Did you know that, since its inception, Facebook has gained more than 2 billion monthly active users? Given the fact that the world’s population has jumped to over 7.5 billion, we can freely say that every fourth person on Earth has a Facebook account. If you do the math, you can conclude that Facebook could even be a country on its own.
And, these are just a few stats about Facebook. What about Twitter, LinkedIn, Snapchat, Pinterest, and Instagram? It would take days to list them all.
Data like these tell us how big social media actually is. It’s even growing faster than the internet itself. This sector plays an immensely important role in your digital marketing strategy.
It helps you target the right audience, deliver a highly customized user experience, build a wider customer base and, most importantly, show the human side of your brand.
Still, you need to keep in mind that executing a social media campaign is not just about creating multiple accounts on every platform you come across, inviting random people to follow you, and posting a few pieces of content per month.
On the contrary, it’s about reaching out to the right people, with the right content, through the right acquisition channels.
Here is how to do so.
Set your Social Media Campaign Goals Clearly
Social media marketing helps you give your business a boost. However, attempting to leverage every opportunity at once may be just too much for you. Precisely because of this, it is paramount that you clearly define your goals and develop a solid social media strategy around them.
Let’s say you’re not satisfied with your revenue and you want to improve it by 20%. In this case, you need to focus on raising your brand awareness and finding more effective ways to engage your target audience.
Devoting yourself to some additional, less important objectives simultaneously will only strain your time and resources and compromise your overall online performance.
Offer and Collect Instant Feedback
Social networks are your most valuable ally when it comes to both collecting and providing feedback.
First, you can use them to learn what your customers think about your brand or products.
Second, you can find out what marketing strategies and types of content work for them. You could simply monitor their discussions about your brand, create a Facebook poll, or even conduct paid surveys. This type of surveys is a two-way street- you will gain an invaluable insight into your customer preferences and they will be compensated for participating in it.
You also have to give instant feedback. Use social media monitoring tools to keep track of your brand/product mentions and answer your customers’ questions in a timely manner.
You could even consider implementing chatbots that will give human-like answers to your users’ questions in real time.
Always be polite and professional. Most importantly, if you make a mistake, acknowledge it and apologize.
Deliver a Personalized User Experience with Paid Ads
The main aim of social media giants is to make the process of social networking more pleasant to their users. This is exactly why they’ve started prioritizing the content shared by one’s friends and family over branded one. Unsurprisingly, this trend has influenced companies’ social media traffic heavily. According to statistics, Facebook’s organic traffic has plummeted by 52% in 2016 and will keep doing so in the years to come.
But, this doesn’t mean that you should give up on social networks. There is a way to deliver your content to the people that may be interested in it and that’s paid social media. This is a pretty affordable option that will even provide you with some additional personalization features.
For example, with Facebook’s Choose your Audience or Twitter’s Tailored Audiences, you can target your potential customers, based on their location, keywords, followers, interests, and behavior.
Both Facebook and Twitter also give you an amazing opportunity to reach out to both your present and past followers. Namely, you can use your customer lists, as well as their email addresses and phone numbers to connect with them.
This way, you will manage to boost your customers’ satisfaction and get them to become your brand advocates over time.
Create Quality Content
Content is the holy grail of every successful social media campaign. By sharing relevant, easily digestible, and high-quality content to your target audience, you will not only boost your website traffic and customer engagement, but also establish yourself as authoritative.
When creating content, always make sure you stay on top of the hottest trends and topics. Try to answer the questions no one answered yet.
Sometimes, sharing articles on social networks is not enough. To boost people’s engagement, you should also:
Build your visual identity
We’re visual beings. Namely, 90% of the information transmitted to our brains is visual. So, it’s not surprising at all that visual content is the only way to rise above the social media noise.
- Images are the most commonly used type of visual content. Studies show that Facebook posts that include images drive 2.3 times more engagement than those without them. It doesn’t matter if you’re creating your own images or using those from stock sites, make sure that they are authentic and relatable to your brand.
- Infographics give you a great opportunity to present a plenty of data in an engaging way. This is why 41.5% of marketers emphasize that this type of content drives the highest engagement.
- Gifs and memes are everywhere. Of course, experienced marketers have seen the potential in including them in their social marketing strategy to boost customer engagement and conversions.
- Videos. Videos are one of the fastest-growing content types. According to Cisco, they will cover 82% of consumer-based internet traffic by 2021. There are many forms of videos that may work well for your social branding strategy, from super-engaging live videos to vlogs and vines.
Start with creating a detailed content creation calendar and stick to it. Use social media management tools to schedule your posts and deliver them regularly to your users. You could even classify your content by type and dedicate a specific day of the week to it.
For example, you could share industry-specific content on Mondays. Wednesdays could be days for answering your customers’ questions, while Fridays could be “fun days,” where you could share fun content and behind-the-scenes videos and photos.
When it comes to visual content, ask yourself whether your content looks like it belongs to the same brand. Make sure your logo is always the same. Also, your videos, infographics, and photos need to be consistent. To achieve that, always use the same effects, filters, patterns, and font types.
Take Advantage of Influencer Marketing
Let’s say your goal is to build brand awareness through social media marketing. But, that’s easier said than done. Namely, the number of your competitors on social networks is rising at an astonishing rate.
So, to hook your target audience’s attention, you need to set yourself apart from the sea of companies similar to yours. And, one of the most effective ways to do so is to leverage the power of influencer marketing.
Influencers have invested years in building their personal brand and developing an army of their brand advocates. In your industry, they are true celebrities. They’re the ones delivering the fresh news, starting trends, and forming people’s attitudes and perceptions.
According to some recent statistics, 49% of consumers on Twitter search for reviews from social media influencers before making a purchase, while 40% of them stated that a tweet from an influencer inspired them to make a purchase.
Back to You
Social media marketing is a tiny but significant cog that ensures that your well-oiled digital marketing machine is working properly. It helps you attract a wider audience, offer a personalized user experience, deliver stellar customer services, and build a brand that stands out.
Hope these tips will help you build a solid social media campaign.