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6 Tricks to Boost Your Share of Voice on Social Media

Is your brand seen as a leader in your industry? When people talk about the type of products you sell, does your company come up in the conversation? If the answer to either of those questions is no, then you might have issues with your brand’s share of voice.

With social media becoming increasingly competitive, capturing and retaining your audience’s attention is more difficult than ever. Not only that, it’s a struggle for some brands to even be heard when over 52 million photos are shared a day on Instagram and more than 7,000 Tweets are sent every second. When you throw in decreased organic reach for brands on networks like Facebook, the challenge becomes even clearer.

So with all of this against you, what can your brand do to get more visibility and capture your audience’s attention? Read on to learn how to increase your share of voice on social media.

What is Share of Voice?

Share of voice measures the amount of the conversation your brand owns with your target audience compared to your competitors. It’s kind of a tricky metric since not every brand measures it exactly the same. On social, some brands look at share of voice as the amount of social media messages shared about your brand, in relation to all of your competitors.

But you can also look at share of voice around a specific keyword or hashtag. For instance, a hotel chain might measure what percentage of social media messages involving the keyword “hotels” that contain its brand name compared to the percentage that mention competitors. Ideally, the hotel chain would want to have a larger share of voice for hotel-related keywords than its competitors because it’s a sign that consumers are more aware of them than competitors.

Traditionally, share of voice is referenced in regards to paid advertising. With paid ads, share of voice represents your brand’s share of ad space compared to the total amount available. Or in simple terms:

share of voice calculation

For the purposes of this article, we’re going focus on share of voice on social media.

How to Increase Your Share of Voice on Social Media

Now that you understand what share of voice is, how do you improve it? Here are six tactics you can use to increase your brand’s share of voice on social media:

1. Always Be Active (ABA)

In order to be heard on social media, you need to be active. There’s no way around it.

If you only Tweet once a day or post to Instagram once a week, you’re going to get overlooked and forgotten. All of the major social networks have millions of active users sharing content, engaging and browsing them every day. Your brand has to compete with all of that and cut through the noise. The only way to do that is to be active on a consistent basis.

Start by creating a social media calendar that outlines all of your planned content for the month. You don’t have to include every single post you plan to make. The goal is to schedule content that needs to go out on specific dates (campaigns or special holidays) as well as content curated from your own site.

Calendar Month View Inline Actions

This will allow you to fill content gaps and give you the ability to share content around the clock. The last thing you want is for your audience to go long periods of time without hearing from you. Because even if you aren’t posting, there’s a strong chance one of your competitors is, which gives them more room to grow their share of voice.

2. Engage, Don’t Broadcast

Being active doesn’t mean you should just make a bunch of promotional posts every day. A common misconception for brands is that social media is just a content distribution channel. That’s far from the case.

Social media is an opportunity to engage and interact with your audience. Consumers know this, but it sometimes gets lost among brands. As a result, there’s often a disconnect between brand activity and consumer expectations. For instance, one of our surveys found that 89% of messages to brands go completely ignored. And when brands actually respond, they aren’t doing it as quickly as consumers expect.

peoples wait time expectations vs brand response time

So how does this relate back to your brand’s share of voice?

It shows the power of engaging with your audience. Whether it’s responding to upset customers, thanking a follower for sharing UGC or any other type of engagement, it all improves brand likability and gets people talking about your brand. Our data found that 45% of consumers will post about a positive interaction if a brand responds well to their complaints on social media. And 37% will share their story with their friends online.

consumer reaction if a brand responds well to their social complaint

That translates to an increase in positive conversations about your brand on social, and a larger share of voice.

You can use a social media management tool like Sprout Social to make sure any incoming messages don’t get overlooked. One advantage of using Sprout is we display all of your incoming messages, including messages containing specific hashtags, in a single stream. That saves you the time and hassle of switching between Facebook, Twitter and Instagram to reply to your audience. And after you’ve responded, just mark the message as complete so everyone on your team knows it has been taken care of.

smart inbox collision detection

Check out this case study to see how Trello uses Sprout to respond to 97% of Tweets within 24 hours!

