These 7 Tips Will Supercharge Your Social Media Marketing
Check out this recent article from Small Business Trends on social media marketing:
For several years running, Americans have chosen to spend more time in social media than anywhere else on the Web. Marketers recognize the opportunity; 86% indicate that social media is important for their business. Yet 88% still want to know more about the most effective social tactics and how to engage their social audience.
In fact, only 37% of marketers think their Facebook marketing efforts are effective and almost nine in ten marketers still believe the top benefit of social media marketing is exposure.
Social media marketing done right reaches far beyond broadcasting messages about your brand and getting exposure. Use these tips to expand your social presence and realize the potential for direct sales, converting prospects, driving relevant traffic to your website and nurturing client relationships.
Plan to Succeed
Of course you don’t want to fail. But you will if you don’t have a solid social media marketing plan in place.
Gather competitive and market information to determine your audience’s interests and which platforms will be most effective for reaching them. Social media content creation must be informed and thoughtful. Craft content and compile it in an editorial calendar. Google Docs Spreadsheets are a good starter tool for this.
Get your company social policies down and determine the roles each member of your team will play. Establish the workflow and approval process for posting new content and monitoring interactions. Empower your social team members to respond and engage your social followers.
Tie Social Efforts to Real Business Outcomes
Benchmarking and goal setting are critical to your social success. What do you want to accomplish with your social efforts and how will you know if you’re reaching your goals?
Many social marketers are tracking activity, but few are managing to tie the gathered insights back to real business outcomes.
Recent research from Altimeter shows that 53% of companies have formulated metrics that show the positive outcomes of social activity on marketing optimization. Less than half have achieved this in measuring the effects on brand health and customer experience and just 24% are effectively demonstrating the effect of social activity on revenue.
Big brands now have social media staff across an average of 13 departments, yet only 52% of companies say their executives are aligned with their social strategy. Benchmarking, goal setting, accurate measurement and a more holistic, cross-enterprise approach to social are all necessary for taking your social strategy to the next level.
Understand Your Cross-Channel Audiences and Tailor Content Accordingly
People typically aren’t looking for the same volume, format or tone in content on Twitter as they are on LinkedIn. You can make certain assumptions like this when you’re just getting started, then use your social analytics data to fine tune your content strategy.
Cater to the visual nature of Instagram and Pinterest with high quality graphics and photos. Use Twitter to participate in relevant conversations and broadcast short and sweet messages or links to longer form content. LinkedIn and Facebook can be great for sharing in-depth or multimedia content and starting conversations.
Increasingly, social networks offer ways to target various segments of your audience by geography or other parameters, so take advantage of this when you can. You might have some overlap across channels, with customers and prospects choosing to follow your company on more than one platform.
Broadcasting the same information across channels simply doesn’t deliver the unique experience they’re looking for on each network.
Get Comfortable with Social Customer Service
It doesn’t matter whether you intended for your social channels to be used for customer service or not. Social audiences now expect it. In fact, 42% of customers with a complaint voiced via social media expect a response in 60 minutes or less.
Companies face a number of obstacles and challenges in social media customer service, not the least of which are that you may be dealing with potentially sensitive information or confusing customers with a mix of marketing and customer service messages. Corey Eridon shares some great insight at HubSpot on combating these problematic situations and more through good planning, solid policy and setting realistic expectations.
Positive and negative mentions alike deserve a prompt response. If you plan on having a serious social presence, assign a first responder to monitor each channel and give them access to a troubleshooting library that addresses common questions and issues. Establish a brand voice and ensure proper training so your messaging is creative, but consistent across all channels and team members.
Finally, never, ever ignore a comment posted to your social channels. Each one is an opportunity to resolve a problem, showcase your customer service skills, build brand advocates and more.
Click here to read the full article.blog comments powered by Disqus