Business growth requires consistent process-improvement and innovative marketing practices. Tech Tools allow efficiency in raising market profile, organising resources, nurturing client relationships and protecting assets.
Use our blog to understand the advantages and disadvantages of tech tools in promoting business growth.
Part 3: Social Media Management Software
Social Media Management Tools allow you to automate your social media accounts, expand social reach, curate content, improve ad performance, analyse impact and monitor conversations about your business and competitors.
– Manage social media accounts and performance from one integrated platform
– Streamline activities to save time and optimise social media marketing
– Benchmark effectiveness of organic and paid social channels and videos
-Turn social media data into actionable insights to maximise ROI
– Build better strategy, content, and advertising by audience analysis
– Discover posts to promote, when to publish, and audience segments, to increase conversions
– Oversee, assign and approve team social media publishing across multiple profiles using a collaborative calendar, on desktop or mobile
– Choose Influencers most compatible with your audience based on AI recommendations, gauge their engagement and track KPIs in social media influencer campaigns
– Create customised dashboard reports to visualise results and aid data-driven decisions
– Time to understand and correctly use the platform
– Security risk if forget to revoke access permissions for ex-employees
– Cost of software, but free versions exist, plus time saved and extra sales should mitigate this
Scheduling – save time and effort by bulk-scheduling multiple messages in advance across social media networks
Mobile App – manage content anytime and anywhere
Web Extension – upload posts you discover while surfing the web, instantly post without logging in to social accounts. Create search streams by hashtag, location, or keyword
Content Calendar – plan and curate content, review and approve scheduled posts, collaborate with your team in real-time
Content Library – Organise content by tagging, search, and usage stats. Store and access content in the cloud —including Microsoft OneDrive, Dropbox, Google Drive — from a dashboard
Analytics – prove social media impact and ROI, create and export custom reports in Excel, Powerpoint, PDF and CSV, bring data results to life with powerful analytics features
Insights – Get a clear understanding of social post performance across channels, track results by timeframes
Monitoring– build custom boards to create insightful reports with an intuitive interface. Draw on hundreds of metrics to measure social media content impact across channels and campaigns.
Team Management – measure team metrics, track time taken to respond and resolve posts and comments. Safeguard social media presence by managing access to social accounts and setting team member permission levels
Check your preferred Social Media Management tool enables:
– social media scheduling in a single content calendar
– real-time team collaboration to plan posts and assign timely responses
– accurate analytics reporting
– integration with current apps
– RSS feed imports, to simplify and assist sharing content such as blogs
– custom-branded URLs
– engagement tools eg contest creation
– topic, keyword, and location conversation-monitoring
– recycling of posts indefinitely (known as evergreen content)
– tangible insights into audience reach
Ease of Use
Trial a few systems to discover which best fits your business needs, and obtain feedback from team members.
Work out who will use it and for what purposes, to identify essential features.
The software should boost efficiency, consistency and response times, because all social media conversations are seen in one place, meaning you can prioritise activities and create a shared library of on-brand social assets.
The number of social profiles managed, amount of scheduled posts and the complexity of features such as analytics and tracking will determine price.
Most Social Media Management systems have free versions, typically with limited profiles, posts and features.
Check the social networks you need to use can be managed by your preferred Social Media Management tool.
For example, in addition to Facebook, YouTube, LinkedIn, and Twitter, can it schedule and measure with Instagram, Pinterest, Tumblr and Reddit?
Also, if necessary for your business, with international platforms such as Tencent, Baidu, Viber or VK?
Ensure you can add the power of social media to the tools you already use, such as CRM (see CRM Systems For Business Growth), E-Commerce (such as Shopify, Opencart and Magento), Communication (such as Skype, SharePoint and Hipchat), Data Integration (such as Zapier, IFTTT and Skyvia),and Project Management Software Project Management Software).
Examples of Social Media Management Tools
Platforms to consider, as reviewed by Tech Radar, E-Clincher and Wordstream, include:
An established platform with all the necessary applications and robust features including content creation, curation, organisation, bulk scheduling (upload several posts at a time) and RSS integration.
