Social media 101: How to use each platform successfully

by jason_cramp | April 17, 2018 9:39 am

By Crystal Lengua

Few people will stay engaged with a brand that is constantly pushing purchases on them—people want information that is beneficial, interesting, and meshes with their lifestyle.[1]
Few people will stay engaged with a brand that is constantly pushing purchases on them—people want information that is beneficial, interesting, and meshes with their lifestyle.

Using social media marketing as a business tool is no longer an option. Whether social platforms are managed in-house or a third-party communication sub-contractor is used, it is important for the business to be present in this space.

The pool and hot tub industry has an undeniable advantage when it comes to social sharing, as its products appeal to the masses and deliver quintessential content in the form of beautiful images, dreamy backyard goals, and news about pool safety—not to mention installation videos, before and after project visuals, and so much more. Social media marketing also provides businesses with quantifiable data that can help shape their marketing and advertising efforts through (mostly free) analytics and digital insights that are readily available on all social platforms.

Some benefits for social media marketing for business include:

  1. Increased exposure/brand awareness.
  2. Marketplace insights and consumer purchasing data.
  3. Search engine optimization (SEO).
  4. Increased inbound website traffic (which is how sales are increased).
  5. Higher sales conversion rates (i.e. taking the time to develop relationships with consumers can show positive results in sales).
  6. Industry and consumer perception (i.e. the business becomes an information hub).
  7. Competitive analysis/research.
  8. Cost-effective advertising with targeting capabilities.
  9. Communication and feedback.
  10. Recruitment for employment.
Communication and feedback are two benefits businesses can achieve through social media marketing.[2]
Communication and feedback are two benefits businesses can achieve through social media marketing.

The main social platforms for business are Facebook, Twitter, Instagram, YouTube, Pinterest, and LinkedIn. Being active on all these can be beneficial, but only if a business has the resources to stay active on all of them. If a business does not have the time or content to post frequently, it runs the risk of appearing indolent or unsuccessful. In fact, it may even appear as though a company is out of business.

Remember, social media is a communication and conversation tool; therefore, it is a good idea to practice the 80/20 rule. Eighty per cent of all posts should be industry related and beneficial for the business’s audience, while the remaining 20 per cent can be used to promote the business. Few people will stay engaged with a brand that is constantly pushing purchases on them—people want information that is beneficial, interesting, and meshes with their lifestyle.

The following is a guide to some of the most popular social media platforms. Some of the biggest advantages and disadvantages are highlighted, along with some tips on how to use these platforms successfully.

Facebook

Undoubtedly, Facebook is the most popular and useful social media platform out there. A business can share photos, blog posts, live video, links, and target its posts so there is a better chance of reaching the intended audience.

Advantages

Disadvantages

Tip: When targeting an audience, it helps to create an ideal customer persona (or a few) to visualize who the message is speaking to—in addition to selecting keywords that are not necessarily that of the pool and hot tub industry, but are in tune with the lifestyle of the targeted consumers.

Twitter

The 80/20 rule ensures a business engages with its audience and maintains a proportionate balance between promotion and useful content.[3]
The 80/20 rule ensures a business engages with its audience and maintains a proportionate balance between promotion and useful content.

Twitter failed to grow followers significantly in 2017. This is not to say it is not an important social tool, as it is still one of the key players in a social media strategy. Businesses with rich content to share benefit most from Twitter’s fast-paced, news-based feed.

Advantages

Disadvantages

Tip: Despite the increased character count on posts (tweets), from 140 to 280, it is still important to write eye-catching subject lines. Further, remember tweets with visuals get two times more engagement than those without, so share pictures and video.

Instagram

Instagram is currently the fastest growing social network, having gone from 600 million to 800 million active users in the past 12 months. It has had an impact on the way businesses function and Instagram says companies will seek to capitalize on this engagement by using social media to drive direct sales outcomes for 2018.

Advantages

Disadvantages

Tip: Create a contest using a unique #hashtag and then share audience pictures. People love recognition. Whether it is a backyard retreat picture contest, a certain pool or hot tub product feature, or simply family fun in the sun, include the Instagram community in the business’s social strategy. Also, ensure the business profile is set to public, not private. If the business account is set to private, it will limit the organic reach. Hashtags used in private accounts are not visible to the general public.

