Social Media Marketing Made Simple: Step By Step Guide
Social media marketing is a very powerful tool that a business can employ to increase awareness about their brand and flourish themselves online as well as in the physical world. If you are keen to know about social media marketing then this blog is definitely made for you.
Have you just started your online business and wish to initiate social media marketing? If Yes, this blog is made for you. This blog specifies every angle of social media marketing. This step by step guide will not only help you start your digital journey but will take your business on the cliff of success. Let’s get started.
Table of contents
- What is Social Media Marketing?
- Why should your Business Adapt to Social media?
- Five Pillars of Social Media Marketing
- Step 1: Strategy
- What are your Goals?
- Questions for Planning Social Media Marketing Goal
- Invest in Smart Mix Channels
- What type of Content Do you need to share on social media channels?
- Step 2: Plan and Publish
- Why is it so Important to be Consistent on Social Media?
- Step 3: Listening and Engagement
- Listening Metrics to focus on
- Social Media Mentions
- Brand sentiment
- Net promoter score
- How to calculate NPS?
- Step4: Analytics
- Facebook insight
- Here is the data you can track on Pinterest:
- How to Market on Different Social Media Sites
- Social Media Marketing Best Practices
- Up to date Content Planning
- Mix up your Content Promotion
- Great social content
- Build and Maintain Brand image
- Sharing curated contents
- Building Trust with Your Audience
- Track competitors
- Build and Maintain Social Media Community
- Stay updated on social media from sources
- Share your brand story and allow others to connect with it
- Better your communication line for your audience
- Social Media Crisis Management
What is Social Media Marketing?
Social media marketing, in simplest words, is a method to reach consumers and potential audiences through social media channels or sites. Social media marketing is used for a multitude of reasons; it includes generating brand awareness, increasing sales, driving high website traffic, and more.
With the evolution of digitalization, there are numerous tactics for you to incorporate into your social media marketing. It includes publishing blogs, content, engaging with the audience, listening to the audience and their demographics, running paid advertisements on social platforms, and more.
For business promotion and brand advertisement, some of the widely used social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, Youtube and Snapchat. Each one of these sites provides marketers with a unique way of advertising, so you can select social sites according to your niches and target audiences.
Marketers also leverage multiple resources and tools to make the most out of social media marketing. For instance, some tools allow you to schedule your social media posts such as Missinglettr, and there are tools to manage many social media accounts at one platform etc.
Why should your Business Adapt to Social media?
Social media marketing is now a necessity for almost every business which has an online or offline store. Not adopting social media to market means not adopting a profitable source. This leads us to the question: What makes social media profit generating source? Here are some social media statistics that channels the importance of social media marketing for businesses:
- Around 4.57 billion people worldwide use the internet in their daily life, out of which 3.81 billion are estimated to be social media platforms which are over 50% of the world’s population. (Statista)
- The yearly growth rate of social media users is 10.5%. If we look at numbers, they are over 376 million people and Over 3.91 million people are accessing social media through mobile phones (Hootsuite)
- On an average, 2 hours and 22 minutes is spent on social channels and messaging applications. (Global web index)
- Millennials are logged on to social media for an average of 2 hours and 38 minutes daily while Gen Z logs on for 2 hours and 55 minutes. (World Economic Forum)
- The percentage of people using social media posts: Millennials-90.4%, GenerationX-48.2%, Baby Boomers-48%. (Emarketer)
- Facebook still remains the most used platform with 2.6 billion monthly active users. Youtube occupies the second position with two billion users, followed by WhatsApp- 1.6 billion, and Facebook messenger-1.4 billions.
- The US ranks first on the number of social media users with over 70% of its population using it , i.e. 231.47 million have social network accounts.
- Over 73% of marketers claim that social media have been very effective or somewhat effective for their business. (Buffer)
- Over 54% of social browsers research products on social media. (GlobalWebIndex)
- 71% of consumers who have had a positive experience with brands on social channels are likely to recommend the brand to their friends and family. (Forbes)
- Over 49% of consumers on social networks follow influencers recommendations. (Fourcommunications)
- Over 500 million accounts use Instagram Stories every day. In 2018, Instagram stories experienced tremendous growth from being 150 million active users in April 2017 to 400 million in fourteen months. (Statista)
Now when you know the importance of the social media market, Let’s move to its core aspects.
