Social media campaigns can be a powerful technique for driving revenue performance. However, developing a successful campaign depends on the knowledge of the marketer that comprises not only of the fundamentals in advertising but also the essentials of social media. While there’s certainly no simple and magical solution for achieving maximum gains from social media marketing, there are some fundamental principles that increase campaign effectiveness for most businesses.
Engagement is crucial for the growth and capitalization of businesses. It is necessary to keep the followers engaged and invested in a brand for them to convert into loyal customers.
Following are some of the best practices that should be followed while creating social media campaigns:
Posting regularly
Social media is a 24/7 arena and audiences are always hungry for new and engaging content. So it is very important to post content on a regular basis. If a brand is not posting content frequently, then they are likely to lose on the number of followers and the engagement rate will also fall. Another way to ensure that a brand’s social media account looks active is by posting real-time updates like Insta stories, Facebook live-streaming, live-tweeting etc.
Along with publishing on a daily basis, brands should also post real-time events and holidays to reinforce their relevancy and up-to-date branding. Focusing on major holidays are important but dates that are relevant and connected to the brand should also be considered while posting. This will help achieve traction with a specific target audience.
Post boosting
According to a study, less than 10% of Facebook followers are able to view a brand’s post organically on their news feed. Therefore to increase the visibility of a post to their audience, brands should boost or promote them on different social media channels. A particular audience group can be selected according to the geographical area, age, gender etc. to target the post to. Boosted posts optimize post engagement, thereby increasing the number of likes, comments and shares as well as brand awareness.
Use of relevant creatives
As per a report, people respond best to visuals because they remember 80% of what they see. Therefore it is essential for a brand to make its visuals look fresh and relevant, with high resolution and non-copyrighted photos. The creatives should also be correctly sized as per the requirement of different platforms. Poor sizing may make a high-res image look pixelated.
Brands should follow the 20% text rule for creatives that are used to run social media ads or boost posts. One important thing to remember for making a strong impact is to preferably use videos- mostly with ads! Videos outperform static images 9 times out of 10 on social media. Just make sure that the videos convey the same message, with or without sound.
Errors related to visual quality or sizing on social media will have a negative impact on the trustworthiness of a brand, thus leading to loss of followers and low sales rate.
Conversion ads
Conversion ads are targeted to a brand’s target audience who are likely to click and convert. This kind of campaign is most effective when brands want to track sales or lead form completions on their website. A conversion campaign is also beneficial for its trackability feature. Starting from video views to engagement to clicks and finally sales, everything can be tracked.
Based on this information, filtered and funnelled audiences can be created. This data allows a brand to send specific ads to specific audiences and continue moving them down the sales funnel until they are converted. Unlike traditional marketing, social media conversion campaigns allow brands to follow their customer journey and keep a tab on their marketing efforts.
A social media campaign should be a combination of various methods or practices which fit and work cohesively in a digital marketing strategy. Conveying the relevant message to the correct set of audiences will make a brand successful on social media.
To know more about social media marketing, leave us a message and we will get back to you!
A store is the centre of your brand experience on Amazon. It enables brands to create a rich shopping experience for customers for maximum engagement and profitability. The best thing about Stores is they are free destinations on Amazon to tell your brand story and showcase your products with curated content and multimedia assets.
Before creating a branded store on Amazon, remember to build a strategy that will help you make the most out of it. The key pointers include –
Consistency with the tone, messaging and visual identity
Rich and engaging content to differentiate your brand
Thoughtful navigation for easy exploration and discovery
What’s New in Stores in 2020:
Amazon released new store features in January 2020 in order to help marketers showcase their products and brand with more engaging and rich content experience. Here are the 5 new features that can further help in optimizing your Amazon Brand Store –
1. Shoppable Collection Images
With the help of shoppable images, it is possible to further pique the interest of customers with lifestyle shots, featuring your products in various settings. You will be able to make any product in the image shoppable, and a customer can click on that product to get basic information like name, price, ratings and availability on Prime.
Source: Amazon
Customers will also be able to add that product directly to their cart or get redirected to the product detail page, thus making the transition from interest to purchase smooth and easier.
