1. Research Your Audience
Success with social media marketing comes from targeting the right audience. If you want ROI, engaging with your audience is essential. You need to understand who your target audience is. Without this understanding, you won’t know what their needs and wants are. No matter how great your content is, if you don’t target the right audience your social media marketing plan won’t work. Researching and understanding your target audience is one of the most crucial social media marketing tasks. Perhaps your social media posts are generating a lot of publicity but you may not be converting this to leads or direct sales purely because you’re creating content for the wrong audience.
When was the last time you just asked your customers what they want from your company? Often businesses market using F.I.G.J.A.M. (click the link to learn what that fun term is if you haven’t seen it before). Use demographic markers to get a better understanding of who your audience is. A few examples are age, gender, profession, geographic area, level of income and interests. Also, the more you engage with your audience the better you’ll understand them. One of the best ways to increase interaction on your social media platforms is to respond to every comment and questions as quickly as possible.
2. Consistency And Value
One of the crucial social media tips for your business is to deliver quality information consistently. Regularly provide valuable and quality content to boost engagement across social media. When you generate value without asking for anything in return it builds trust in your audience. The higher the quality of your content, the more likely they are to have a positive relationship with your brand. It’s super important to ensure the content you post is relevant, interesting, and offers value for your customers.
Once you master the first point of, “understand your audience”, you can build useful and imaginative content that fulfils their desires. Most importantly, they will place value on what you offer. After absorbing what you put out there, consumers will be more likely to buy from you. Properly written and trustworthy content helps your audience make intelligent purchasing decisions. If your customers see you as an industry expert then they’re more likely to trust you. Your content serves to highlight your experience and provide useful responses to questions from your audience.
3. Video Is King
For many companies that work on social media, video content marketing has become the secret sauce to marketing success. For the consumer, video is easy, engaging and entertaining because it appeals to more than just our sense of sight. While it’s easy and effective to consume, video marketing provides advertisers with an appealing, flexible and highly shareable tool for reaching their audiences. In fact, recent figures show that 82% of internet traffic will come from video content in 2021.
Don’t get bogged down in the production quality of video either. It’s more about informational content on social media rather than the video itself being of “broadcast” quality. There are many ways to share videos on social networking sites. One concept is “Interview”. This is a great way to show your audience what you have to tell them. The interview also helps you develop more credibility with your audience. Brands use live streaming today to quickly and easily connect with their audiences. Live feeds operate in the same way as traditional TV and work well to generate excitement and increase commitment.
Ensure your video is insightful and persuasive, has a bit of creativity and humour, and you’ll win the internet!
4. Engagement, Engagement, Engagement!
Engagement is the number 1 consideration when trying to expand your influence on social media. You need to work hard to create interesting, creative and comment-worthy posts. Most social media algorithms work based on engagement. This means you can have thousands of followers yet only a couple of hundred people see your posts. Why is this? Because the platforms favour engaging content. That is to say, the more followers who engage with your profile, the more likely they will see new posts in the future.
When you create a contest on any of your social media profiles that are connected to a common or trending subject, you unintentionally create the opportunity for individuals to engage and connect based on a shared interest. Online giveaways are also a rapid way to increase their audience, however, recently the largest player, Facebook, has altered its algorithm to recognise when businesses are “gaming the system” where they ask their potential audience to like, share, follow. Whilst we don’t know for sure, it’s thought that Facebook then reduces the organic visibility of your posts as a form of punishment. Engagement tactics are constantly evolving and it’s important to stay on top of the latest trends.
5. Build And Grow Your Community
Facebook groups are a great place for building a community. It ensures your audience remain connected with your brand and encourages discussion around your products or services. They work because the audience is clearly interested in your brand, product or service – they’re essentially pre-qualified leads.
So, exactly how do they work? After you’ve built your business profile and have a solid set of followers then you create a group that will concentrate on your niche.
People like to hang out in small groups and chat about their thoughts, tips, tricks, and experiences. If you think about it, ALL social media is centred around people’s opinion. When you regularly post new, group-only content or offers, your participants will stick around and gradually turn into customers or level -up with your products/services. One great example of this is “Kmart hacks” – where people give their ideas on how to take standard Kmart products and turn them into something else altogether. The next step for your group, once you have enough members, is to hold events. This will ensure maximum participation by your followers and further cement your brand in their minds.
