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Gabby Giles

Five Ways to Make Your Social Media Stand Out

Social media marketing is an integral part of a modern business. When done right, it helps increase brand awareness, generate leads, and foster relationships with customers. When done poorly, it can negatively impact customer perceptions and hurt your brand. With ever-changing social trends and epic Twitter smackdowns, it can seem daunting to create consistently good, quality content. However, using social media is essential if you want to stay relevant with your customer base, no matter what industry you’re in. Personally, I scope out the Instagram page of companies before I buy anything from their brands. For many people, that’s the quickest way to get a pulse on a brand. You can tell a lot about a company (or even a person!) from a social media page. For example, are disgruntled customers tweeting at the brand, or leaving nasty comments about not receiving their orders on time or getting a defective product? Comments like those might cause you to question making a purchase. Understanding this is a key part of your overall marketing strategy.

In an effort to provide helpful information, this blog offers action items for executing successful social media content. So, let’s dive in.

  1. Get organized to stay ahead of the social algorithms.

    A content calendar is key to your social media strategy, especially if there’s more than one person dedicated to it. This is how you can execute your vision in an organized, effective, and most importantly, creative manner. There are many tools out there. I personally use Sprout Social and enjoy it, but I’ve also heard good things about CoSchedule and Hootsuite. When you utilize a content calendar tool, you ensure you’ll stick to a consistent posting schedule. It’s pretty simple: the more you post, the more likely your followers are to see your content. Our social media platforms are controlled by algorithms. This can seem daunting, but is actually not as scary as we think. According to Sprout Social, “social media algorithms are a way of sorting posts in a users’ feed based on relevancy instead of publish time.” Every wonder why you keep seeing a post you already liked two days ago at the top of your current feed? Thank your social algorithms! Essentially, these platforms want to ensure you see the content you want to see. Although they’re far from perfect, these algorithms constantly evolve. Check out this helpful guide from Sprout Social that breaks down the key components of the algorithms and how you can work with them, not against them.

  2. Stay aligned with your brand personality.

    This keeps your followers coming back to consume more of your content. That’s important because when customers start engaging, you become more than a faceless brand to them. They’ll start looking out for your content—which is exactly what you want. An example of a great brand on social media is Pop-Tarts. It does a great job catering to a younger, Twitter-savvy audience. It uses humor and creative tone to get its message across through a good balance of consistent but fresh content. What it posts makes sense and stays within its brand, but still is interesting and different enough that you want to keep following it. Fifteen years ago, who knew we’d follow a popular food brand because of its “toasts” (Pop-Tart’s version of a roast)?

  3. Investigate paid social ads when appropriate.

    Social media ads can be a great way to attract new customers to your brand, or can be used to retarget followers no longer engaging with you. According to BigCommerce, some of the benefits of advertising through social media include: growing your sales and your fan base, using customer-generated content for ads, and A/B testing on the fly. The great part about social media advertising is you choose the type of metric you want for your campaign. For example, on LinkedIn Campaign Manager, you can choose a variety of metrics. You want website visits? Engagements? Video views? Brand awareness? There’s an option for that! You can even set a daily budget, so you can control the prices depending on what you want to spend. Check out this article from BigCommerce, which breaks it all down.

  4. Stay relevant with fresh content, and learn how to re-use evergreen content effectively.

    Although it’s a great idea to have a content calendar with scheduled content, we also recommend using social media organically as well, if you can. This makes your brand feel more authentic, and enables you to interact better with your audience in real time. We’ve all seen the handles on Twitter that post the same tweet every day or whose feed is all retweets. Instead, we recommend re-using content wisely. This can mean taking a great LinkedIn post you wrote and turning it into a quick, 30-second video. Or maybe you only share a couple of sentences from that long LinkedIn post on Twitter and Instagram—since those platforms do well with shorter content. When you’re creating good, evergreen content, you can find ways to atomize it across all channels so it can be consumed in a multitude of ways. If you want to learn more about content atomization, check out this blog from Convince & Convert.)

  5. Employ video.

    Video already is a large part of social media, but studies say in 2020 it will be a non-negotiable part of every social media feed. Video is a great way to connect with your audience personally, and stand out in a news feed primarily comprised of tweets. Also, with platforms like TikTok rapidly gaining popularity, we see that this might be the new trend in content consumption. We personally use Headliner when promoting our podcast on social media. This is an inexpensive tool that allows you to create and share videos on the fly. Some other tools we’ve used, and recommend checking out, are Animoto, WeVideo, and Vidyard. This article does a great job summarizing video strategy for 2020.

One last thing to mention is choosing your social media platforms. You don’t have to be on every social media platform if it doesn’t align with your brand. As we said above, sticking to your brand personality is key! For a B2B company, LinkedIn is a great place to start, but TikTok might not be as successful. Finding out which platforms your customers (or target customers) want is key. Once you find your niche, you can accelerate your marketing efforts through your social media strategy. It’s better to use a few platforms well than try to be on them all, with subpar postings.

We hope you gleaned some helpful tips from this article, and now are ready to dive into social media content creation in 2020.

ScanSource and Cisco want to help you become a social media pro. Just contact our account marketing team to learn more.

We enjoy hearing from you, so if you have any questions—or just want to tell us if you plan to use some ideas from this blog—email me at gabby.giles@scansource.com. And be sure to check out our website for more valuable marketing content!


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