Social networks are amazingly easy to use when you want to connect with friends and family or manage your profile. On the other hand, when it comes to managing a business profile and reaching out to a potential audience, you have to thrive on multiple strategies and various social media channels.
There is no doubt that social networks offer a plethora of marketing opportunities to businesses but brands face huge competition on both regional as well national levels.
In order to achieve the best targets, businesses have to draw their attention to various aspects, even to a minor issue of sending out updates. It all starts with creating the best strategy that involves everything you need to implement on your social media profile to generate profit in your business or increase brand value.
In this Article, we will take you through the five-step guidelines which will enable you to create an excelling social media marketing strategy for your business.
Clearly Define Your End Goals
Social Media marketing without a well-structured plan is like driving a car without knowing the destination. If you don’t have a goal it’s difficult to determine the success, you won’t be able to drive yourself for ground-breaking rules and rather do things just for the sake of doing it.
The base of social media marketing lies in defining end goals and while you do that, it is important to be realistic and set challenging but achievable goals.
Social media marketing goals could include several things, here are a few ideas you might want to consider:
- Drive your social media traffic to your website or increase it by 50% in a year
- Boost engagement by 50% in a year
- Increase conversion by 30% in a year
- Generate 20% revenue through social media in a year.
The above example is just to explain to you how you can set goals. However, it totally depends on you, what you wish to accomplish socially for your business. Set criteria for a specific time that you think you can achieve. A definite social media goal enables you to thrive more in achieving a bigger target and get potential benefits for your business.
Choose the Right Social Media Network
Over 4.57 billion people around the world use the internet, out of which 3.96 billion are active on the social media platform. With the adverse use of the internet and social media platforms, there are now hundreds of social channels for businesses to market their product. Having said that, to reach the right target audience, it is crucial to choose the right platform.
So how to find the best suited social media channel? It’s easy, find a platform that would be perfect for your content type. For example, if the majority of your business relies on textual content like blogs or newsletters, choosing picture-oriented platforms like Pinterest and Instagram won’t be of much use.
You must select a medium that has relevance in content distribution. For instance, even though Instagram doesn’t have more active users than Facebook, pictures are shared 20 times more than Facebook.
If your business has a major focus on video content, consider Youtube as a major platform, for pictures, use Instagram and Pinterest, for blogs and new updates keep the prime focus on Facebook and Twitter platforms.
Here is a simplified rule of thumb on selecting social media platforms:
- Facebook and Twitter are universal platforms that are relevant to every content aspect.
- Pinterest and Instagram are greatly beneficial for businesses that produce a lot of images such as fashion, food, lifestyle. Also, these channels have the most number of female followers.
- Google Plus and Yelp are beneficial for location-based businesses because users can leave reviews, refer to Google maps to check-in.
Identify Target Customers
Pitching your product to the right target audience is extremely crucial, they are people who really are interested in your brand and willing to invest their money in your product. Target customers are not the ones you already have but the people who you want to have for the business, the group of users your new referenced material is made for.
Knowing about your customer is extremely required for every business, and as far as social media are concerned, every minute of information counts. So, how much do you know about your target customer, not much right? To find out you need to carry market research, draw your attention to the buyer persona.
Online analytics tools might help you to know the age, location, income and other demographics but that’s not enough. You actually need to learn about the facts that can make them tick the follow button and choose your brand for your product and services.
Tell them about the pain points your business can solve and also how valuable they are for your businesses. Know about everything the shows and sports they enjoy, what content they prefer online etc. The more you know about your customers the better content you will be able to create for them to engage.
Finding the Right Tone and Voice
One of the major mistakes brands make on social media is using the wrong tone and voice on their accounts. For instance, B2C businesses can address their fans with an informal and friendly tone, while on the other hand, B2B firms need to have a professional, direct, and reasonable approach for pitching their target audience.
Having a specific tone helps the business in making its brand credible. It underlays a vibe on social platforms which makes brands identifiable and unique. With a brand tone, you can subtly inform your audience what your business emanates in the brand’s communications.
With the right tone, you can subtly alert your fans about your brand values whether you are going to stay open or buttoned up. It’s up to you how you want to set your brand tone, but being humble and polite helps you build customer loyalty in the long run.
There can be multiple types of tone for businesses like personal, humble, clinical, honest, direct, scientific etc. Scientific and clinical tone are good for B2B businesses or professional services and organizations.
Some of the brands on social media nailing the brand tone are Oreo with a playful personality, Starbucks have an expressive tone to tell their customer passionate coffee story. On the other side, IBM uses an authoritative and educative tone to attract decision-makers and concerning persons.
Finding the right tone for brands depends on various factors like target audience, objectives, goals, company environment and more. Business competitors with the same niche and industry may have a difference in brand tone and voice.
Analyze, test and monitor your existing content
Social media marketing involves numerous things. It is quite difficult to get everything right on the first attempt. Social media is a huge marketplace with excessive competition.
In fact, over 71% of small to mid-sized businesses use social media for their business, and every single one of them has a specific customer group, company values, objectives and goals. Thus, it makes it very difficult to follow a predefined plan.
Sometimes social updates can create a huge engagement while the other time it goes as a complete failure. Content of some brands may work well on one special social media network but not for the other.
Profession social media marketers know that analysing and testing posts, as well as strategies, are crucial for marketing success. Analyze your posts and existing campaigns’ performance weekly or fortnightly and identify what’s working out for you and what’s not. Also, identify the common elements in your best and worst posts, and in the next week note down the most beneficial aspects of your campaigns.
A thorough analysis helps you create the best content for your audience, even small changes are capable of generating impact. Another effective way of creating uptick engagement on your post is to directly address your audience. For example, write, ‘Hey LinkedIn’, or ‘Hey gorgeous moms ‘or anything that creates an opening hook.
Although in this blog, we have majorly discussed organic posting, paid ads are one the best ways to test post-performance. You can A/B test your posts based on which post variant is performing best, it can involve messages, captions, humour, hashtags and more.
Social media marketing can not be defined as black and white but more like a rainbow, it is always updated with new trends and features. Customer sentiment on social platforms keeps on changing hence having a comprehensive marketing strategy is a must for all marketers. Brands present on any social media platforms should keep themselves updated and make necessary amendments whenever needed.
Spare some time to use the above guidelines, start creating a winning strategy for your business and see how impactful it is for your business.