One of the biggest trends in social media marketing strategy since the late naughties has been collaborating with influencers. Influencer marketing can be very effective for businesses of all size. Influencers are individuals with a large number of followers who create content that allows business owners to spread awareness about their products or services. If you’ve ever had any doubts about the power of influencers, consider that a recent study suggests that about 40% of social media users say they made a decision as a direct result of an influencer’s post.
Collaborating with influencers will help boost your marketing campaign and introduce your brand to a much wider audience. Keep in mind you don’t need a massive budget to work with influencers. There are micro-influencers who already have hundreds to thousands of loyal supporters who interact with their posts daily. Micro-influencers usually focus on a niche and therefore have a smaller audience. Once you identify someone that fits your niche, slide into their DM’s and ask if they’d be interested in promoting your goods or services. There may be a monetary amount involved, free products or both.
7. Smaller Platforms
There are a multitude of social networking sites out there which aren’t as popular as Facebook, Instagram, Twitter or YouTube but are gaining popularity in their niche area. A highly personalised social media site such as Pinterest, for example, allows users to upload, save and manage images and videos through collections known as Pinboards. Pinterest has the potential to boost traffic on your website as well as your reputation and authority and, in the last couple of years, even work as an additional revenue stream.
Another platform that is starting to gain recognition is StumbleUpon, which is now known as Mix. It’s basically a search engine that finds and recommends web content in the form of blogs, posts, pictures, and videos to match an individual’s personal tastes. Snapchat is another well-publicised network which is mostly focused on a teenage audience. If that’s your audience, you’ll achieve much better results on this platform over say Facebook who’s main user base is aged 30+.
Lastly, one of the fastest growing social networking platforms is Tiktok (formerly Musical.ly) which was originally a youth-oriented network focused on lip-syncing and dance move videos but has recently branched out to include a broad cross-section of material across a wide variety of interests. Since 2019, Tik Tok has offered sponsored posts as businesses start to flock to the medium but, importantly, it currently enjoys massive success with organic reach (non-paid).
8. Customise Content By Platform
Great social media marketing strategies include creating tailored posts for each social media platform, rather than constantly distributing the same message across all pages. For example, Instagram is not a link-heavy platform. Its focus is on engaging and visually stimulating media such as images or videos whereas news, opinion, and educational pieces are best kept to Facebook or LinkedIn. Even these two have wildly different purposes though – Facebook is more consumer-focused where LinkedIn is business-oriented.
Regardless of the medium, each piece of content you post on social media must be wisely thought out. If you’re just posting for the sake of it, you’re not going to get much benefit from social media marketing. The purpose of the content you post should be in sync with the purpose of the platform you post on.
The words you use to convey your message is a major component of performance at the social media strategy. What you say and how you say it can also vary depending on the social network on which material you share. Study the different platforms and focus more on the ones you think will suit your business better.
9. Use The Right Tools
The tools you choose will decide the power of all your marketing strategies for social media. Choosing the appropriate tools is one of our most important social media marketing tips. In this case, tools are used to improve the process in social media which will, in turn, help you save time and make things more efficient.
Social media can take a lot of time to get right. Coming up with the idea, creating the content, ensuring you have developed for the correct audience, track and optimise all amounts to many hours of work each week and scales quickly based on the size of your audience and need to keep them engaged. You will have to determine which social media automation platform you will use to program and measure your social content. There are dozens of options out there. Some examples are Sprout Social, Buffer, and Iconosquare.
10. Analyse Your Results
Keep track of your results and analyse them regularly. Tracking post-performance and evaluating the results will help you understand what you’re doing right and what’s not working.
There’s absolutely no point in implementing marketing strategies if the results don’t work for your business. To best track and evaluate your social media marketing strategy, keep the following metrics in mind:
- Engagement – Likes, Comments, Shares, and Clicks
- Awareness- Impression and Reach
- ROI – Referrals and Conversions
You should make sure that you track these metrics weekly, if not daily, so you know exactly where and when to make modifications to your marketing strategy.
Social media marketing takes time, learning and resources but the benefits are hard to ignore. There’s no denying social media is a powerful tool. It increases traffic to your website, generates leads, increases sales and, if properly executed, will strengthen your company’s reputation. Use these social media marketing tips to benefit your business but if you find that it’s taking too much time or you don’t have the expertise or creativity to make an impact then contact Amplify Global and ask how we can help.