Social media accounts for 27% of all time spent online and is rapidly becoming one of the most popular ways for consumers to discover new brands and for marketers to reach new customers. Potential customers are browsing their friend’s profiles every day and, whether they realize it or not, their perception of products and services is shaped by the social network’s collective attitude & awareness of the represented brands. Whether you are trying to build brand awareness or build rapport with potential customers, social media marketing is one of the most effective tools at your disposal. These 5 tips & tactics will help you to begin creating a successful social media strategy that will increase your market share and validate your products & services.
Feel free to download and print the social media infographic at the bottom of this post for an ongoing reminder of how to setup your social media campagins!
1. ESTABLISH CLEAR & MEASURABLE CAMPAIGN GOALS
Following the mantras ‘Work smarter, not harder’ and ‘Select the best tool for the job’, this is possibly the most important step in creating any successful marketing campaign. It’s important to understand that while social media is a fantastic way to engage your customers on many different levels, it’s not always the right tool for the job. If your business goals are in line with driving more traffic to your website, increasing brand awareness, or increasing brand loyalty, then you are on the right track to creating a successful campaign. If your goals are to generate highly targeted leads that ‘convert’ into paying customers, you will probably find greater success using other lead generation tactics.
Depending on what goals you have defined, you will need to understand how you will measure the effectiveness of your social media campaign. For campaigns focused on generating qualified leads, it may be as simple as measuring your ROI (return on investment), but measuring metrics like brand awareness are not as cut and dry. This article by Social Media Examiner goes into detail about a few of the methods you can use to build an effective social media campaign measurement strategy that is in line with various brand awareness goals.
2. WRITE DOWN YOUR GAMEPLAN
As you go through each of these steps create a reference document that outlines all the tactics you are going to utilize, which social media platform they belong to, and who is responsible for each component of your campaign. This will help to consolidate any overlapping efforts & keep you focused on the execution of your campaign.
3. TARGET KEY PLATFORMS
Understanding your target demographic & audience is crucial at this stage. Do some research into which social media platform best engages your target audience, and focus on those platforms first. It’s also important to understand the capabilities of your selected social media platforms and whether or not they will support how you plan to measure your campaign’s effectiveness.
4. VISUALLY EXPRESS YOUR MESSAGE
“A picture is worth a thousand words” is the best way to summarize this tactic. Using visual aids is a great way to grab your targeted audience’s attention and at the same time convey the message you want to communicate. You can use videos, infographics, or promotional materials that summarize the message you want to get across in a portion of the time. Not to mention, adding some stylish graphics makes your marketing materials look that much more professional.
5. MEASURE & OPTIMIZE FOR SUCCESS
Once you have your social media campaign collecting data, it’s important to regularly check it’s performance and optimize it for better ROI. You want to take a look at industry average response rates (click through rates, likes, shares, etc…) and see where your strengths and opportunities are. Once you have evaluated areas of opportunity, you can alter your campaign to try new headlines, graphics, or overall message to achieve better results.
At first you may want to measure the effectiveness of your new social media campaign on a weekly or bi-weekly basis, but as you tweak & optimize your campaigns it makes more sense to move to monthly reporting. Track your increases & decreases month over month using spreadsheets and other social media campaign tools. By measuring the impact of your social media campaigns, you ensure that you are devoting your time & effort to the areas that produce the most success and ROI for your business.
What tools & strategies are you using to measure your social media campaigns?
Where have you found the most success?
Leave your questions & comments in the box below.