Social Media Marketing: Social media marketing is another component of Internet marketing and one that is gaining a lot of attention the last couple of years.
Millions of users spend a considerable amount of their on-line time on Facebook, Twitter, Google+, Instagram, Pinterest, YouTube, LinkedIn and on other SM platforms. This fact alerted digital marketers to take SM seriously and make it a part of the digital marketing campaigns.
Social media marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing.
Here are the seven steps to create a winning social media marketing strategy in 2018 – 7 Step Social Media Marketing Strategy Checklist.
1. Create Social Media Marketing Goals That Solve Your Biggest Challenges: The first step to any strategy is to understand what you want out of your efforts. Social media marketing isn’t about flipping a switch and calling it a day. Instead, social media planning should be looked at like cooking your favorite dish. Set goals that you know are attainable. With achievable goals, you’re more likely to stick to the original plan and continue to take on new hurdles as you complete old ones.
2. Research Your Social Media Audience: Approximately 79% of adults use Facebook–but are your customers actively engaging with your brand there? Understanding your audience is necessary to learn things like who buys your products, what age group is the toughest to sell and what income level makes up the most of your returning customers? As for social media, it’s just as critical to know your audience.
Let’s take a quick look at the essential demographics data for each major network, which will help you to find your focus channels:
Facebook’s most popular demographics include: Women users (89%), 18-29 year olds (88%),
Urban- and rural-located users (81% each), Those earning less than $30,000 (84%) and
Users with some college experience (82%).
Instagram’s most popular demographics include: Women users (38%), 18-29 year olds (59%),
Urban-located users (39%), Those earning less than $30,000 (38%) and
Users with some college experience (37%).
Twitter’s most popular demographics include: Women users (25%), 18-29 year olds (36%)
Urban-located users (26%), Those earning $50,000-$74,999 (28%)
Users with college experience or more (29%)
LinkedIn’s most popular demographics include: Men users (31%), 18-29 year olds (34%)
Urban-located users (34%), Those earning $75,000 or more (45%)
Users with college experience or more (50%)
Snapchat and other auto-delete app’s most popular demographics include: Men users (24%)
18-29 year olds (56%), Those earning less than $50,000 (27%)
Users with some college experience (27%).
3. Establish Your Most Important Metrics: While your targeted social media metrics might be the most important step of a strategy, it’s often the spot most veer off the path. Vanity metrics like follower count and likes are always good to measure, but does it tell you the whole story of your brand on social media?
We often get wrapped up in viewing followers and likes as the truth to a campaign, but it’s smart to take a step back and evaluate the social metrics associated with your overall goals.
Engagement metrics sometimes paint a better picture, because, building lasting relationships works on social. Large audiences and likable content is absolutely great, but here are some other metrics you might want to pursue in 2018:
Reach: Post reach is the number of unique users who saw your post. How far is your content spreading across social? Is it actually reaching user’s feeds?
Clicks: This is the amount of clicks on your content, company name or logo. Link clicks are critical toward understanding how users move through your marketing funnel. Tracking clicks per campaign is essential to understand what drives curiosity or encourages people to buy.
Engagement: The total number of social interactions divided by number of impressions. For engagement, it’s about seeing who interacted and if it was a good ratio out of your total reach. This sheds light on how well your audience perceives you and their willingness to interact.
Hashtag performance: What were your most used hashtags on your own side? Which hashtags were most associated with your brand? Or what hashtags created the most engagement?
Sentiment: This is the measurement of how users reacted to your content, brand or hashtag. Did customers find your recent campaign offensive? What type of sentiment are people associating with your campaign hashtag? It’s always better to dig deeper and find what people are saying.
Organic and paid likes: More than just standard Likes, these likes are defined from paid or organic content. For channels like Facebook, organic engagement is much harder to gain traction, which is why many brands turn to Facebook Ads. However, earning organic likes on Instagram isn’t quite as difficult.
4. Research Your Social Competitive Landscape: Before you start creating content, it’s really smart to investigate your competitors. You shouldn’t steal your competitors ideas, but instead learn and grow from their success and failures.
5. Build Engaging Social Media Contents: Did someone say content? It’s no lie–social media content is extremely important to your marketing strategy. However, it’s best to follow the previous steps before planning out content so you can start building more effective themes.
For starters, we recommend creating content that fits to your brand’s identity. This means you should avoid things like reaching out to your unpopular demographics without a complete strategy in place.
It’s necessary to find the perfect balance between target content and being overly promotional as well. In fact, 46% of users say they’ll unfollow a brand if there’s too many promotional messages. Additionally, 41% of users say they’d unfollow a brand that shared too much irrelevant content.
- Video Content: How important is video to your social media marketing strategy? Extremely–approximately 90% of online shoppers believe product videos help them make a purchasing decision. Additionally, the average online video is completely watched end to end by 37% of viewers. These type of stats should only enforce your reasoning to invest in social media video content. Brands can reach users through Instagram Stories, Facebook Live and other in-the-moment media.
- Build Content Themes: One of the toughest challenges to visual content is creating it on a day-to-day basis. This truly shows how important highly-visual content is to marketers and the people they want to reach. That’s why building content themes is a great approach to sectioning out your content.
6. Engage With Your Audience & Don’t Ignore: Social media channels are built as networks. This means their main purpose is to be a space to converse, discuss topics and share content. Your brand can’t forget these core elements of “networking” and it takes effort to ensure conversations or engagement opportunities aren’t left unattended. Through social media, you gain respect as a brand by just being present and talking to your audience. That’s why social customer care is so important to brands wanting to increase audience awareness. It’s all about engagement.
7. Track Your Efforts & Always Improve: How well did you do on your social media marketing strategy? Without continuously analyzing your efforts, you’ll never know how one campaign did over another. Having a bird’s-eye-view of your social media activity helps put things into perspective.
You’ve got most of your important goals, network preferences and metrics. Now it’s time to make sure you made the right decisions. If you work at building lasting relationships, there’s a lot less room for failure with your social media marketing strategy.
Use a Tool to Track Success: It is always good to use a tool to track your progress. Either you could develop yourself or use tools made by others and internet can help you to find our one such tracking Tool for you.