The power of software and automation is in what happens unseen. Marketing activities that happen automatically or in lines of code in the background can be particularly challenging when it comes to social media. Between needing to grab attention quickly and not owning the entire platform space, many developers and suppliers miss out on a powerful tool to increase sales.
After deciding which social media platforms are right for your business (Facebook, LinkedIn, X, YouTube, Instagram, Threads, etc.), it's important to come up with a schedule to ensure regular posts. Infrequently used or inactive accounts are not only not much less effective, they also give the appearance of financial instability. At a minimum, we recommend 3-4 posts a month to provide the appearance of activity and maintain top-of-mind awareness.Bonus tip: Use a tool such as Hootsuite or Loomly to schedule and manage your posts in advance across all your accounts.
Here are 9 ideas you can use to map out your schedule:
- New Products or Enhancements
Don't let a new product or feature go unnoticed. Social media combined with PR is a perfect launching pad for your latest offering. If you spend money on development, it is worth marketing, even if it is something your competitors already have. Use screenshots and/or pictures of the control interface. If you don't want to show proprietary information, show users experiencing the benefits of your products. - Unique Product Features that Give You an Edge over the Competition
With existing products, it's easy to assume that the industry knows all about them or can look them up on your website if they're interested. However, it's important to continually remind the industry what makes your products stand out. Social media allows you to do just that. Even if the competition can outperform your products in an area, with the right emphasis, you can state the case why the industry should care about your product features. This helps qualify leads much more quickly. - Implementation, Training, and Other Service Benefits
Software and automation sales are typically accompanied by installation, implementation, and/or training services. Does your product require less training? Perhaps you have online training videos. Is your solution easy to implement? Do you have a dedicated implementation team? Don't overlook the advantages your services offer. Whether you're more hands-on or hands-off, there is a persuasive argument to be made to the market. - Video of the Process Improvements
Use a voice-over or customer testimony to describe the process before and after your solution. Use footage of employees at computers or other HMIs to show a simplified and improved internal process. - Customer/Distributor Highlights and/or Case Studies
Establish rapport with customer quotes, case studies, pictures, videos. At a basic level, this can be a customer quote. But, it's most effective when your customers directly explain why they chose you and the benefits they received as a result. You can say whatever you want about your product or company, but it doesn't necessarily make it true or important to the customer. In creating customer testimonies and case studies, customers hear about you from someone just like them. As a bonus, you can often uncover unknown or undervalued benefits you provided. This is an opportunity to refine your sales and marketing initiatives to ultimately shorten sales cycles and generate revenue. - Webinars and Training Events
Invite users to become more knowledgeable about your product and invite them to a discussion about the future of your product. Click here for webinar ideas. - Company News/Facts/Values
Embarked on an expansion? Hit a milestone? Celebrated an anniversary? Let the market know, and also frame it in terms of what it offers the customer or industry. - Holidays and Closings
Holidays, even industry-specific holidays (Ag Day, National Aviation Day, etc) are a great opportunity to check in with your vendors, customers, employees, and other stakeholders. Inform them if you are open or closed and express your appreciation for them. - Tradeshows and Other Events
Attending a show or other event? Tell the industry where you'll be. Remind individuals to stop by your booth and maximize your tradeshow ROI.
How can Stratimar help?
Our team can come alongside yours to do a market analysis, lay out a schedule that can be periodically repeated and tweaked, create branding templates, and produce high quality photo and video content to frame your company in the best light. Contact us today to learn more.
