Social media marketing allows brands to engage in larger demographics. However, the challenge remains on how to effectively make an impression on them. We’ve compiled some tips and tricks on how you can leverage social media for your brand. Read on.
In this digital age, our way of communicating has drastically changed. The term “social” has taken on a new meaning in the form of online networks. Thanks to the rise of social media, people from opposite ends of the world can instantly connect.
According to Statista, around 3.5 billion people are active social media users. And that number is still expected to grow to 4.41 billion in 2025.
Clearly, social media has taken on a permanent fixture in people’s lives, weaving its way into their daily routines. And just as fast as people are logging in to interact with friends, businesses are also quick to leverage them.
Social media marketing happens to be the most versatile and cost-effective strategy for startups. However, the field is as volatile as the people it targets. A social media trend that works on your target audience today may no longer be relevant to them tomorrow.
You have to be equally fast in adapting to an ever-evolving market. Hence, you need to come up with a marketing strategy that will keep your customers engaged.
And the first step in creating your social media marketing strategy is to understand the tool you are tapping into. Let’s learn about how social media marketing works and how you can benefit from it.
What is Social Media Marketing?
Social media marketing is the practice of using social media platforms to promote a brand.
Over the years, marketers have shaped their campaigns based on which social networks their target audience is active on. They leverage those channels to engage potential customers, study their activities, and share valuable content that will keep them hooked.
So, how does it work? Social media marketing relies heavily on interconnectivity. Unlike the traditional way of advertising wherein ads are limited to one channel, social media allows for shareable content.
Whether you’re posting an image, a promotional video, or a blog; these are implicit endorsements that can be passed around. And they are passed around by an individual to their friends and family which makes them trustworthy endorsers.
On top of the wide audience reach, marketers also use social networking for improving conversion rates and boosting website traffic.
Creating your Social Media Marketing Strategy
Now that we know about the dynamics of social media marketing, it’s time to create your strategy for it.
1. Choose your Channels
Tapping into all social networks may sound like a good idea but it’s a surefire way to waste your resources. Not all social media are great for marketing.
Some were created simply for the benefit of the users and not for businesses. You’ll need to narrow down which types of social media are useful to your campaign.
There are several types of social media and in a way, each of them has its own unique culture and way of sharing content. Here are the subgroups of social media and their different uses:
- Social networking sites — These are platforms primarily used to connect people. Facebook, Twitter, and LinkedIn are the biggest social networks.
- Media sharing platforms — Instagram, Snapchat, and Youtube allow you to share photos, videos, and other media.
- Forums— Forums such as Reddit, Quora, and Digg are socials where you can exchange news and discuss ideas.
- Content collection sites — Pinterest and Flipboard are used to discover, save, and share new and trending content.
- Customer review networks — TripAdvisor and Yelp are sites where you can read reviews about businesses.
- Blog hosting sites — WordPress and Medium are some of the go-to platforms to create and share blogs.
- Interest-based communities — Special interest sites such as Goodreads and Houzz provide a community that revolves around a specific hobby or interest.
- Social eCommerce networks — These are sites that make online shopping engaging. Social shopping networks such as Etsy add a social element to their customer experience.
- Economy networks — A trading network that connects people for advertising, buying, and selling products and services. Airbnb and Uber are some of the most successful channels to promote businesses.
- Anonymous platforms — The least ideal for marketing; these are channels where users can communicate anonymously. Whisper and After School are prime examples.
2. Follow your Audience
Once you’ve identified which platforms are useful, it’s time to do your market research. Now that you’ve narrowed down what social media can be used for marketing; the next step is to confirm if your demographic is using it.
The more you can specify details about your target, the easier it would be to follow their socials. Some sites cater more to a certain demographic. For example, Facebook users are mostly male in the 25 to 34-year-old age range.
Instagram, on the other hand, is female-dominated in the same age group. So, depending on who you’re targeting, track down where your target audience spends the most time.
3. Look at Your Competitors
Keep your target audience close and your competitors closer. You can use competitor analysis tools to track what the other brands are up to and gain valuable insights into their activities.
Additionally, you can also take a peek at their social channels to learn about their promotion strategies. The goal isn’t to copy what they’re doing, rather, it’s to observe which tactics get the most engagement.
4. Establish Metrics
Your campaign has to be data-driven. Set metrics that align directly with your marketing goals. Monitor your post reach, the number of clicks, the rate of engagement, and other important numbers that will help you succeed in your campaign.
Keeping track of your progress is crucial and it will determine how soon you can reach your goals.
5. Hire Social Media Experts
Social media marketing can get tricky if you’re not familiar with the platform. You have to ensure that you’re getting the right tone in your content. For example, Instagram should have a short and concise caption for its photos. While LinkedIn should take on a more professional tone.
As you can see, every social network has a certain personality to it. And it can get challenging to adapt to each one. This is why you should hire content writers and social media managers. They can curate content based on the best practices of each social media channel.
Build your Marketing Team
More than just creating your marketing strategy, you’ll also need to implement it properly. Your marketing plan won’t succeed if you can’t follow through with what you’ve proposed. With that said, you need the right people to create your marketing message.
Full Scale can help you build your marketing team. We have top-notch creative talent to help you realize your business dreams.
Our graphic designers can provide you with amazing visuals for social media while our content writers can brainstorm catchy slogans for your brand. We’ll design your brand based on how you want to be seen.
Interested? Get your FREE Consultation today!