Five Pillars of Social Media Marketing
Step 1: Strategy
The key to run a successful ad campaign or engaging content is an excellent social media strategy. Social media strategy is what helps you plan a big picture for your business online.
Social media strategy is great to create a brand image and guides you to post in a systematic manner. Having a plan saves time when you feel stuck or face creative block, it tells you what you need to do next.
Without social media strategy, there is a high chance that your social media marketing can go bizarre as you will post content haphazardly. It’s also challenging to achieve high results without the strategy.
Every brand has different goals for their businesses. Hence it’s vital to build a social media strategy that fulfils the purpose, if not it’s of no use.
What are your Goals?
There are reasons to incorporate social media in business. It can be brand awareness, utilizing the platform for customer support, lead generation, conversation and more. Whatever the goal you have, you should plan your strategy accordingly.
Social Media goals for the majority of business can be divided into three categories, i.e. brand awareness, lead generation, and increase engagement.
If you want to target any of these in your social media marketing, here are some tips for you:
Build or Enhance Brand Awareness
Generating brand awareness is the most common reason for the business to use social media. However just showcasing your brand to consumers doesn’t work. Your social media marketing will not be successful if your audience does not stay with you for long. Put your time and efforts in creating content that showcases your brand personality and values. Publish high-quality content rather than focusing on quantity.
Improving engagement means many things like growing a new social media audience, attracting your existing followers for new products or services. If you have any of these goals, here are some tips for you:
Generate Brand Audience
Gaining new followers on social media by pitching your brand to audiences who are not aware of your business.
Apart from this, generating brand audience also means identifying conversation around your business or around a specific industry that is important to your brand.
In order to spot conversation, you will have to dig your social network thoroughly, which is only possible through listening or monitoring keywords, Get more followers by using hashtags or phrases. Scroll down the article below to find out some efficient listening tools for your strategic planning.
Increase Community Engagement
To grow community engagement means to grab the attention of your existing followers on your social media posts or feeds. There are many ways to achieve community engagement, like promoting user-generated content and hashtags and more.
You don’t necessarily have to spend a lot of money on campaigns or ads etc, you can increase engagement by doing simple things as well like asking questions or running a user poll on channels like Twitter and Instagram can also help.
No matter whether you sell your products online and offline, customers are not going to reach out to you all by themselves. To get potential leads, you need to keep alerting your audience with new products, launches, and promos.
Questions for Planning Social Media Marketing Goal
If you are not sure about your social media goals, below are a few questions that will help you acknowledge your brand requirements.
- What are you expecting to achieve through social media marketing?
- Who is your target audience?
- Where would your target audience hang out, and how would they use social media?
- What message do you want to send to your audience with social media marketing?
Invest in Smart Mix Channels
At present, you can find a multitude of social media sites from big to small that allows businesses of different niches to market.
Social media channels like Facebook, Instagram, Twitter, LinkedIn and the ones mentioned below have long dominated the industry with their gigantic user database. These sites are best to begin your social media marketing journey. Note that you don’t necessarily have to be on all or any social media sites, choose sites where most of your target audience are found.
Content is one of the crucial prospects that enables social media marketing success. So you need to examine what type of content will attract most of your potential audience, is it video, images, stories or text. So the main question is how you identify the type and genre of content that will lead you to more engagement.
The best way to begin is to create a marketing persona and keep moving, updating your marketing strategy over time. Also, analytics tools will assist you to better understand content posting and more, the details of which are explained in the last segment of this article.
Here are some of the content types popular on social media sites, that you can incorporate in your marketing:
Written Posts, Blogs, Articles, Guides, and more
Pros: These are the content types that showcase your brand’s knowledge and expertise in the world. It boosts your business’s reputation and also enables you to develop your product credibility.
Cons: There are millions of blogs out there published by business all across the world. Hence there is a lot of competition in the social media market.
Electronic Books (eBooks)
Pros: Electronic books, commonly known as eBooks, offer extensive and more information accuracy compared to blogs and posts. It allows brands to demonstrate their industry expertise more precisely.
Cons: Electronic books are very time consuming, and it takes more time and effort to publish. Although there are people who like to read and have more knowledge, everyone doesn’t have the time to read extensive content.
