As the tech industry grows, the scope for marketing becomes an essential focus for businesses. In such a competitive and fast-moving industry, communicating why you are different and what you can offer is at the forefront of any social media strategy. Building your strategy can become challenging when you’re not sure where your audience are. You spend months creating your customer profile, building a picture of where they live, how much money they earn, what their interests are and why they need your service, but finding where they hang out online is another story.
With so many platforms available to promote your brand, getting the strategy right requires more than just creating content and posting it – it’s identifying the benefits of each one and how they’ll work in synergy. LinkedIn, Facebook and Twitter are the platforms where you can use groups to make a real difference in your social growth, as they bridge the gap between generating sales and attracting followers. The idea behind getting to know how these groups work, is that promotion and reach are easy when you’ve got the right audience listening to you.
Invented as a B2C platform to bring friends together and build a network, Facebook’s ethos has always been in the right place for engagement. Over 1 billion people are currently using the platform, and until 2007, it was flooded with posts from personal accounts. Since then, business pages have allowed companies to create ad campaigns targeted to the audience they want to reach. This is where groups have grown into large networks of people discussing a variety of topics, most importantly, tech.
Like any other social strategy, it’s expected that you’ll spend time researching which groups are relevant to you and collating a list. Making them work for you requires regular engagement, for example sharing a post from your business page into your chosen groups to widen your audience. Starting conversations with relevant people within these groups is important for generating leads, particularly helpful for the Tech industry where you can find investors and build vital industry relations.
On LinkedIn, the UK’s largest professional network, distractions popular on Facebook like cat videos or family updates are nowhere to be seen, allowing for a more businesslike approach. Groups on LinkedIn are vast and are used in a variety of ways by those in the tech sector and are taken quite seriously by those who run them. In order to be part of a group, you more often than not have to request to join and show the reasons why it’s relevant to your business. They are used for industry experts to share thought leadership, asking questions, engaging in debates and where appropriate, promotion. LinkedIn is unique, as it has three different ways to post – on your personal feed, company feed or as part of the articles feature.
For the tech industry, identifying groups and connecting with leaders and influencers will make your profile visible to people you’d like to engage with. Like the other two platforms, having a presence on LinkedIn means you can consistently drive traffic to your website by posting links and updates. As tech is such a fast-moving space, industry leaders and tech geeks often look for news and updates on social media before they look anywhere else. On LinkedIn, it’s all about putting yourself ahead of the game by using these groups to your advantage.
Twitter is the least conventional of them all, without classic groups but with an alternative way of creating your own network. At first glance, followers may seem like the overriding factor, but the power of this platform is hidden within list building. Twitter is a place tech experts go to discuss latest news, their thoughts on recent developments and everything in between. Establishing your brand or boosting it through Twitter means putting time aside as part of your strategy to engage with tech influencers and save them into a list. Once these lists are put together, you can use them to start conversations and gain loyal followers, which is invaluable for any business.
These lists can be saved as public or made private, so you can keep your network close and add influencers as you discover them. Creating news and sharing updates with them, such as your blog or a breakthrough in tech, will ensure that users come to you for insights before anyone else. Tech is continuously changing and so is your Twitter newsfeed – this platform is all about finding ways to be heard and putting out a lasting impression. The two go hand in hand and it’s a great tool for learning what’s new in the industry.
Although using social media groups isn’t a new thing, or reserved just for the tech industry, it’s such an exciting time of innovation that there’s plenty of space to get involved in the conversation. Building your group lists isn’t an easy task and will require a fair amount of research, but once you’ve built them, they can be implemented into your social strategy on a weekly or even daily basis, making sure you’re consistently reaching the people you want to.
Whether you’re a social media guru or a newbie, there’s always a sense of trial and error, as groups are the human side of our favourite social platforms. Algorithms and targeting help to an extent, but engaging with real people and gaining followers only comes from hours spent making sure group members know who you are and why you’re unique. If people regularly see your name or your business name appear, soon they’ll have to stop scrolling and listen.