Founder of international agency Believe Advertising & PR | Best-Selling Author.
In the saturated and competitive world of social media, it is increasingly hard to self-differentiate. Companies, regardless of size, have to set themselves apart from the flood of other eye-catching ads and articles. Standing out from the crowd in the digital era we live in is becoming a challenge, yet it’s a necessity for companies to survive and thrive.
Here are five strategies that I share with clients to boost their social media engagement, click-throughs and sales in conjunction with their public relations campaigns. Say goodbye to TGIF memes each Friday. These strategies will make you rethink your content while helping you boost your bottom line.
1. Write An Enticing Headline
Clickbait is rife throughout social media, and as they say, if you can’t beat them, join them. In order for people to click on your social media post, the headline must be engaging. Include a shock factor or use a word or phrase that is trending or relevant to your audience to instantly attract the attention of your followers.
However, there is a fine line; companies must deliver upon their promises. A weight loss company, for example, that boasts “Here’s How To Lose 5 Pounds In 5 Minutes” will lose its credibility. It is overpromising, and a post or ad with this headline just doesn’t seem believable. The goal is to make people stop scrolling and click on your post to read more. Clicking does not require much thinking; you must catch their subconscious, but don’t give them a reason not to trust you.
2. Get A Website That Works
Create an easy and accessible website, and optimize it so it looks just as good on tablets and mobile devices as it does on your trusty old desktop computer. After an individual clicks on your post’s link, they will want to easily navigate your site no matter where they are — in their home or office or on the go. A poorly designed or complicated website will frustrate even the most patient of people.
Ensure that your site also offers opportunities for potential new customers to provide their details. When was the last time you actually signed up for that email newsletter? Probably never. Your prospective clients aren’t likely to sign up either, so provide lead magnets. These are valuable pieces of information that are engaging and resonate with your readers, enticing them to enter their contact details so they can download the information you’re offering.
3. Use Social Proof
The late-night infomercials showcasing that ab workout equipment or the latest veggie slicer and dicer prove that the phrase “As Seen On TV” works. Don’t deny it; you’ve probably purchased one of these products. This kind of social proof can work for your brand too. But what if you don’t have the budget for a full-blown TV advertising campaign?
Gaining media coverage through publicity can be even more powerful. You can use PR to get your product not only on TV, but also on news and lifestyle websites across the globe. Some of these sites often link directly to your newly optimized site, which drives traffic right to your door.
4. Have A Personality
Another problem companies have to combat in the new era we live in is individuals’ short attention spans. If someone clicks on a link and they are not immediately engaged, they will likely get bored and move on. Most of us now have short attention spans, and unless you hook your followers in the first few seconds, they will probably find something else to harness their attention.
So how do you do this? It’s about staying bold and taking risks. Inject your business’s personality to make a point of difference in every piece of communication you put out there. Companies like Ben & Jerry’s and Crunch Fitness do this well. Also, use visually engaging images; a picture is worth a thousand words. The goal is to have people click your link, read about your company and then enter your sales funnel.
5. Be Relevant
The more relevant you are to your audience, the more your followers will stick with you and continue clicking. Providing relevant, useful content encourages readers to continue coming back to your site. Don’t worry about posting on social media daily if you don’t have anything to say —less is often more. Make sure that every post has a purpose and is important to the core of your company’s mission and vision. Stay relevant, accessible and authentic.
These five strategies can put you on the road to making a difference not only in your social media strategy, but also in generating more leads and sales. Ultimately, you’ll offer curated content that stands out. Leveraging a PR campaign with your social media can bolster your leads and sales and give you the boost you’re after.
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