Links to External Content
Pros: You can add links to external content on your Post, if in case you are unable to publish or complete your article. However, you need to make sure the link is relevant from a trustable source.
Cons: If you are providing a link of content from other resources, you are undoubtedly improving their business experience. Viewers can find the other resource blogged more information than your page.
Pros: Images and video can be considered a vital element for social media marketing. It is what first attracts your user’s attention and allows you to endure your brand to them. Good images have the capability to make the audience stay longer on your feed.
Cons: Image-oriented social media platforms like Instagram, Twitter consist of hell of competitions. In order to come with your competitors on these platforms, you need to post high-quality images; professional camera use is recommended.
Pros: With the advancement of smartphones and similar technology, recording video is now easier than ever. Many social media channels’ algorithms like Facebook prioritize video content. Also, customer expectations for video trends like live-streaming have substantially risen.
Cons: Although shooting videos on the phone is free and easy, if you plan to post videos on a regular basis, it will cost your both money and effort.
Pros: Video stories are short video clips that remain on your feed for only 24 hours. These clips are very popular on social networks like Snapchat, Facebook, and Instagram. For businesses, video stories are great for featuring sales, alerts or announcements.
Cons: Video stories are widely popular because of a powerful motivator element called FOMO-fear of missing out. However, because of their short visibility, many users prefer not to engage with them.
Pros: The coronavirus pandemic in 2020 has made us all aware of the importance of live videos. Live content comes to great assistance for those who are physically absent from certain locations. It allows you to connect to wider audiences across the globe.
Live videos offer you more coverage than live stories as it doesn’t disappear after 24 hours and instead can be streamed by users at any preferable time.
Cons: Live video content execution requires an event. Next, you will need a person who can operate a smartphone or any other such device to interact with viewers and also resolve their questions. It also requires a stable internet connection; the bad connection will degrade your brand image and can reduce user engagement.
Pros: Infographic content consists of visuals which can be used for products’ explanations, statistics or other written concepts.
Cons: Creating efficient or useful graphics requires both searches, copying, and graphic making. It requires a team effort combined with creativity.
Testimonials and Reviews
Pros: People value the opinions of other users on social media compared to brands. And that’s what makes testimonials and reviews important for social media marketers.
Cons: It’s quite difficult to encourage or ask your customer for testimonials.
This is a content where you don’t have much control. Reviews are not always positive.
Pros: Social media alerts consisting of new product launches, live streams, events, etc. help you generate hype you need for your business. It will also help you in informing your audience what’s happening behind the scene or how it places itself in your business.
Cons: Social media announcements require proper planning and careful execution. For instance, if you make an announcement too early, it might not be the hype you are expecting.
Pros: Social media contests are a fun and existing method of creating user engagement.
Cons: However, the thing that makes its most existing is the price you offer to the contest winner, which eventually costs you money.
Step 2: Plan and Publish
Consistency is the key to build trust with your audience. Being consistent with your content will help you build you a reliable and professional brand image.
Why is it so Important to be Consistent on Social Media?
Out of 4.66 billion active internet users, 3.6 billion people use social media channels. Hence, in order to make your brand visible to the crowd, you not only need to be present on these platforms but also post content consistently.
The practice of consistent content can also be stated as a content calendar which simply means lining up a series of content posts for the future. For small businesses or startups, the first step of social media marketing is to be consistent with content posts.
Publishing content on social sites is easier than sharing content like image, video or post. However, spontaneously posting content will do you good. Create your content prior to the deadline, you can also choose to use scheduling tools which will automatically post your created content for the specified date and time.
Here are some of the important pointer to consider prior to publishing content on social media sites:
Define your Audiences
You can not consider everyone as your target audience on social media unless you are Google. Knowing your potential customers helps you define a niche for your brand and take command over it. Better niches will also help you in the later steps of social media marketing like content planning and advertising and of course, generating high ROI.
Define your Budget
After you define or recognize your audience, the next big step is to define the budget of your social media marketing plan.
The process of determining social advertising can be done at ease if you follow the two steps mentioned below:
- Determine how much you would like to spend on overall digital marketing goals; this includes all your efforts and plans.
- Now from that budget, decide what percentage of that you will like to spend particularly for social media advertising.
Here are some important stats to consider when planning a budget for your social media marketing:
For most of the brand, the average marketing spend lies between 5% to 15% of their annual revenue.
