We live in a time and age where life without social media is unimaginable. I know I say this almost every time I write on social media but this is the truth and I know you agree with me.
I recently read an article on Social Media Examiner which stated some shocking predictions like “in the next 15 years, 15% of news will be written by the bots” and “we will soon have apps which will wish Happy Birthday to our friends and family for us”.
To me, it sounds rather scary. It simply means that the day when AI and robots will be an important part of our lives is not far behind us. Even though these developments might be in motion, they won’t see light of the day for at least another decade.
This brings me back to our role as marketers in 2016. As of now, social media is paramount to not only our marketing strategies but also our business growth.
Social media is constantly evolving. From changing algorithms and personalized feeds to increasing popularity of visual content – we have seen it all!
For B2C and B2C businesses in particular, platforms like Facebook, Instagram and Pinterest offer a digital space to lure customers into purchasing their products – apart from their web presence.
Social media has definitely opened another door to pushing the customers in the sales funnel. But it is not as simple as it looks. And as a sensible marketer, one must keep trying to bring traction to social platforms. Here’s how it can be made possible:
1. Buyer personas – Without them you’re clueless
One of the main reasons for having a weak social presence is targeting the wrong audience. Your social content and artwork must be bang on but if it is not directed to the right people, then all efforts go waste. This happens to businesses that don’t invest time and money in creating buyer personas.
Really – with the help of buyer personas, you can define and target the right people at the right time with the right message. Imagine how easy it becomes if you know your audience’s age, occupation, interests, pain points and objections.
The more specific you are, more the chances of conversions increase.
2. Competition – Keep your friends close, enemies closer
Start with analysing social media strategy of 3-5 competitors. Check the kinds of posts they make, their posting frequency and number of followers. The idea is to integrate interesting and nifty moves of your competitors into your own strategy.
One of the key metrics you should watch out for is the “engagement level”. For instance, on Facebook, take 20-30 updates of your competitors. Calculate the total number of engagement activities for those posts such as likes, comments, shares, etc. and divide the number with the page’s total number of followers.
You can apply the same formula to calculate the engagement level on Twitter (likes, retweets and replies) and Instagram (likes and comments).
3. Budget – How else will you run campaigns?
Set aside a certain amount of money to carry out your social media activities. Now is the time when results from social media can only be fetched if you ppump in some money. Be it running an advertisement on Facebook for 3 months or Instagram for a week – budget your spends.
Focus on achieving ROI faster to generate instant profit that can later be invested into long-term activities such as long-term engagement and fan acquisition.
4. Assigned team roles – Social media is not a one-man army
Knowing who’s responsible for what definitely helps in churning out more quality work in a lesser timeframe. First of all, it is important to have a team to look into various aspects of social media. Be it social content writing, running campaigns or looking for the right images to go with the posts, every person should have set role.
Over to you
Are you new to social media and encountering trouble in kickstarting your social activities? Contact us and we’ll help you get sorted.