How To Build Thought Leadership with Social Media Marketing Automation?
If there’s one strategy that incorporates the overwhelming demand for on-going content and flourishes brands at the same time, it is thought leadership.
The positive impact of thought leadership has increased since the beginning of the social media era.
Active social media users are constantly looking for content to entertain them. Thought leaders feed them by delivering hoards of content throughout the week. Social apps, crowded with thought leadership content, make users feel tethered to the brand from where content is coming. At one side, users enjoy the content, on another side, brands are pervading – all due to thought leadership.
As tempting as it sounds, thought leadership comes at the cost of loads of time and effort from the brand’s side. There are 65+ social media networks, each with a different context. If not all, the brand has to publish content on a few of them to reach their targeted audience. It is not thought leadership hindering the success of brands on social media, but the content required to flourish as a thought leader.
That’s why social media automation comes to the rescue.
Before I tell you how to put thought leadership in action via automation, let’s have a brief look at what it is.
Thought Leadership is the art of positioning a person or a company or a brand as the leader of their field of expertise via valuable content.
Social Media Automation is a software or technology used to automate various marketing tasks and repetitive tasks of the organization.
Combine both and you will never run out of content. Plus, your brand will be recognized as an inspiring thought leader for users. Then only the conversion turns into a piece of cake.
How to Automate Thought Leadership on Social Media?
If you were to walk around social media, you’d notice only content in different forms like articles, videos, images, podcasts, quotes, questions, etc. Not mentioning those replies and comments are also a part of the content. In a nutshell, you have to be everywhere.
Instead of giving you a heap of doing this or do that, I will tell you about 4 types of thought leadership content you must prepare in advance and tools to automate them on social media.
Don’t worry, this won’t take more than an hour a day.
Always follow two rules,
“Schedule what you create
Share what you curate”
Oh yes, you need it all if you want to shine on social media as a thought leader.
Looks like a lot, but I am going to tell how to automate everything in advance for a month.
- Automate Content Creation on Social Media
First of all, I would suggest you swear by creating at least 1 long-form article in a week. From there onwards, you would be able to create other forms of content. This is called content distribution. To save time, you can hire a writer for the blog. Instruct a graphic designer to convert the article in different visual and audio forms.
Note: You don’t need to convert the whole article. Select some impressive chunks from the article and transfer them into visual form.
Now, its time to automate your created content on social media.
3 Things You Must Know before Automation
1. Find out the best time to post on each social media network
2. How often to post on various social media networks
3. Which content works best on which social media network
Well, you have to find it on your own. Let’s say your key social network channels are YouTube, Facebook, and Twitter. Obviously, for YouTube – Videos, for Facebook – Images & Videos, and for Twitter – a Tweet with a link to Blog.
Let’s schedule it then.
Schedule all your created content on social media via tools at the best possible time with the preferable content for each network.
Top 3 Scheduling Tools to Automate Thought Leadership Social Media Content
- Buffer allows you to schedule social media posts in advance for upcoming months. You just have to connect your social media accounts in Buffer and you are ready to schedule posts for a month.
- HootSuite offers similar services like Buffer. Along with scheduling tools, it lets you track real-time updates and brand monitoring.
- SocialPilotis a mixture of Buffer and Hootsuite, offering every service possible for social media automation including scheduling, bulk scheduling, analytics, and much more.
2. Automate Content Curation
Thought leadership is not all about promoting yourself. It’s about spread best content for your users, even if it comes from the third party. I know you don’t have much time for sharing yours as well as others’ content. That’s why content curation helps you achieve this task.
Content curation is gathering relevant content of a particular topic or field of expertise across the web. Big brands use content curation to generate more value for their users.
Automating content curation is easier than automating content creation. All you have to do is find a tool, suggest your favourite topics or keywords and let it post relevant content on your behalf.
3. Automate Recycling Content
There are contents that never go out of trend. Users love to read them again and again. The online world is full of evergreen content. If you have a blog, you must be aware of the content that users still read whenever they land on your site. Collect such content and schedule it, again and again, to show your care towards the targeted audience.
Note: Maintain a certain time difference between sharing the same content repetitively.
You already know that scheduling tools help here. But you need other tools that help you find evergreen content.
No tool can beat Buzzsumo for locating content having maximum shares and engagement. If you can’t afford it, simply type your keywords on Google and the best content will find its way to the top of the list. Collect the toppers, share them, and reschedule them.
For me, it has always been Quuu. It’s a first social sharing automation tool that shares content based on your selected topics. Quuu has partnered with Buffer to schedule curated content. You can go by default scheduling settings or modify the date and timings as per your preference.
4. Automate Social Media Listening
Posting and posting content is not enough. Your personal interaction is must to make users feel that you exist in real. Or not some robot who focus only on sharing content and increasing followers. For that, you must be available at places where questions of your expertise asked or where your brand’s mentions take place.
It’s next to impossible to find such places manually. Here you necessarily need a tool to accomplish the task for you.
Social listening is the best part of the thought leadership campaign.
Future of Thought Leadership on Social Media
Thought leaders and their social accounts are the first places for users to get their answers on. With the increasing use of social networks, this is going flourish more and more. Instead of trusting brands, users prefer to trust humans. No wonder, influencers, and thought leaders hold the key place on social media networks. It’s time to make a place for yourself before its too late. All it takes it is a few tools to shine as a thought leader.
You want to read an article that recently caught your attention because of its compelling headline. You opened the link on your smartphone. Your expectations are high.
Do you have to zoom in to make sense of the content on your small screen?
Do you put effort into reading it or will you switch back to the search engine to find a link that offers better content on your screen?
The latter is the obvious option.
