Social media has become one of the dominant forms of digital advertising and marketing in the last decade. Studies show that over 79% of all US citizens had online profiles at the end of 2019, and the number is still likely to climb by the end of 2020. It is estimated that around 90% of all millennials are currently active social media users, while globally, over 3 billion people have social profiles.
How can this help you, you may ask? What is the relevance of social media to your company and how can you reach out to the millions of potential customers? Whether you are an established business, or a start-up brand, having an online presence is critical. In fact, 73% of marketers state that social media marketing is incredibly effective in their overall marketing strategy.
Whether it is researching a new product, verifying other users’ experiences, finding new products, or finding product purchase inspiration, there are various ways that visitors can be converted to loyal customers. But how do you ensure your social media strategies are successful? We took a look at some of the latest and smartest strategies that you can implement today.
Automate As Much As Possible
Posting numerous posts across various platforms several times a day is absolutely necessary, but it is also incredibly time-consuming. It also opens your company up to making typos and errors if you are not keeping the messaging and link building uniform across each platform.
This is where your online tools come in handy. Not only can you schedule and automate posts to be published, but you can ensure this is done simultaneously across your various platforms. You will also be able to generate reports in order for you to measure and track the success of your posts and engagement with your audience.
If you want to hone in on one platform at a time and build each community independently, look at specialized features for each platform. Let’s look at Instagram for example, which you need to manage differently than Facebook.
Some of the best Instagram management tools come packed with great features that allow you to not only schedule and monitor posts but to respond to comments, engage with your Instagram audience, and optimize video posts. Once you have each platform automated on these tools, you can sync them to effectively manage everything in one, convenient spot.
Optimize Content for Each Platform
Let’s delve into your content calendar, which you should have established at the beginning of your marketing cycle. You will have listed the various campaigns that need to be going out weekly, bi-weekly or monthly. It is important to make sure that you create uniform content for each campaign to be posted across the various platforms. Each campaign will need similar messaging, call-to-actions, imaging, and branding.
In saying this, however, the content that gets posted on Twitter will need to differ from what is going out on Facebook and what is being included in your emails. So, as long as they all have the same message and campaign strategy, they will need to be tweaked for each platform.
Everything from image sizing to word count, to relevant hashtags and keywords, needs to be carefully tailored for each platform. So, spend some time getting to know each social platform’s requirements and pre-plan unique ways of optimizing postings on each.
Shift From Likes to Traffic
One of the key measurement tools for the last few years has been the number of likes and comments you receive on your posts. This has been key in determining the success of each post. But this is quickly becoming obsolete for brands. In fact, Instagram is testing the removal of displayed likes on public posts completely. This strategy aims to increase mental health among Instagram users, as well as lessen the impact of fraud and fake followers.
So, what do you need to start re-focusing on? Research is showing that posts that are trustworthy and informative are generating more interest in followers and enticing them to explore the brand further. This means that creating educational posts that empower your followers will drive traffic to your site and increase your conversion rate.
You will be able to monitor this traffic from your social management tools, as well as Google Analytics, where you can carefully track the success of each post.
Humanize Your Brand
One of the key aspects of the customer experience journey is to personalize your brand as much as possible. Customers no longer want to just be numbers, so they will respond to you better if they consider your brand approachable.
There are several ways to do this. Firstly, ensure that there is a way to communicate with your brand at each touchpoint. Whether it is instant chat on Facebook or chatbots that allow the customer to engage with your brand, having that access to someone at your company is critical for most customers.
Secondly, look at making use of influencers. Instagram is a great platform for this strategy and allows the fans and followers to associate your brand with someone that they look up to and admire.
Lastly, look at using content that the majority of your audience can relate to. Images and videos that you post need to reflect their behaviors and interests, which you can track on the platforms. So, once you have mapped out the profile of your audience, post real-life content that they can identify with.
There is endless research and advice that you can find online about the latest social media strategies. Not only do we encourage you to try as many strategies as possible, but it is important for you to measure and track the results of each. Carefully monitor each campaign and how much traffic it drove to your site. You will soon be able to establish what catches the eye of your customer and develop a recipe to make each campaign successful. Do not be discouraged if your first few campaigns aren’t a total success. You will need to conduct a lot of testing and map out your customer carefully to know what works and what doesn’t.