Marketing Module Pt. 2: Effective Use of Social Media for Marketing Your MBA Business
If this article seems familiar at first glance, it’s because we only just discussed social media for branding your MBA business a few weeks ago.
Branding and marketing are two completely difference disciplines, of course. We’re going to assume that by now you’ve optimized your social media branding and are ready to go out and get eyeballs.
You can do this, of course, but like all the other elements of this endeavor, the devil is in the details. And the speed and volume of social media activity and platforms necessitate attention to every detail.
CREATING ENGAGING PRODUCT IMAGERY AND VIDEO FOR SOCIAL MEDIA
Again, we drove the need for compelling social media visuals in the branding article. Now you need to understand the differences between the various platforms and how to adapt to them.
- Crafting Compelling Imagery: Each platform has its quirks. Your imagery needs to adapt and conquer. Whether it’s a high-res product photo for Instagram or a quirky GIF for Twitter, make sure it’s eye-catching and on-brand.
- Strategies for Instagram Carousels: That first image in your carousel post is your hook – make it irresistible. Think of it as your storefront window; it needs to draw people in.
- Videos for Stories, Reels, and TikTok: These platforms are your stage. Showcase your products in action. Be creative, be bold, and tap into current trends for maximum impact.
DIRECT PURCHASE OPTIONS ON SOCIAL MEDIA PLATFORMS
The future I envisioned as a little kid is here!
No, not jetpacks or self-driving cars (Oh you think so? Check again), but the ability to see something on a screen and buy it directly. Long gone are the days of “While supplies last” or “Call before midnight tomorrow” or “Log onto this really long URL that you’ll probably misspell anyway.” The long and winding road between promotion and purchase, where potential customers can be distracted away from their impulse to buy, are gone.
When I was a kid, I dreamed of a day when I could watch an episode of “Star Trek”, click on Captain Kirk’s phaser and instantly order it (a replica, of course. Disintegrator rayguns are still banned in all fifty states).
With the varied choices of content formats you can incorporate into your social media platforms, you can make this happen.
Platforms like Instagram and Facebook now offer direct purchase options. This is your express checkout lane – make the most of it. “Tap to buy” is as fast and effective as, well, the transporter on the Enterprise.
PLATFORM-SPECIFIC MARKETING STRATEGIES
I will admit that this still remains a challenge for me. Not just because I’m an old guy who doesn’t “get the Tikity Tok”, but because of how much different and tailored content is needed for each platform.
For my business, I personally chose Facebook, Instagram and Twitter (sorry, I mean the 24th letter in the alphabet) because that’s where most of my audience is. I know I’m leaving money on the table, but managing those three platforms is the best I can do as one person whose online shop is not his only business.
If your MBA shop is your sole endeavor, then I strongly recommend that you become conversant in all the nuances that make each platform effective:
- Instagram Marketing: Utilize everything from hashtags and carousel posts to stories and IGTV. Make each post a chapter of your brand story.
- Facebook Strategies: Leverage groups, Facebook Shop, and targeted ads. It’s about finding and engaging with your tribe.
- Pinterest Tactics: Use rich pins and SEO strategies. Your product pins should be as compelling as the latest viral meme.
- TikTok Content: Short, engaging, and trend-driven videos are the name of the game here. Jump on trends, create engaging content, and watch your brand go viral.
Daunting? Understandable. However, if you feel it is important to deploy a comprehensive cross-platform social media strategy, then an automated social media planner is your best option. It will relieve you of the admin/coordination burden of uploading to multiple platforms and allow you to focus on the messaging that works best for each.
I’ve used several, but I am not endorsing a particular one because my needs are most likely different from yours. However, here’s a great list of social media automation tools that you can try for free (but make sure you know their upgrade pricing before you fall in love with one).
WHAT NOT TO DO: AVOIDING INEFFECTIVE STRATEGIES
Avoid common pitfalls that can tarnish your brand and waste your efforts.
- Ineffective Social Media Practices: Don’t just throw content at the wall and see what sticks. Avoid spammy tactics, off-brand posts, and ignoring audience feedback.
- Platform-Specific Don’ts: Each platform has its no-nos. On Instagram, avoid overly salesy captions; on Facebook, don’t ignore the power of community; on TikTok, don’t be too serious – let your creative flag fly.
UTILIZING INFLUENCERS FOR BRAND AMPLIFICATION
Influencers get a bad rap for seeming – to the uninitiated – to be self-indulgent no-talents who have a lot of followers for no reason (that’s the Boomer in me talking).
But the truth is that the majority of them are savvy and energetic businesspeople who have simply refined the “celebrity spokesperson” model into its purest form. Millions of followers and subscribers can’t be wrong, right?
- Working with Influencers: Partner with influencers who resonate with your brand and audience. It’s not just about follower counts; it’s about engagement and authenticity.
- Choosing the Right Influencers: Align with influencers who speak to your target demographic and embody your brand ethos. They should be a natural fit for your products.
- Measuring Impact: Track the effectiveness of your influencer collaborations. It’s about ROI – are these partnerships moving the needle for your brand?
ENGAGING YOUR AUDIENCE AND BUILDING A COMMUNITY
Transform your audience from passive onlookers to active participants.
- Fostering a Community: Create content that invites interaction – polls, Q&As, user-generated content challenges. Make your audience feel like they’re part of your brand’s journey.
- Successful Community Engagement: Take cues from MBA sellers who have built a loyal following. What are they doing right? How are they engaging with their community?
ANALYZING AND ADAPTING YOUR SOCIAL MEDIA STRATEGY
The only constant in social media is change – adapt and thrive.
- Using Analytics: Dive into your social media analytics. Understand what content resonates with your audience, the best times to post, and where there’s room for improvement.
- Evolving Your Strategy: Be agile. Social media trends can change in a New York minute. Stay on top of these changes and adjust your strategy accordingly.
Leveraging social media for your MBA business is about being as bold and dynamic as the platforms themselves. It’s a blend of art, science, and hustle. Use these strategies to showcase your MBA products, engage with your audience, and build a brand that stands out in the crowded social media landscape.
I’ve shared a little of my experience using social media for marketing, and it’s very specific to my needs. Chances are, if you’re an experienced socia media marketer, you have plenty of valuable insight to add. So let’s hear it. Tell me about your successes, your epic fails, your “aha” moments in navigating social media for your MBA business.
Just like social media itself, let’s make this a two-way conversation.
