Social media marketing is a must for any business with an online presence. It can be used to increase brand awareness, build an audience and even drive convertible traffic. There is no way around it in today’s digital marketplace. Consumers are constantly on social media and businesses must engage with consumers to get them through the conversion process. The dawn of the internet age has brought with it endless possibilities. Unfortunately, it has also saturated the marketplace with information. Social media marketing offers businesses the opportunity to connect with their audience on a personal level in an unguarded space. It also offers invaluable insights which allows marketers to completely customize content for a specific niche. Social media is all about communication. So, it only stands to reason that companies would communicate with their target markets on these platforms. The best part about social media marketing is that the audience is already segmented to a degree. People with common interests naturally gravitate to each other on social media and become accessible to marketers as a group. Social media marketing is a virtual gold mine in the digital marketplace that should not be overlooked. Doing so could cripple your business and slow your revenue stream to a trickle.
Social Media Planning And Strategy
A successful social media marketing campaign involves planning a strategy. This is not an area where you want to fly by the seat of your pants. Holding your breath and crossing your fingers will yield no positive results. There is too much at stake. Social media is such a popular advertising medium because it reaches so many people globally. Therefore, a lack of planning in your social media marketing campaign can become tragically apparent very quickly. As with any marketing campaign, the best place to start is with SMART goals. SMART goals are specific, measurable, attainable, relevant and time sensitive. You’ll also want to conduct social listening sessions to gather priceless intelligence on your audience and your competitors. This will let you know what is currently working and what isn’t. It may also show an opening where you can dominate the market with your product or service. For instance, you may have a competitor who is crushing it on Twitter but hasn’t put much effort into Instagram or Facebook. This leaves you plenty of room to scoop up market space. It is also a good idea to ensure all your business social media accounts are optimized. Read success stories and draw inspiration from the success of others. Most social media platforms have stories about a successful marketing campaign on their board. Browse through them to get some ideas.
Content Creation And Posting
In social media marketing it is absolutely crucial to post fresh, new content consistently. This is the only way to successfully build an audience. It also helps spread brand awareness. Social media marketing is about connecting with your audience on their terms. There is no better way to do that than through content. There are some pointers that will help your campaigns get more exposure and engagement from your audience. First, you’ll want to post on peak days and at peak times for whatever platform you are using. For instance, the best days of the week to post on Facebook are Thursdays, Fridays, Saturdays and Sundays. The best times are 9am, 1pm and 3pm respectively. Studies indicate that 3pm posts get the most click-throughs, etcetera. Knowing this type of information, along with clearly defined goals, will help drive success. You must educate yourself on the specific platform you’ll be marketing on. Obviously, engagement is important so don’t forget that the audience typically likes consistency. If they grow to
enjoy those Friday afternoon posts and look forward to them, you want to meet their expectations. It is also important to create the right type of content for the platform. For example, Instagram’s platform is highly visible so it’s great for pictures and infographics.
Sponsored content is basically a form of content marketing. It is becoming harder and harder to stand out from the crowd. This is because the internet is exploding, and people are constantly bombarded with information. Sponsored content is typically created by the publisher who distributes it. However, it blends in so well where it is posted on that it seems like it belongs on the site. Successfully utilizing sponsored content can be tricky if you’ve never done it before. It requires a formidable amount of finesse. This is because it must not only be high-quality and well written, but it must also blend. Sponsored content should always appeal to your target audience, even if you aren’t the one publishing it. It should also fill a void for the audience while showcasing your brand’s expertise. This is a tall order to fill. However, if executed correctly, sponsored content has a higher than average return on investment. It also fills a gap in social media marketing. Sponsored content is still in its infancy and can sometimes be cost prohibitive. The best approach is to really shop around for the right content. When you find it, the content will fit your niche and your budget constraints. One of the biggest perks of sponsored content is all the traffic it drives, so don’t dismiss it.
Social Media Ads
Social media ads are a highly effective way to engage and connect with your target audience. The great thing about them is all the features they offer. Targeting can be extremely focused down to the most minuscule details. Experts combine these benefits with the global reach of social media platforms themselves. It offers the perfect advertising storm ready to bring revenue streaming in. It is important to know your audience and your platform before utilizing these ads. This goes back to planning and strategy. When targeting consumers, you’ll want to utilize a platform best suited for business to consumer advertising. The LinkedIn platform, for example, is typically best suited for business to business advertising. There are various components that make social media ads so effective. First, is the fact that they combine information based on user behavior to help target consumers. This allows advertisers in the digital marketplace to offer consumers ads with highly personalized features. It is important not to use too many filters when targeting your audience. Doing so can diminish your ads reach across the platform. The best approach is to use clear, crisp colors that contrast the platform itself. For instance, red and yellow look great against Facebook’s blue platform and they can’t help but grab users’ attention.
In society’s digital information age, reputation monitoring is a must for businesses. Consumers like to research before they buy. Whether they are looking for a new physician, an outfit or a smartphone, consumers research first. You can bet they will get online to gather information before making a purchase. Your company’s online reputation will directly impact your bottom line. This is why it is so important to know what the audience is saying about it. This is true for social media platforms, blogs, discussion forums and even media sharing sites. You might be surprised where your company’s name
shows up. When you find a complaint, it is vital that you address it and resolve it quickly. This shows consumers that your company is responsible and values their business. Compliments are great because they are the online equivalent of a personal recommendation. They can be used to your company’s advantage. You never know when you may be dealing with an online influencer. Their opinions carry a lot of weight in the public eye. Reputation monitoring can also be used in marketing. It can be used to track mentions or user-generated content before and after marketing campaigns. Reputation monitoring offers great insight. It shows what your target market wants to see more of and what isn’t really working.
Social Media Analytics
Social media analytics basically involves gathering organized information about your brand on social media. That information is then used to create more successful and consumer-centric content. These types of analytics allow you to really harness the power of social media and put it behind your brand. In order to do this successfully, you must have clearly defined social media goals and a well-planned strategy. If your goal is to raise brand awareness, then impressions will be your most important metric. However, if you are trying to build an audience, then your most important metric will be engagement. Clearly defined goals dictate which metrics are most important to your social media campaign. Each social media platform typically has its own tools to help business owners analyze their incoming data. For instance, Facebook offers Facebook Insights and Twitter offers Twitter Analytics. On most platforms these tools are free to owners of business pages and the information they supply can be invaluable. It can be used to create more successful campaigns in the future and drive traffic. It can also help drive conversions or even shed light on emerging trends in a specific niche. This is all information a company needs to be privy to in order to build a successful social media strategy.
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