How can you create a social media marketing strategy for your small business? Getting results on social media becomes increasingly difficult as “noise” grows. In the US alone, about 88% of companies use social media for marketing. The competition is fierce, but with the right strategies you can stand out and reach your target audience.
1. Social media monitoring
When it comes to marketing, information is extremely important. You need to know who you’re talking to, what your competitors are doing, and where your market is heading. With the right data, you gain the power to strategize and make the best decisions.
But how do you get the information you need? Simple: with a social networking monitoring tool.
You can learn a lot by monitoring conversations. It all depends on focus. And proper software. One of the main tools of social listening is Sentione, which allows you to filter what will be accompanied by keywords, conduct market research, find relevant influencers and know more about your target audience.
A good social monitoring strategy allows you:
– Manage your reputation by following the brand. When you see a discussion that mentions your company, get into the conversation – be it about customer service issues or demand for your products
– monitor competitors to understand how they work – where they are active, the size of their audience and the types of content they create
– find the best influencers – you can monitor specific keywords and audiences to filter out the most popular influencers in your niche
– understand your audience: who they are, where they come from, what keywords and hash tags they use most, what content they prefer, what social accounts they interact with more, etc.
– analyze your audience’s sentiment: measure campaign success beyond conventional metrics, evaluate reactions.
2. Personalized and dynamic video (Ads) on Facebook
When it comes to ways to get conversions and clicks, there’s no denying that videos come first on the list.
Customers prefer custom content, which is shown as a way to raise conversion and sales rates. It’s no surprise, then, that Facebook now allows the creation of dynamic ads: this helps brands deliver personalized advertising experiences with videos.
To make good use of this strategy, it is necessary to know your audience. In other words, once again you need data. To help, you can use Idomoo, a Facebook marketing partner that allows you to create dynamic video ads on a large scale.
The engine recently boosted a campaign in which the Fiat 500X was displayed in different contexts such as camping, night-time meetings and ski trips. Each video was shown to a different audience, based on their interests on Facebook. The campaign was a huge success: it generated a 56% increase in clicks on non-segmented videos.
3. Official ambassadors
The third strategy on this list is quite different from the first. Here, the point is to raise brand awareness and improve results by engaging employees themselves. Social networking is the perfect place for that.
When an employee helps promote company messages, there can be a significant impact in terms of brand awareness and reach, website traffic, and social media engagement. Your employees may have a smaller, but highly involved audience.
How to develop an employee engagement campaign:
– find ways to motivate your team to share your content and build a business culture that grows engagement with your brand.
– create clear guidelines so that people do not harm the company’s image in some way, for example by sharing inappropriate things.
– create relevant content and curate third-party content.
– develop an easy-to-follow system. Employees need to access content with ease, as well as being able to share quickly and efficiently.
To help you implement your staff engagement program, a great option is Smarp. This platform provides a space in which employees can find all the company’s shareable content and schedule posts for their personal profiles on the networks. It’s also a great solution for keeping track of what’s happening in departments, as well as maintaining dynamic libraries of resources that are commonly accessed by everyone.
4. Respect for visual identity
Let us now focus on brand promotion. We already know that visual content generates more involvement on social media, but making posts away from the company’s identity can actually do more harm than good. Your social media channels should be consistent with your brand’s visual language. Otherwise, you may seem amateurish in the public eye and lose your confidence. This can be quite a problem if you do not have a graphic designer at hand.
Another solution is PromoRepublic, an easy-to-use platform that helps you create visuals for postings on networks, as well as schedule them. You can also extract semi-ready templates from constantly updated libraries. Features that can be customized with your own fonts, backgrounds, logos and colors with just a few clicks.
5. Reach Your Audience Individually
The final strategy has to do with conversation marketing. An individual approach can drive you to learn more about your customers and, most importantly, improve your conversions by shortening the sales cycle.
The main focus of this strategy is, of course, the human connection, through which one can share messages that are addressed in a consistent and real-time manner. But if social networking is a place for dialogue, what do you do when the customer, driven by networks, reaches your site?
You can keep an open dialogue channel with tools like Drift, a conversation marketing platform. It can be applied as a chat to engage visitors in network-like discussions.
You can also configure it to recognize UTM parameters (analytics metrics for digital campaigns) in your social media links, so the system tells you what topics or posts led to the click. This allows the site to enable an automated chat that keeps the social media discussion going.
There are many approaches you can take to social media marketing. The ideal is to implement a set of different strategies to boost your results and leave your competitors in the dust. The best way to boost your brand on social media is to experience tactics, harness data and analysis, and continually optimize your approach.