Doing social media marketing?
Do it right.
Social media marketing is the most attractive proposition to any business.
You don’t have to spend as much and you have a clear idea about your RoI. Not only that, you can also set the tone and voice of your brand without spending lakhs on traditional media.
But… if you don’t use the right strategies, it could go wrong too.Here are a few social media marketing strategies you can use to boost your business on social media.
1 . Have a S.M.A.R.T. Objective
Well, we just told you that spending BIG money on traditional advertising might be futile. However, some of the theories from there work well on social media, and one of them is having a S.M.A.R.T. objective – Specific, Measurable, Attainable, Relevant and Time-bound. Unless you’re clear with what you want to achieve on social media, your brand will just get lost in a sea of other me-too brands, trying to vie for the user’s attention.
Setting S.M.A.R.T. objectives also ensure that you will be able to track whether you’re meeting them or not. A few examples of S.M.A.R.T. objectives are – increasing brand awareness, achieving higher sales, growing your fan base, etc.
2 . Define your metrics
Too many businesses create a social presence and spend time and other resources on using their social accounts, without ever establishing whether they see any success or not. Unfortunately, social analytics can be a grey area because they are not the same for every business. Once again, your most relevant social metrics will relate to the goals you have set yourself.
Don’t be sucked in by easy-to-measure vanity metrics, such as the number of followers someone has. Ideally, you should look at the marketing goals you set above, and determine which metrics will provide you with the answer as to whether you are meeting that goal. For example, if you have a goal that aims to increase your brand awareness, then Post Reach is a relevant statistic. It will tell you how far your content is spreading across social channels.
3 . Who’s your audience?
As much as everyone would like it, you can’t have EVERYONE following you and liking you on social media. Not unless you’re a international sportsperson or Hollywood/Bollywood star (even in that case, only most of the world follows them, not all). Sharply define your audience on social media – ones who are ready for a mutually conducive relationship, not a one-way street. For example, why would you sell make-up to a Messi fan? You might also want to sell to a specific geography. Having a small but relevant audience is more likely to sell your product/service than having the whole world following you with little results.
4 . Select the right Social Media Network
Some people worry about how they are going to find the time and energy to operate accounts on every social network. In most cases, you don’t need to. You simply need to find the right social networks for your business. You want to discover the social networks where your intended audience spends their time.
You may have to carry out some research first to discover where your intended audience hangs out. This shouldn’t be too difficult, particularly if you know your customers. If you don’t already understand this, you could survey them, asking them for their preferred social accounts.
5 . Do a competition scan
Most firms don’t operate in isolation. You will usually have competitors who will also run social media marketing strategies. You will definitely need to know what they are doing. What is their focus? Whom are they targeting? What key phrases are they trying to dominate?
You can quickly conduct a competition scan to help you better understand their strengths and weaknesses. This should give you a better understanding of what potential customers expect from businesses in your industry.
You might spot your competitors’ weak social areas and be able to exploit the gaps. For instance, one of your competitors might be influential on Twitter, but have a weak Facebook presence, despite your target market using that network. In that case, it may pay you to put more resources into Facebook rather than competing head to head on Twitter.
6 . Make relevant content buckets
Content bucketing is one of the most overlooked aspects of social media marketing strategies. One of the biggest mistakes that businesses do is to share excessive promotional material. Remember, social networks are designed to be social – they were never intended to be a marketplace for you to sell your products.
Therefore, you need to balance the content you share socially, to be a mixture of informative and entertaining items, with a small percentage of promotional material added in. You will also need to like and share other peoples’ content.
7 . Post at the right time
While you could manually make all of your social posts, that is inefficient, and may not lead to the best results. Most of the social networks now use some form of algorithm to filter the results they give people. This means that if you post at a different time to when your target audience is online, they may never see your content. Most agencies these days use a scheduling tool (there are MANY on the internet) to schedule multiple posts at a time.
These are some of the broad points to consider while thinking up of a good social media marketing strategy. The rest, as they say, is good old-fashioned trial and error – if you don’t try it, you’ll never know how good it is, right?