It is observed that brands with good offline marketing performs better in online marketing than brands who concentrate only on online marketing.
Marketing is all about experimenting & keeping up with the trend. You’ve to keep experimenting with different things & observe which works better for your business.
The main advantages of Social Media Marketing(SMM) is you can market your brand worldwide at a very lower cost & to a targeted audience.
With so much noise in social media & crowd of posts fighting to make it to the user’s feed, you have to make something different for the users to stop them scrolling & take notice. Social media platforms keep on bringing new types of format like reels, shorts, stories, carroussal posts, instant experience, 3D photos, camera effects, IGTV, etc. & many more on the way & these new posts usually takes time to get popular with the users, so its better to keep a track on the new features & follow the trend, post something with the new features to get notice & keep experimenting with post types to stay ahead before it gets popular & everyone starts using it.
According to a study by CISCO, 80% of the World’s Internet Traffic Will Be Video by 2021, & 13 % of them will be live video.
Local language plays an important role in marketing as you’ve to know what language your target audience uses. Even in India, local language ads performs better than English or Hindi ads.
Aim of SMM – Aim of SMM can be anything from brand awareness, brand engagement, traffic to website, generate leads, increase sales, build a community, improve PR(e.g. Red Bull Stratos), competitor analysis, see customer behaviour, conduct market research, customer interaction/engagement/providing support, etc.
Keep tracking the progress of the campaign/post/page – Things you need to keep an eye into are optimization for profile views, reach, audience engagement rate(likes, comments, shares, CTR, website visits), leads generated, conversions(from custom conversion, revenue generated), page/posts impressions; website traffic coming from which social media (Google Analytics), no. of likes, page views, etc.
Competitor analysis – Looking to your competitor’s social media handles to see the landscape of like what kind of content they’re putting up, their social media calendar, content strategy(including frequency of posts, time of posting), which content/post format is working for them, how they’re addressing their audience, how they’re growing & engaging their audience, how they’re getting new leads, how they’re collecting data from the audience, what kind of offers they are giving, how they’re selling, & then not copy their ideas but get an idea & overview & create your own content or campaigns. Also check their review sections to get an idea of the strengths & pain points of their customers.
Buyer’s persona – Create buyer’s persona from existing website/social media handle analytics, from survey forms, get into community/social groups & conduct survey/polls, etc.
Choosing the right social media platform for your business ?
- Create audience personas to understand your audience.
- Know where your audience are
- Narrow down & pick the top 3 social media platforms that will work best for you.
- Competitor analysis – Which Social Media platform is working best for them ?(from Similarweb tool), visit their Social media handles & go through their strategy, how they are interacting with their customers or providing customer support, etc.
- What kind of content or information my audience would prefer ? (Usually video & audio content perform better)
- Required for SMM – People, tools, money, time.
- Every SM platform have their own thing that performs well like in Facebook videos perform well, in Instagram (visually appealing) images perform well, Twitter helps you reach directly to your customers, Tiktok content are usually consumed by casual audience, people visits Youtube for long format videos specially educative & deeply informational, etc.
Choosing the right content
- For this, experiment with posts, observe your customer behaviour & see what type of content works for you – post images, GIFs, graphics, videos, interviews, podcasts, webinars, funny moments, memes, ask questions, texts with emojis, go live, whatever you can & observe what type posts are getting more engagement & which aren’t for say a month. If you observe a certain type of post or category of posts are getting more engagements while the others are not, get rid of what’s not working & instead focus & introduce variations in the top engagement posts to see if you can increase your engagements even more. Usually posts asking questions, generating curiocity attract more user engagement.
Providing Customer Service On Social Media
- Use tools like Social mentions, Google Alerts, Hootsuite (paid), etc. to get notified on where your brand is being mentioned on the web.
- Search your keywords or hashtags as much possible to monitor what people are posting about you.
- Be quick to respond to avoid spread of negative posts.
- Competitor analysis on how your competitors are handling their customer issues.
Landing Pages
- Encourage the visitors to start conversation
- Improve shares count/social shares by placing widget or asking them to share
- Approach for Purchase/sales
- Lead generation
- Should have : short video, positive reviews of customers,
- appealing headline(first impression; should sound benefit; trigger emotional response; focus & address pain points), tools – Coschedule Headline Aanlyser
- description(copy) – first line of description should establish trust on you, write benefits in bullet points, list of important contents,
- if long video is there, state in bullet points before the video as to what exactly is there in the video(bullet points in forms of questions recommended, so to find the answers, visitors will watch the video) as that will increase the rate of opening.
- You can only add relevant content & ask for leads, for e.g. https://www.iwillteachyoutoberich.com/insiders-kit/80-20-guide/
- have one objective at a time
- call to action button
- pop up/exit pop up
- live chat
- give free resource & collect lead
- Attach certifications from trusted bodies to increase trust among visitors
- You can tell visitors to share in social media with their hashtags to get a free resource
- write list posts, how to guides, ,
Social Selling : Attract audience > educate > engage > strike conversation > Help them > Sell
Expense in SMM – Content creation, editing, graphic designing, tools, copywriting, team, etc.
Social media calendar
Why Social Media Groups are Important & How to Grow Them ?
It is recommended to create a social media group for your customers to be able to further nurture them, keep them engaged to your brand, provide customer support & for new audiences to discover & join the group to find out more information about the brand, which will increase value & trust on your brand.
How to Influence Audience ?
Influencer marketing is an important aspect of social media marketing, where the audience is already built, trust is already there, you just need to pay to the influencer to show your product & reach their followers. It is a great way to promote new products.
People are often influenced by seeing what other people are buying or using, & the more they see other people using it, they get influenced to use it themselves. Social media is a place where people posts their updates often showing what they bought & using to show off their friends. The more friends they see buying & using a product, they get more influenced.
Also, few brands conduct lucrative contests or something else with hashtags(#) where they give something for free maybe to the first 10 posts or a discount voucher or a free trip to somewhere, etc. to engage existing audiences & post with the hashtags which makes it reach naturally to new audiences & get attention of their friends. People usually get influenced & trust the product because they see their friends using it. One of the very famous example is #kfbeerup Case Study.
Brands keep doing such contests to keep showing up in feeds & keep influencing & reach existing & new audiences.
Design as an important part of Branding in Social Media
3 things to keep in mind while branding on social media – Photography style, A particular colour or Colour palet(a combination of colours), typography(a particular font)
Good Clients value design, trust you as an expert, lets you use your creativity, value your skills, cares about you & your success as well & not just care about their own work. Bad clients are opposite of these values.
Being on time is more important than being perfect.
If it feels too complicated or time-consuming, don’t worry. I can help you build your Social Media Brand.