- On average, 35% to 45% should be spent on digital marketing activities from the total budget.
- 15% to 25% of the digital marketing budget is spent on social media marketing content, both organic and paid.
- The digital marketing goal you set will play a major part in estimating the budget to spend on social media marketing.
Budget planning is a critical part of social media marketing; you need to be careful with the plan. Make sure you do not utilize the social media budget of content marketing or SEO; these are the other angles of digital marketing. Hence you should keep a separate budget for each of them.
Craft Result-driven Content Strategy
Once you have identified your audience and planned your budget, you now have to concentrate on new ideas for your content.
The better your content ideas are, the better will be your social media results. For example, generate brand awareness through product demo while answering the most asked question of the audience through writing blogs.
Coming up with new ideas is not easy for all times; this is when content ideation tools come handy. You can utilize any one such tool and save yourself from experiencing writer’s block.
Here are some of the essential steps that will help you craft an efficient and result-oriented content for your social media marketing:
Planning a Timeline
Timing is an important factor when you launch something on social media. Whether it is content, product or campaign, it is advisable to create a timeline prior to the launch date for all your social media activities.
Start your timeline formation, mentioning a deadline and then continue to move backwards. Building timeline backwards is more convenient as it helps you acknowledge the lead time you will be working and also the potential scope of your project.
If you run your social media campaign with a tight timeframe, you may need to let go of some empowering ideas for the campaign. On the other hand, if you have a good amount of time, you can escalate the success of your campaign.
It’s vital to estimate the duration for the campaign you’re going to run for a product launch. Build a campaign that is both concise and creative.
Below is an example of a launch timeline that you can incorporate or improvise according to your campaign.
- Pre-launch-Day 0-7: Generate hype about your product on social media hype on a social channel
- Launch date-Day 8: Publish your product on your social accounts
- Post-Launch-Day 9-13: Take users follow-up of your launched products
- Day 14-30: Amalgamate your new product campaign with your regularly scheduled content. You can also plan for additional activation to pace the momentum.
Segmenting your timeline into prior launch days, launch day, and Post-launch day will allow you to be more creative with your content and avoid repetitions.
When you are cleared on what content to post on your social media feed on a regular basis, it’s time for the execution. To do that, create an outline of a work-flow for daily, weekly, and monthly posts.
Here some of the questions that will be assisting you in creating a suitable social media work-flow:
- How frequently do you want to publish content on each social media account?
- What will be your content ratio?
- How much time will it take you to brainstorm new content ideas?
- What will be the best time to post on each social media handle, that enables high engagement?
It’s best to document your outlined work-flow in a place where you and your social media team can access. For example, you can create a spreadsheet on your social media calendar. No matter how complex your team is, they can easily access the process and definitions without disturbing or minding each other.
Review and Edit content
Before you reveal your work to the world content review is of utmost importance. Proofread your content or make your team members examine it thoroughly, so you are not left with typing mistakes or any such errors.
You can also share your content to experts and people who are interested in your post and ask them for their feedback.
Add humor to your content to grab user attention. Add trending elements to your content like hashtags and emojis. Look around both online and offline for content inspiration.
Plan your Content Calendars
The content calendar is a best practice that simplifies content marketing at all levels. If you have great content ideas, make a schedule to execute it. Designate a subsequent amount of time for editorial work like editing, designing or outlining deadlines.
Build your content calendar on a spreadsheet where you and your team can easily access and manage it. With spreadsheets, you can create multiple social media calendars when using online scheduling platforms.
Don’t forget to mark the holiday on your social media calendar so you can be prepared for relevant posts or content.
Original content creation is needed for both editorials as well as the social calendar. However, you have the benefit to schedule time of your content curation. If you are sharing industry news on your feed, make sure they are from credible sources, or you can opt to repost social media content that features your company’s work or work of your employees.
Promote and Distribute content
You can’t solely rely on keywords to gain high visibility. There are many other things to consider, for instance, adding a target keyword to your title tag, writing a catchy and clear meta description that makes your user click the most links.
To boost views of your content, promote it on different social media networks as well as include email marketing in your social media marketing. You should also educate your sales team to fit your brand’s content promotion in your sales process.
Videos that feature your products and services as well as landing pages, can be considered as great selling tools for your brand.
