Social media has changed the way we advertise and interact with customers, and if used correctly it can be an extremely helpful tool for businesses of all kinds. It is an especially important part of an inbound marketing program, meant to attract and engage potential customers by reaching them where they frequently visit.
Even professional service firms can provide valuable and engaging content online, but choosing the right platform is key.
Below are three social media platforms fit for professional services marketing:
LinkedIn is by far the most popular platform for professional networking.
Your first step is creating a Company Page. You might already have a personal profile, but a Company Page can be linked to in your posts and helps you to connect with customers.
Having a company profile as well as personal employee profiles allows your viewers to get to know your company better, which can create a stronger relationship and lasting customer.
Promoted Posts are the best way to get your content seen by as many people possible. Here you can specify your target audience, and the more accurately you target your content, the more effective your campaign.
You can also use Publishing to increase views- sharing helpful blogs and articles on LinkedIn itself is an excellent way of getting attention from the kinds of people who read such content, and many of them are interested in finding like-minded professionals to network with.
For more information, check out LinkedIn's FAQ page.
Facebook is the most popular social platform in the US and has 2.3 billion users worldwide, which means your target audience is logged in and waiting to see your content.
This feature is very handy for businesses as you can specify your target audience by gender, age, location, and whether or not they follow your page. Location is especially important for small service businesses- make sure to target only the area in which you provide services!
Promoting content is the best way for your posts to be seen and is guaranteed to increase views. Because Facebook supports all media, don’t be afraid to get creative with the type of content you share. Customers will be more engaged if you have interesting content that they can learn from and enjoy.
Customers also appreciate businesses that take the time to respond to comments, so be sure to interact with your viewers after the content has been posted, too!
You will also want to create a social media marketing budget to keep track of how much you are spending on your promotions so you can determine the success of your current strategy. Facebook tends to be a very affordable option for most businesses with an average PPC of 58 cents.
For more information, check out Facebook’s Resources page.
Twitter is slightly more limited than LinkedIn or Facebook, but it can be useful for professional services.
Twitter is a primarily text-based platform, meaning most of your posts will probably be text or shared links. Using hashtags can increase views and draw in more relevant leads. For professional services, tagging your location is a great way to connect with your target audience.
Hashtags can also be used to interact with customers and other professionals. By checking the Top Trending list, you can see what people across Twitter and in your local area are talking about. Engaging with customers and other brands can be fun, but be sure to research the hashtag before using it; you don’t want to misuse a hashtag (especially if it may be offensive).
You can also use Lists to create groups of users, which can be used to connect with influencers, compile helpful resources, or even keep track of your competitors.
Twitter also offers Promoted Tweets, which can be used to create several styles of native advertisements including tweets within users’ timelines, ads on the sidebar, and at the top of relevant search result pages.
For more information, check out Twitter’s Help Center.
Regardless of the platform you choose, social media marketing only works when you stay committed to posting and interacting regularly. Be sure to have a well-rounded marketing strategy to fully utilize these platforms, including a fantastic website and exciting new content.
Thanks for reading,