How To Make Your Social Media Marketing Effective

Nowadays, not having a social media account can be a huge mistake for your business. If you want your business to grow and attract customers, you need to establish your online presence. Your website may not be enough to drive customers to your business, Statistics reveal that 56.8% of the world’s population use social media. Imagine the number of potential customers you can gain by using social media. 

Social media marketing is not just about posting and sharing posts on your wall. There are strategies you need to master to effectively implement a social media marketing campaign. When done right, social media marketing can help solidify your branding, generate quality leads, and drive sales. So read on and learn how to get the most out of social media marketing. 

 Reasons Social Media Can Be Effective For Your Business 

  • Increase Brand Recognition 
  • Improve Conversion Rate 
  • Create Richer Experiences
  • Cost-Effective Campaign Solution 
  • Improve Customer Insight 
  • Increase Google Organic Ranking 

Steps In Creating An Effective Social Media Marketing Campaign 

  • Research Competitors 
  • Identify Your Audience 
  • Choose Your Platform 
  • Engage With Your Audience
  • Publish Content 
  • Use Appropriate Hashtags 

Reasons Social Media Can Be Effective For Your Business 

Without a doubt, social media can make a major impact on your business. Let’s face it, who doesn’t have social media accounts? Platforms like Facebook and Twitter have given people a venue for sharing opinions and information and exchanging ideas. It can also be a place where people interact with businesses. 

Social media has the potential to reach many more targeted customers compared to other offline channels. Over the years, it has become a preferred choice by savvy marketers. Here are some reasons why your business should consider social media marketing. 

1. Increased Brand Recognition 

Even the major brands know the potential of using social media marketing. Companies that are on Facebook and Twitter know how valuable brand recognition is. Social media gives them a platform where they can convey their message to a wider audience. According to Buffer, 85% of marketers use social media for brand awareness Unfortunately, 50% of small businesses are not using social media marketing and another 25% do not intend to use the strategy. 

Using social media for brand recognition provides an excellent venue for engaging customers. By posting content on these platforms, people are able to see and share it with their friends or colleagues. Once shared, people will be able to get to know your brand. When shared on Facebook or Twitter, your brand can extend its reach. The more people who see your content, the wider your reach will be. 

Social media marketing can help your business create a brand persona and eventually a brand voice. Visualize what your brand should sound like. Start by identifying your target audience as it is much easier to develop a brand persona that will resonate with them. You might want to consider using different social media channels for different audiences. 

2. Improve Conversion Rate 

Every engagement with customers offers an opportunity to move them to the next stage in the customer journey.  Social media conversion rates are 13% higher compared to the average lead conversion rate. Even with a low click-through rate, social media can help increase the number of opportunities you can reach out to and target customers. 

When done right, social media marketing can help increase your conversion rate. On your website, you need to make sure that your links will direct visitors to your landing page. By taking people to where they want to go, you can improve the overall user experience as well as boost your visibility. 

In order to increase your conversion rate, you need to optimize your posts for each social media channel. What works for Facebook may not necessarily work for Twitter.  Interaction is key to successful social media marketing. It is important for you to interact with as many people as possible. 

3. Create Richer Experiences 

As the battleground shifts to customer experience,  it becomes vital for businesses to ensure that their customers remain satisfied. According to the “Proving the Value of CX,” study by Forbes Insight and Treasure Data, nearly three in four customers are likely to buy from a company based on their experience, regardless of product or price. Ensuring a positive customer journey is crucial to building loyal and repeat buyers. 65% of consumers say a consistently positive experience throughout the journey contributes to making them a long-term customer of the brand. 

With social media, you can add value to your customers in a targeted way. This way, you can communicate with them faster, more frequently, and with greater relevance. According to Zendesk, 95% of consumers share their bad experiences while 87% tell their good experiences to others. When customers are happy and satisfied with your service, they are likely to become brand ambassadors by promoting your brand. 

Social media allows you to easily share dynamic content and enable interactivity that is not offered by other traditional marketing channels. Communicate with them on their preferred social media channel. Deliver an omnichannel customer experience and make sure that you respond to them as soon as you can. 