Step 3: Listening and Engagement
Social listening is a practice to examine your social media conversation on any particular topic. This method will enable you to acknowledge what are the important topics for your audience and which trends your potential consumers follow.
With social listening, you can also address the struggle your audience faces and create posts addressing that topic. You will know the tone of your users as well as their languages.
For example, the brand Burger King uses GenZ slangs on their Twitter account for their audience. They feature themselves in comedic fashion for young users who are more likely to visit their stores. If you don’t have the idea of your customers’ tone or languages, social listening is required.
Tools to Monitor Social Activities
Sprout Social is a highly popular social media monitoring tool best liked for its analytics features. The tool allows marketers to directly publish their posts from the dashboard and team collaboration.
Tailwind social monitoring tool is designed for the popular visual social media platform, i.e. Pinterest and Instagram marketers. Along with the advanced analytic features, it keeps you updated about your content and competitors. It provides information on the latest trends.
Hootsuite monitoring tool works across multitude social media channels like LinkedIn, Twitter, Facebook, Google+, WordPress and Foursquare. You can monitor not only different social media accounts of your business but also schedule posts across these networks. The tool can be used by multiple people in your team and allows you to assign tasks to individuals.
Talkwalker is considered a highly efficient monitoring tool that monitors not only social media networks but also is capable of monitoring print, television, and radio broadcast. The key feature of this tool is an image recognition technology that allows you to select social media posts for your product or services.
Mention tool brings on table amazing monitoring options like monitoring mentions over popular sites, for example, Amazon, Booking.com, TripAdvisor, Yelp and more. Choosing one of its custom company plans will enable you to get brand mention reports as well as extensive social media insights,
TweetDeck offers a more convenient Twitter experience by letting you view multiple timelines in one easy interface. It includes a host of advanced features to help get the most of Twitter: Manage multiple Twitter accounts, schedule Tweets for posting in the future, build Tweet collections, and more.
HubSpot is loaded with social media automation covering various angles of social media marketing like SEO, emails, lead management, and so much more. The tool amalgamates different marketing parts such as social media and customer relationships which makes it a great option for monitoring customer lead on social media accounts.
Union Metrics provides the social intelligence that can help you improve your social media strategy. With Union Metrics, you can track and analyze social media posts, monitor your competitors and trends, conduct research, and more.
Brand24 simplifies brand reputation management. With this tool, you can monitor ongoing conversation of your brand through visual representation like volume chart and more. You can also find some important influencers for your industry. Just from one platform, you can join into conversation over various channels.
Social Mention is not the same as the Mention tool referred above. Apart from being a free analytic tool, it acts as a search engine for user-generated content that works across the internet.
Iconosquare is all in one social media solution for Instagram offering robust analytics and monitoring features. Some of its key features are the custom feed offering that lets you monitor specific Instagram content. Up to 50 users and 20 hashtags can be added to a single feed.
NUVI offers extensive solutions for managing customer experience. With Nuvi, you can identify new opportunities and trends for customers and offer improved customer experience. It monitors data across a plethora of social channels such as YouTube, Reddit, Facebook, VK, Stack Overflow and more.
Agorapulse is another multipurpose social media management tool that efficiently monitors, listens, analyzes and schedules social media posts and advertisements. All your brand’s social media mentions get saves in the Agorapulse inbox. Monitoring features comprises URLs, Twitter and keyword search, whereas listening features include monitoring comments on most used social channels like Facebook and Instagram.
Falcon.io is a multipurpose social media management tool. You can use it for monitoring your social content as well as to plan a calendar. Not only can you monitor your social media posts and ads but also create and schedule ads on the platform. The social listening feature of Falcon.io will keep yourself updated with online conversation and trends.
Zoho social is a top-notch social media network manager as you can monitor unlimited posts on the social network. Track performance as well as conversation all from one dashboard.
Trackur tool allows you to search for necessary elements like brand mentions, keyboard, blogs, forums and more and later analyze the level of influences and sentiments of these elements.
Sendible is a social media listening tool that was built to simplify handling multiple clients on social media. Along with monitoring hashtags, keywords and competitors, Sendible tool is also used for responding to comments and messages from an inbox. The tool features content scheduling and collaborations, as well.