3. Create Share-Worthy Content

One of the best ways to get people talking about your brand is to create share-worthy content. Whether it’s Twitter, Facebook, LinkedIn or any other network, sharing industry related content can boost your share of voice.

By sharing tips, news and other content about your industry, people will start to seek more of that type of content from you, and share it as well. Not to mention, you have the potential to make a piece of content go viral if you can hit a home run with a specific post or campaign.

Take the viral sensation Salt Bae for instance. While you probably know it as a funny meme, do you know how it originally started? It was actually a play on another meme trend. Turkish chef Nusret Gökçe sent this Tweet from his restaurant’s Twitter Handle.

saltbae tweet

As you can see, the Tweet caught on and started driving massive engagement. That prompted the chef to post it on Instagram as well, and it went on to become the viral sensation we all know today.

With his increased share of voice, Gökçe turned his viral hit into business growth because demand for his food started to grow as the meme took off.

4. Push Conversations to Social

Do people leave comments on your brand’s blog posts? Do customers prefer to call and email you for customer service? Rather than having these conversations happen on multiple platforms, why not train your audience to head to social media to contact your brand first.

Not only will it help keep you organized, but it increases your brand’s share of voice since there are more conversations and mentions of your brand on social. Plus, our data showed that customers actually prefer to talk to brands on social more than any other channel.

peoples top choice for customer care

One way to get your customers to go to social rather than email or phone support is to make it clear on your website. Highlight benefits to contacting you on social such as faster response times, easy communication or even getting quick answers with chatbots.

5. Don’t Focus on Just Social

Increasing your brand’s share of voice doesn’t stop at social media. You can use every marketing channel to help out:

  • Get mentioned in major publications and referenced around the web to spark conversations about your brand on social.
  • Use SEO to get your content on the first page of Google and get more visibility.
  • Run paid ads to boost brand awareness.

The more you can integrate all of your marketing channels, the larger impact you can make on your brand’s overall share of voice. Start by laying out all of the channels you have available to you. That includes:

  • Email
  • Your website
  • Search ads
  • Media buys
  • All your social channels

Then, you can start to craft campaigns that involve each channel. For instance, you might create a blog post and make a downloadable guide to go along with it. Then you promote that blog post and guide to your email list and with search ads to spread the word.

Assuming the content you created is useful and relevant to your audience, and your promotion strategy is well implemented, chatter about your brand should start to grow.

social media analytics banner

6. Lead Industry Conversations

When building your share of voice, participating in existing conversations is important. But if you really want to be looked at as an industry leader and boost your share of voice, you need to lead the conversations. You can do that through building and feeding your own communities on social through Twitter chats, Facebook Groups or even niche forums.

For instance, today Simple Green Smoothies is known as one of the top health blogs in the world and is a full-blown media company. And it all started with their focus around building a community. Thanks to their community, Simple Green Smoothies arguably has the largest share of voice around the web when it comes to healthy green smoothies. In fact, the hashtag #simplegreensmoothies has been used over 50,000 times on Instagram alone.

simplegreensmoothies instagram hashtag

At Sprout, we have #SproutChat, which is a weekly Twitter Chat where we talk about topics relevant to social media managers. By facilitating these conversations, we’ve built trust and authority in the social media marketing space and increased our share of voice on industry-related topics.

The key is to find relevant topics your audience is passionate about. Otherwise people won’t be compelled enough to join in on the conversation. For example, one of our past #SproutChats was about how to handle a social media crisis. This is a topic most social media managers can relate to, so they’re more than happy to share their tips and advice.

You’ll also notice that participants use our branded hashtag (#SproutChat) when they Tweet. That helps our social and communications team monitor how well received each chat is, as well as how much the chat grows over time. All of this is easily trackable with our social listening report.

twitter listening report

Start Increasing Your Share of Voice

How much share of voice does your brand have in your industry? Do you lead the conversation, or blend in with the competition? Increase your market share and become the go-to brand in your industry by using the tactics above.

This post 6 Tricks to Boost Your Share of Voice on Social Media originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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