4. Cost-Effective Campaign Solution 

Social media marketing allows brands to be targeted with the way they will communicate their campaign. Through in-depth targeting, you can advertise only to your desired demographics. In addition, you can leverage tools that will allow tracking of your success rate. This way, you can adjust your campaign targets accordingly and in real-time. 

Different social media marketing channels will allow you to receive immediate quality feedback on your campaign as it allows followers to comment. This will provide you with valuable insight. Effective social media can deliver more bang for your buck. It will also save you time and provide the necessary measures you need to get a return on investment. 

In order for your social media campaign to be effective, you need to have a plan in place. If done incorrectly, everything could go awry for your company and you could end up with a big fat goose egg and have you eating the dust of your competition. Social media marketing also requires dedication and commitment from you. All your excitement will go down the drain if you don’t follow through with your enthusiasm.  

5. Improve Customer Insight 

Getting customer insight is vital in determining your target audience and in aligning your content. Customer insights can be vital in collecting information about browsing habits and viewed pages. Armed with this information, you will now be able to customize your product offering or brand messages to your social media channels. 

Another important function of customer insight is that it can help you develop clever ways to move your customers throughout their buying journey. You will gain information about different touchpoints for effective customer engagement. Customer insight is often overlooked but has massive implications for your business. 93% of businesses that implement customer analytics are likely to have bigger profits than their competitors. 

With customer insights, you can help tailor your service to their needs.  65% of US customers find a positive experience with a brand to be more influential than advertising. By personalizing the customer experience, you will be able to show customers that you care for them and that they are being valued. A positive customer experience will ensure that they will remain loyal to your brand. 

6. Increase Your Google Organic Ranking 

Effective social media marketing can help improve your search engine rankings. While social media does not directly impact your search engine rankings, the links you share in the different social media channels can increase your brand exposure. This means that the content you share across the platforms provides a valuable link to your website. 

Data from Global Web Index revealed that 81% of people search online for a product or service. This means that if customers cannot find you on Facebook, LinkedIn, or other social media channels, you are losing out big time to competitors. In fact, a study by Inc. revealed that 50% of consumers combine search and social media in making purchase decisions. 

It is worth noting that social shares may or may not affect your website’s position in search listings but your social profiles will influence the content of your search results. Social media profiles rank among the top results in search listings for brand names, 

Steps In Creating An Effective Social Media Marketing Campaign 

Effective social media marketing goes beyond posting on Facebook or Twitter. Social media marketing campaigns need to be strategically designed and created for a better connection with new users and to drive long-term sales. When done right, social media marketing can give your business the boost that it needs. 70% of marketers say that social media marketing can help increase web traffic. Here are the steps on how to make your social media marketing campaign effective: 

1. Research Your Competitors 

To become successful you need to be aware of the competition. This is a step in social media marketing that marketers tend to overlook. By researching the competition, you will be able to identify what is working and what is not working for your competition. You can use these insights to improve your campaigns. 

Competitor research allows you to look at the bigger picture of your industry. It will allow you to offer products and services that will differentiate your brand. At the same time, you will be able to push your brand’s unique benefits. In addition, it will help you identify opportunities and be aware of potential threats. 

With competitor research, you will be able to implement a stronger strategy that will give you a competitive edge over other brands. Social media is the perfect platform for sharing your brand stories and connecting with people. With competitor research, you will gain insights such as what competitors are sharing and the type of content they are creating. 

2. Identify Your Audience 

Social media marketing does not mean you have to be on all platforms. Your message won’t be effective unless you send it to the right audience. You need to develop a relevant buyer persona to achieve success in social media marketing. In identifying your audience, you need to study their industry, demographics, and their goals. Your primary candidates for building a buyer persona are the happy customers. 

So who are your target customers? To answer this question, find out what question does your product or service answer? Which type of customer is your product designed for? You cannot target all customers because your product or service is designed for one particular group or category only. By answering these questions, you will be able to provide value to the right audience. 

