We all wish there was a silver bullet for building a top-notch social media strategy, but unfortunately that's not the case. Don't despair, though. These tips, along with advice from Sprinklr CMO Tom Butta, will help you build a strong social strategy.
1. Capture Attention Quickly
The consumer's attention span is now literally less than a goldfish's. To make matters worse, we're dealing with content shock: There is so much content created that it surpasses a person's ability to consume it.
That combination makes it tough to get your message in front of consumers, let alone actively engage them. That's why your social strategy needs to include content that stands out and captures attention right away.
Interactive content cuts through the clutter by creating a two-way conversation with each consumer. Instead of creating another piece of static content, think about ways you could make that piece interactive. Could it become an assessment tool, quiz, or product hunt?
Visual content will help your brand stand out too. Consumers spend 5.5 hours each day watching video--so if you put together quality video content (that isn't a pre-roll ad), you have a great opportunity to engage your audience.
2. Create Value
Once you've gotten your audience's attention, you need to immediately prove that you deserve it. That means you need to provide value to your customers.
Think of all the times you get a popup the second you come to a website. Why should you give them your email if they haven't done anything for you yet?
"Every piece of content that you create, you want to create some value. That can even be a laugh or knowledge or information or honesty," Butta said.
You can give customers a discount, a free trial, a content download, entry to a contest, new information, or anything in between. You just have to make sure that every moment they spend with your content is worth it, for them as consumers and you as a marketer.
3. Share Immersive Content
To truly engage your customers on social, you need to give them an experience that they don't want to leave.
"At the end of the day, what matters most is the experience that you create; people never forget how you make them feel," Butta said.
The best content creates a powerful experience for the consumer, whether it's a captivating video, a fun quiz, or personalized content that treats someone as an individual.
4. Find Advocates
Ninety-two percent of consumers trust peer recommendations over branded messaging, and social media makes it easier than ever before to find them. That means you'll need to find your loudest supporters and amplify their positivity.
"When social media came around, we found our voice and realized we had a platform to share our experiences as consumers," Butta said. "The balance has shifted back to the consumer because they are able to get information from their friends and other people without ever having to engage with the brand, and the brand has been on the outside looking in."
That shift of power is why brands need to find and leverage their advocates on social media. Consumers spend 4.7 hours on social on their phones, and 85 percent of that time occurs in apps. Most of that time occurs in the top social media apps. That means brands need to get in front of their audiences on social, but it's more powerful if that occurs as a result of seeing posts from brand advocates, rather than the brand itself.
"What's interesting about social is, if you can enlist the support of a community that are believers, and figure out how to get other people to tell your story, there's a lot more credibility," Butta said.
5. Be Different
Consumers see more than 250 marketing messages each day. If you don't develop a unique tone and share fresh, interesting content, your messaging will get lost in the shuffle.
Butta's advice? Get scrappy.
"As a startup and as a marketer trying to make a name for yourself, you have to think as the underdog," Butta said.
If you can't afford to promote your content, think about ways you could get it shared organically by others. If you're putting out yet another blog post, think about how you could make it a quiz. If you want to try a new social media campaign, think about how you can make it truly relevant to your customers.
With these tips, you'll be able to start thinking about building an effective social media marketing strategy.