2. Text Overlays to Images
This new feature allows you to add descriptive texts to your images, with the option of customizing location, size, colour and alignment for better descriptions or specific selections that you would want to showcase. Moreover, text on images will help improve the store’s SEO, thus increasing store traffic from third party search engines.
Source: Amazon
3. Bulk/Out of Stock Product Management
Products can now be uploaded in bulk to the product grids as well as the ‘featured deals’ tiles. There is also the option of automatically hiding products that are out of stock, for better shopping experience for customers.
4. Store Scheduling
Plan ahead and publish store updates at the scheduled date and time. This way, you can manage your Store publishing schedule based on topical changes, new releases and updates. When you update the store, request for your preferred date and time when you want the changes to be live for your customers.
5. New Links to Store
Apart from the products featured on the landing page of your Sponsored Brand Ads, Amazon will now add your brand logo to the bottom of the page – clicking on which will redirect customers to your Brand Store. Therefore it is recommended to keep your brand logo updated in the Store builder, if not done already.
Amazon is also under the process of experimenting with other ways to get shoppers to discover your Amazon store.
Increasing Sales through Amazon Store:
The concept of creating an Amazon store is to strengthen your brand positioning in the mind of your customers and provide them with an enhanced shopping experience. Another major advantage of Amazon Stores is boosting sales for your business.
Take a look at how Amazon stores help in generating more sales –
Improved ACoS for Ads
ACoS or Advertising Cost of Sale is a metric for measuring Amazon sponsored products campaigns. Amazon marketers have always agreed that Amazon sponsored brands are the most effective way of marketing on the platform. It becomes all the more effective when combined with relevant target keywords and a store page to redirect the customers.
Amazon has revealed that the ROI on advertising generated from this method has doubled the performance of offsite ad campaigns.
Curated Branding Experience
Customers previously did not pay much attention to the seller, they were interested only in the products. However, with so many reputable brands selling on Amazon, customers are also paying attention to the seller profile. Providing a curated branding experience to customers through a store helps build a loyal fan base while also helping your brand stand out. For example, LAC Taut, a skincare brand witnessed a 51% increase in units ordered after creating an Amazon store, compared to regular sales.
Source: Amazon
Funnel Sales to Yourself
For most brands, they are not the only sellers selling their products. There are other sellers like retail stores selling the same products. At times, these sellers may promote incorrect product information, low-quality or counterfeit products. This may lead to you losing out on loyal customers, who may start opting for your competitor’s products.
Having an Amazon store ensures that you have full control of your brand identity and product information. Customers will find it more reliable to shop from a store that ensures legitimacy and you can funnel sales of all your products in one place.
Metrics that Help to Boost Sales on Store:
Amazon Storefront Custom Source Tags
Amazon now provides the option of creating Custom Storefront Source Tags for tracking the resulting sales and traffic. This is indeed a great way to track the ROI of external traffic. To create a source tag, visit Storefront -> Manage Stores -> View Insights. This page gives you an overview of traffic, sales, page analytics and sources. Create a tag from Sources -> Create Source Tag.
Amazon will then provide a specific link that can be used for every channel to track conversions.
Source: semrush,com
Tip: It is recommended to create one-word Source Tags like GoogleAdWords or FacebookCampaign.
Amazon Storefront Traffic
View the traffic you get to your Amazon store from active and passive means and make adjustments accordingly –
Headline Search Ads – Traffic generated from Headline Search Ads on Amazon
Organic Traffic – Traffic generated within Amazon, including search results & detailed page links
Tagged Sources – Traffic that is tracked with the help of custom source tag
Others – All uncategorized traffic sources
Amazon Storefront Analytics
Get access to important Analytics like –
Daily visitors – Unique users/devices that visited your store in a single day
Views – Page views (including repeat views) during the time period
Sales – Estimation of total sales generated by visitors within 14 days of their last visit
Units sold – Estimation of total units purchased by visitors within 14 days of their last visit
Leverage the power of these metrics and analytics to not only capture organic traffic but also drive external traffic to the storefront.