Buzzlogix has robust features for both social monitoring and engagement. The social monitoring feature of this tool allows brands to track content considering any keyword and can view statistics resulting in a simplified graph. On the other hand, the social engagement features allows brands to monitor different social media profiles along with responses and comments.
Listening Metrics to focus on
As a brand, you should be very well aware of what your audience is saying about your brand on social media. It is very important to analyze customer comments and check the satisfaction level.
Every single social media comment depicts the review of other customers approximately up to 20 to 30 people. Hence if you find a negative comment in your feed, it’s right to assure that they are more such unhappy customers that say nothing.
You can lose these audiences if you don’t take proper action to resolve their issues. If your brand’s customer satisfaction level continues to be lower, not only will you lose your audience and revenue but also affect your brand’s image. Note that the brand image can substantially out-blow if your customer complaints get viral.
Fortunately, you can avoid falling into such situations by using the right customer satisfaction tools. These tools will assist you in getting valuable feedback and reviews of your consumers, enabling you to make suitable improvements that your audience expects from you.
Social Media Mentions
Social media mention can be simply stated as the process to calculate brand awareness and examine the people actually talking about the brand.
The key uses of social media mention include the following:
- User engagement on the brand’s content
- A most suitable time and day to share social media content
- Analyzing if customers like your brand’s product or not
After you measure your social media mentions, it is an added advantage to analyze your competitor’s social media mentions. You can use their metrics and compare them with yours to examine your brand performance.
Competitors’ social media mentions are especially needed if you plan to obtain their market share or pitch their audience.
Sentiment analysis is a way to examine the sentiments of your customers, what they think about your brand on online platforms. Any opinion of your customers on online platforms depicts their sentiments which can be positive, negative, or neutral.
Most of the brands prefer to track negative sentiments so they can improve in the right direction. It’s good to be assertive and think your brand is well recognized; however, bitter or disapproving can appear at any time. And you should not accept that comment but also look forward to fixing it.
Positive sentiments are as important as negative ones. If the customers are happy, you should seize the opportunity to reach them and encourage them to share their experience with other people on online platforms.
Sentiment metrics tool is amazingly helpful in product launches; for instance, you can monitor a new name of a product or service and check whether it is gaining positive responses. If not, you can change it.
Net promoter score
NPS is one of the preferable metrics, especially within Nordic companies. NPS metric was launched in 2003 and instantly became a hit metric loved and incorporated by companies all around the world.
Over two-third companies globally are using the tool in order to examine how they are performing in terms of customer relationships.
Now giant industrialists and global leaders like Apple, Airbnb are leveraging the benefit of NPS. So what makes NPS special? The answer is very simple. NPS metric is a minimalist tool that allows companies to read customer experience shortly and easily.
The tool fulfils the leadership requirements of companies covering target setting and bonuses. NPS can be used for various ratings like brand, product, services and more.
How to calculate NPS?
The usage of NPS is simple and can be divided into three basic steps, which are as follow:
- Measure the percentage of promoters among your surveyed customers
- Measure the percentage of detractors
- Now minus the detractor percentage from the promoter percentage
- Customer satisfaction score
Customer satisfaction score, also known as CSAT, is a metric that businesses use to measure the satisfaction level of customers for their product, services or overall brand experience.
The metric holds the high capability to indicate customer retention as well as helps you find customer’s interests on product repurchase. The metrics work in a systematic manner; it will make you aware of your consumer’s requirement as well as their sentiments with products. The customer requirements are then categorized according to their expectation with your brand.
The overall responses will give you an estimation of why customers like your products and why they prefer you over others or your competitors. All these data and more can be evaluated to enhance or reinforce experiences that empower customer royalty.
When combining CSAT with NPS metrics, it gives you many forms and scales to monitor audience satisfaction. Some of the popular examples of CSAT are Google and Facebook ratings.
- Engagement metrics to focus on
Engagement metrics is a comprehensive term for all the elements that depicts the number of people that show interest in your content—for example, likes, comments and shares. Metrics likes, comments, clicks and shares indicate the overall engagements of your posts and profile.
Note that only one metric will not provide you with the accurate engagement context and so we advise you to combine engagement metrics with other media metrics. Much social media analytics and monitoring tools will come handy.
While you go through multiple metrics, remember not every social media post requires monitoring engagement metrics. For instance, if you post educational or informational content on your feed, its engagement rate doesn’t matter.
