SMEs’ Guide to Avoiding Lightning on Overseas Social Media: Don’t Let Wrong Content Hinder Your Brand Building
There are more than 4 billion users on global social media platforms, and social media marketing is an important way for every company to communicate directly with many users, and it is the same for small and medium-sized enterprises.
But SMEs, unlike large enterprises, often lack sufficient marketing budgets and adequate marketing teams, so even if they actively enter social media, the results are not satisfactory.
In the process of actually serving small and medium-sized customers, we have gradually explored the misunderstandings that many small and medium-sized enterprises are prone to in the process of social media marketing. In today's article, we summarize these "lightning points", hoping to help more small and medium-sized enterprises go overseas to avoid and improve their social media marketing effects in advance:
01
Don't Confuse Homepage Positioning
For small and medium-sized enterprises, the first "lightning point" is prone to occur in account positioning, that is, "confused homepage positioning".
Content is explosive and fragmented on social media, so for users, what makes them want to follow a page? It must be this homepage that provides some kind of support they need, and it does so on an ongoing basis.
If users follow your homepage and find that your brand releases product content today, follows hot topics tomorrow and talks about irrelevant jokes, and starts pushing KOL dance videos the day after tomorrow, such a chaotic experience must not be what users want.
Therefore, for small and medium-sized enterprises, social media homepages may not be enough, but they must be "specific". There is actually a lot of content that can be generated around your product or brand.
For example, for a brand that sells stationery, in addition to publishing information on stationery promotions, you can also publish tutorials for making handbooks, videos for painting creations, or inspiration for stationery design for your own stationery products. This kind of content will not stray from your homepage positioning, nor make social media content boring and monotonous, which is very suitable for small and medium enterprises.
The "Posting" function of Marketing Cloud can help you post cross-platform with one click, and publish consistent content on different social media platforms at the same time. At the same time, the posting function is also equipped with a "posting calendar" function, which can help your brand configure the content of posts on social media platforms in advance, so as to achieve orderly and regular posting at regular intervals, cultivate users' reading habits, and strengthen the connection with users. .
02
Do not make personal posts
For large enterprises, we often recommend that they publish "personal posts" of their own employees, telling the untold emotional stories of large enterprises from the perspective of employees.
But for small and medium-sized enterprises, this one does not apply, and it can even be called a "lightning point".
This is because for users, large enterprises or brands have already had a unified and profound brand impression after years of intensive marketing. On this basis, adding personal emotions and stories of employees can add a humanized side of the brand and bring closer distance from the user.
For users, small and medium-sized enterprises are still in the stage of building awareness. Users may not even know your brand. Without the basis of identification, they will not be interested in the people and stories behind your brand. Posting too much "personalized" content such as brand founders, employees, customers, etc., will be counterproductive, and users will feel that these content has nothing to do with them, so they walk away indifferently.
03
Don't post content that doesn't work
The third "lightning point" and misunderstanding of social media marketing by SMEs is that they cannot adjust content according to changes in social media marketing data. Even if the content has no effect, it will still be published repeatedly.
On the one hand, for small and medium-sized enterprises, it is difficult to establish an effect measurement system suitable for them.
Marketing Cloud, as a leading global social media marketing data management platform, can provide weekly/monthly/quarterly/semi-annual/yearly unit, regular output and unified social media data reports (you can also view the public social media data of competing products at any time) ), and further measure the effect through the data changes of fans, interactions, and posts in the report. For example, which posts have the highest interaction, and which posts have the best effect of increasing followers...
Through regular and unified data reports, it can help small and medium-sized enterprises to intuitively control the performance data of their social media marketing, so as to adjust their content strategies.
Epilogue
For SMEs, starting social media marketing is a critical step. But after taking this step, where to go and how to go, you should analyze more deeply and move forward carefully.
Marketing Cloud can provide leading SaaS platforms and professional marketing services for all overseas enterprises. If you are interested in the functions such as "posting" and "reporting" mentioned above, please leave your contact information and we will arrange someone to contact you get in touch.