Getting your products in front of your customers and guiding them to make a purchase is an integral part of your Amazon strategy. Amazon Stores form an important part of this strategy. Stores are easy to build and update and great for increasing brand engagement, driving traffic and sales along with brand promotion.
To know more about Amazon stores or if you need help to set up one, leave us a message and we’ll get back to you!
According to LinkedIn, ” 3M+ companies have LinkedIn Company Pages. Furthermore, 87% of users trust LinkedIn as a source of information that affects decision-making.”
LinkedIn, at present, is not just a platform for connecting job seekers with employers. It has transformed into a tool for digital marketers to build a brand, generate high-quality leads and establish long-term professional relationships.
LinkedIn’s biggest advantage is that it is visited by top-level executives, decision-makers and thought leaders – making it the best platform for B2B marketers. However, promoting your business on LinkedIn requires clearly defined goals and tactics and a deep understanding of your audience. Therefore, a robust marketing strategy is a must-have in order to be successful while marketing on this platform.
Let us go through some of the amazing tips for creating a successful LinkedIn marketing strategy –
1. Have a complete company profile
“Company pages that have complete profiles get 2X more visitors compared to those with an incomplete profile.”
Having a complete profile on LinkedIn is a sign of legitimacy and professionalism. Both are equally important for brand recognition, and also makes it easier for interested visitors to connect with you.
The company page is probably the first interaction that the target audience will have with your brand, so it should be detailed enough to help them know everything they want to about the business. Ensure that these 7 brackets are always filled correctly and clearly – logo, company description, website URL, company size, industry, company type and location.
Source: LinkedIn
2. Follow a posting schedule
Do you know that businesses that post on LinkedIn at least once per month have gained followers 6X faster?
Regular postings help to keep the audience updated and build a loyal follower base. Consistency is very important in social media marketing for retaining your audience and keeping them hooked to your page. Hence, keep a posting schedule to achieve higher levels of engagement and better reach of your content.
Source: oberlo.com
As LinkedIn is a professional site, the best time to post it is usually on the weekdays, in the earlier part of the day for maximum traction. For a successful Linkedin marketing strategy, daily postings are recommended to retain your connection with the audience. The ‘Updates’ section in the Company Page Analytics can help you know the click-through rates of your posts, to help you understand the right kind of posts and publishing time suitable for your business.
3. Focus on images and videos
A crucial part of your LinkedIn marketing strategy is maximum audience engagement, and one of the best ways to do it is by including images and videos in your posts.“Images are known to lead to 2X higher comment rate whereas videos are 5x more likely to start a conversation.”
In the case of videos, LinkedIn native videos are 5 times more likely to be effective. Therefore, it is recommended to upload videos directly on the platform instead of sharing YouTube or Facebook links. According to LinkedIn, 1-2 minute videos with subtitles that are authentic and reflect the company vision are recommended for best results.
Research has revealed that “sharing the same post multiple times can drive 192% more click-throughs.”
Resharing posts is an effective way to ensure your followers see your content, who may have missed it the first time. Social media algorithms are always changing, due to which only a small percentage of your followers (2% to 6%) get to see your LinkedIn posts. Hence, sharing the same content again opens doors for more opportunities to reach the right people.
However, it is important to ensure that you don’t become a spammer by resharing the same post multiple times without adequate intervals.
5. Always measure your performance
A very important aspect to look into, for a successful LinkedIn marketing strategy is the daily evaluation of your progress. It helps in making informed decisions that will eventually lead to better results.
Source: hubspot
The five most important metrics to track on LinkedIn are:
Impressions – It measures the reach of the marketing campaign. Additional insights can help determine the best time to post, which posts to sponsor and long-term trends.
CTR – It indicates the effectiveness of the imagery and copy. Monitoring CTR can figure out if your content is underperforming and help make changes accordingly.
Engagement Rate – This determines the quality and relevancy of your content. The higher the engagement rate, the more popular the content is.
Demographics – This metric helps you understand if your content is reaching the right audience. You can analyze if your audience is from startups or large organizations, their job role and location, etc.
Followers – It helps understand your total number of page followers and the trend in gaining them. A high follower count indicates strong brand credibility, which is important for your business.
