It’s a good feeling to see a client’s business start to grow, but any business person would agree that navigating the growth stages of a business is one of the biggest challenges. The way a leader or business owner handles the growth stage of their business will either help them lay a solid foundation or lead them to rocky terrain.
Making the most of social media advertising during a period of growth can help engage old customers or clients while attracting new ones and building an all-around community focused on the brand. Here, 12 members of Forbes Coaches Council share the advice they give their clients to help them get the most out of their social media advertising.
1. Provide Valuable And Consistent Content
Provide valuable and consistent content that demonstrates how you can help your client by actually helping them. Give them quick wins through practical tips that they can apply immediately. – Teri Holland, Teri Holland Co.
2. Determine A Strategy And Track Everything
Data is key. Once we determine a client’s strategy for social media (organic or paid, inbound or outbound, etc.), I advise them to track EVERYTHING. We should know things like return on ad spend, conversion percentage on outbound conversations and cost per acquisition for different methods. This data is what will drive future decision-making. – Cole Taylor, The Starting Line
3. Connect With Ideal Clients, Establish Authority
It is vital to connect with your ideal client if you want to attract people’s attention and establish authority in social media marketing. You must determine what they want and desire and then determine how you will meet their needs. Offer prospects something in exchange for their emails. Build connection — the sell. Individuals buy based on emotion, trust and likability; otherwise, they may easily go elsewhere. – Karen Dubi, Flexible Mindset Strategies
4. Be Intentional, Highly Engaged With Followers
Be intentional! Stop putting out content on social media and start engaging. It’s better to be highly engaged with a small group rather than just sharing content with a large group — because a more engaged group is more likely to build a relationship and do business with you. – Christopher Mullen, UKG (Ultimate Kronos Group)
5. Research Competitors’ Social Media
Research the social media of competitors and thought leaders. Who do they follow and who follows them? What organizations do they join, what do they read, where do they publish, speak and attend conferences? Like their posts. Comment substantively on them, retweet, or forward with your thoughts. When you expand your online network, you extend the reach of your reputation and the visibility of your advertising. – Kathy Morris, Under Advisement, Ltd.
6. Ensure You’re Generating Your Desired ROI
Whatever your investment in social media advertising, ensure you’re generating the desired return from it. Be it by building followers, engaging or bringing on influencers, ensure that you are achieving the most “bang for buck.” Quite simply, if your efforts are not translating into actual clients or brand elevation, seek support from a specialist who will ensure this happens. – Arthi Rabikrisson, Prerna Advisory
7. Increase Visibility With Content, Branding
In order to grow, it is important that target customers see you. It’s about visibility. Customers often do not buy the best product, but from the brand with the highest visibility. Everyone knows this in fast food restaurants. With the right content and personal branding strategy, you can create visibility via social media and achieve a status as an authority in the market without uncool buy-me ads. – Michael Thiemann, Strategy-Lab™
8. Measure Results Over Time And Experiment
Measure and experiment. Social media is superior to most marketing strategies because of the high level of data you can obtain. Break that down into a meaningful report (i.e. results in revenue, not just likes) that you can measure over time. Then continue to experiment and view the results. You’ll always be able to get a better ROI and what is working today will not continue to work in the future. – Nick Leighton, Exactly Where You Want to Be
9. Invest In A Qualified Professional
If the client is growing significantly, the best strategy might be to “stick to their knitting” and invest in a qualified professional, either internal or external, to create and implement a comprehensive social media advertising plan. The days of DIY are gone if you are talking about serious growth. The client is unlikely to have the necessary expertise, nor is it the best use of his or her time. – Kathy Bernhard, KFB Leadership Solutions
10. Follow The Pareto Principle
Keep it simple. Remember the Pareto Principle of the 80% to 20% rule. Eighty percent of your results are likely to come from 20% of ads and ad spend. Rather than trying to be everywhere, doing everything, focus on the audiences, ad types, and conversions that really matter to you. Once you’ve got the basics in place, you can begin to expand your approaches whilst never losing sight of what matters. – Nick Bolton, Animas Centre for Coaching
11. Optimize Content For Quality, Timing, Length
Leverage your social media content by optimizing for quality, timing and length. On the topic of length and timing, according to Hootsuite research, your Facebook posts should be less than 80 characters in length, while videos should be 30 to 60 seconds. Lastly, original articles should be 1,900 to 2,000 words and keep hashtags under six characters. – Kelly Huang, Coach Kelly Huang
12. Build Brand Awareness, Educate, Entertain
Growth requires the right amount of friction within the company to push harder, innovate and provide better service. The social media activity needs to focus on creating the right amount of friction within the mind of the clients by building awareness about the benefits of the product to create a desire and a sense of urgency to have it. Education and entertainment are key. – Csaba Toth, ICQ Global