In the modern digitized landscape that is technology driven, where do brands get to meet their audience? The answer is social media. It makes enormous good sense to assert that social media has indeed transformed the way in which brands communicate with their followers. Given the vast plethora of options of social media platforms and the hectic activity taking place across each of these, how do you put in place a social media marketing campaign?
In other words, if you are still not there on social media marketing your brand, hurry up. It is where all the action is taking place. For the uninitiated, it makes sense to think small and simple and focus on a definitive execution of the campaign. If you run a micro or small business or a start-up firm, you can well begin your journey towards a simple but effective social media marketing campaign by hacking some ideas from some of the highly rated blogs that offer excellent resources for learning on social media marketing.
In this piece, we bring you 7 awesome and simple elements that we believe can add value to your social media marketing campaign and set you up for your journey to the next levels down the road as your brand grows and gains traction on social media. Read through as follows.
First, who is your brand talking to? Social media marketing, as opposed to marketing on other conventional media platforms, is a dialogue. Remember the keyword here is dialogue, not a monologue. Thus, your brand talks to users and in turn get talked about. Who are these people that constitute of your audience? Think through the defining characteristic features and parameters of your target audience such as age, gender, geographical location and more. Once you have the correct definition of your brand’s target audience, you can set the ball rolling for the next steps in your social media marketing campaign and most importantly decide on the social media platforms where your brand is most likely to meet your target audience.
Now that you have discovered who you are talking to, you need to ask the second important question. Where do you meet the target audience? That is to say that each social media platform has its pre-defined audience. Further, you also need to segment social media platforms on the basis of consumers and professionals, the type of content that you aim to create and leverage and the budget that your brand can afford for investments into paid advertising on such social media channels. For example, Facebook that has a population larger than that of China is great for brands that are talking B2C language. If your brand speaks B2B and is aiming at an audience of professionals, LinkedIn is made for you. You can get to interact with diverse communities of corporate executives, managers, and professionals, seek recommendations from the most respected voice in the industry and learn from them. Instagram and Pinterest are typically great for brands that have to rely on the power of visual messaging to establish a mass connect. Twitter, on the other hand, is great for press releases, corporate media bytes, and public relations.
Third, even before you think of dishing out a dime for your paid social media marketing campaign, hold your hooves. Where do you wish your users to navigate to? Where do you redirect them from your social media properties? Many brands commit the mistake of thinking that redirecting the users from your paid social media marketing campaign to the home page of your website may suffice. In the absence of a great landing page, all your financial investments into paid social media marketing shall only yield sub-optimal results for conversion.
Synchronize the message, tone, and appeal of your social media creative assets with those of the landing page to deliver assured consistency to the users. Do not forget to place a call to action to trigger transactional behavior from your users, improve shopping cart and shipping functionally. Moreover, place the important content of your landing page strategically, preferably at the top and in the center, so that users can find all that they need to know in the shortest window of time and at a glance.
Fourth, before you jet set into content creation, again pause to roll out a social media content calendar. Make sure that you put in place a calendar that is easy to execute, plan and monitor. Also, watch out for the frequency of your social media posts and the timing of your social media posts across the day. Here is how you can create a perfect social media calendar for your marketing campaign.
A single post across each of the social media platforms that leverage text content may be just good, to begin with. Refrain from increasing the number of posts across the day. It spoils the curiosity of your followers. Again, do not miss out on the timings that you have scheduled for your social media posts. There are great social media management tools like Hootsuite, Buffer and Social Pilot that you can use to post, schedule and track your social media content.
Fifth, remember that anything that cannot be measured cannot be managed. This adage holds good even for your social media marketing campaign. In God, you can trust, but everybody else has got to bring data to the table. You need to keep measuring the yield of your social media marketing campaign from time to time to achieve the targeted level of return on investment in social media marketing. Two questions come to the forefront. What to measure? What social media analytics tools can be used?
For beginners, we recommend that the following key performance indicators (KPIs) be measured such as clicks, page visits, impressions, click through rate, cost per click, pages per visit and conversion. As far as social media analytics tools are concerned, the following would make into our list of chosen ones such as Google Analytics, Brand 24, CoSchedule, and BuzzSumo.
Since the time that Bill Gates once referred to content as the king, it has rightly been so. There is no substitute for great content that educates and interests users. Augment the appeal of your precious content with catchy titles and tweak these into interesting reads.
However, to believe that the very definition of content is confined to the four walls of text is myopic. Visual content makes social media posts that much more interesting, colorful and fun to the users. Add social media banners, graphics, images and possibly even video content to bring your social media posts to life. With the availability of top social media banner design templates on apps, even a layman can get his or her creative juices flowing. With a diverse array of more than 4000 modular design templates to choose from, creating social media banners is easy.
One last thing that should probably enable your brand to join the missing link between your blog and social media properties remains. Your blog has to be the mouthpiece of your brand and literally drive the conversation with your follower. Do not forget to promote your blog aggressively through the social media properties of your brand.
Given that spending a fortune on your blog may just be a tad too challenging and financially unviable, it is advised that you steer clear of investing in paid advertisements to promote your blog. Lean on your social media assets instead. There are wide varieties of techniques that you can leverage to promote your blog on social media. Again, research and read through some great advisory in this regard on some top blogs that offer ideas to promote your blog on social media.
Paid social media marketing is always driven by return on investments. Even as you keep exploring means and methods to deploy a great landing page, execute a social media calendar and create great content, watch out for the metrics of return on investment. Keep track of user engagement and visitor traffic into your digital assets that are being routed from the social media assets of your brand against the outlay that you are investing, from time to time. The return on investment should ideally serve as the compass for your decision making for expanding or contracting your budget on social media marketing. Further, the social media analytics board should serve to navigate you through areas of improvement and thus effectively move from an outlay based budgeting approach for social media marketing to a more outcome-based one.
What are your thoughts on our techniques on improving your Social Media Campaigns? Let us know in the comments and also share your thoughts and inputs on the same.