Whether you’re a millennial or one of the old horses, there’s a high chance you get your daily dose of news, gossip, and other updates from social media. A ‘We Are Social report’ claims that there were around 3.8 billion active social media users in January 2020. And as a business, you just can’t afford to miss out on this lucrative channel.
Nowadays, social media is not only the trendiest way to connect and interact with your existing fans, but it’s also an excellent medium for brand-building and acquiring new followers. It’s a no-brainer that social media needs to figure prominently in your business’ digital marketing playbook.
What is Social Media Marketing?
Social Media Marketing is the process of creating tailored content for different audience segments and distributing them through social media platforms for enhanced brand awareness and conversions. Each platform may require a unique type of content for it to work well. For example, stories are the rage on Instagram, so you might want to check out online tools that provide an Instagram story template. Medium/Quora need long-form blog posts to perform better while Twitter needs short, witty micro posts to gain virality.
It is well documented that videos attract a lot of eyeballs on Facebook and YouTube. But the common denominator here is persuasive content that gets a user to stop scrolling, which is what each business should aim for.
There is a lot of Internet wisdom around social media marketing, which might prove overwhelming if you’re just getting started. Which is why we put together this handy guide to help you navigate through the noise. Here are 5 tips to ensure social media marketing works for your business:
- Set Sensible, Realistic Goals
The first thing you need to do is clearly define your objectives. What are you seeking from social media, at large? A precise answer to this question is vital for coming up with an effective social media plan. Typically, businesses turn to social media for achieving the following objectives:
- Increased Brand Visibility – Post content that showcases your brand’s personality and values. Don’t think about sales at this point. Humanize your brand and get your potential customers to see you as more than a corporate entity.
- Generate Leads and Enquiries – Business is not a charity. You might want to build up a list of prospects who are interested in your offering. Tailor your social media content to get emails, phone numbers, or other details from your audience.
- Foster Community Engagement – Sometimes, you might just want to get a discussion started around a particular topic without any ulterior business motives. It is essential to educate your audience about your industry so that they may come to you for solutions in the future. UGC campaigns, comments, hashtags are great ways to get people talking about your brand.
- Boost Website Traffic – Social media posts don’t really give the entire picture. Your goal might be to redirect social media users to your website where they can avail of an offer or get detailed information about your product or service.
When it comes to social media, one size rarely fits all. Instagram/Snapchat has a younger Gen Z userbase, so your content needs to pop out and be on-trend. LinkedIn has a mature audience, so your content needs to be thought-provoking and profound.
YouTube is the best place for videos, so you should create engaging video content for YouTube. Facebook is a prime platform for ads because of its sheer volume of users. If you’re looking for a Facebook ads tutorial to get started, look no further than Julian Shapiro’s advanced guide.
Companies prefer social media over traditional media like TV, print, and radio because it’s measurable. For every dollar you spend, you know the exact ROI you get. This ROI may not always be in terms of dollars, so you need to define your success metrics and track them obsessively.
You can keep an eye on metrics like Reach (number of unique users who saw your content), Clicks (number of people who clicked through to your blog, website or app), Engagement (the ratio of social interactions like shares, comments or likes to the number of impressions), and more. It is crucial to inculcate this data-driven strategy from the get-go to iterate and improve upon your posts continually.
Imitation is the sincerest form of flattery. And while you need not copy competitor ideas, you can definitely take a leaf out of their book. Monitor your competitor’s social media presence to understand what worked and what didn’t. And since your target audience is similar, these insights can very nicely enhance your own social media strategy.
You can track the keywords competitors are bidding for on Google or the hashtags they are using on Instagram. Use this information to optimize your own campaigns and differentiate yourself. Rinse and repeat.
Social media is fast and changes continuously. This is a race where speed matters a lot and can often be the difference between success and failure. When it comes to social media, users expect regular activity, fast replies, and sometimes even real-time answers to their pressing questions.
If you’re not a big player, you can defeat an incumbent by being nimble and lightning-fast with your customer service on social media. Figure out the best times to post, depending on your audience demographics and industry. And once you post, brace your community managers to be ready to engage immediately.
You can use tools like Hootsuite to schedule posts strategically and listen in on social media chatter. Remember, it’s all about being available 24×7.
These are just a few ways to level up your social media game. If you are new, you can also use an online tool for your needs, for example, you can use YouTube video editor to help you out for Youtube marketing.
Social media marketing is a constantly-evolving industry, so make sure you keep up with the latest fads and developments. Use it wisely and watch your business go from strength to strength. In the end, it’s all about utilizing the tools and skills effectively. All the best!