No business’ advertising campaign is complete without a social media strategy. In this day and age, it’s become a necessity. Over 93% of marketers utilize social media strategies for their business – and for good reason. Platforms like Facebook, Twitter, Instagram, and LinkedIn feature so prominently in our day-to-day lives, it’s hard to imagine being without them. And it’s only natural for businesses to access these channels, too, as a way to promote themselves and engage with customers. No one wants to be left behind as social media’s popularity continues to surge.
Regain Control of Your Social Media Marketing Strategy
Fact is, a business with an active social media presence has more opportunity to grow and thrive than a business with barely a tweet – or a like – to its name. But what if your business is the latter? What if, for some reason, your current social media strategy just isn’t working? If that’s the case, you need to rethink and rework your social media strategy.
Even for a veteran business, this may seem like a tall order. But not an impossible one. We’ve compiled some tips and tricks to help you organize your social media into a successful marketing campaign. Here are three social media strategies that will definitely make your life easier:
1. Track Your Success and Troubleshoot Problems with Analytics
Analytics, among other things, help businesses track the success of their social media campaigns. With the right analytical tools, you have the ability to monitor, evaluate, and refine your social media strategy by identifying and fixing problem areas. The question that trips up quite a few campaigns, however, is what exactly they should be measuring.
Identify the metrics you should (and shouldn’t) track
Usually, businesses don’t have the time or resources to monitor everything in their social media platforms. They need to limit their focus to the areas most essential to their needs. These needs vary for different businesses. Generally, however, it’s a good idea to track the following areas as a measure of a campaign’s success.
Audience profile and growth. Note the type of people who seem most receptive to your ads or posts on each of your social media. Then, use this data to build audience profiles and record what ads or strategies work on what categories of people.
Reach and engagement. These two different statistics note how many people you reach on social media and how many of these people choose to engage with your content.
Website traffic. Among other things, this measures how often people visit your website through the links you’ve posted or shared.
Content Effectiveness. Analyze the effectiveness of your content. What content works? What gets the most engagements? Do you need more variety in your content? This area needs constant monitoring to ensure that you are creating and sharing the right content.
Sentiment Analysis and Response Rates. Sentiment analysis tools help you analyze customer feedback – whether positive, negative, or neutral. Basically, you need to track what customers are saying about your business and how fast you respond to customer concerns.
Competition. Finally, you should also keep track your competition. Learn from them. Compare the success of your social media campaign against theirs.
2. Save Time With A Social Media Calendar
While some popular posts take only seconds to come up with, others need a little more planning. Every social media campaign should also come with a content marketing plan, so you can plan out high-quality posts in advance – and not have to scramble for ideas when you need to post. A social media calendar saves time. It’s a great way to help you create, organize, and share content across your various platforms.
Figure out what your audience likes. Before making your social media calendar, you need to know what content your audience wants to see. The most effective way to do this is through social media analytics. For example, look back on your past posts and see which ones were the most popular. Tailor your new content based on these past topics.
Set goals and limits to how often you post. While it’s important to post regularly to reach and engage customers, it’s also imperative that you don’t bombard people with irrelevant posts. That’s a quick way to lose customers. So you should set both a minimum and a maximum for how frequently you post. These numbers will vary depending on your business and each social media site. If you need help getting started, Constant Contact posted a basic standard to follow. They recommend posting on Facebook and Google+ 3-10 times a week, LinkedIn 2-5 times a day, Twitter at least 5 times a day, and Pinterest 5-10 times a day.
Create content to draw people in and fill in your calendar. Create your content and fill in the days of your calendar with the content you intend to post on that day. Ensure that there’s a variety in the content you post and that you’re consistently providing audiences with quality content. Make particular note of holidays or events that you can create special content for. Find ways to show off your business’ personality and highlight your brand.
3. Prioritize Customer Service Across All Platforms
Social media’s power as a customer service tool is enormous. Not only is it a fast, inexpensive, and effective way to reach audiences, it’s also a great way for businesses to alleviate customer concerns and respond to feedback. If you want your advertising campaign to be successful, your business’ social media sites should prioritize customer service.
Turn negative experiences into positive ones. Remember: it’s easier to lose customers than it is to gain them. Respond to concerns as quickly as possible. Slow responses can lose customers and damage your reputation. Show that your business is willing to listen to grievances and offer solutions – you’ll be surprised by how positively people respond to you.
Hire a social media manager. The customer-service mindset must be present on all levels of your social media campaign’s hierarchy. That starts with a social media manager who knows how to respond to customer-service concerns. A good social media manager must also be able to act as a creator, gatekeeper, promoter of content. They also need to be knowledgeable in social media management tools, including analytics and statistics. With a good social media manager at the head of your campaign, your business be able to tailor fantastic content and maintain positive relationships with your customers.