3 Strategies You Need To Adopt To Make Social Media Marketing Work for You
Posted on March 13, 2013
Filed Under Content Marketing Strategy, Facebook, General, Internet Marketing, Social Media Marketing, Social Networking, Social Networks, Traffic Building, Twitter, Viral Marketing
The leading social media networks today are Facebook, Twitter and Google+. Of course there are other sites that fall under the category of prominent social networks including YouTube, Pinterest and LinkedIn. In a few select niches, these sites may even be preferred but when it comes to the current Internet era and the near obsession of people with social media, it is a no-brainer which social networking platforms top the list.
With that said, as a user of social media for marketing, you probably have an account with either one of the 3 sites. There is even more chance that you have an account with 2 of them or all 3. You would certainly not be the only one.
Perhaps the popularity of these 3 sites can be explained by the fact that unlike the long gone social sites Friendster and MySpace, Facebook, Twitter and Google+ managed to tick all the boxes becoming the standard against which all other social sites are compared.
When it comes to social networking, the tricky thing is to keep up with all of the social networks and avoid rookie mistakes. In theory, this might not seem so challenging. Many people think of social networking as a fun part of the job but with so many social profiles and a different audience on each one, maintaining a relevant and successful presence on the social networks can become a chore.
So how to do social media marketing like the pros?
1. You Need an Overarching End Goal
On the social media platforms, your activities should be coordinated to suit your larger marketing strategy. Each individual status, infographic, video or picture should build off each other to give you a better return on your investment.
When you have an overarching goal, it also simplifies the day-to-day process of small decision-making. Suppose you have two infographics and you are unsure about which one to share with your followers or fans. If you have an end goal, this will act as a useful anchor and help you bring order from disorder.
So for successful social media marketing, design your marketing campaigns so they build on each other. This succession of small decisions put together will help you gain momentum on the social sites. This will be a much better use of your time than simply updating your status or curating content from other sources because you only want to maintain a presence of the social sites, whether or not this leads to something useful.
2. Be Steadfast
Social media marketing is like doing a facial reconstruction for a skull. It is a science, sure, but it’s also an art.
For social media marketing, you will need to do a fair amount of experimentation. Using the data you have, you make a best estimate but there is no way to find out what will work for your business without trying the different tactics and failing. When you identify the most successful tactics, you repeat them.
When you have a template for success, this obviously helps you respond better to the expectations of your audience but it does not stop here. The repeatable tactics allow you to extrapolate data and predict potential results.
Hypothetically, suppose social marketing tactic A brings in B number of visits a day. If the conversion rate is C%, repeating tactic A at any point in time will bring in $XX.xx.
Experimenting is the best way to identify the areas of your marketing strategy that directly affect sales and once you know exactly what works for your audience, you can do more of what they are most receptive. This makes your social media strategy a lot more efficient.
3. Customer Engagement is Vital
Because people need to trust you before they purchase anything from you, customer engagement is vital to the success of any business. To determine whether or not you are doing well with your audience, you need data on:
– Your site’s bounce rate
– The click-through rate
– The conversion rate
– Pages per visit
– Average time spent on your site
The goal is to help you forge customer loyalty and increase customer engagement. The key to do this is research. Demographic data is a good place to start but the information will not get you that far.
You will need to find a way to get people to connect with you by pushing the right buttons and changing your online social media presence to match the expectations of your customers.