4 Social Media Marketing Tactics to Increase Customer Reach
By Dawn Bowman
Here’s the thing: having a great social media presence is good. But, you know what's better? Great customer reach!
Contrary to popular belief, simply having a social media presence and posting content is not enough. You’ll get some engagement but not enough to achieve your marketing goals.
This is where implementing the right social media marketing tactics comes into play.
If you’re struggling with customer reach on social media, I’ve got you covered. Here are 4 social media marketing tactics to help you out!
1. Leverage User-Generated Content
Generating and repurposing user-generated content is one of the most powerful social media marketing tactics, and it’s not hard to see why.
Why does UGC work?
It’s genuine and authentic, so your prospects will trust it more than they trust your branded content.
A survey by Emplifi revealed that 87% of customers are influenced by reviews when making a purchase. The same percentage of people also consider these reviews a genuine form of interaction with a brand.
Well, user-generated content is like peer reviews for products; it enhances your brand’s credibility. It’s also a great social media lead-generation strategy.
There are several social media marketing tactics you can use when implementing user-generated content.
However, for the best results, ensure you use social media analytics tools to determine which content has the most reach, then focus on it. This listicle by Attrock has 15 such tools that you can choose from.
The most common types of user-generated content are:
- Reviews and testimonials: Reviews by your existing customers are the most authentic type of UGC. They make customers' amazing experiences with your brand visible and elicit more brand mentions. This provides social proof to your prospective customers and helps build your brand’s credibility.
- Influencer Content: If you’re a product manager looking to leverage social media, you could partner with influencers in your niche to create how-to videos, write honest product reviews, or share informative content about your products.
This exposes your brand to the influencer’s followers, ultimately increasing your customer reach.
- Forums and Discussion Boards: Customers often use forums like Quora and Reddit to share their experiences about brands. As a marketer, you can join these discussion boards and interact with your customer's reviews.
This type of active engagement with users often encourages more people to participate in forum threads and talk more about your brand or products.
2. Implement Influencer Marketing
Few social media marketing tactics are as effective in increasing customer reach as influencer marketing.
Think about it: influencer marketing exposes your business to a huge and ready social media audience—people who are likely to buy your products.
Keep in mind that social media users look up to influencers for inspiration. You just have to partner with the right influencers to make sure you’re targeting your ideal customers on social media.
They must be a trusted voice in your niche, and most of their followers should have traits similar to your target customers.
Woolrich, for instance, often collaborates with influencers to promote its products. Here’s an example of one such collaboration.
Image via Instagram
The beauty of influencer marketing is that it exposes your brand to a ready audience who are likely to buy your products.
You can get them to write honest reviews, mention your brand, or create engaging content for your brand like Reels and Stories. You can even embed Instagram reels from the influencers on your website to increase reach.
Some of the popular influencer marketing strategies include sponsored posts, product reviews, video tutorials, shoutouts, and blogging. Choose the type of content that will resonate most with your customers.
3. Embrace Storytelling
Customers like to buy from brands they like and trust. Using branded storytelling, you can connect with your prospective customers in an authentic way and build that trust.
Using storytelling in your content, you can engage your audience and create a strong brand image as well.
A great example of storytelling in action is Ryan Reynolds's video for Aviation Gin. Their ad, which is on a video monetization platform, incorporates storytelling, is hilarious, and connects with the customers.
Image via YouTube
It’s no surprise that it went viral! This video is only 1 minute and 40 seconds long but it has 4.8 million views.
4. Run Contests and Giveaways
The beauty of contests and giveaways is that they create a buzz around your brand and provide a great opportunity to encourage user-generated content. You just have to ensure that the prizes are attractive to your target audience.
For maximum engagement and customer reach, some of the participation rules you could use include asking participants to:
- Share, like, comment, and tag their friends. This also applies to B2B companies, but you’d mainly focus on polls or LinkedIn comments.
- Share their experience with your products. This could be in the form of a post or a comment.
- Create videos and reels with your products.
You could also ask them to caption an image, where the most liked comment wins. For instance, Kimpton Hotels recently ran such a contest, and it awarded the most liked comment a beautiful scented candle.
Image via Instagram
Are You Using the Right Social Media Marketing Tactics for Your Brand?
You could use multiple social media marketing tactics to promote a brand, but few increase customer reach as effectively as the ones mentioned above.
Be intentional about where you market your products, encourage user-generated content, and partner with influencers. Most importantly, incorporate storytelling to connect with your audience.
This will not only increase customer sales but also boost your sales.
What social media marketing tactics have you used to connect to a broader audience?
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