LinkedIn is indeed a great platform to connect with senior-level influencers and decision-makers. Therefore, crafting a powerful LinkedIn marketing strategy is imperative to build brand awareness, build credibility in the business world, keep your partners/clients informed, grow your business and also for the success of an overall social media marketing strategy.
To know more about the best strategies for LinkedIn marketing, just leave us a message, and we’ll get back to you!
A report by Buffer states that “94% of businesses, both big and small, have chosen to invest in Facebook ads.”
Facebook Advertising is one of the most targeted forms of advertising that can help your ads reach the exact audience. Moreover, it drives immediate results, where you can reach thousands of people on the same day you start running your ad. It comes with numerous other benefits, making it the most preferred social media marketing platform for brands to grow their business.
Facebook has gained immense popularity over the years, and with almost every brand investing in this platform – targeted ads are the only way to rise above the competition with a better ROI and conversion rate. However, it is important to have an effective strategy in place to make the ad campaign profitable over time.
Here are 5 Facebook Advertising tips to help you achieve the most out of your investment –
1. Target the Right Audience
A common mistake that many new marketers make while advertising on Facebook is reaching out to as many people as they can through ads. This strategy may not be completely wrong but doing this may not bring any noticeable leads for the business.
Every Facebook ad strategy has a purpose, aligned with the requirements of the target audience. The main purpose of the ad gets defeated if it reaches out to each and every one. Therefore, the focus should be on the right audience if you’re looking for a positive ROI.
For the right Facebook ad targeting, understanding the audience and their choices are imperative. Know the tone and language they prefer, the kind of content that appeals to and engages them, general likes and dislikes, etc. Facebook’s Audience Insights can help achieve a better understanding of the audience you’re targeting and whether you’re doing it right.
2. Have a proper landing page in place
Once a person clicks on an ad, what they see next has to be equally relevant. For this reason, a proper landing page is important to convert visitors into leads or customers. Facebook Ad clicks can get expensive if there is no consistent conversion. Moreover, a proper landing page increases the chances of a better ROI.
Source: neilpatel
Here are 3 main aspects for an effective landing page –
Align copy with the objective: The length and content of the landing page will depend on the objective you wish to meet through the ad. If the purpose is to generate leads or get only the contact details of a customer, keep the copy short and crisp. However, if the purpose is to sell a product/service or build trust, longer copies with convincing details as proof can be more effective. Ensure to make the copy interesting & engaging so that people actually spend time reading it.
Focus on the visuals: The human brain is known to process visuals quicker, so it’s wise to use this aspect to your advantage. Visual elements make content easy to read and understand while adding to the overall flow of the landing page. This will lead to better conversion rates and lower bounce rates. Moreover, visuals also have the power to strike emotions in the audience. Simple things like the colour of the CTA button can also affect the conversion rate.
Keep away distractions: The fewer the distractions, the better the results from your landing page. Avoid cluttering the page with unnecessary content, links or social icons that may drive people away from the main objective. Add elements that will build credibility and will help the page visitors to take the desired action.
Source: Hubspot
3. Choose the right image
For a Facebook ad, the image is as important as the copy to capture the attention of your target audience. All the testing and tweaking done to the copy will be futile if the ad fails to perform due to the image used.
The following ways can help the image make a difference to the ad –
Creative use of text: Facebook prefers ad images containing little or no text. So, if you have to use text, ensure you place it creatively. Test a few versions of text placement to understand what works and what doesn’t.
Avoid random stock images: There is no harm in using stock images if done wisely. The image you choose needs to be highly relevant to your brand and geography. For example, using a foreigner image for a domestic brand will not help in building a connection with the audience. Also, do a background check that the image you chose has not been used by any other brand to avoid duplicity. However, the better option is to always use your own images.
Maintain consistency: The chosen image for the ad must be consistent with the copy as well as the landing page to establish familiarity. It should also align with the message you wish to convey and create an emotional connection. This is possible only when you maintain consistency.
4. Make use of video ads
“Facebook video engagement rate is 6.3% compared to YouTube (3.2%) and Instagram (0.2%).”
