In today’s social media landscape, you can measure your social influence, analyze your community engagement, and refine your marketing strategy. There are plenty of opportunities to adjust your social media marketing technique as you develop more campaigns. But you may be wondering on just how to do that especially when incorporating thought leadership marketing into the mix. In today’s FAQ Friday, we have the answers to your social media marketing when it comes to building an effective strategy with thought leadership in mind.
What is thought leadership marketing?
So you want to be a thought leader. Well, thought leadership marketing is personalizing your brand messaging by focusing in and solving the pain points of your target audience.
Do you think you can provide that? Do you think you can add value into your audience with your content? Do you even know where to start in order build your brand up as a leading influencer? Here’s a breakdown of how thought leadership marketing works and how it can start making it work for your business:
How does thought leadership and social media work together?
If social media is all about attention through conversation, then thought leadership is the trust and value your audience receives from that conversation. Whether it’s a video, a gif, a tweet or a livestream, your focus should be towards giving to your audience, versus what you can take or earn from your audience.
As you go about creating new customer engagement programs and direct marketing packages for your brand, look for opportunities to give rather than to get. Whoever makes the first kind gesture, as studies show, tends to gain the most.—Jeanette McMurtry
In order to do that, you need to create content that meets their needs and solves their pain points, i.e. thought leadership content. Thought leadership content is establishing value and trust within topics and formats that meets your audience’s interests. For more on the convergence of thought leadership and social media, check out the following video from social media influencers, Gary Vaynerchuk and Seth Godin:
What’s needed to create a successful social media marketing strategy?
Ideally - and believe me, it will not be an overnight process - you would take each channel one at a time and thoroughly develop a solid strategy. To do this in an effective and more efficient manner, you must evaluate your audience.
Original value-adding, eye-catching content should not be recycled too many times. Always keep in mind the lifecycle of a status or post before your schedule in multiples.
Always track best times to post, activity on individual posts, activity as a whole, your profile activity compared to competitors, and your big picture. A great way to track your engagement is to use the metrics provided within social platforms like Facebook and Twitter or even just using analytic tools like Google Analytics to see which platforms are receiving the most traffic as well as to monitor community engagement. Social listening is key to knowing who your audience is on social media and beyond. Once you have a good idea who your audience is and which personas they fit, talk to them! Foster community engagement through live Q&A sessions using Periscope or possibly creating a new video series using YouTube or Facebook. Also share content from other thought leaders within your industry. Start building relationships with other influencers—solidifying your own This is how you boost your marketing efforts with a solid social media strategy.
For more insight on how to plan your social strategy, check out the following video:
Should I share the same content on multiple platforms or specifically create original content for each platform?
The more duplicate content, the less likely your chances of settling at the top of subject matter expertise in your niche. Because, although Instagram can work hand-in-hand with Facebook, it is important that you aren’t sharing too much from Facebook to Instagram and vice versa.
A simple way to avoid this is to remember the direct upload rule. You should only directly upload a piece of content to one specific place or channel. Once you have that media, use the share buttons to spread its reach around wherever necessary.
As with any multi-platform engagement, you should limit parallel posts on different social media platforms. Strive for a 10:1 ratio of platform-specific content to repurposed cross-platform content. This means that ideally, just 10% of your posts would be identical across multiple social media properties.
Key tip: One of the biggest problems with brands using social media is that they don’t know how to use it. They come into the social media space and try to use it like traditional media, which doesn’t always translate well. For example, blasting the same social media post on all your social platforms is drowning your audience with the same content—especially if they follow on all of your platforms. To avoid that, diversify your content. Include the same topics and solutions, but find a way to reach your audience individually by creating content based on how they live and navigate online.
Essentially, know why people use social media and apply that to your strategy which you can do by watching the video below:
If you have questions you would like to see featured in our weekly FAQ Friday, please submit them in the comments below or mention us @DirectImages on Twitter. Until next FAQ Friday, keep your communication lines open. Don’t know the answer—just ASK.
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