With the growing number of smartphone users, it’s become more important than ever to have a site that responds according to users’ expectations.
If your site failed to do so, you probably know well by now how it backfires.
But how do you create a user-responsive design?
Responsive design is your answer.
So… What is Responsive Design?
As the name suggests, responsive design is a design that stands up to your users’ expectations. It makes your website look good and well-fitted to all types and sizes of devices.
The design and structure of a responsive website is the perfect solution to your customers’ expectations as it adapts well to the different resolutions across devices.
Plus, you don’t need to create multiple versions of websites for mobile and desktop. Instead, a single responsive website plays various roles depending on the type of devices users are coming from.
But Why do You Need Responsive Design?
In 2015, Google introduced a mobile-friendly update to its search engine algorithms signaling a website’s mobile presence as an essential ranking factor. The rise of mobile web traffic till today alone is enough to justify why any business needs a responsive design.
Besides, there are many reasons why your organization receives 4-sided benefits from responsive web design. The list is too big to cover in one article, so we compiled a list of the top 6 reasons to have a responsive web design to upscale your business for current and future trends.
Let’s dive in.
1. Mobile Viewers Outnumbering Desktop Viewer
Do you know that over 50% of web traffic comes from smartphone users internationally?
Statista predicts worldwide smartphone users will reach 3.8 billion by 2021, which is up from 2.5 billion in 2016.
No doubt, all the facts, and statistics are pointing towards the trend of small-screen devices.
This means that websites not optimized for smaller screen devices often experience a massive decline in search engine traffic and rankings. This means users don’t find them anymore.
As you already know, smartphones are scoring well above desktop visits, but most mobile users are abandoning unresponsive sites at first glance.
In fact, 76% of users admitted that if the site functions well and runs smoothly on their smartphone, they are more likely to revisit it.
Overall, if your prospects open your website on their mobile and end up closing it within 3 seconds because they couldn’t view content properly, you need responsive design.
2. Google + SEO-Friendly Site
Google considers the responsiveness of a website and has even stated that search engine rankings favour responsive sites over non-responsive ones.
One fact worth mentioning is that responsive design makes it a lot easier for search engines like Google to crawl your website and reduces the chances of errors with on-page SEO.
Not having a responsive website is a simple explanation for a lack of Google traffic you’re your declining ranking. Unfortunately, without a responsive design, many of your potential leads are turning to competitors offering excellent user experience. Before it gets too late, take the step now and turn your website into a responsive, SEO-friendly site.
3. Enhanced User Experience
Responsive websites load faster than non-responsive ones. They consist of a technology that displays websites on all devices with content that adapts quickly to different screen sizes. They behave as if you have created multiple versions of a single site for each device, giving your users a personalized experience based on their device choice.
Non-responsive sites, on the other hand, squeeze content into small screens, which takes more time to process and compromises the content quality.
Responsive web design eliminates all the problems created by non-responsive sites like poor user experience, higher loading times and small, difficult-to-read content. Responsive designs appeal to the ever-shrinking patience of mobile and tablet users who are not willing to wait for more than 3 seconds for your site to load its content.
Responsive sites offer an unbeatable user experience by loading sites in the least time possible. Thus, it results in leaving a positive impression among users of your brand. Because of the fast response from the site, users feel valued and are more likely to revisit the site.
4. Easy Management
Many businesses, especially small ones, can’t spare much time to update or refresh their website every now and then. At the same time, they can’t afford to hire costly services of web designers to take care of all aspects of the website. And, if you have different versions of a site for desktop and mobile, the cost of management skyrockets.
Responsive design is one of the most cost-effective solutions. Making changes to adopt a responsive design is as easy and smooth as spreading butter on bread. Also, whatever changes you make, you don’t have to worry about making the same changes in multiple versions. Responsive design takes care of everything automatically after you are done editing the design or updating the blog.
Additionally, with one website working at the center of your online business, managing other marketing elements becomes more accessible than ever.
So, when updating a social media button or redirecting a link, you don’t have to wonder whether all users (mobile users and desktop users) are enjoying your new changes or not. Responsive design eliminates the management stress of your business website.
5. Decrease in Bounce Rate
Is your website falling prey to a high bounce rate?
Non-responsive websites are one of the many reasons behind a higher bounce rate.
High bounce rate signals to Google that perhaps your website is not as relevant as it should be when it comes to solving users’ problems or answering their questions. Content is usually not to blame. Slower and non-responsive websites are the main reason behind users landing on your website and leaving it as soon as it fails to load. This entire scenario negatively impacts your search engine rankings.
Design plays a vital role in the user experience of your website. No matter how great your content is, if it fails to fit properly in small screen devices, users are not going to strain their eyes or wait longer to load its content. They know that they have other options waiting in the search engines’ list to explore and enjoy for a more seamless user experience.
Responsive design never makes users wait or zoom in. It makes websites adaptable to all sized devices without affecting the content quality.
6. Increase in Leads and Conversion
A large news media organization was fidgeting with the thought of whether to invest in responsive design or not. To decide, they A/B tested with a responsive and non-responsive site where the goal was to increase the number of free trial sign-ups.
Here’s the proof revealing which website design won the game:
The conversion rate hiked up by 56% from the implementation of responsive design.
Responsive design makes it easier for website visitors to find what they are looking for without zooming in, waiting or straining their eyes. The more effortless the design is, the more users convert. Mixed with a lower bounce rate and better SEO rankings, you’ll get a strong, successful model of a website.
Embrace it Now
If you’re not convinced about the abilities of responsive design, give it a chance and allow it to save your time and money without compromising the quality of your website. This is a modern strategy most businesses follow to stay within budget while turning their small business into a brand.
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