Social networks in the world of advertising are slowly replacing the usual official sites. It has become much more convenient for millions of social media users to follow brands without leaving their account than to use search engines. And many start-ups do without websites at all, interacting with their audience directly in social networks. Many marketers and SMMs know the now popular expression: “Content – this is the king.
With the help of content, say leading experts in Internet marketing, you can really do a lot to promote your business in social networks and on the Internet in general. In this article, together with estet-portal.com, we will talk about the role content plays in promoting a business on the Internet, what mistakes are often made when promoting a business on social networks, what rules should be followed to successfully promote a business on social networks.
The role of content in promoting business in social networks
Social networks are different in terms of content from other segments of the Internet, if we talk about them as a means of promotion or sales. Such specificity exists because people come to the site who immediately get to know the product (service), and only then they may want to buy it. In social networks, people go regularly and get acquainted with the content that is there.
Promotion of business in social networks is divided into two main parts:
1. Attracting traffic, and therefore the target audience.
2. Content creation, that is, the involvement of people who have landed on a particular page and want to get acquainted with a product or service in order to make their choice in favor of buying a product in the future.
First Task – attract a person who would visit the page. This is the formation of a potential, so-called "cold" audience – when people come in for the first time and see if there is something interesting for them. Perhaps these people are already customers of the company in reality, and perhaps not yet. This is traffic – people came, which means they were attracted.
The second stage of business promotion should answer the question: what kind of content should be so that people not only read and be loyal, but come back to buy, ask a question, make a call or leave their contacts. That is, they have turned from a reader into a potential buyer. For this, you need to create useful content.
The right content is especially important for promoting a business that sells complex, multi-level services. Because with it you can build the right interaction with the patient at every stage. At first, this may be an on-line consultation, then an appointment with a clinic, and then "binding"; client.
There are goods that are sold directly "on the forehead": a person saw, wanted, went and bought. But it works for visually beautiful products or products with a low price tag. For medical services, this is not so easy. For example, people who go from a target or native ad to a dental clinic page will not go straight to the – even if they have a need. They will still monitor the site, the content, because you want to check the expert services, tied specifically to trust.
You wouldn't go straight to a dentist's office if you didn't know anything about the clinic, would you? No, you will read reviews, see a list of doctors, work experience, a list of services provided, search for your friends' clinics in the group. Trust is important here, which forms the right content. On the page, a person wants to find answers to the questions that he asks in order to be able to trust this business.
Company's social media page – this is an opportunity for a potential client to see and "feel" where he is going to turn.
What is the difference between promoting a business in social networks and the Internet
SMM experts insist: people subconsciously do not believe that real people are behind the site, and in social networks one gets the impression of communicating with real people who answer questions and respond to reviews.
You can send a private message to the page of the clinic/salon/doctor and get a quick answer to your question. People don't want to call for details right now, especially Generation Z. (people under 30), they prefer to receive answers to their requests on social networks. If you do not respond to people on social networks in time, they can mentally "close" for yourself your company.
Reaction to reviews is especially about negative posts. Many business owners make the mistake of wanting their company's social media page to be rosy candy and all positive. But this is not true, since for a positive background there is a site where everything is always good. And in social networks, you just need to track the reaction of the audience, whatever it may be. There is no point in having a page as cute as a website. More profitable for business promotion – show how managers react to negativity and deal with problems, because everyone understands that such situations inevitably arise.
Real situations, when a client (and the rest of the audience in social networks after him) can see the process of a constructive solution to a problem that has arisen, cause very strong confidence in the company.
Who is the content for business promotion in social networks intended for
First, you need to answer yourself the following questions:
- Who is my client? His collective image
- What is my product/service?
- Does my product/service meet the needs of a potential buyer?
It is better to target content for business promotion in social networks to a real client, since a potential client – this is a kind of "mythical unicorn" that marketers do not know, but really want it to match the ideal image they have invented. And while potential customers may never become real. This is clearly seen in the communities of psychologists. Users who read the content of psychology groups will never go for consultations to a specialist – they are just interested in reading articles.
