Dave Willis has said, ‘Don’t use social media to impress people; use it to impact people.’ It is rightfully said that this is the time of social media.
It is one medium that has changed how we live, interacts, communicates, makes impressions, and more. It is everywhere – it is unavoidable, it is more intoxicating than alcohol, it is powerful, and most of all, it is inspiring.
Why is social media important for your marketing goals?
- More than 45% of the world’s population actively uses social media platforms. About 4.14 billion people are registered social media users, of which 3.6 billion users are active.
- Facebook is the leader in social media channels with 2.8 billion active users.
- Facebook is also the channel with the highest revenues.
- 4% of Millennials, 77.5% of Gen X, and 48.2% of Baby Boomers use social media.
- An average of 145 minutes is spent every day by social media users on the platform.
- The country with the highest Facebook audience in India and the biggest Instagram audience is in the US and India.
The above figures highlight how important it is to focus on social media strategies. Before strategizing, it is essential to define the marketing goals that the brand wants to achieve by being present on social media. Here are some of the marketing goals that can be driven better with a futuristic social media strategy.
- Engage with your existing customer base.
- Enhance brand awareness.
- Get more new leads.
- Generate more traffic to your site.
- Generate higher revenues.
- Create a strong community of like-minded people around your brand or business.
- Offer training and/or customer service.
- Be in the news, especially in the digital media, press, etc.
Competitive-edge social strategies for the fulfillment of your marketing goals
- Ensure that your goals are SMART
It must be sounding trivial, but the truth is that if your marketing goals are unrealistic, they will remain unachievable. So, they need to be Specific, Measurable, Achievable, Realistic, and Time-bound. Irrespective of whether your scale of operations is big, medium, small or tiny – your goals need to be explicit, precise, and to-the-point. The goals need to be practical and measurable
- A social media audit
An audit is a check on how things are at the moment. Before you embark on making your social media strategy, it is imperative to evaluate your social media accounts look.
In social media audit,
- you track all your social media accounts,
- complete the individual accounts furnishing all relevant details,
- identify powerful and best posts,
- understand the key metrics to evaluate each social channel,
- and keep a watch over the results while ensuring that the returns on investment are optimized.
When doing the audit, ensure that you focus on meaningful metrics. What matters today are metrics like click-through, engagement metrics, conversion rates, and more.
- Prepare a practically-oriented social media strategy
Now that you have practical information with you after the audit, you know which channels are doing good and which are not. Accordingly, you need to strategize and make a SMART plan.
- Use appropriate hashtags for Twitter and Instagram
Hashtags are magical, and a relevant one can drive traffic towards your Twitter and Instagram handles. Go in for industry-specific tags. There are no right or wrong numbers of hashtags that you can use. However, the usual expert advice is that keep your hashtags below 11 on Instagram. The common trend is to use between 1 and 3 hashtags.
- Focus on the audience by using UGC content
The audience is no less than God himself – digital marketers need to do everything to ensure that the content on their social media handles is by, for, and of the audience. The latest trend is to use user-generated content or UGC. UGC is content shared by your users about your brand. When you re-use such content, it helps spread brand awareness with greater lucidity and builds respectable brand credibility. It also shows how you are focused on engagement with the audience and the users as a brand. UGC is good for building a trustworthy relationship with your audience.
- Focus on value-driven content
As long as your posts and hashtags can drive a value add-on in the user’s life, it will get traction and engagement. The more value the content drives, the higher the likelihood of it being shared, posted, and re-posted. It also reflects well on your brand proposition – shows the brand’s concern and involvement with the audience giving your relationship a headstart.
- Focus on building a strong following
More than the numbers, you need to care about the quality of your community on social media. The stronger the community is, the better it speaks of your brand. To build a strong following, invest in engaging posts and live programs, interact with users on live channels, host contests, use the power of a Facebook group and ensure that you are prompt in your responses.
About Author –
With over 13 years of experience as a leader in digital marketing, Mansi Rana is Managing Director of EZ Rankings. Passionate about all things data; providing actionable business intelligence in digital, future tech; and venture bubbles categories for everyone, everywhere.