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Social Media Strategies That Build Long-Term Success

Social media has become an essential tool for businesses of all sizes and brokers in all markets. While advertising products and services is common, posts that are exciting and educational can significantly contribute to a company’s long-term success. In my opinion, the best way to leverage social media is to Be Authentic!

Below are a few additional ways to make social media work for your business:

1. Establish Your Brand

A brand goes beyond a logo or color scheme; it embodies the reputation and values associated with a company. Social media plays a crucial role in shaping and reinforcing this brand image. By highlighting unique characteristics and values, companies can differentiate themselves from the competition. 

2. Deepen Your Customer Relationships

Sharing useful, relevant content strengthens the relationship between your business and customers. Engaging and relevant content also prompts customers to interact with your brand online, whether through likes, shares, or comments. Customer engagement online spreads your message to a wider audience, leading to more people finding and taking interest in your business.

3. Create a Space for Community Engagement

Sharing community involvement on social media helps build a positive reputation. Whether it’s local charity work or employee involvement, sharing these stories shows your company is about more than just business.

4. Commit to Value Beyond the Sale

While making the sale is key, a well-rounded social media plan includes both informative and engaging content that adds value to your audience. This approach helps build stronger customer connections and boosts brand recognition.

By focusing on more than just sales, businesses can use social media to build lasting relationships, foster community, and create a brand that resonates with customers well beyond the purchase.

Charlie Coppola 

[email protected]

 

Cultivating Connections: Sharing Your Company Culture On Social Media

By Jackie Nance-Sons | June 18, 2024

Social media has become an indispensable tool for businesses of all sizes. Companies leverage platforms like Instagram, Facebook, Snapchat and TikTok to engage with prospects and customers and drive website traffic.

But while I see posts often advertising and selling the products and services, exciting and educational posts can frequently do more for a company’s long-term success. Industry news stories, inspirational content, instructional articles and other information-based posts can build your business’ brand and reputation, strengthen customer relationships, foster community engagement and attract new visitors to a website.

Build Your Brand

People have reputations, whereas businesses have brands. You can think of a brand as how you visually recognize a company. A brand can be represented by a logo, tagline, color scheme and even audio, like jingles. But I find what people associate with those visual representations is what’s often most important. Ultimately, the reputation behind your audio and visuals is your brand.

Social media posts can help a business establish and reinforce people’s ideas about it. Social media branding strategies include highlighting the unique characteristics that can differentiate your company from the competition. What does your company value? What do you specialize in? How do you fit in the community?

For example, my nursery publishes helpful articles about everything from holiday decorating to winterizing your garden. Customers enjoy and learn from the social media posts. By regularly posting new and valuable content, you can establish yourself as a go-to expert in your sector. For a nursery, this might include an audience of homeowners interested in planting regionally native plants or looking for creative plant-based home decorating ideas.

Strengthen Relationships With Customers

Social media is great for establishing an authentic connection with your target audience. If customers regularly read social media posts that interest and help them, they tend to then turn to the sponsoring business when they need a product or service or have an appropriate question or problem.

That certainly means a stronger bond between the company and the customer. Any relationship is stronger if communication goes both ways. Posts with a consistent brand encourage readers to interact. They like, comment on and repost relevant content, which is their side of the marketing conversation.

In other words, social media has social in its name for a reason; it’s all about relationship building. A regular social media consumer feels or wants to feel a connection to the posting business or writer. I’ve found that establishing solid relationships with customers can exponentially grow your client base. For instance, if a friend seeks a gardening supplier recommendation from someone who regularly consumes my company’s content, that individual is likely to feel more inclined to share my company’s information.

Engage With The Community

A great way you can grow your company’s reputation is by publicizing its community engagement. A company that allows a school to plant trees or a community to build homes for those in need can quickly and effectively inform everyone about their good deeds on social media.

When employees participate in a charity fun run or bike race, make sure to post about it to rightfully boost your organization’s place in the community. When a company does more than sell products and services—when it is part of a community, and people know about it through social media—people see your company in a different light.

Many businesses sell to more than their geographic areas, but I believe that local connection matters even when a company is national or global. If I lived in California and saw that the Iowa company I buy from helped build homes in their area, I would likely feel more positive toward that organization.

If I see pictures of the team members I know riding in a charity bicycle race, I connect with them on a human level. I will care more about the company and its people. Reading an inspirational article about ways to help humanity can also boost my opinion of the company that posted it.

Go Beyond The Sell

So, as can be seen, social media directly helps businesses in several ways. It obviously helps sell their goods and services. For example, when an organization publishes a post about a new product or technology, that’s important and can bring in new business.

However, I find that social media can accomplish much more when a marketing plan includes informational and company culture content. Your marketing can become more sophisticated when you publish a variety of content types across your various social media platforms. More informative or inspirational posts can build connections, establish your brand and engage with customers and potential customers.

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