Why your content strategy should involve social media
By Charlie Britten
22 Feb 2019
Nearly every company in the UK now has an online presence, with websites coming as standard. However, firms that stop there are likely to be at a disadvantage against those who use social media as part of a content marketing strategy.
What a website offers potential customers is information and points of contact if they visit it, which is good. However, on its own this is not enough. First of all you need to highlight your presence to potential customers. This is as true for the legal sector as for any other market.
By publishing content on social media you can step out into the world and tell a storyto thousands, maybe millions of people, creating awareness about why you do what you and what you have to offer and getting information back in return that can help you enhance your services.
For this reason, it makes sense to have a social media marketing strategy. But these bare facts hardly scratch the surface of what you might potentially achieve by having a well-designed plan with a long-term focus.
The use of social media can also help you to target your market more. For example, when targeting the legal sector professional sites such as LinkedIn are a good place to go. Other factors that shape which social media platforms are targeted can include age or sex.
Content for social media should not contain very long pieces of written content. Busy people who see lengthy pieces tend to scroll past or swiftly lose interest, not least as many people access social media via mobiles while on the go; they won’t necessarily have the time to sit down and read a lengthy piece, however well written.
In addition, search engine optimisation is not as important as other forms of content, such as blogs on your website, as the latter is the sort of thing search engines will lead people to.
This does not mean words are unimportant, as you still have to tell that story, but it needs to be short, sweet and memorable.
However, to be truly effective on social media, a post should not just be all text, whatever its length. Research has shown that an interesting picture will gain much more engagement, and video is the most effective of all.
While all these factors can determine how much initial engagement your social media posts get, it is important not to lose sight of its ultimate purpose, which is to engage with and steer the customer journey.
As mentioned above, a social media presence can do wonders for the first stage, that of awareness, but one post alone is not enough; to successfully take a potential customer through the ‘consideration’ stage, when they are thinking about whether to take up your offer or not, may require a lot of persistence. According to the ‘rule of seven’, on average it takes seven interactions before they make the commitment.
After this, you move to the final stage of delighting customers and ensuring their retention. Social media can play a big role in this because it is interactive in nature; you can start a conversation that helps you learn more about your clients and how to meet their needs.
Once you have people buying your products and services, you can adjust your social media even more to meet their needs as you get to know more about them. You can use this to make special offers to delight them as well.
The best thing of all about this last part of a successful social media strategy is your happy customers will be willing to use their own social media tell their colleagues and peers what a great service they got. Through this interaction you can help generate more custom and good publicity.
How BeUniqueness can help
At BeUniqueness, we have a wealth of experience in developing social media marketing strategies. Whether it is choosing the right platforms to use, creating social media ads or revamping your social media pages, we can help you maximise the potential of one of the best ways for you to connect with potential and existing customers.