Chances are either you or your company will have posted on or viewed social media in the past few hours. Aside from sometimes being work distractions, platforms like Twitter, Facebook, Instagram and YouTube are undeniably useful tools for mobility businesses, helping to promote services, share company information, highlight new products, engage with customers and tap into industry trends.
But even in this day and age some businesses are sceptical about incorporating social into their marketing strategies. Social media is seen as a burden for some due to the time and effort needed to run a successful account as well as the difficulty in measuring tangible rewards and leads.
Mobility firms should be reminded however that a great deal of their customers, including elderly end-users, are already on social media and are keen to engage. Not only this, but the next generation of customers will be even more willing to connect and participate via social media, making it important that companies get moving today to avoid being left behind.
How then can businesses capitalise on social media to expand reach and make their products or services more likely to pop up on the screens of their most valuable customers?
- Commit to social media
Social media management can be tough. Growing an audience and creating regular, quality content takes time and many brands simply give up after a few months. It can take up to a year to master what kind of content works, which strategies are most effective and which posts resonate best with your audience. Planning your social media strategy is important and you should outline your mission statement, content plan and goals. You need to create a compelling reason as to why people should follow your various social media accounts.
- Let your personality shine through
The most successful social media business accounts have a tone and voice that audiences can relate to and engage with. Rather than appearing as a robot pushing out content, make sure your personality comes across in your online activity. Sharing a common point of view with your target audience will help to grow your following and improve sharing and engagement. But keep your posts clean and PC.
- Listen to your customers
Brands need to listen to their customers and ensure their accounts are two-way-streets rather than just platforms to broadcast and bombard. Social media can be used as a customer service platform, listening to customer enquiries and feeding back. Customers can also be a good source for content. Looking at what they are interested in and how they engage with competitor accounts can inspire content for your own posts.
- Don’t spread yourself too thinly online
While it may be appealing to get your business onto as many social media platforms as possible in the hope of increasing your reach, often the quality of your content and engagement is what matters rather than reach alone. So rather than creating accounts on as many platforms as possible, concentrate your efforts on two or three of the main ones and this ought to give you the best return on investment. And remember that different content is suited to different channels. For example, successful LinkedIn posts will be dramatically different to good Instagram or Snapchat posts.
- Use video
If you have the time and resources, video content is a sure fire winner for your social media campaigns. Create videos on the topics which seem to do well for you in conventional posts and try to anticipate what your audience will be most inclined to watch. Videos between 60 and 90 seconds long tend to do best so make sure content is succinct. Most people will be watching videos on their smartphones and are likely to want to read text on the video rather than listen to audio.
Timing matters, especially for breaking news or live posts. The best time depends on the content of the post, your objectives, your audience, their geography and more. But try and think about when your audience is most likely to be on social media, this is usually first thing in the morning, during lunch and just after work. Your customers may be different, but try various timings to see what works best.
- Post often
Like timing, post frequency depends on a number of variables such as your audience, purpose and business objectives. That said, a good basic rule is between three to five posts per day. But be careful not to bombard your audience. Some platforms feature algorithms to combat this so if you post too much your content can drop lower in users’ feeds.
Which platform should you focus on?
Contrary to the school of thought that Twitter rules the roost when it comes to marketing reach, according to the latest figures Twitter has just a fifth of Facebook’s users. What’s more, a recent report for the mobility industry revealed that 80% of end-users in this sector regard Facebook as their favourite channel. This holds an important message for mobility firms, many of which are absent or non-committal on Facebook.
The companies who neglected Facebook when Twitter first hatched over a decade ago may have missed out on reaching thousands of people. Meanwhile, companies which have kept a broad social media outlook may have seen much better return on their investment. Some experts believe Twitter is slowing while Facebook continues to build momentum. YouTube continues to be a huge social networking and marketing channel, while other platforms like WhatsApp are increasingly popular tools for brands.
While it ultimately depends on your audience and your type of content, Facebook seems to be the most effective platform for marketing for the mobility industry. A multiplatform approach across two or three main channels is best. Regardless of which platforms you choose to concentrate on, following key tips like keeping things fresh, targeted, regular and clean ought to spell success for any social media campaign.