A great challenge for marketers in 2018 is catching people’s attention. When roaming the web, your ads are floating in an endless sea of content. The general approach for attacking this problem seems to be to generate more content. While our audience drown, we give them more water, or actually throw it in their faces. More content isn’t necessarily bad, as long as it’s good content and it reaches the right user.
Why your business should use social media
Marketing on social media (SoMe) can be effective for all businesses. Specially because of how we segment our audience, no other platforms does this as well as social media. Remember that smart marketing is about delivering relevant content to the right user at the right time. Social media is great at connecting businesses with the right user at the right time.
Interactions between companies and users are enhanced on social media and for those who have yet to open up for this type of communication through Facebook, Twitter, Instagram, LinkedIn, etc. are shutting the door on an important source of leads.
Social media marketing provides direct insights into what specific users think about you and your services. With possibilities like asking questions directly through polls, you gain valuable feedback on how to better meet the demands of future customers.
6 Social Media Marketing Tips
1. Merge your goals with your social media strategies.
What’s your business goals? How does that translate to digital goals? Do you even speak digital or know how to implement digital goals in your strategy? Know that we approach Branding Campaigns differently than a Lead-Generating Campaign. The end goal will in general always be to sell more stuff, but having intermediate objectives will assist you in optimizing the user journey for achieving your end goal.
“Selling more stuff” translates to increase conversions. Increasing conversion could be to increase the number of sales or increase the average order size. Having digital goals provides a clear direction for your marketing plan and opens up for initiatives to deliver on. Throughout all phases of your marketing efforts, be it branding, engagement or anything else, having a common goals for all platforms and every channel will make it is easier to create achievable strategies.
2. Measure the correct success factors
A general rule is to optimize Key Performance Indicators (KPI’s).
“A key performance indicator is a metric that helps you understand how you are doing against your objectives” – Avinash Kaushik
The conversion rate as a KPI is a significant success factor. To optimize the conversion rate, you’ll also want to measure several performance indicators throughout the process. I.e. A branding campaign naturally views impressions, but impressions alone won’t tell you much. The numbers of impressions in relation to engagements (likes, clicks, shares, comments, etc.) let’s you see how one point of measurement affects the other.
Having historical data at your disposal allows you to project nominal KPI goals and set up initiatives on how to reach them. I.e Increasing the conversion rate from 3% to 5.5% or increasing the average order size from 3000,- to 5000,-
3. Choose the right channel
Knowing which channel fits your best interests means knowing your target audience. If everybody’s on Facebook, anything can be advertised on it. However, if you’re on Snapchat or LinkedIn, the user would have quite different expectations to what they want in their feed.
B2B = LinkedIn.
B2C = Snapchat.
This doesn’t mean you can’t have success marketing for the one thing in the other or vice versa, you’ll just have to be clever about it and deliver the right content to the right user at the right time. At the end of the day we are all people interacting with people.
4. Create good content
Understanding the audience is key when it comes to creating good content. If your product is relevant to a large variety of people, know that people respond differently to the same content. Young people use social media differently than old people. This means creating different content for different groups. I.e a video-ad and a blog post. You can further segment by gender, geographical location or channel and tailor content for each audience. Content on social media should be engaging no matter who you create it for.
5. Be active
Digitization is a process that improves over time. A company that facilitates data-driven optimization will experience growth. When it comes to social media, try not to be idle for longer periods. Start cautiously and increase your activity gradually while always engage in comments and conversations.
6. Analyze results
Optimization and personalization are based on analysis. Knowledge about your audiences and results gives you insight on which campaigns are working for what audiences and which are failing. Insight provides new contexts and helps you strengthen your weaknesses and expand on your strengths. Social media marketing requires strategic thinking, transparent analysis data and continuous optimization.