When it comes to marketing your business in the digital era, social media is a must. Whether you’re personally active on social networks like Facebook, Twitter, and Instagram or not is not important. What is important is to recognize that the majority of your audience is, or will be before too long. Once you understand how important it is to be present in the places where your audience spends their time, you’ll want to know the ‘how’ and ‘why’ of marketing on social media.
There are many aspects, but one of the most unusual concepts for newcomers is the idea of ‘giving it away.’ Of course, I don’t mean your product or service. You can still charge for that! I’m talking about value-adds that endear your audience to your brand and make them more likely to recommend it to others and to use it more frequently themselves. In this blog, I’ll cover three ways you can ‘give it away’ in a way that actually makes you money in the long run.
If the internet does one thing, it makes the transfer of information faster and easier than ever before. Whether you realize it or not, every social media post or blog posted to your website is initiating a transfer of information to your audience. So instead of selling yourself and your product at every turn, show your audience that they are your focus by giving them some value-adds that they can put to use and not get elsewhere. If you sell food, maybe you give away recipes. Anything that improves your customer’s life and increases the likelihood they’ll need your product is great.
Another great way to draw attention to your brand and foster brand loyalty is to hold a contest for a giveaway of a desirable product or service. In some cases, it can be a good idea to give away one of your own products, but it can also be a good investment to give away an outside product that many people will want. We’ve had many of our clients see good results from giving away items like wireless routers or smart home devices. Even if the product at stake is only tangentially related to your business, you might be surprised to see just how much people love the opportunity to win something cool for free.
One of the best ways to ‘give it away’ and make it work for you is to partake in charitable giving on behalf of your business. Typically, businesses don’t promote their charitable giving the way you might with a contest or a giveaway of information, but that doesn’t mean it won’t get you some great publicity. Charitable giving can help get you and your business into influential circles and make connections that you might not have made otherwise. It also shows those who are aware of it that you, as a business, truly care about the community and whichever cause you choose to support. Never underestimate the importance of reputation and the power of word of mouth when it comes to marketing your small business.
I hope this blog has been helpful in explaining one of the most important of the ‘hows’ and ‘whys’ of social media marketing. Giving it away may sound odd at first, but it truly is a core behavior that all savvy, forward-looking companies are employing on social media these days. If you have questions about our social media marketing plans or just want to discuss ideas for how you could start providing your audience with more value-adds on social media, get in touch with us here.