IMPORTANT ELEMENTS OF A PROFITABLE SOCIAL MEDIA STRATEGY
Eighty-seven percent of marketers said their social media activities boosted brand awareness, and seventy-eight percent said their sites saw additional visitors as a result. More than half of marketers who have used social media for more than two years said it increased sales, which is perhaps the most noteworthy finding.
Marketers are under increasing pressure to demonstrate return on investment (ROI), outpace the competition, and strategically connect their efforts with business goals as brand performance improves and marketing expenditures grow. In light of these facts, it is more vital than ever to evaluate your social media strategy to ensure it is producing results. The following are the mainstays of any worthwhile social media plan.
Evaluate the effectiveness of your present social media strategies
Exactly what does it mean to do a social media audit?
The term “audit” refers to a thorough investigation into the present state of social media procedures. Analyzing the data will reveal the strengths, weaknesses, and opportunities for growth. That’s the first step in figuring out what you want to do and how you’re going to do it. It’s a useful tool for finding potential problems and gains.
Just 42% of marketers, per Social Media Examiner, have metrics in place to track the success of their social media marketing campaigns. If you don’t know what’s working in your social media programme, though, it’s impossible to maximise its potential.
The following are some things to check in your audit:
- Information about how to access all of the accounts you hold on different social media sites.
- Compilation of the most active members in your fan base
- Determination of Your Participation Rate
- The following questions are used to track how well a piece of content performs:
- How effective is each possible kind of content? How about this for the worst?
- When do you receive the most views/visitors/etc.?
- How often do you typically update?
Do a competitive analysis
After analysing your own social media strategies, it’s time to check out the competition. This can help you assess where you are in relation to the competition and shed light on any potential gaps in knowledge or security in your field. Find out who your competitors are first. Choose four to five rival brands, ranging in size from somewhat similar to those you already dominate to completely different.
In regards to each rival, ask yourself the following:
What strategies do your rivals use on social media? Detail their presence and activity across various channels, as well as the nature of the content they’re providing.
When compared to you, how many people follow them? What percentage of them actually take the plunge?
How popular is their previously published material? Which kinds of articles tend to get the most views?
In what ways do they interact with their fan base?
Think about what you want to accomplish
Knowing your end goal for your social media marketing efforts is the foundation of any successful approach. Without this, it’s easy to lose sight of the big picture and become mired in the tedious routine of content production and distribution.
The most effective objectives are written down and displayed prominently so that you can see them on a daily basis. Each and every one of your campaigns, pieces of content, and interactions with your community should be based on these.
Ask yourself the following to help you determine what you hope to achieve with social media:
- Where do I want my company to go from here?
- Please advise on how I may utilise social media to accomplish these aims.
- How should I answer the needs of my target market?
- Why am I wasting time on social media, and what do I hope to achieve by doing so?
- Can I put a number on what I want to accomplish?
Set objectives like raising brand recognition and customer interest, for instance, if you want Instagram to become a significant source of website visitors.
Construct customer avatars to hone down on the ideal audience
A customer “persona” is a fictionalised representation of your perfect client, based on market research. Seventy percent of North Americans use social media at least once each day, but it doesn’t imply you have to interact with the whole population. Audience personas let you visualise your ideal client.
Eighty percent of customers also think they are more inclined to buy from a firm that provides a customised experience. Using personas is also a great way to spot genuine, one-on-one chances to connect with clients on social media.
Learn more about your clientele by combing through information gleaned from social media, Google Analytics, Facebook Audience Insights, and your company’s own sales tools or customer relationship management system. Ask yourself these things while you’re digging:
- Who makes up the bulk of your patronage?
- I want to know this person’s struggles, ambitions, ideals, and worst fears.
- In what ways do they utilise online networking?
- How can we best communicate with them online (what channels, keywords, and handles)?
- How would you describe your alter ego?
- How would you describe this person’s appearance?
Using social media, establish a distinct tone and visual identity for your company
Being present on social media on a regular basis is a great way to earn your audience’s trust and raise awareness of your company. A study found that simply using a company’s colour scheme consistently increased identification of that brand by up to 80%.
It is important to define the voice and tone of your brand across all channels in your social media strategy.
Communication from the Brand’s Perspective. Just how does your company’s name sound? Just what characteristics do you feel define the tone of your brand? What kind of a joke is it? Is it humorous?
Terms and Grammar. The way your company adheres to proper language and punctuation. Specifically, what expressions do you like to use and which do you try to avoid?