YouTube

Social media platforms B2C marketers use for content marketing purposes (Top 6)[5]Video marketing is conquering the world of digital advertising for 2018. YouTube provides a cost-effective dissemination strategy and its reach is far more comprehensive than regular television and cable stations.

Advantages

Disadvantages

Tip: When creating a video to post on YouTube, act natural. Avoid reading from a script and do not forget to breathe. Making a video can be intimidating; if someone is not up for being in the spotlight, make sure someone who is represents the business.

Pinterest

Pinterest is a shopper’s social media platform where users ‘pin’ shareable images and ideas to their Pinterest boards. Users select images of products they want to buy or try, or simply any photo that inspires them. Perhaps even a company’s blog post on sun safety tips, for example.

As a pool or hot tub retailer, Pinterest boards can be created for a variety of areas of interest. A backyard board highlighting items to use, a hot tub lover’s board, a family fun in the sun board… All of these boards will consist of multiple ‘pins’ of product, images, services, and blog posts on how the audience can enjoy items from the pool and hot tub industry.

Advantages

Disadvantages

Tip: Keep content consumer-focused and avoid promotional pins. People do not want a company’s sales pitch to be constantly in their faces; therefore, create images/pins that catch pinners’ eyes and invite them to include the company’s pins on their board. A company can brand its images with a watermark, if necessary, but do not make the sales pitch obvious. A business is simply sharing what it has to offer that could complement its vision.

LinkedIn

The traditional sales funnel everyone is used to seeing is obsolete and a sales journey has replaced it. The customer’s journey is much more complex since they themselves can use search engine research to compare products and form opinions on brands via presence and reviews.[6]
The traditional sales funnel everyone is used to seeing is obsolete and a sales journey has replaced it. The customer’s journey is much more complex since they themselves can use search engine research to compare products and form opinions on brands via presence and reviews.

This social media platform is also known as ‘the grown-up platform.’ It is the business site and the place that professionals go to meet and build their network.

Advantages

Disadvantages

Tip: This is not the platform to post personal opinions. LinkedIn conversations should be business focused to ensure a professional reputation is maintained. Other people may discuss politics, religion, or social issues, but these sensitive topics should not be discussed on LinkedIn. If someone feels the need to express himself/herself in this manner he/she should use their personal Facebook account.

Content marketing strategy is and will continue to be at the heart of effective social media marketing. Dive in and test the waters, see what works and what does not and plan for a summer full of pool and spa related posts.

Crystal Lengua is the sales and marketing manager at SMP Ultralift and sits on the Pool and Hot Tub Council of Canada’s (PHTCC) national board of directors.[7]Crystal Lengua is the sales and marketing manager at SMP Ultralift and sits on the Pool and Hot Tub Council of Canada’s (PHTCC) national board of directors, as well as on the PHTCC’s Toronto chapter board of directors. A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. Lengua is dedicated to staying well-informed in the ever-changing/fast-paced marketing world by attending workshops and completing continued education courses. Featured in Mississauga Life magazine in 2014 as a leading female entrepreneur, she is also a keynote speaker, blogger, and social media maven. Her past experiences include seminars geared toward digital efforts for pool and spa retailers nationwide, social media boot camps, and small business focused empowerment groups. Lengua’s efforts have grown audiences tenfold in the industry and her social campaign creations have resulted in increased sales for B2B and B2C companies. She can be reached via e-mail at c.lengua@smpmetal.com[8].

Endnotes:
  1. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/05/smartphone-lounger.jpg
  2. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/04/AdobeStock_126798174.jpg
  3. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/04/Social-Media-Rule-2018.jpg
  4. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/04/AdobeStock_143147534.jpg
  5. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/04/social-media-platforms-2018.jpg
  6. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/04/sales-funnel-2018.jpg
  7. [Image]: https://www.poolspamarketing.com/wp-content/uploads/2018/04/Lengua_Headshot.jpg
  8. c.lengua@smpmetal.com: mailto:c.lengua@smpmetal.com

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