When it comes to Facebook, video ads are budget-friendly, have better organic reach and a higher engagement rate. The platform itself encourages advertisers to use video ads for a favourable ROI. Previous records have seen videos getting 135% more organic reach on Facebook compared to photos – thus proving to be a good medium to reach maximum people.
Here are a few ways to ensure your Facebook video ad campaign goes right –
The first 3-4 seconds should be interesting enough to compel the viewer to watch the whole video instead of moving on.
Create videos that can impress without sound. Most viewers watch videos in silent mode and tend to increase the volume if they find it interesting.
Test variations to understand which will work best with the audience. Accordingly, you can tweak or refine it for better results.
5. Create a Facebook Sales Funnel
Achieving a better ROI and conversion by selling on Facebook is easier with a sales funnel in place. This funnel is designed for capturing the interest of an audience and then nurturing it till he/she is ready to make a purchase.
The stages of the Facebook Sales Funnel are:
● Discovery and awareness of a brand and its product/service
● Increased interest of the user who may consider making a purchase
● Final purchase made by the user
● Nurturing customer relationship to build loyalty and convert one-time customers to repeat buyers
Facebook Sales Funnel help in filling the gap and educate users to take action, by showing them their pain points and how your product/service can provide a solution.
The two main steps to create a sales funnel include –
a. Creating awareness through organic posting, referral contests and referral ads. This is helpful to get the user inside your sales funnel.
b. Once awareness is built, the user will consider making a purchase. Tell them why they need to invest in your brand and address their issues. Replying to comments in the ads is one of the best ways to do so in this regard.
Facebook can add a lot of value to your business, and enhance business growth if done in the right way. A calculated and careful approach is important, along with an effective strategy in order to get the best results. To know more about how to use Facebook ads for better ROI and conversions, leave us a message and we’ll get in touch with you shortly.
A report states that by 2022, 82% of all consumer Internet traffic will come from online videos. Video content is growing consistently as people find videos more entertaining and engaging to recall. 72% of consumers prefer learning about a product or service through videos. Moreover, 1 out of 4 consumers lose interest in brands that do not produce video content. This is the reason why 81% of brands or businesses incorporate videos in their video marketing strategy.
Video marketing for businessesis important as 97% of marketers claim that videos help users understand their products and services which thereby increase sales in the long run.
If a video is engaging, consumers will remain hooked to the video past 30-seconds. For this reason, video metrics is one of the most important parts of video marketing for revealing how the audiences are interacting and responding to the video content and whether the implied marketing strategy was successful.
Here are some video marketing metrics that will shed light on how much your audience engages with a video, what video topics do audiences prefer, and how video affects a website’s performance:
1. View Count
View count is the number of times a video has been watched by an individual. A view is counted as 30-secs on Youtube and 3-secs on both Facebook & Instagram. Basically, views indicate the reach of a brand’s video content. Since views are calculated differently across different social media channels, brands must be careful while aggregating the data.
Tips to boost video count:
● Share the video with the target audience, through email and social media
● Share the video with relevant influencers
● Pay to promote the video among the target audience on various channels
2. Click-through Rate
CTR is calculated by dividing the total number of video clicks by the total number of views. A short, engaging and easy-to-understand video can play a major role in getting viewers to reach for the CTA button. When a CTA button is included within the video content, the click-through rate can measure the percentage of viewers who were compelled to take the desired action beyond just watching the video. It indicates how successful a video is at encouraging viewers to take action as well as keeps a check on the engagement rate.
Few suggestions on improving the CTR:
● Try different placements of the CTA button to make it more visually appealing
● Improve the average engagement by making the video more engaging. The more the video views, the higher the CTR.
● Make the CTA highly relevant to the video content
● Incorporate elements of animation and overlays
3. Play Rate
Play rate is the number of times a video was played divided by the number of views it generated. In other words, it means, out of all the viewers who watched the first few seconds on auto-play, how many decided to continue watching the video.
A low play rate may indicate that the video is not relevant to a brand page or it does not interest the target audience. It may also reflect other problems like boring copy, incorrect video embedment on the page, the absence of sub-titles or lack of visual appeal.
