Tips For a Successful Social Media Marketing Campaign Part II:
Choose Your Platforms:
Your brand should always be present wherever your audience invests their time and attention. So figure out where this is, and don’t miss out on a chance at engagement that your competitors may seize!
How do you decide the right platform for your business?
Don’t try to be everywhere. With so many platforms out there, it may be overwhelming to decide which ones are right for your business, and which ones are not in your best interest. You need to be realistic when it comes to deciding on the number of platforms you can effectively leverage. Facebook, Google+, Twitter, Instagram, LinkedIn, and Pinterest are some of the most popular and commonly used social media platforms out there.
You need to do some research. Think about what type of business you are, and how your business would be best represented. What is your vision? How would you like your brand to be perceived? What does your company care about?
Identifying answers to these questions will serve to formulate who you want to be on the internet.
Pinterest offers a very visual content sharing experience, whereas LinkedIn is more of a professional networking site, and Facebook offers methods for businesses to represent themselves in more intimate ways.
Each platform has its own pro’s and con’s, it is your job to identify them, and weigh them against what your business needs. Keep in mind that it isn’t about which platforms you preferably like to use, it is about which platforms your audience is using!
Content, Content, Content
Consumers are tired of being treated like numbers. Sick of the impersonal experiences they receive when engaging with enterprise. They want to feel special. To feel appreciated and valued. They want to feel like you care about them. Most importantly they want to know that you appreciate their loyalty to your product, service or brand!
Content is a great way to achieve this relationship with your consumers, and potential buyers.
But what is content?
Content is both information and communication. It is the sum total of the suitability, readability, efficiency and benefit of a communicated message. This can be verbal or written discourse. Blogs, podcasts, newsletters, info-graphics and more.
So where do you start?
Start a blog, and keep it fresh with pieces that are relative to your business or your field. Buy some equipment and begin recording podcasts to post on your website. Create some unique info-graphics that are informative to your target audience.
What is new and exciting in your field? What are some problem’s your business has recently faced and successfully addressed? Are there new trends, products or services you could write about?
Ensure your content is remarkable, because with so much content out there, consumers can get lost. Make sure you have a plan to cut through the noise, by establishing content that actually provides a benefit.
Create Opportunities For Conversion
Increasing customer engagement and conversions should be your top priority as a business!
Not everyone who visits your social media profile is at the same point in your sales funnel. As a matter of fact, most of your visitors are in completely different places.
It’s your job to get them where they need to be.
Create offers relative to buyer personas, and make them targeted.
Millennials love to be online, and to connect with social networks. Use this to your advantage, and keep them engaged.
Remember, converted leads establish a contact and an opportunity. So try to provide people with as many opportunities to move them farther down the funnel.
Engage With Your Audience!
Once you have established your social media presence you must remained involved and consistent, or nothing will work. Get your audience interested, and build relationships.
You shouldn’t just post regular content, but you should also encourage conversation around your content. Remember, social media is meant to be an exchange, not used as a billboard for aimless posting and sharing.
Try to follow the 60-30-10 rule, aiming for 60% of content to be about other people (industry specific), 30% about you (but about no offering) and 10% offering specific.
Use visuals, posts with images get way more likes, comments and shares, than posts without!
Ask your consumers for their input! Request their feedback on your business, products or services and respond to suggestions. Learn how customers use your product or service by asking them to share their stories. Make this interesting, by allowing your audience to take creative control over their share.
Add elements of fun by offering rewards for engagement, like entries in a draw, etc.
Gather Data, Create Analytics
Analytics are intended to improve processes, save time and money, and reduce costs. They ultimately give you a better understanding of your customers, and your efforts. Tests show time and time again that people do not act the way businesses often think they act. So to build something on speculation, without testing is likely to lead you in the wrong direction.
Create targeted variables. Set goals, measure those goals, and then report on those goals. This will allow you to analyze and optimize, then adapt and change. Repeat until you have reached the intended destination.
Build out your plan in a manner which can be tested. As said by Peter Druker, “you can’t manage what you can’t measure”, and “if you can’t measure it, you can’t improve it”!
Take advantage of both qualitative and quantitative research methods, to really identify the who, what, where, when, why and how. Ensure the data you have collected is accurate, as distorted findings often result in wasted resources.
Try running some A/B testing to increase conversions. Different forms of testing should be a significant factor in your decision making, because the only way to find out what works, and what doesn’t is to test.
Trial and error. Never forget that small improvements lead to substantial growth!
All in all the goal of your social media marketing campaign should be to improve your brand perception, convert leads, build relationships and ultimately drive results.
By: Amberly Martin
Project Manager at Generation Digital Corp.