Social media marketing employs social media for marketing of products and services. Organizations may address consumers, prospective employees, bloggers, journalists and the public in general about their products and services. Social media marketers require to generate user generated content which is an earned media rather than paid media into their marketing strategy. Social media marketing is not restricted and can be used by any organization to advertise them and seek potential conversions, revenue and overall growth. Social media marketing is the process of gaining traffic to the organization’s website or software platform through social media networks.
Social media are of different types that offer different social actions. Some social sites allow sharing of short messages while others allow sharing of all sorts of data such as photos, videos, events, updates, polls and lots more. The marketing approach to each of these networks would have to be customized. If you are wondering what SEOs have to do with social media marketing, it is all part of effective marketing strategy. increasing your reach on Social media have integrated strategies for social marketing campaign too.
Social media has gained wide acceptance and just as people look up for references on Google, they also look up for latest feeds on subjects even on social media. Both seo and Social media marketing can gain from each other by pooling in data and working on an effective marketing strategy. The search results on social media may also be affected by social connections within the network or on a mainstream search engine.
Here are a few aspects you will need to look into for a successful social marketing campaign.
1. Outline business goals: Before setting foot into any kind of marketing plans, the business goals and overall need must be well studied, short term and long term goals must be outlined. Now that the goals have been outlined, traditional marketing and digital marketing must be planned. Social media marketing is a part of digital marketing and helps increase brand awareness, conversions, retaining of customers and higher ROI. The goals may be broadly classified as achievable, measurable and realistic goals which will help gain a clear perspective of the company’s stand. The goals must be set in a specific time frame, ethical and specific. It would be best to focus on two primary and two secondary goals to start with, in order to attain maximum success.
2. Marketing objectives: The goals that have been identified need to be linked with measurable parameters to define success when each is achieved. If generating leads is the goal, the number of leads to be generated must be the measuring scale. If generating sales is the goal, the number of sales or revenue generated from sales should be the parameter that defines success. These marketing objectives can be set according to the SMART approach which is to make objectives Specific, Measurable, Achievable, Relevant and Time bound.
For this strategy to be successful, one must choose analytics and tracking tools to measure progress. Take time to refine the marketing objectives to make them achievable and relevant. A set time to act upon and achieve the goals through effective marketing strategy will help focus necessary efforts and resources towards the goals.
3. Identify ideal customers: The business or service must identify the background of their potential customers. They must have the Buyer’s persona chalked out to reach the right audience. The buyer’s persona includes data such as age, gender, interests, location, occupation, income, problems, likes, dislikes and motivation. Identifying this data will enable finding the target audience in the right place at the right time and convey the right message. A focused and specific identification of ideal customers will increase conversions and get the most out of the promotion channels employed.
4. Identify competitors: Watch and learn from potential competitors. Look for their strategies and understand how they reach out and interact with their audience and what strategy has the most fan following. Look out for their content and its context. Compare how you stand against your competitors and what strategies you might have to employ to stay at par or ahead of them.
5. Choose social media channels wisely: Don’t go out into the media like a raging bull. The buyers’ personas will help identify which social media channels you are most likely to find your audience and your best chances at keeping them engaged. Determine which channel is best for you and create an account there. You can invest in the right channels for advertising and promotion campaigns too.
6. Content strategy: The business must follow a content strategy to be successful. Quality content, type of content, time and frequency of posting are essential factors to consider for a great content strategy.
7. Allocation of budget and resources: Marketing can be an expensive affair. Listing out all the resources you will require to achieve each goal will help identify the cost factor. Usually businesses first allocate a budget for marketing and then choose tactics that can fit into the budget. Prioritizing organizational goals will help gain higher ROI faster.
8. Role play: Once the goals are set, plan the execution process and distribute work to the team members effectively to avoid overlapping efforts. It will also help analyse employee performance and efficiency of strategy. The execution of work can be assessed on a daily, weekly or monthly basis. Keep watching the changing trends, adapt quickly and implement any new strategies that may be even more effective than the current strategy