The free plan includes management of 3 social profiles, scheduling 30 posts in advance (queued), basic tracking analytics, contest creation, 2 RSS feed integrations, team features and custom branded URLs.
A well-known platform for managing multiple social profiles. Schedule content while web browsing with a Chrome extension, get suggestions on best times to post based on follower activity, and integrate with Google Analytics.
The free plan includes management of 3 social profiles, scheduling 10 posts, browser extensions and mobile apps, content creation, real-time analytics, team features, shortening plus tracking links, and an RSS feed integration.
Zoho Social helps manage multiple profiles, research relevant keywords, work with team members, and schedule posts from one dashboard. It syncs with Facebook lead ads, offers advanced reporting features and CRM integration.
Zoho Social’s free plan allows management of 1 brand, and includes a URL shortener and SocialShare plugins.
Sprout Social is a one-stop shop for managing and scheduling all social media accounts through a simple-to-use platform, and a powerful tool for analysing data by demographic and geographic measures.
It can manage multiple accounts and monitor keywords across social media, to bring awareness of when you are discussed online, and help you respond quickly to customers. Sprout Social has a social inbox, and basic team features.
CoSchedule is known for its social calendar feature – to schedule and organise all social media posts. It has basic publishing features and ReQueue – intelligent software that schedules the top posts in your social history.
CoSchedule does not offer social monitoring, listening, or keyword searches. It has a separate dashboard for each client, re-usable task templates, social approval, and custom reports.
Agora Pulse has a variety of useful features – social engagement, publishing, listening, reports, and team collaboration. It allows auto-posting to queue evergreen posts, and content labelling to retrieve and analyse posts.
Agora Pulse has a Social Inbox feature for interacting with followers in one place and viewing every profile. It has social monitoring and keyword searches, plus team sharing features.
Snapchat lets users create short-lived ‘stories’ for user interaction. Snaplytics takes regular snapshots of your Snapchat account and offers insights and benchmarking, plus a library of previously created content to view engagement levels and for republishing.
Snaplytics supports scheduling stories for later publication, organised by tags for easy tracking. Its elegant dashboard displays marketing performance on a platform-by-platform basis.
Simply Measured (by Sprout Social) is a more expensive, in-depth social media analytics tool.
It offers free reports on Facebook, Twitter, Instagram, and YouTube, and sophisticated subscriber reports, including date and time engagement analysis and content type analysis. This allows you to publish the types of content that work best, at optimal times for your community.
Whilst the above platforms are excellent tools for raising profile and driving sales, be aware of Social Media basics to ensure your efforts yield positive results (see Social Media Basics):
Quality – Publish content that people want to share, and that will last (see Content Marketing).
Quantity – Quantity is critical as new material will quickly override yours. Be consistent with posts, and re-post new content several times.
Posting – Social media audiences vary, so use data to determine how and when to post. Experiment with different times to identify the most effective to reach your customer types.
Hashtags – Be strategic with hashtags, @mention those that matter on each post. If creating a branded hashtag, make it easy to spell and say, eye-catching and memorable.
Goals – Know what follower behaviour you are trying to drive, so what channels and activities to concentrate on, and what metrics to measure to track success. For example:
– Increased Brand Awareness Use activities to collect and share customer testimonials, and highly-shareable content.
– Increased Traffic and Conversions Find opportunities to engage with relevant, interested customers who are ready to buy, and measure Click-through rate (CTR). – Increased Engagement Start by responding to most user mentions, questions, and comments, then analyse this data to build a solid content strategy.
Measure follower numbers and how well your audience is responding to your content, such as number of shares, comments, mentions, and retweets.
Influence – Target Influencers that have audiences you want to reach. Tools such as Klout and Social Authority provide “influence scores.” Twitter and Google give rankings for topic influencers, and relevant forums contain influencers.
Sentiment – Analyse the tone of a topic conversation using automated tools such as Boardreader or Mention, to see if people love, hate or are indifferent to your brand.
