Social media outreach isn’t exactly a simple task. It requires research, strategic planning by an SEO expert and careful consideration of the factors that can put your message in front of the right audience and earn you the maximum amount of social engagement. Things get increasingly complicated when you’re in a niche industry, and your audience expects more than just a few basic posts.
So, how can you build the perfect social media outreach plan that gains you the level of exposure and engagement your business needs?
Here are some tips to keep in mind.
Get the Data Right
Research is the backbone of any successful strategy, whether we’re talking about social media outreach or a PPC campaign. Without the right data about your audience, the market, and the competition, any effort can easily turn into a hit and miss.
There are two types of data you need to get right for an industry specific social media outreach strategy.
First, you need to drill into your audience and understand their needs and expectations. Determine what the best days to share on each platform are and which type of content they engage with the most. For example, your data may show you that your audience is more active on Facebook on Mondays, but they engage more with content on LinkedIn on Wednesdays. Or, maybe they prefer video content on Fridays but like to read in-depth articles on Tuesdays.
Another piece of data that you need to pay close attention to is building a list of influencers that are relevant to your niche. Here’s the thing: studies have shown that only 22% of consumers trust ads and about 27% of them trust branded content. But, a whopping 51% of your audience trusts an influencer’s endorsement.
If you want to get that level of engagement on your social media posts, you need to find the thought leaders that make your audience tick.
Use BuzzSumo to find out the type of content that is popular in your niche and Klout to research influencers and segment them. You can also use Little Bird to break down influencers by topics and find the ones that are the most relevant to your niche.
If you operate on a global scale, then having bilingual employees in your social media team would be an exceptional asset. They understand the market and your audience better than any quantitative data and will probably be more successful than you at reaching out to influencers.
Create a Networking Plan
Before you reach out to influencers in your niche and ask them to help you amplify your content, it would be better to build a relationship with them. Just imagine a complete stranger walking up to you and asking you to do them a favor. The chances are, you will ignore them. The same stands true for your audience.
So, it makes sense to connect with the influencers in your niche and build a relationship with them before you ask them anything. Share their content, comment on their posts, help them expand their reach, and become a valuable asset to their business.
Leverage the Right Platforms
Size isn’t always everything. Sure, Pinterest is more popular than Twitter, but if your audience is more active on the micro-blogging platform that it is on Pinterest, then that’s where you need to be.
Look at user demographics to decide which platforms fit your business needs best. For example, Snapchat may be gaining a lot of popularity lately, but if you are a B2B company offering mobile application services to medical enterprises, then it would make more sense to focus your outreach efforts on LinkedIn. You are more likely to find users interested in your content there than on Snapchat.
There are a lot of moving pieces that can make or break your social media outreach plan, but these are the most important. Focus on understanding your audience, finding the right influencers for your niche and hitting the right platforms, and you should be well on your way to success.