Real clients may not have reached the group in social networks yet, but experienced managers already know what they are and why they will come to this community. And they should understand why this group is needed – show business opportunities, talk about new services that few people know about yet, show how the business works for existing customers.
On official websites, common words and phrases are often written, because businesses are afraid to give real information about themselves, preferring to give “water” that is acceptable to them. As a result, the audience is not entirely clear what the company is actually doing, and what "usefulness" he can get by interacting with her.
In order to interest a person in a personal meeting or a live appeal, you need to simply, understandably and accessible, but in an interesting way, convey information to him in social networks that will help the client clearly understand – the company can help him or he is not on the way with it.
Golden rules of content for business promotion in social networks
The main purpose of the content for the user – it's informing. Why, for example, do they willingly subscribe to communities of restaurants, cafes and other establishments? Because customers want to immediately learn about promotions, discounts, follow the best offers.
The realism of the content also plays a role. This is especially important for beauty companies – people want to see a portfolio of work. Photos with the classic “before and after” technique work well in this regard. - This applies to cosmetology, plastic surgery. These photos do not show the faces of the patients, but sometimes satisfied clients themselves send and post photos of themselves with an updated appearance on social networks, admitting that they had an operation.
Promotion of medical services on the Internet: e-mail newsletter
It is better to have your own platform for customer reviews. Because if a person wants to leave a review, he will find where to do it – albeit not at your place, but on someone else's site, where you cannot delete it, edit it, or respond promptly. As a result, you can get uncontrolled negative on sites where it is impossible to work it out. People are now always "google" reviews – and no company, even the most popular, can do without bad reviews. Therefore, it would be better if these were reviews in the company's groups on social networks, where you can work with them.
Using the example of a dental (or any other medical) clinic, you can describe the basic and additional components of the content of a group in social networks:
- patient reviews;
- a list of services describing not only their quality, but also the comfort for the patient;
- a description of how the doctor's appointment takes place (people are afraid to go to the dentist, so they want to see in advance the conditions in which everything happens in order to relieve fear a little);
- photos of doctors (this is mandatory, and if possible, also a video);
- before and after photos are possible (examples of work), if we are talking about dental restoration services – with a brief history: a description of the problem that the patient came up with and the methods by which it was solved;
- descriptions of difficult cases that were successfully resolved;
- reassures patients by debunking popular myths;
- Q&A works well.
The last few components are optional and optional, but they have long been proven effective.
Common mistakes of business promotion in social networks
Often in pursuit of "likes" business owners and social media group managers make blunders.
Promoting a medical business on the Internet: how to bring a patient to the doctor's office
Marketers especially point out such blunders:
1. The page is made the way the business owner wants to see it. But after all, he most often cannot act as his target audience.
2. Not the social networks in which the company is searched for by its target audience were selected for promotion.
3. Blindly copying the content and style of the group from competitors. In this case, there is an endless stream of useless information. Each post should contain an answer to the question of managers: "Why are we publishing this?".
4. Publishing several dozen posts a day in an attempt to capture an audience of – so people can start actively unfollowing the intrusive group.
Remember the three main factors that SMMs distinguish for successful business promotion in social networks: variety, relevance, regularity and informative content. If you follow them, you won't have to worry about making mistakes!
Today, for most social media companies – one of the main ways to promote a business on the Internet. Brand popularity and company revenue often depend on how many people see posts, like them, and and post them on your feed. The more recommendations and reviews from potential customers, the more likely it is to increase sales.
The site estet-portal.com is also actively exploring the segment of various social networks – Facebook, Twitter, YouTube. The high level of reader confidence in the portal is confirmed by tens of thousands of subscribers in Facebook groups (more than 60K subscribers), Instagram (more than 40K subscribers), Telegrams, and other social networks.
And the trust of experts in us is expressed in numerous reposts and publications of news, interviews, articles and videos not only on the personal websites of doctors and clinics, but also on their pages on social networks. Since advertising materials posted on the estet-portal.com website are also published in our groups in social networks, advertisers can be sure – their information will be seen by tens of thousands of potential customers.
Share:
Add a comment