Are you a marketing manager, CEO or entrepreneur who wants to learn more about the role social media can play in your company’s success? Like other forms of online marketing, social media marketing tends to evolve rapidly. That means you need to work hard to keep up with changing trends.
When used strategically, social media marketing can inform, educate and engage your audience. It can also help you establish yourself as an authority in your industry. The key is to make sure you use the popular marketing channel effectively. Here are five tips for creating your next social media campaign.
1. Use Metrics the Right Way
Metrics must be an essential part of every social media effort. They can help you analyze the effectiveness of your current strategy and make changes as needed. There are several popular metrics tools you can use, including Crawlytics, Google Analytics and BuzzSumo. Each of these tools can help you get valuable information about your audience. For best results, you should aim to include the following indicators in your metrics analyses:
• Linking engagement
• What people are saying about you
• Overall impact
You should also pay close attention to key performance indicators, or KPIs when analyzing your social media marketing strategy. A KPI is a baseline for performance. If you’re just starting out, you may want to limit your KPIs to the things like site traffic stats, revenue and conversion rates.
2. Create Diverse Content
Did you know nearly half of all social media users report watching at least an hour of video daily on YouTube or Facebook? If you’re not currently creating promotional videos, you’re missing out on a huge opportunity to appeal to a wider audience.
Just as your financial adviser encourages you to diversify your income across various earnings channels, any good marketing adviser will encourage you to diversify your content. The premise behind such an approach is simple: the more diverse your content, the wider your marketing net will be.
The good news is that diversifying your content really isn’t that hard. You can start by simply creating product images using a free or low-cost service. Then, you can pair your custom images with your written content. You can also integrate ads into your Instagram Stories to make sure your content is as engaging as possible.
3. Engage and Serve Your Customers on Social Media
In the world of social media, you need to engage your audience if you want to remain relevant. Some of the most effective engagement techniques include contests and customer service initiatives. Hosting a contest can get you hundreds or even thousands of followers in minimal time. Just make sure you’re offering generous prizes that people actually want.
You can also use social media channels as a way to encourage customer engagement by inviting reviews, testimonials and insights. Some of the most successful companies are masters at encouraging customer interaction on their social media pages. Learn from their examples.
4. Create Targeted Content
As a marketer, you already know how important it is to identify your target audience. However, knowing what you should do and actually doing it are two different things. If you’re struggling to create highly targeted social media content and advertisements that capture the interest of your intended audience, don’t worry. There are services that can help you. Try AdEspresso for Facebook, Planoly for Instagram or Salesforce Social Studio.
Ultimately, trial and error are usually necessary to figure out how to target your social streams to the ideal audience. Once you gain more experience analyzing and understanding your metrics, you’ll have an easier time creating targeted content.
5. Find New Ways to Connect To Your Audience
Has your social marketing approach become predictable or stale? If so, you’ve likely lost the interest and engagement of your followers. To reconnect, try stepping out of your comfort zone and creating new campaigns and initiatives that appeal to your followers on a deep level. One
example of a company that effectively harnessed the world-changing power of a good campaign is Dove. The Real Beauty Dove campaign was launched more than a decade ago, but it is still relevant today.
As with all worthwhile endeavors, effective social media marketing usually takes some degree of risk. Be willing to learn from your mistakes, use humor where appropriate, and incorporate the above tips into your next social media campaign.