Conversation Drivers – Use Social Listening to work out when and how to start interactions with customers who may be interested in your service.
Monitor the topics and context of conversations about you, your competition, and your sectors. For example, who customers perceive as your competition and what concerns they’re sharing about your products.
If you are a training company looking to stand up and be found, Content Marketing is the way to win more business.
What Is Content Marketing?
Content Marketing is the creation of entertaining and educational material that solves problems for your potential customers, generating interest in your business by offering solutions in a non-salesy way.
It includes blog posts, articles, podcasts, newsletters, e-books, webinars, quizzes and videos, and sets you apart from your competitors.
Consistent Great Content builds trust and loyalty with your target audience, and interprets your offering to search engines – through keywords and text (SEO) – to allow more buyers to find you online when researching answers.
Informative Content Marketing is a long-term strategy that continues reaching quality buyers by ongoing sharing of your valuable insights through blogs, forums, social media, paid and influencer channels.
Accurate and relevant Content Marketing brings people to you rather than you approaching them, bringing you website traffic, leads, customers and advocates. How Do I Plan Content Marketing?
People are looking for information online, so answering your target clients’ questions with valuable knowledge via blog posts, e-books, and videos will push you up search results and highlight you as an authority in the training industry.
Use timely ideas (such as holidays, industry events, seasons, awards) plus evergreen topics that stay fresh (such as ‘How To Motivate Difficult Staff’).
Choose your goal – new customer sales, increased existing customer sales, improved brand awareness, industry expert status, education of Influencers, building a long-term audience, a larger social media following, more website visitors, increased conversions to sales – and tailor content accordingly.
Choose a content marketing mission to keep you focused, such as “We provide SMEs [our audience] with staff development information [our type of content] to help them increase profitability through reduced sickness and improved safety [their business goals]”.
What Content Should I Publish To Win New Training Business?
Blogs are the main starting point for Content Marketing. Provide, for example:
Useful How-To Guides – Establishing A Safety Culture In The Workplace In 2019
Educational Tutorials – How To Perform A Risk Assessment
Industry news and Insights – Mental Health At Work – Your Obligations
Checklists – Comprehensive Accident Reporting, Fire Test Procedures
Inspirational Case studies – How Company X saved £50,000 per year on staff sickness and recruitment after Company Y Delivered the Mental Health First Aider course
Expert Advice – 10 Most Common Health & Safety Myths
Blogs Should Be:
Relevant and Recent – How Shell Could Have Avoided a £60,000 Health & Safety fine
Long-Form – Complete Guide To Care Home Workplace Safety
Targeted to a Specific Persona – How To Manage Working At Heights In The Commercial Cleaning Sector
Lead magnets can be ebooks, webinars, resource lists, reports, free trials, quizzes, mini-courses that generate leads by solving a real problem for your customers, such as ‘How To Manage The Health & Safety Of Mobile-Workers’.
They should provide valuable insights with easy-to-implement solutions that show off your expertise.
Guest blogging is a fantastic way to improve SEO, raise your brand awareness, attract inbound links, build trust, and get new online visitors.
Identify appropriate and authoritative sites that your ideal customers visit, such as business agencies, enterprise news, trade journals, management, health and finance platforms.
Pitch and write a great topic such as ‘ How To Protect Yourself From Personal Liability In Workplace Health & Safety Claims’.
Respond to comments and shares to engage individuals and build new relationships.
Promote content using social media and measure results.
Gated Content means hiding some content to entice visitors to subscribe, using a powerful Call To Action (CTA) in your landing page.
You can gate blog posts, news articles, white papers and research, webinars and videos, checklists and cheat sheets, downloadable resources and tools, lead magnets.
Whilst gated content can annoy visitors, and reduce the number of people you connect to, it can help you understand who your true audience is, what matters to them, build deeper relationships and create more targeted marketing. Videos
Video is one of the most popular content formats around, and is proven to generate leads and make sales.
You can create explainer videos, showcase your services, deliver tutorials and lots more simply using a mobile and YouTube, so it’s easy to get started.