Social media marketing has become a robust way for all businesses nowadays to reach their prospects as well as customers. Your potential and existing customers are already interacting with several brands via social media. As such, if you are not reaching out to them via social media platforms like Twitter, Facebook, etc. then you are missing out on your audience. Therefore, using social media marketing can bring incredible success in your business, generating devoted customers and even driving leads and sales.
What Is Social Media Marketing?
Social Media Marketing (SMM) is a type of online marketing which includes creating as well as sharing content on social media platforms to promote websites. This helps boost traffic towards the websites and achieve their branding and marketing goals. SMM involves activities such as posting images and videos, text updates and other types of content which encourage audience engagement. Social media marketing is formed on the principle of ‘organic search.’
This implies that when a website or its connected social media page is active, the position of the website rises on search engines. In this way, the website will be seen in the first few search engine results. Around 90 percent don’t look beyond the first search engine result page (SERP) while 70 percent clicks are done on the first three results itself. This, therefore, shows that the position of a website on the SERP is the only aim an online business must have when optimizing a website.
What Is Social Media Marketing Used For?
The main goal of social media marketing is to boost communication with the audience, increase visibility as well as reach out to new customers. SMM is done by developing good quality content which the social media users share with their friends through transmitting information electronically. The point of social media marketing is to get direct review or feedback from users.
Through the interactive options available on social media networks, the customers get the opportunity to be listened to, either by making complaints or asking questions. This kind of SMM is known as Social Customer Relation Management that can help further enhance a company’s credibility and return on investment. However, this goal can only be achieved when the users are satisfied with the content, the bond developed between the company and the service it provides.
How To Create An Effective Social Media Marketing Strategy?
A Social Media Marketing Strategy is a summary of all your plans which you want to do and achieve with Social Media. The strategy helps guide your actions and determine whether you are succeeding or failing. Each post, like comment and reply you get, should be able to serve a purpose.
The more particular your SMM strategy is, the more will fruitful its execution will be. So keep it precise. Avoid making your strategy so broad and lofty that it becomes impossible or unattainable for you to measure. Below mentioned are a few things you should consider to create an effective and winning social media marketing strategy:
Identify Your Business Goals:
Every price of your SMM strategy serves the business goals which you set. As such, you cannot just simply move ahead without determining what you are working toward. Have a proper idea of your company’ overall needs and then decide on how you can use social media to meet those needs. You will surely develop numerous personalized goals.
However, there are a few must-have goals which all companies must consider like: boosting brand awareness, retaining customers, and lowering marketing costs. It is recommended that you choose two primary and two secondary goals to aim at. Having several goals will distract you, and you might just end up achieving none.
Set Your Marketing Objectives:
Setting goals do not prove to be useful until you have a particular parameter set which show when every goal is achieved. For instance, if your primary aim is generating more traffic and sales then how much traffic and sales do you have generated before considering that goal a success? Your marketing objectives will help define how you reach from an unfulfilled to a fulfilled goal.
You can know your marketing objectives using the SMART approach, i.e., by making your objectives Specific, Measurable, Achievable, Relevant and Time-bound. Using the above example, if your goal is generating more traffic and sales, then a particular object might be to boost traffic by 50 percent.
And, to measure the success rate of the goal, choose those analytics and tracking tools that you must have in place. Setting unattainable goals is never a good idea. The same way, choose the marketing objectives which you can achieve, using the resources that you have. Make sure that your marketing objectives are relevant to the overall vision of your company.
Identify Your Ideal Customers:
If a company is suffering from low customer engagement on its social media profiles, it is generally because it does not have an ideal customer profile. The personas of the buyer help you define as well as target the right audience, in the right place, at the right time and with the right content.
You should have information about the age, interest, income, occupation, problems, habits, motivations, likes, dislikes of your target audience. This will make it is easy as well as cheap to target them on social media or any other media. Hence, the more particular you are, the more will be your conversion rate out of each channel you use to promote your company.
Research Your Competition:
When the question comes to social media marketing, researching your competition will help get an idea of what is the current trend in the market. This will help you merge these successful tactics used by your competitors into your efforts and stand out from the crowd. You can begin by making a list of at least 2-4 competitors.
Then, check on the social media platforms used by them and analyze their content strategy as well. Go through the number of followers or fans, posting frequency they have. Additionally, also check the kind of content they post as well as its context and how they respond back to their followers.
The most significant activity you should look out for is Customer Engagement. Although page admins only have access to calculate engagement rate for a specific update, you can still get a fair amount of what they are looking at. However, note that this calculation will only offer you a general picture of how your competitor is doing so you can work towards stacking up against each other.
Consider Channels And Tactics:
Several businesses make accounts on every famous social media platform, without conducting thorough research on which platform will get a better return. However, this is not the right approach to be done, and you would be simply wasting your time doing so. Instead, you can determine the platform which works best for you by utilizing details from your buyer personas.
For instance, an image that your customers say that they like spending 40 percent of their time using Facebook and 20 percent using Twitter. You should then immediately know which social media platforms should be your primary and secondary one. You need not be on all the social networks when you know your customers like using a particular network.
The tactics you use for each social media channel depends on your goals and objectives. For instance, imagine you have a goal of increasing sales, and your primary social network is Facebook. Then, in this case, you can use tactics like investing in Facebook promotion and advertising campaigns to increase your ROI.
Develop A Content Strategy:
The content you put up and social media tend to have a symbiotic relationship. Without quality content, social media content is purposeless, and without social media, no one will know that your content exists. Hence, getting the two together will help you reach and also convert your prospect customers. The kind of content, the time and frequency of posting it are the major components of a successful social media content strategy.
The kind of content you post on every social media platform depends on the form as well as context. Form refers to how you present the information: text, image, video, etc. On the other hand, context fits in with your company platform trends. Your content should indeed be interesting to read and informative at the same time.
Besides this, you should test and figure out the ideal time to post the content. Having a perfect content posting frequency is also important as it can help allocate more customer engagement for your content. You can use Facebook Insights to determine when your followers are online and engaging with the content you have posted.
Besides these things, it is also important for you to allocate a budget for your social media marketing based on the tactics you choose to reach your goals and objectives. Also assigning responsibility to your team of members will help avoid confusion and keep a track on what daily tasks they are assigned for. Letting each member know about the social media strategy you have planned for will help the work together to make your business make the most out of your planned strategy.