More than 50% of SMEs rely on social media as their primary digital marketing method.
Simply because you can find new clients and network with them very effectively. And unlike some other traditional marketing methods, that does not cost a fortune. For this reason too, small businesses are increasingly using the advantages of successful social media marketing.
The most important thing that you need to know before doing any kind of marketing, is to know your audience. Without knowing your audience, you won’t be able to reach them in any meaningful way.
Identifying the characteristics of your target audience is part of every market research. Without this information you can not possibly know how to attract the attention of your desired audience. Identify age, gender, place of residence, average income, and other facts that are important to your business. One of the best ways to successful market research is to create audience personas. That’s how it’s done: Collect demographic data from social media, surveys, focus groups and customer surveys. Analyze this data for trends (behaviors, age groups, occupational groups). Use these characteristics to develop ideal customers, complete with name, job title, and career path.
Once you know your audience, the next thing you need to do is to experiment.
And your first experiment should be to find out which social media platforms you should devote most of your efforts to. This is especially useful for smaller businesses that can’t handle the burden of running and tracking multiple campaigns over several social media channels at once.
You’ll find that there are plenty of businesses out there that thrive even when focusing only on a single social media channel (although it’s best to cultivate followers on at least two to always have something to fall back on.) So, find what works, and stick to it!
Start your selection process with this list. Determine which social media platform (s) work best for your business. Maybe it’s only one, maybe several or even all of them.
It is tempting to present a brand on as many social networks as possible in order to reach as large a target audience as possible. More quantity usually leads to a loss of quality, because then it’s all about numbers.
Consistency is the name of the game as well. Share quality content that solves the problems of your audience, makes life easier or entertains them. Always remember the Pareto principle: Most of your social media content should not market your business, but provide added value to your audience.
And be consistent! Of course, it’s important that you write content that your audience would want to share with their peers. It’s also important that you learn what kind of content they enjoy, and curate the content you create in the future to suit their tastes. But, perhaps, even more importantly, is to rinse and repeat! A big part of establishing any kind of social media presence nowadays… is to just be there and keep your audience engaged. Otherwise, there would be no point in doing it at all.
Continuing our thought from the previous tip: make sure to engage with your audience. This is the only way that you can successfully grow your social media presence.
Talk with them. Respond to their questions. Provide them with information relevant to their queries. Just be a regular person and talk. These days, engagement needs to be meaningful and personalized. Otherwise, you can’t expect your audience to want to engage with you either.
In the end, the only way that you can truly be successful is to constantly improve. With the ever-changing times, adaptability and flexibility will be required of you.
And the easiest way of finding out what direction you need to take in the future is to record your engagement results and determine whether you reached your set goals or not. If not, then your next job is to find out why and figure out how you can improve. For this, there are plenty of solutions that can help along the way.
In today’s digital world, social media often replaces personal conversation. A prompt response to questions from your target audience will make your brand look more human. If you do not interact with your target audience, you quickly get the impression that you are not interested in their wishes. And that ultimately has a negative impact on your business. In addition, the interaction in social media offers the opportunity to present the unique character of your brand. Very effective to connect with your target group are, for example, posts with photos.
It does not matter which social media platform you’re on: focus on visuals as often as possible. In a study , 67% of marketing executives stated that they use visual content in social media because of the engagement effect. Whether images, GIFs and memes or videos: The integration of visual content in your social media posts is relatively simple. Just make sure the visuals are relevant to the content of both the post and your audience.
Marketing on social media is more than just tweeting about your brand from time to time or advertising on Facebook. Without appropriate strategy, you will not achieve optimal results. First, when curating social media content, the 80/20 Rule (also known as the Pareto Principle ) recommends : 80 percent of your successful social media marketing or sales success (the result) is based on only 20 percent of the cause (the content curated by you). For this reason, the percentage of advertising content in all your social media channels should be as low as 20 percent of the content. The remaining 80 percent turn to your customers — interact with them and share relevant content that adds value to them. Second, you should use every social media channel according to their respective strengths.
Of course it is important to share relevant content. Still, that should not give you time to actively interact with your target audience.
Do not hesitate to adopt successful strategy of other brands. Get inspiration from social media brands and try some of their tactics on your own social media channels. Track what your competitors are doing and let them stimulate you. Maybe a great idea can be adopted and adapted for your own campaigns.
Just like with most things in business, you’ll need to sacrifice a portion of your time and resources to do really successful social media marketing. However, if you put in the effort and push for quality over quantity, and step just a little bit beyond, you are certain to find yourself higher amongst your competition.
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Sources: londondailypost.com; getgist.com
Photo credit: Freepik