Now if you are receiving lower engagement on social posts consisting of calls to action, it prompts you that something needs to be fixed. For instant solution you can apply a different call to action to the post or create a new post using the same caption.
When it comes to posting engaging social media content and generating more engagement, analytics plays a major role in all social media channels. Analytics reports update you on how your social media posts are performing. If you are constantly posting content on social media pages and still not getting the result, then analytics reports will come to your assistance.
Paid Analytics Tools
Although creating a business account on several social media sites will enable you to use analytics reports, there are many third-party tools that bring multiple features for analytics reports.
Here are some effective analytics tools you can incorporate in your marketing strategy:
Buffer analyze: It works across multiple social sites and is especially excellent for Instagram stories, posting strategy recommendations. With this tool, you can create professional reports with ease.
Quintly: An enterprise-level analytic tool Quintly is capable of customizing and mixing a number of matrices. It is also popular for shareable and flexible dashboards.
Keyhole: It offers real-time performance analysis of industries. It also provides campaign-specific hashtag analysis which is great for expanding content’s reach.
Rival IQ: This tool allows you to compare analytics of different pages across multiple social media channels. Along with analyzing social media ads, it also helps in competitive benchmarking. It offers marketers a 14-days free trial.
If you are new with analytics or don’t want to invest in third-party tools, you can opt for the inbuilt analytics on major social media accounts. They are free to use and offer substantial features to social media business accounts.
Any business account on Facebook can access their page insight. The brand can access three built-in analytics which covers every angle of facebook marketing data which are as follow:
Facebook page insight with which you can examine a spectrum of data on your business page such as engagement on Post, recommendations, user responsiveness, story reach, user growth, totally ordered places, time and day when the audience remains active, competitors and more.
Facebook audience insight is where you can gain data about both your existing audience and the audience in general. You can view audience demographics like age, gender, location, relationship, marital status, hobbies, likes interest, preferences and more.
Facebook Ad Center provides an overview on ad spends, people reached, post engagement, clicks on links etc.
Instagram Page Analytics
If you are using a business or creator account on Instagram, you can examine and track your audience as well as your post and story performance.
Below is the list of insight you track on Instagram:
- Content: Analyses Instagram posts and stories, how it performs on the basis of likes, comments, sticker taps etc.
- Activity: it helps you track user activity, such as the number of profile visits your posts gains.
- Audience: It specifies your potential audience and provides the necessary demographics.
Analytics Tab in Pinterest
Pinterest analytics provides demographics of both organic pins as well as paid pins along with interest data of your users. Pinterest analytics is bifurcated into two sections, one showcase audience insights, and other is overall analytics.
Here is the data you can track on Pinterest:
Audience Insights: Demographics of your viewers that comprise their interest, age, gender, locations, affinity.
Pinterest Analytics: The section not only provides you with Pinterest specific such as closeup and save posts but also takes you through the important metrics of your audience like engagement growth, impression, views on videos, clinks on links etc.
Learn who is visiting your Linkedin page and updates and evaluate its effectiveness through Linkedin analytics. It covers three areas: posts, page and recruiting. Below is the data you can access in LinkedIn Analytics:
Updates: Learn about engagement you gain on paid and organic posts like comments, impression, reaction, shares and more.
Visitors: Know the number of people visiting your page and also learn about their demographics like location, job requirements, preferable industry etc.
Followers: It provides the same demographics as above for your existing followers.
Analytics tab in Twitter
Twitter analytics lets you learn about your organic tweet performance and audience that hold the high capability to amplify your content.
Twitter analytics can be segmented into three parts, mentioned below:
- Account home: Get monthly insights of your page like top-performing tweets, top followers and mentions. This is a place where you can identify your best content and potential influencers.
- Tweet activity dashboard: It gives you the data of how much impressions and engagement for any time frame. You can also access more data like video views, the number of retweets, link clicks, replies etc. by clicking on your posted tweets.
- Campaign dashboard: It provides data for your Twitter ads; this includes impressions, reach, engagement rate and cost per action. Through conversion tracking, you can also keep in check on how your Twitter ads are driving conversion on your websites.
Important Metrics to consider
Reach: It is the increase in the number of followers you gain compared to the past months or years. Positive user growth rate allows you to uplift marketing efforts over time and avoid distraction through irrelevant information.