Tips to improve low play rate:
● Increase the size of the video to embed or move its position on the page
● Choose or create a more engaging, vibrant, eye-catching and relevant thumbnail
● Change the copy around the video to ensure accurate communication
● Try moving the video to a different page where it might be better appreciated
4. Average View Duration
Average view duration is the total watch time of video divided by the total number of video plays, including replays. On an average length, it measures how long the viewers watch a video. Average view duration is a powerful metric because it reveals the audience’s preference for the length of a video. For instance, if 45-second videos keep getting a 30-second average view duration, those videos can be cut down by 15 seconds.
5. Engagement
Shares, likes, comments and reactions are the typical video engagement metrics that reflect the overall popularity of a video. According to Facebook, if the audience likes a video, they tend to share it as it reinforces their values and beliefs which in turn brings the video in the knowledge of more people and builds trust. Shares are considered equivalent to word-of-mouth marketing. Comments evoke the emotional effect that a video had on the viewers. Reactions display a breakdown of the audience’s positive or negative sentiments. These metrics increase a brand’s credibility and trustworthiness.
6. Watch Time
Watch time is the total amount of time viewers have spent watching a video. It measures how long the viewers engage with a video. It strongly indicates what information viewers saw and missed based on when they stopped watching the video. Tracking watch time is a good idea as it also accounts for the length of future videos. For a better watch time rate, opt for shorter and snappier videos with compelling stories and eye-catching visuals which will also improve the click-through rate.
7. Conversion Rate
A video’s conversion rate measures how well a video persuaded or convinced viewers to convert into a lead or a customer. Conversion is a vital metric to measure if brands are aiming at producing product videos or any other video types with the goal to increase the conversion rate for gaining more leads or customers. Brands should always incorporate a call-to-action at the end of the videos and direct the viewers to its landing page for the next steps.
Some tips to improve conversion rate:
● Make videos relevant to what the target audience wants to know at that stage of the funnel
● Always provide valuable and relevant information to the audience and address their queries and doubts
● Alter the placement of the video in the site to help drive conversions
It is beneficial if brands first determine their set of goals and then decide on which metrics to focus on. Learning how to effectively analyse a few of the above mentioned key video marketing metrics will help a brand achieve success in most of their video marketing campaigns.
As a marketer, one must ensure that the goals that are set are being achieved. For a brand delivering great content to their targeted audience, engaging and pushing them down the sales funnel is a great achievement.
To know more on video marketing metrics, leave us a message and we will get back to you!
Facebook has 2.2 billion monthly active users, worldwide. 150 million people use Pinterest every month and Instagram is the second-largest social media network in the world. These statistics show that social media marketing can be a dynamic powerhouse that helps reinforce branding, create quality leads and drive sales. However, marketers trying to achieve success with social media marketingmust overcome some common challenges. Time management, high-performing content and correct calculation of the resulting metrics are some of them, which, if conducted incorrectly, can completely fail, spoil the outcome and incur a huge financial loss.
In social media marketing, strategies and techniques vary from brand to brand. Getting started with social media marketing is easy but knowing how to launch, run and optimize campaigns, in the long run, is a major task.
The key to success is to know how to strategically create, carry out, track and measure the overall plan.
Follow these simple social media marketing tips to improve social media for brands:
Define your Goals & Objectives
Studies say that a marketing plan is 30% more likely to be effective if the brand goals and objectives are identified and followed properly. These goals should align with the brand’s comprehensive marketing efforts.
Using the “SMART” goal-setting strategy can help build the foundation for successful social media marketing in the long run. SMART stands for:
Specific: Vague goals do not help organisations attain their objective. Goals should be specific based on what is expected out of the marketing campaign.
Measurable: Set goals that can be tracked and measured for future improvement.
Attainable: Unachievable goals can be demoralizing and frustrating. Hence, set goals that are productive and easily attainable.
Relevant: A social media marketing goal should align with the overall marketing objective – be it for building an audience, increasing website traffic, strengthening branding, etc.
Timely: Fixing a deadline before starting with a campaign keeps accountability in check.
Research and Identify your Audience
A message won’t be effective unless it is particularly curated for a specific target audience. Therefore brands should be able to identify the needs, wants and desires of its target group.
