Nowadays, social media platforms have become a powerful way for marketers & businesses to reach their ideal customers. This is because people are interacting with brands through social media platforms like Facebook, Instagram, Snapchat, Twitter, YouTube, and Pinterest.
From recent research, it is proved that social media is a great way to get remarkable success for a business. It helps businesses to build their brand in the market and increase leads & sales.
Social Media Marketing (SMM)
SMM is one of the most emerging forms of internet marketing, that drags the traffic on a website from social media platforms.
For doing social media marketing, you have to create content which should be unique, informative, and appealing that can stand out in the market. After creating the content, share it on the social platforms so that it can become viral; also it reaches the audience so that you can get benefit from that.
Content can be in any form like videos, blogs, testimonials, etc.
In social media, along with good content, hashtags are also very important. This is a very common way to add meta information on social media platforms like Instagram, Facebook, Twitter, and Pinterest.
By using hashtags, users can easily discover your content and hence more likely they will share it. If the same happens to your content then it will go viral.
How social media marketing benefits your business?
You’ll be amazed to read the magic which Social Media Marketing can do to your business!
The following are the major benefits of social media marketing:
1. Increase your brand recognition
It is essential for a business to have its brand recognized. It is one of the most important marketing goals. Through social media, your brand authority can be built effectively.
There is a great advantage that social media marketing have is that it gets your audience looking at your brand even when they aren’t thinking about it. Due to this reason, social media marketing gets more importance than traditional marketing.
2. Build customer trust
Building customer trust is not easy at all as it requires a lot of effort and work. For every business, it is important to understand the behaviour of their targeted customers.
If they are following you then it simply means that they choose you over your competitor this will further increase your traffic & sales.
3. Choose the ideal audience
Audience research plays a major role in selecting the right audience for a business. To take this action,you can look for the “Insight” option that is available on almost every social media platform.
By gathering data from audience research, you can improve your list of the targeted audience.
4. Great way to increase the traffic
The above mentioned points bring forth clarity about the benefits of social media marketing which also plays a major role in increasing traffic.If we use social media properly, then it can send direct traffic on your blog or website.
5. Re-target your audience
Re-targeting is a way to target that audience which has shown interest in your brand/products/services at some time. Now, a question arises, how does it actually work?
It works by keeping the data of the audience who visited your website and this is done by placing anonymous “cookies” within their browser. When they visit a social media site, a retargeting service then displays the ads. This is how your audience remembers you.
6. Drive conversions
These days, social media is the most effective way of driving conversions to business. There are different ways of achieving this like adding CTA (call-to-action), by running a giveaway or a general contest, and ads.
Proven social media strategies to build a brand
1. Set your goal
The initial step in creating a strategy is to establish goals that align with business objectives. If you don’t have a goal then there is no way to measure your success.
The goals should be specific, measurable, attainable, relevant, and time-bound.
After goals, it is important to track meaningful metrics like leads generated, web referrals, conversion rates, etc.
It is important to assure that your social media goals align with your overall marketing strategy as this will make it easy & clear for you to prove the value of your work.
So, create your social media marketing plan by writing down at least three goals for social media.
2. Understand your audience
It is very important to know the ideal audience for your business so that they can be converted into customers. Think from the prospect of the customers that helps you to understand the needs of your ideal audience.
Once you are able to understand this, you are more clear about what to offer them.
While analyzing your audience, gather real-world data instead of making assumptions. You can collect that data from social media analytics as they can provide valuable information about the audience.
Let us understand this with more clarity by considering an example;
Uber, a car service provider in India, used Facebook analytics to find out that 90% of their customers who referred the cab service to other customers are between 18 to 35 years.
Among those people, nearly 60% of people are using an android phone. This is how they were able to understand their audience with utmost clarity. .
3. Competitor Research
Whether it’s SEO, PPC or SMM, competitor research is essential. It helps you to understand who your competitors are & what they are doing.
Let’s understand this with the help of an example:
Suppose your competitors are doing really well on Instagram but are not focusing more on Facebook & Twitter. At this time, you can focus on that platform where your ideal audience is underserved. By doing this, you can build your network.
4. Conduct a social media audit
Follow the steps stated as below to conduct a social media audit:
Create a document for your audit.
Track down all of your social media accounts by searching your brand name/product name on Google & social networks. Record all the relevant accounts you find in your audit document.
Make sure each account includes profile photo, cover image, bio, links, pinned posts & a proper username.
Look at the 5 posts that have more engagement and identify the best posts among them.
Evaluate your ideal audience.
Evaluate performance by using social media analytics.
Understand the audience of each social media network.
Identify which channels are right for you and centralize channel ownership.
5. Improve the existing accounts and set up the new accounts
Check out the existing accounts and determine which network to use & how to use them. The strategy for each social media network is different.
Once you have decided which platform you want to use then it is important to make the strategy and start work accordingly.
Create the profiles on the selected networks or improve the existing profiles by following the below mentioned points:
Fill out all of the information like profile bio, website link, profile image, etc.
Use keywords through which people will reach your business.
For each network, use the images accordingly. For example, on Facebook, the image dimensions are 180 x 180 pixels.
6. Create a social media content calendar
Before creating the posts, it is essential to make a plan and then create the posts. This is an important step as you will do proper research about the trending content related to your niche. This will have a great impact on your strategy.
Once your content plan is ready to go then schedule your posts by using any social media tool like buffer, sprout social, Hootsuite, etc.
7. Test & adjust the strategy accordingly
In social media marketing, it is not mandatory that you will get success in the first attempt. You have to make strategies by analyzing the metrics and test them whether they will work or not.
As you start implementing the plan and tracking the results, you can make a better strategy. Surveys can also be a great way to find out how well your strategy is working.
In social media marketing, the audience plays a major role. They are not just the statistics that you are seeing on the analytics, they are real humans who have certain interests.
If you are capable enough to capture that interest then you can win the game as the audiences are the foundation of the long-term success of a social media campaign.