As mentioned above, it is not recommended to target customers on multiple social media channels. Other companies may be marketing on Facebook but it doesn’t mean you should too. It is better to focus and invest in one or two channels than in five or six and spread your message too thin. 

3. Choose Your Platform 

Continuing from above, your choice of platform will be crucial to the success of your social media marketing campaign. The best social media platform for your brand will depend on the product or service you are offering. For example, if your business is engaged in direct selling, Facebook may be your best option. If you are targeting a younger audience, Snapchat or Instagram might work for you. If you are involved in B2B, choose LinkedIn. 

Another way to determine which is the best platform for your social media marketing campaign is to figure out which channel your competitors are using. Which platform are they present on? Check which channel they are being followed and engaged with and consider moving that platform on the top of your list. 

Again, you don’t have to be on every channel your competitors are on. What may be right for them may not be exactly applicable to your brand. The platform you will choose should be compatible with your brand voice and tone. Your brand voice should follow the 3 C’s of your brand voice– culture, community, and conversation. 

4. Engage With Your Audience

Audience engagement is vital to the success of your social media marketing strategy. Once you have identified who your target audience is, it is important that you engage with them. The goal of audience engagement is to involve customers in a deeper and more sustained relationship with a given product or brand. 

Audience engagement is about “Asking not how you can sell, but how you can help.” When you talk to customers about what you sell them, they can always choose to tune out. Make sure that you offer customers real value. Instead of products, provide them with meaningful and useful content. 

A customer engagement study revealed that companies who improved their engagement increased cross-selling by 22%, drove upsell revenue from 13% to 51%, and increased order size from 5% to 85%.  It is clear that audience engagement is directly related to business profitability. 

5. Publish Content 

Social media allows you to establish an online presence and boost your exposure to potential customers. Aside from your products and services, you can also become successful with social media by posting compelling and engaging content on a regular basis. This will also help make you an authority figure in your industry. 

Data reveals that 95% of B2B service and product buyers view content as a trustworthy marker when evaluating a business. In addition, 71% of customers in the B2B industry admit to reviewing an organization’s blog during their buyer’s journey. Moreover, 61% of customers purchased something recommended by blogs they have read.  

In addition, publishing content costs 62% less than traditional marketing and generates 3x the leads. There are different types of content that you can publish in your social media channel. You can create videos, articles, ebooks, white papers, and others. When publishing content, make sure that you leverage the features of your chosen social media platform. 

6. Use Appropriate Hashtags 

Hashtags are powerful social media marketing tools on Instagram and Twitter. They are effective drivers of engagement and in tracking the results of your campaigns. Studies show that tweets with hashtags can increase engagement up to 100% for individuals and 50% for brands. In addition, tweets with 1-2 hashtags have a 55% higher chance of getting retweeted. 

Creating a unique and branded hashtag for your brand and specific campaigns will allow you to easily track engagement and user-generated content even if you forget to tag your brand directly in the posts. It is worth noting that branded hashtags should not replace the more common hashtags that your audience is using. For maximum reach and trackability, use both kinds in each post. 

Using a hashtag is one way of reaching your target audience and makes it easier for others to find information about you. A unique hashtag will make your message stand out to users who find value in your hashtag. When used properly, hashtags will help you reach your target audience and connect you with people in your industry. 

With social media marketing, it is not enough to post on your newsfeed. You need to make sure that you are targeting the right audience. 

Social Media Marketing with airisX 

Growing sales and marketing initiatives is key to any company’s growth. airisX helps its clients optimize and scale their sales and marketing with our outsourced business development agents, with skill sets ranging from account management to lead generation to sales agents, and more.

Use our social media managers to create a seamless channel for customers to show their support and share the way they use your products. Our staff is very well versed in all the platforms you use to connect with your audience, whether that is Facebook, Twitter, Instagram, Pinterest, Reddit, Instagram, Snapchat, LinkedIn, WeChat, etc., actively responding to messages, posts, and inquiries from your end users. We also further engage your followers by creating, curating, and posting content related to your business.

 

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