If the meaning of the message is not communicated properly and does not reach the correct audience, brands will lose its loyal followers and the engagement rate may also decrease. All of these may also negatively affect sales.
Some tips to understand your target group:
Conduct a survey to know your audience’s pain points.
Study the audience’s demographics and goal.
Take part in conversations on forums that include your target audience.
Respond to comments on blogs and comment on 3rd party blogs.
Send replies to all comments or questions on social media channels.
Always collect feedback from your audience.
Run Contests or Host Giveaways
Hosting social media contests or giveaways can amplify a brand’s social media strategy. It can help increase online visibility, engagement and the follower base. Brands may offer free gift hampers, movie tickets, shopping vouchers etc.
Tips to run a successful social media contest:
Set your goals (boost engagement, increase page likes, increase follower base, etc.)
Work on the contest ideas
To enter the contest, ask the audience to “like the page”; “share the post”, etc. This will help with higher engagement.
Decide which social media platform to host the contest on.
Set a time and date for when the contest will end and the winners be declared
Promote it on social media
Deliver Consistently with Curated Content
A major aspect of successful social media strategy is using appropriate and relevant content. A good content aims at attracting and converting visitors into customers and existing customers into repeat buyers. The content that is created should be unique, engaging and insightful as a majority of visitors prefer to learn about brands through blogs, videos, articles, etc. Therefore brands should always focus on creating curated content that interests the target group and timely distribute them through correct channels for maximum engagement.
Here are some tips on creating engaging content:
Use the correct copywriting techniques
Address the audience directly
Use snappy, witty, creative or intriguing content to capture and hold the interest of the audience
Link it with different content types like blog posts, videos, etc
Always write a description on every post along with the headline.
Grow your Audience
Brands have to perpetually work on increasing their follower count across all social media channels. Here are some aspects that may help increase the follower base of a brand:
Creating strong social media profiles and pages
Sharing quality and engaging content
Cross-promoting social media accounts
Using hashtags
Following other profiles
Participating in different groups with a similar target audience
Replying to comments & engaging with the audience
Product updates, new content and business data also help in audience growth. Therefore brands ought to create them and make it easily accessible to its customers. This would possibly even prompt them to make an acquisition for a second time. Some brands also choose social media advertising to increase their follower count. Ads are a great way to reach potential buyers who would otherwise be difficult to contact.
Connect and Engage with your Audience
To expand reach, connecting with the audience genuinely is important. Healthy and authentic conversations will help brands have knowledge about their pain points, queries etc. Addressing these problems will help to gain the audience’s trust and credibility which may in turn build loyalty in them.
Some ways to connect with the audience:
Converse through Twitter Chats or retweet on Twitter
Respond personally to new followers, answer queries and address issues promptly
Reply to comments and messages on social media
Engage in Facebook groups with a similar target audience
Like and reply to comments on your Facebook business page
Track and Measure Results
The results for social media strategies of a brand should be compared with the set goals to understand if the specific strategies are working and producing results. Some of the metrics are –
Followers: Calculate the total number of new followers on each social media platform and compare it with the previous number to check if the follower count has increased or decreased.
Likes/shares/comments: Measure the total engagement the audience has with the posts. Receiving retweets, shares, comments and likes is a positive sign. Note which type of content gets the highest engagement.
Clicks: These metrics show whether social media efforts were successful or not and if it helped increase sales. The success of social media marketing depends on the ability to draw more visitors into the sales funnel. Check the number of website clicks and blog post clicks.
Leads: Successful social media marketing increases the number of qualified leads for a brand. These metrics tell a brand the most about their efforts. It takes time to convert visitors into leads, even with great content and consistent posting.
Downloads: If a brand’s audience responded to its posts by visiting landing pages and downloading high-value content like eBooks, etc, then it is a success.
Successful social media marketing consists of a variety of challenges for brands which is why it’s easy to take a wrong turn and end up with unsatisfactory results. It’s also common to begin with enthusiasm and lose interest and commitment in the process. It is therefore important to remain focused and follow the above tips to create a winning strategy!
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