Warming up in social networks: the basic principles of its use
Social networks are one of the most effective tools for increasing sales, attracting an audience, and brand positioning. However, to get the most out of these platforms, you need to understand how they work. A unique tool is the social media warm-up, which helps to encourage people to buy at different stages of the sales funnel.
Although every marketer knows about the warm-up, not everyone knows how to use it correctly. In this case, it is important not to overdo it, so as not to turn prospects off. Following a few principles when working with warming up will help increase the effectiveness of the approach and not turn off the target audience.
Eco-friendliness. The primary purpose of using this tool is to introduce the audience to the product and demonstrate its benefits, which helps to build loyalty. It is essential that the warm-up takes place without using dirty tricks, and manipulating various news and hot topics.
Consistency of approach. Warming up will not work if the content previously posted is inconsistent with the brand’s message. It must show the same values that the brand regularly broadcasts on its social networks. Then, the process of engaging the audience will be harmonious and will not make people feel that they are being forced to take action.
Expertise. The warm-up should demonstrate all the benefits and, most importantly, the advantages of the product or service. And people should understand the level of expertise of the company or its representative even before he or she starts broadcasting the intended information. To do this, it is necessary to fill out the profile correctly, indicate the field of activity in the header, and publish an introduction. It is necessary to understand what kind of product the company or a particular person offers, what benefits it will bring to the audience, and what is the level of expertise in this area.
Warming up is used for both cold audiences and those who are prepared in advance. In the first case, people are not familiar with the company on social networks, so it is important to design the account properly. All the key information should be placed in the header of the profile so that even with a cursory glance at the page, users can form an opinion about the company and its field of activity. Remember to maintain a consistent style and harmonious visuals.
A warm audience already knows what it wants, so to warm it up you need useful information on a specific topic and the ability to communicate quickly. The availability of discounts and promotions is a good incentive for such users to make a purchase.
When warming up, it’s important to answer every inquiry, respond to comments, and give feedback as quickly as possible. In this way, you can keep your audience’s attention and encourage them to make a purchase.