If your brand is on social media, you can be part of an online conversation, all the time. Why is that so great? Because it gives you a direct line to your consumers and allows you to share relevant content that builds your reputation as an expert in the industry.
Developing a dynamic social media presence is easier said than done, which is why you need to commit to the time and research it takes. There’s no one size fits all approach, so collecting the data along the way can also be extremely helpful. Here’s your guide to finding your audience and learning to allocate your resources for the most return on investment.
- What is Social Media Marketing?
- Why Your Business Needs Social Media
- Which Social Media Platform Should I Use?
- How to Leverage Social Media for Your Business
- 1. Post on Relevant Social Media Networks
- 2. Customize Content for Your Platforms
- 3. Stay Consistent
- 4. Engage With Your Followers
- 5. Use Influencer Marketing
- 6. Pay To Promote Your Content
- 7. Create Balance Between Helpful and Promotional Content
- 8. Give Rewards
- 9. Know Your Audience
- 10. Analyze and Optimize
What is Social Media Marketing?
First, let’s define what social media marketing is. Having a clear understanding of that is the ideal starting point. Simply put, it’s the practice of using one or more social media platforms to increase your brand awareness, boost sales, drive traffic to your website, and promote your goods and services to your target audience.
You can use your social media presence to engage with your consumers, educate followers on the latest products and trends, and tell your brand story. It also encourages the use of user generated content, such as comments on your posts and reviews about your products. This is a proven way to get your followers more engaged with your content than ad copy.
Why Your Business Needs Social Media
Current estimates say that there are nearly 4 billion social media users around the world. Each of them spends at least 30 minutes every day scrolling their social media platforms, including feeds, shopping, and engaging with content creators. Therefore, you can assume that your audience is online.
To get the most out of social media for your brand, you must be able to leverage it to optimize your content and marketing strategies for the best return on your investment.
Which Social Media Platform Should I Use?
The main goal is to get your content on the social media platforms that your target audience spends their time on. That may mean using more than one platform for a wider reach. An Accenture study predicts that the e-commerce trend will grow to more than $1.2 trillion by 2025, which makes now the perfect time to grow your social media presence. Check out the pros and cons of some of the most common platforms below.
I suggest you check 20 Best and Worst Social Media Niches to Look for in 2024 for further details.
According to Insider Intelligence, Instagram users in the United States alone is predicted to reach more than 136 million by 2025.
- Access to most ad types
- Audience targeting features
- Creator friendly
- Advanced ad analytics
- Clickable “sticker” links
- Paid ads can be expensive
- To get the best results, you may need to use a Facebook Ads Manager program
Because Google runs YouTube ads, you can use this platform to access data from the leading search engine in the world.
- Access to several ad types – video, overlay, interactive (polling)
- Advanced targeting and analytics on Google Ads workplace
- Huge potential reach
- Ads are easy to skip
- Cannot use static content
- You can’t choose which videos your ad is paired with
Statista reports that with over 302 million users in the United States alone, Facebook holds court as the most popular social media channel in the country.
- Access to most ad types
- Most popular social media platform
- Facebook Business pages are free
- It’s easy for brand ambassadors to tag your brand
- Results are easy to measure
- Marketing shares in Facebook are trending down
- You must watch for spam and fake accounts
- Ads can be expensive
- The algorithm doesn’t work well with brands
Twitter is your best choice for holding conversations online. You can use the campaign creator tool to target your audience, then interact with them via ads with a variety of styles and the ability to leave a call to action.
- Access to several ad types – video, image, interactive, polling
- Intelligent audience targeting features
- Strong ad analytics
- Text focused ads perform better than on other social media platforms
- Character limits
- Not as user-friendly as other platforms
- Poor conversion tracking
Forbes estimates that there are approximately 1 billion worldwide users on TikTok. It’s also the fastest growing social media platform out there.
- Access to several ad types – video, collection, interactive, polling
- Younger audience
- Short form video is popular
- The dashboard is user friendly
- The target audience is under 30 years of age
- Expensive platform for advertising
- Content format options are limited
How to Leverage Social Media for Your Business
Let’s look at some how-to steps that you can take to get the most out of social media for your business.. Keep in mind that if you are new to social media, it can take time to build a presence and gain a following. To get around that, you can browse established instagram accounts for sale at Fameswap that take some of the initial work out of the equation for you.
