Social media has become one of the most powerful and dynamic marketing channels for businesses of all types and sizes. Not only is it great for brand awareness, social media can also create solid leads and drive sales. This all, of course, depends on your marketing strategy. Without a solid plan, social media marketing can simply be a waste of time.
Social media marketing, in some ways, is no different from more traditional marketing in that it requires strategy and expertise, in other ways, it’s a beast of its own. Here’s how to be a better social media marketer.
It might be a relatively new channel but social media marketing courses do exist. Taking a course in social media marketing with education providers like Upskilled can be hugely beneficial to your marketing career while being easy to fit into your schedule.
There’s more to a social media campaign than simply updating your page every few days. It’s important you understand how each platform works, and what the benefits are of each. In addition to this, knowing how to create and execute a marketing strategy is obviously important.
Create Good Goals
Having goals is important for any part of the business. It shows why you’re doing what you’re doing. For example, a social media strategy might aim to grow the traffic of your website by 20%. This means a majority of your social media content should aim to direct your audience to your website.
When setting goals, it’s a great idea to use the SMART goal setting strategy:
S – Specific: It’s important that your goals are specific. Of course, a marketing strategy has the goal of making more sales, but why and how are you going to do this?
M – Measurable: Part of being specific is having measurable elements of your strategy. Being able to know if you reached your goal, or missed it by 10% is important as it enables you to understand what worked and what didn’t.
A – Attainable: Setting unrealistic goals is never a good idea. For one it will likely be a waste of time and money, but failing to reach goals will demoralize the entire team.
R – Relevant: Your social media marketing strategy needs to tie into the overall marketing and business goals. When the whole business is working towards a bigger goal, you’re likely to see great results.
T – Timely: Having a timeframe on your campaign will help to keep your team focused and accountable. If you have a big campaign, try to break it down into smaller projects with their own deadlines so you can be sure the campaign is progressing.
Know Your Audience
Knowing your target audience is marketing101, but it’s important to have a clear idea for the next tip. Sometimes marketers struggle to focus in on who their audience really is. A women’s fashion site is, of course, targeting women who are interested in fashion, but you need to have a much more specific idea of who you’re talking to.
Understand why previous customers bought from you, and why they’re happy with their purchase. Ask them questions, learn what they need help with and how your product or service fixes this.
Know Your Platform
Once you have a clear idea of who your target audience is, it will be easier to determine what platform is the best use of your time.
Trying to have a presence on any and every platform is often a waste of time. For one, it’s hard to keep up with so many channels, and secondly, your audience is likely only on one or two platforms. To see the best results, your time is best focused on a specific platform.
In 2018, it’s hard to go wrong with using Facebook. It’s by far the largest platform and can work for many different business types, however, certain circumstances might mean you’re better off on another platform. Instagram is great for image heavy businesses, like restaurants or fashion sites, whereas LinkedIn is great for professional, B2B services.
Think about who needs your product or service and find what platform they’re on. An easy way to find this is to look at your competition and find where they are finding success.
Be Consistent and adaptable
Social media is an ever-changing, dynamic place, so it’s important that your strategy is the same. A social media account that is intended, with months in between posts looks forgotten and irrelevant., and will turn customers away.
Be consistent in producing content, but adapt to the current trends and news.
Promote and Grow
It can be helpful to think about social media as a feedback loop. The more engagement you have on your page, the more likely you will receive extra engagement. Therefore, it’s important to engage with and build your audience. Be sure to promote your social media pages to new customers and on your website. Find ways to get people to follow your pages by providing, interesting and valuable content.