The Proper Way To Implement Social Media In Your Marketing Strategy
Most business owners understand that social media is vital to their marketing strategy. This point is undebated. The problem is that not many of them know how to go about implementing one. Sure, you can hire a professional, but they can be pricey. Social media does have its own set of rules but it’s not altogether complicated. It is not unusual for business owners to embark on a journey to integrate social media into their marketing strategy. This is especially true for small and medium-sized companies. If you aren’t already a social media whiz or a marketing genius, then don’t fret. There is a correct way to go about it. Here are some tips to help you find success with social media as part of your marketing strategy.
Set Marketing Goals
The first step is to set your social media marketing goals. You need to know exactly what you want to achieve with your social media marketing campaign. Are you trying to drive more traffic to your website? Do you want to generate leads for your business? Are you trying to build an audience or spread brand awareness? These are all reasonable and viable goals, but you can’t concentrate on them all at once. You need to make your social media marketing goal as specific as possible and make sure that it is attainable. Studies show that simple attainable goals are best. You have a better chance of reaching them and you can tackle other hurdles as you gain confidence. You’ll want to document your goals and post them where you and your team will see them often.
Research Your Medium And Your Audience
You’ll need to research your audience first. Decide on your ideal persona. You’ll also need to research social media platforms to see which ones line up with your company goals. They need to line up with your audience, too. You won’t be able to reach your social media marketing goals if you don’t have an audience on the platform you are using. Once you’ve decided on a platform and created your persona, its time for more research. Find out which days and what times your audience is most likely to frequent the platform. This helps ensure they will see your posts and you are able to engage with them.
Analyze Social Competitors
This is an important step. Look at your competitors’ profiles on social media. See what’s working for them and what isn’t. Use their success for inspiration. Take notes from their failures so you don’t make the same mistakes. There are competitive analysis tools that make the process easier. First, you need to know who your biggest competitors are, excluding big box retailers. Analyzing their engagement will give you a better idea of the type of content your potential customers want to see.
You must find the delicate balance between engagement and promotional content. Many people will unfollow a brand if they feel they are seeing too much promotional content. It is also crucial to incorporate video into your content. Close to ninety percent of people who purchase goods online indicate that videos help them make purchasing decisions. Besides, everyone loves the video. Post consistently incorporating a variety of content mediums. You’ll also want to do some split testing as you analyze your own metrics. This will show you what’s working and what could be better.
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.