Improve Your Social Media Marketing

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Social media marketing for a lot of people can be quite a struggle. There are so many networks out there and all require varying degrees of attention and monitoring.

Improve Your Social Media Marketing

If you are going to be able to manage your social media marketing well and benefit from it, you need to have a clear strategy in place, a plan for how to implement your strategy and tools to implement those plans and measure your success.

This article is really an extension on a previous article I wrote about How To Use Social Media To Win More Customers, there may be some crossover points but if you liked the last one, this one dives a little deeper. I hope you find it useful.

Your Social Media Marketing Strategy

Before you start you need to have a strategy that highlights:

  • your goals
  • the people you want to engage with
  • the networks that you are going to use
  • where your competitors are

What Goals Do You Want To Achieve?

Knowing what your reason is for being on each social network is important as it makes creating content that will support each goal more enjoyable and it is likely to deliver the results you are looking for in the long run.

Your goals could be to increase client purchases, increase return visits to your website, promote content, etc.

Other common goals could be:

  • Increase social media engagement
  • Increase customer acquisition on your website
  • Increase brand awareness

If you know what your social media marketing goals are, you can be more focused and measure your success more accurately.

Who Do You Want To Engage With & Why?

You then need to decide who you want to engage with. If you have created a buyer persona, refer to it and see which social network your ideal person spends their time on.

If you haven’t created a buyer persona (and were unsure what I was talking about when you read that), you should spend some time doing a couple as everything that you are doing digital marketing wise should always be built around your buyer persona.

A buyer persona is a semi fictitious character that details information about your ideal client. It should include:

  • Their demographic information
  • Their job position and role
  • Their primary goals
  • Their secondary goals
  • Challenges they face that you can provide solutions to
  • Questions they have about what you provide
  • Social media networks they use
  • Search terms they use when looking to find solutions that you can provide

As you can see, if you have a buyer persona, you could instantly be clear on which social media networks you should be focusing on.

Choosing The Social Media Network That’s Right For You

It’s a good idea (especially in the beginning) to look at the social networks that are most often used. These are generally:

With that said, there are other available networks if the above don’t suit your needs. Where your audience is in the world can also be a big part of your decision of which social network to use.

Some social networks have fewer active users than others but their user engagement could be a great deal higher. So do your research and choose a network that will give you the best exposure and engagement with your followers that you can get.

Research What Your Competitors Are Using & What They Are Saying

Look and see which networks your competitors are using, the content they are publishing and sharing, their followers and engagement.

This will help you to find opportunities on networks where your competitors don’t have a presence, understand what sort of content they are getting good engagement from and the quality of their followers.

Chances are if your competitors are actively using social media marketing, it is working for them. If it is working for them its worthwhile seeing how you can get social media working for you.

Planning Your Social Media Campaigns

As with any digital marketing strategy, you need to have a plan for implementing your social media marketing strategy.

Put a spreadsheet together and plan out the following each month:

  • The social network the content is for
  • Which persona the content is for
  • The purpose of the content (get likes, be shared, drive traffic, start a discussion, etc.)
  • Date and time of publishing
  • Links or media required for post
  • Measurement metric you will use to measure success

We call this a social media content calendar and is really useful for not only knowing what you need to post when but also tracking the performance of each item published.

Remember though, that you should also be posting and sharing things “on the fly” in order to be as relevant and interesting as possible. By this I mean that if you are a solicitor and a new law is passed that may have immediate impact on your clients don’t wait for the following month to publish it… DO IT NOW… and then republish the following month or create a follow up piece of content.

Creating The Right Content

You need to ensure that the type of content that you create or share on your social networks is the right type of content for that network. An example being Twitter and the short length of posts. Some networks are less obvious and it will mean experimenting with each alongside your content to work out the best format your content should be in for the best engagement.

In other words:

  • What type of content works best on this social network?
  • Which buyer persona am I creating this content for?
  • Where in the buyer journey is the person I am creating the content for (are they a client, a lead, interested follower, etc.)?
  • What format should content take based on its purpose (status update? Video? Meme?)?
  • How do my followers like to digest content?

Republishing Content

Most people who follow you are unlikely to see your content if you only post it once. Republishing content is a great way to get as many people seeing it as possible.

You can republish content for as long as you want so long as it is still relevant. It’s no good posting some content that was relevant 12 months ago but is no longer relevant now.

Measuring Your Social Media Marketing Success

To make sure that you are having an impact, you need to measure how successful each post or share is. What you are measuring should be included in your social media content calendar.

By measuring, you can understand how well you are doing in relation to achieving the goals that you set in the beginning.

Here are some metrics you should be looking at:

  • Increase social media engagement
    Likes, Shares, Comments, Retweets, Mentions, Favorites
  • Increase customer acquisition on your website
    URL clicks and traffic from social media
  • Increase brand awareness
    Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region

Use Tools To Make Life A Little Easier

Here are some great tools that will help you to be more effective when it comes to the management and measurement of your social media marketing activity.

  • Hootsuite: Scheduling, tracking, monitoring and measurement
  • Addthis: Tracking website page shares
  • Buffer: Content scheduling
  • SocialSurge: Scheduling, research, measurement, post creation, post curation
  • Klout: Social media monitoring and analytics
  • Social Mention: Social network monitoring
  • Hubspot: Scheduling, tracking, monitoring and measurement

A lot of social networks also have various measurement data that you can view and then input that data into a spreadsheet to compare against other digital marketing measurements.

References

  • Hootsuite (https://blog.hootsuite.com/measure-social-media-roi-business/)
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