Social media has become a primary method for modern companies in marketing their business. It is cost-effective, extremely popular, and an exceptional tool for engaging your consumer base and increasing brand awareness in general. In fact, one study found that 93% of all marketers cite more exposure for their business as the biggest single benefit of social media marketing.
Let's discuss some important ways that you can develop a top-notch social media strategy, and grow your business in a consistent, sustainable way.
Find Out Who Your Audience Is
Many companies, including the majority of small businesses, don't have the resources or "bandwidth" to maintain a robust presence on every social media platform. For that reason, it's important to understand exactly which consumers make up your target audience to tell you which platforms will make the most of your marketing efforts.
As one example, imagine that you're running a B2B company that targets senior managers, executives, and other corporate decision-makers. In that scenario, it would probably make a lot more sense to market your brand on LinkedIn than it would on Instagram.
This type of digital targeting definitely works. In fact, one agency saw a 744% boost in organic traffic within 12 months after shifting to a content strategy informed by audience targeting! Of course, it should be noted that social media, while having many sales functionalities, is generally a more effective tool for audience engagement, like "social listening," or responding to customer issues.
Set Actionable Goals
It's important to set SMART goals in all marketing initiatives — and this includes social media marketing campaigns. The SMART methodology stands for:
In the context of social media marketing, you need to set actionable goals that will not only help your brand presence to grow, but will also help you to track your performance and measure ROI moving forward.
Setting actionable goals will also help you to narrow your focus to your "ideal customer" demographic — in other words, the people most likely to buy from your company and become high-value customers. This approach goes beyond simple brand awareness, and can feed into your strategy to boost sales in general.
Just as ad impressions are not all created equal, engagement on social media is not equally valuable across the board. Users that leave positive comments on a post may be more likely to purchase from your company, and could be separated into a high-priority segment for your marketing team.
Be Consistent With Your Posts
Consistency is key in social media marketing. It is vital that you post at a steady rate, whether that's daily, weekly, or bi-weekly. Moreover, you want to keep your messaging "on-brand" in terms of voice, tone, and content. In fact, brand consistency across all platforms can increase revenue by up to 23%.
In general, posting about once per day is the right amount for social media. It gives your followers something to consume on a regular basis and shows that your business won't "ghost" them through negligence or lack of interest. If keeping up with that pace presents a challenge, then you can leverage the "one-two punch" of developing a content calendar and utilizing scheduling software. Over time, your consistency will build trust with your consumers, ultimately resulting in more leads and sales.
Implement Creative Visuals
It's no secret that social media users love video content. If you haven't already, be sure to incorporate creative, highly engaging visual content into your posting strategy. Videos and images not only attract more attention than plain text, but also serve to increase engagement and build your brand. And if you want some feedback on how your company is doing in this regard, then surveys and "social listening" initiatives may be the perfect solution!
Use Paid Social Media Ads
Finally, you should consider leveraging paid social media ads to promote your products and grow your audience. Today's social media platforms have become extremely sophisticated at presenting ads to the users most interested in the product or service in question, provided you set some parameters for the algorithm.
The great thing about using paid ads is that you can set your budget and determine who your target audience is in a (relatively) simple, streamlined way. Moreover, you should link to your social media accounts from your website and other online ads to further generate awareness and interest in your offerings.
Social media marketing is an exceptional avenue for reaching your audience in an authentic, relaxed way without depleting your budget. However, to ensure greater chances of success, you can hire an experienced media partner to design and implement your strategy for you. Having a consistent and engaging social media presence brings significant benefits to your business moving forward.