You don’t necessarily have to be on every single social media network to have a successful marketing strategy. You simply need to be where your target audience spends their time.
Not all platforms will have the features that best suit your needs, so choose those that are relevant and don’t worry about the others. Focus your time and energy on the platforms that align with your business and then use the channels that do the best job of giving you an ideal return on investment.
The content you post should be best suited to the platform you place it on. For social goals, video and pictures are your best bet, says eMarketer, but to a lesser degree, text-only, stories and live video also have an impact. Your task is to determine where, how and when to post.
You don’t have to use them all, but most brands see success growth when they post on more than one social media platform. For example, you may put a video on TikTok and YouTube, and high quality images on Instagram.
It’s critical to be consistent to get the most out of your social media marketing campaign. You should have a schedule that you adhere to for posting new content at a frequency that your consumers will engage with. You can use special software to automate your postings, which takes some of the work out of manually posting each one.
In addition to your posting schedule, you should also stay consistent with your brand images, messaging and tone across all of your social media platforms.
You can grow your following base by interacting with them. That means commenting back if they leave comments on your post. It could also mean liking their posts and thanking them for sharing your content.
The goal is to create meaningful and long lasting online relationships with your followers so they keep coming back for more. So take the time to engage as appropriate for the best results.
Oberlo estimates that influencer marketing would reach $15 billion by 2022, a number that has grown exponentially since then. In fact, it can produce more than 10 times the reach of influence than any other marketing approach.
Social media is one of the best ways to do this because many influencers have dedicated followers who trust their suggestions when it comes to goods and services. At the same time, brands can repurpose their high quality content for use on their own social media platforms. You will have the most success with influencer marketing when you partner with brands you share a vision with.
Paid promotions are something that many content creators are turning to in an effort to create effective social media campaigns. Paid advertisements make it easy to target a specific audience and get your content in front of them.
Doing so can broaden your reach, but is also a helpful way to also increase your visibility and brand awareness. A paid ad works best when there’s a call to action within, such as a button that encourages participation. To further optimize your campaign, track audience responses and engagement.
Skewing too far in one way or the other can negatively impact your audience retention and engagement, so it’s important to balance content between the two topics. You want enough helpful content to promote a purchase, but not so much that it’s in your face and your users get tired of it.
You want consumers to come to you, rather than feeling pressured when you come to them. In order to do this well, you need to build a reputation for being trustworthy and knowledgeable. Content should also include tutorials, industry updates and product reviews. Statista says that 38 percent of users call product reviews “very important” when they make a decision to buy something or not, which tells you how important this is when you plan your content.
Rewards are a fantastic way to boost engagement and make your brand more memorable. This could be a giveaway, a challenge or other similar content. The idea is to choose something that has a small cost to you, but can go “viral,” and lead to mega success for you.
For example, DSW shoes recently did a promotion asking customers to film themselves dancing to “Footloose,” then posting on social media with the relevant hashtag. Ten winners could walk away with a $200 gift card. That means that DSW spent $2000, but got more than 8 billion views on TikTok alone.
Social media can tell you a lot about your target audience, so pay attention. Use tools to find out which platforms are getting the most engagement. Options include Google Analytics, Facebook and Instagram Insights and Twitter Analytics. You can also find out about your audience’s gender, age, interests, locations and more.
Monitoring what’s happening on your social media platforms is called social listening, and it’s a powerful way to gain insight into what your consumers are saying about you, so that you can take the good and make changes to the bad.
It’s imperative that you spend time analyzing your marketing metrics on social media. Why? Because this is the best way to track what’s going on with your social media activity. Knowing what to keep doing and what’s not working allows you to allocate your time and resources appropriately to increase your return on investment. Partnering with the right collaborators is also vital. You must consider how the partnership affects your reach and influence.
A good creator management platform addresses both of these needs. You can filter influencers, so you can choose those that align with your vision and are relevant to your brand and business, based on their social networks, category, engagement rates and followers. This information allows you to optimize your content, as well as the creators you work with to do so.
Leveraging your social media is the ideal way to engage, educate and excite your consumers and followers. They want to find the perfect content and you are in the position to give it to them. But they aren’t going to come to you without a social media presence. For that reason, you need to do your due diligence to create an online presence that allows you to connect with your audience and increase your return on investment.