Shades of chopped liver. Your website might be feeling a little less loved as the public passes it by in favor of social media. These platforms have become the first place people go to find out information about brands.
It’s not uncommon for a prospect to hear about your brand for the first time and head to social media to see what their friends have to say before doing any further research. As marketers, we have to know how each of these social platforms best deliver the information about our brands so it can be shared. We’ve got to specialize and optimize it.
Recent survey statistics show that 73 percent of consumers say they were impacted by a brand’s social media presence when making a purchase decision. Almost a third of those surveyed said they check out a brand’s presence on social media before going to the brand’s website.
So, you need to be on those platforms. But what consumers want to see about your brand on social media can vary greatly by platform.
Let’s take video, for example.
Consumers are sidestepping your website – which you own – to find out more about you on social media. Which you rent. The ROI for you is to make sure the people you do get in front of turn around and share what you’ve shown them.
That means catering to the strengths and sharing habits of each social platform. People are more likely to share when they have a validation. Mention industry leaders and influencers to show people you’re aware of what’s going on in your niche or industry.
One of the takeaways from Adobe’s recent Social Media Content Optimization Survey was that visual content and hashtags are key. Of the 182 marketers surveyed, 67% said they found hashtags to be important or very important in their marketing mix.
The content subject can remain constant. The way it’s presented has to change so it’s optimized by network to be sharable.
Arouse sufficient curiosity and you’ll get them to your website, but expect prospects to begin their investigation on social media. When they encounter your brand there, they expect you to engage them in ways that are appropriate to the platform. You want to make an impression but not stick out like a sore thumb.
We can help you optimize your content so it says the right thing the right way on the right platform. Learn how we craft tasty content to attract, educate, convert, and nurture.