As a digital marketing strategist at AI Digital, my job is to educate our clients on how best they can include social media in their marketing strategies. I talk to clients who say things like ‘I’ll put the money, but how sure are you about the results?’ And I have an answer for them.
Being on social media earlier was an aesthetic component of your branding where a Facebook page and an Instagram account would make your brand look good. But now, this has changed. Social media accounts have become lead magnets and if you use them right, you’ll make more customers online than you’ll make offline.
In this post, I’ll show you 3 ways in which you can use social media to build a high value audience for your business.
First, as a part of a passion group, where they talk about the things they love and are passionate about. For example, a dog lover would join a community where people talk about their dogs and the way they care for them.
Second, due to a trigger event that they need help with. This is probably a one-off event which they need help with and look for experts online who can help them. For example, someone who has a tooth-ache would join a group that gives instant tooth-ache remedies. These people do not have a need to stay in the group or forum in the long term. Some people just do a quick Google search and find their answers.
You will have to find out which category your product or service fits in. Once you understand whether your product/service is either a passion item or a trigger event item, join the groups or forums or communities where your potential customers are likely to be. Find out what their pain points are and how your product/service can solve those problems. Guide your prospects through the purchase journey and nurture their intentions to buy from you.
I will soon post a detailed article on how communities work in favour of your business. Subscribe here to also get a video right in your inbox.
You run a business because you believe that your product or service is changing the lives of your customers. You’ll need to tell them how exactly you’re doing that.
Okay, you’ve joined these communities and now you know where your customers are going to solve their problems. What happens next? They still don’t know that you exist. You’ll need to change that. Start identifying the problems of your customers. Start answering their questions and clarifying their doubts. Show them how you as a business are capable of helping them out and how your product or service will change their lives for the better. Yes, it’s not as easy as it sounds, but if you are consistent enough to stay on the top of their minds by helping more people in these communities, you’ll soon be recognized as a community leader and your prospects will trust you. They’re more likely to buy from you when they trust you.
Click here to request a detailed video on how you can build brand authority. I’ll send it right to your inbox along with a detailed article on the same.
Yes, your website is where all the magic happens. In everything you do with your social media, you will need to make sure that your prospects visit your website at least once for at least more than 1 second. How does this help? You have now made sure that your website visitor falls under your visitor database and you can track their interaction with your website. By analysing their movements on your website, you will get a better understanding of what they’re looking for and where they are in the purchase journey.
If a website visitor visits your About Us section, they just want to know about your business and how you can help them. But if they move around your Products or Services pages more often, then they’re contemplating which product or service is most suitable to them. If they move from the Product page to Pricing page, they’re convinced that your product fits their requirement and want to know details about how much it would cost them. This is however a very simplified assumption and complex scenarios can be thought of. Depending on their interaction on your website, you can market to your customers with relevant offers and promotions. This process of marketing to your website visitors is known as Remarketing or Retargeting.
Here’s an article on how a Remarketing/Retargeting strategy can help your business. I’ve made a detailed video explaining how we do it at AI Digital and how you can do it for your business as well. Click here to get it in your email inbox.
The steps mentioned above need to be done carefully and consistently. There is no shortcut to earning your customers’ trust through social media and digital marketing.
Here are 3 things I advise you to do right now to start making the most out of social media:
- Join Groups and Forums – Remember, birds of a feather flock together. Find groups whose members are your potential customers.
- Build Brand Authority – Start answering the toughest questions your prospects are asking in these groups. If you don’t know the answer, find out. You will earn their trust when they know you have the answer to your problems.
- Install Tracking Codes – Make sure that your website gives the information your customers are looking for and not what you want to show them. With tracking codes, you’ll be able to notice the movement of your website visitors through the information they want to see. Track this movement and remarket to them. They don’t need to do a purchase in their first visit. But bringing them closer to that purchase should be the job of your website.
Also, here’s a bonus starter pack to help you get great results in your social media marketing efforts.
Our community building and remarketing services are specifically designed for Dubai businesses.
Contact us now to build a winning digital strategy for your business!
Imaad Khan is the Chief Inbound Strategist at AI Digital. He has multiple graduate level qualifications in Digital Marketing and over 12 years of hands on entrepreneurial experience in Dubai. His passion is to create meaningful, effective and result oriented marketing campaigns for businesses. You will occasionally find him on online forums discussing weight gain without visiting the gym. You can connect with Imaad on Twitter.[popup id=”social-media-newsletter” title=”Subscribe” theme_id=”4800″ size=”small” width_unit=”px” height_unit=”px” location=”center top” position_right=”0″ position_left=”0″ position_bottom=”0″ position_top=”100″ animation_type=”fade” animation_speed=”350″ animation_origin=”center top”]