Steps in Social Media Marketing Strategy for Businesses in 2019September 19, 2019 0 By Manne Jatin
Too many businesses go into social media marketing on an ad hoc basis. They know they should do something about social media, but they don’t really understand what they should do. Some firms just give access to the company social accounts to some junior staff member– merely because they are young, so should know all about social media.
However, in 2019 we are well past a social strategy of post and hope. All businesses need to create a social media marketing strategy and operate the business social accounts in a thoughtful, measured way.
If you don’t, you risk the danger that your competitors will, and as a result, they will gain market traction and exposure over you.
Firms can’t ignore social media, however. According to Ambassador, 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. Yet, 96% of the people that discuss brands online do not follow those brands’ owned profiles.
Even if you embrace the wonders of influencer marketing, you still need to operate some social accounts yourself. Often the goal of influencer marketing is to direct visitors to your social sites. You should consider influencer marketing to be merely an extension of your business’ social marketing strategy.
1. Set Relevant and Realistic Social Media Marketing Goals
One of the most significant problems faced by many businesses engaged in social media is that they have never spent the time to set relevant and realistic social media marketing goals. They know they need to be on social media, but they have no idea why they are there.
Of course, your social media marketing goals need to fit into your business planning as a whole. Ideally, you will have set strategic goals for how you want your business to progress. Your social media marketing goals should complement your overarching business goals.
2. Understand Your Social Media Audience
Not all social media audiences are alike. Different types of people use social media in varying ways. If you’re going to meet your goals, you need to be using the same social media networks as your target audience. Similarly, if you intend to engage in influencer marketing, you need to ensure that you engage influencers whose audience matches your target market.
You might be a middle-aged executive who uses Facebook. However, if you personally don’t match the target market of your business, you can’t automatically assume that your customers will also be spending their time on Facebook. Sure, there may have been 2.27 billion monthly active Facebook users in Q3 2018, but if you target a young demographic, you are far more likely to reach them on Snapchat or Instagram. However, if your business targets people aged 25 to 34, they make up 29.7% of Facebook users, and are their most common age demographic.
Look at your social media marketing goals you have previously set. Which social channels will best help you meet those goals?
To be successful at doing this, you need to have a solid understating of your customer base. If you have ever established personas for your ideal customers, now is the time to dust them off. What do your customers look like, and how do they spend their time on the internet?
The better you can understand the demographics and psychographics of your target market, the better you will be at reaching them on your social channels.
3. Determine Your Most Relevant Metrics
Too many businesses create a social presence and spend time and other resources on using their social accounts, without ever establishing whether they are seeing any success or not.
Unfortunately, social analytics can be a gray 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. The Influencer Marketing Hub has written a free e-book to help you here – How to Measure Influencer Marketing ROI.
Don’t be sucked in by easy-to-measure vanity metrics, such as the number of followers somebody has. We have previously written about why buying Instagram followers is a really bad idea. The existence of fake followers on any social network means that follower numbers have little value as a metric.
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.
If your goals are more sales-based, or you want to drive people to take a particular action, then you should take notice of the number of Clicks. Tracking Clicks per campaign will give you a good indication of what drives people to buy or do what you ask of them.
You will often take most interest in the engagements on your posts. This shows how people interact with your content, and whether it resounds with them.
About The Author
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