Volume: The easiest analytics metrics is to find the number of users liking and commenting on your social media posts. Volume analytics is the meter of users’ interest. People talk about things they care about whether they like it or dislike it, they don’t talk about things they don’t care about.
Engagement: It is the rate of potential users that are actively participating in your posts and are actually listening to you. With Audience engagement data, you can check the efficiency of your current network and see how much your social marketing efforts are paying off.
Influence: This data gives you information on who is talking about your brand and how much of it is impacting your business. Influence is a bit of a complicated metric of social media analytics. Different tools and sites have their own ways to find influence data; however, one thing that each of these tools accepts is that the number of users does not necessarily matter to influence.
Voice of share: This analytic data tells you about the number of people that talk about your brand on social sites as compared to your competitors. The ‘voice of share’ data gives you the idea on your brand’s performance in comparison to competitors.
Conversion rate: Engagement rate is great, but ‘likes’ on your posts alone does not represent your social media success. At the end conversion rate is what defines the success of social media campaigns. The social media campaign is the rate of social media users converted into leads and sales, i.e. when they buy your product or service.
Step 5: Advertising
Organic posts are great at the initial stage of social media marketing, but they offer limited reach. The average reach an organic post offers businesses is just 6.4% of their total likes on their page. If you have funds for social media marketing, do invest in the paid advertisement as it will make your business visible to a wider range of audience.
With paid ads, you can target a specific group as your target audience based on the following categories:
- Location: Choose your audience based on countries or cities where you think people will be most interested in your product.
- General Demographics: Social media ad posts can be specified for a specific demographic of people based on their gender, age, relationship status, education, job designation and more.
- Interest: Select your audience based on their interest that can be anything like travelling, book reading, bodybuilding etc.
- Behaviour: Behaviour options represent audience online behaviour such as what sites they visit or online purchases etc.
- Connections: Your existing fans or their friends
- Contact lists: Email addresses which can be matched with users’ social media accounts
- Site visitors: This specifies the group of people who have visited your site in the past and have an interest in certain products or services.
- App users: If you want to run ads for apps, you can select mobile users for your ads.
- Lookalike audiences: These options allow you to target users that are similar to your existing audience.
The wide range of targeting options is what makes an optimal choice for every business, big or small.
How to Market on Different Social Media Sites
Every social media site features a different user base, for instance, the active users of Facebook are reported to be adults. Instagram features a high number of millennial and GenZ crowd, professional or working audience prefer LinkedIn.
Also, every social media channel has a unique approach to advertising which have been mentioned below. Go through each and select the right platform and strategy to run your ads.
Advertising on Facebook
According to a report by business of App Facebook has the most number of monthly and daily active users i.e. 2.45 billion and 1.62 billion, respectively. That’s the reason it’s one of the most preferred platforms for marketers.
Facebook features a casual and friendly environment for users, and to make your campaign successful here; you need to have an active social media marketing strategy.
Start by creating a business page on Facebook only then you can run paid advertisements. Visual is the major aspect that boosts user engagement, so it’s best to create an appealing layout for your ads.
While you post Ad-content on Facebook keep in mind the friendly and light tone of the platform. Organic posts on Facebook will not give you much reach so instead run paid ads within your budget to create a better impact.
Advertising on Instagram
Instagram has successfully proved that a picture is worth a thousand words. The photo-sharing platform, with its beautiful photo effects and story options, took photos of ads to another level.
There are a lot of things which makes Instagram a great choice for product promotions. The most popular one is great story features; you can run polls, ask questions, add gifs, video clips, and so much more via Instagram stories. Like we said earlier, 500 million users view Instagram stories on a daily basis.
For ad posts, hashtag is a vital element you need to consider.
The new shopping updates of Instagram makes this image-sharing platform an e-commerce gold. Instagram shopping features allow businesses to set up their shop on their account.
They can publish ads with product tags, feature their product on a product-focused page that specifies every detail of the enlisted items. Business can now leverage exclusive features like live shopping, checkout, Instagram checkout, Instagram shop, and so much more.
To use all the above these features, you need to create an Instagram business account. Also, you will have to link your Facebook business page to Instagram in order to run ad campaigns.
Advertising on Pinterest
An image-focused platform Pinterest is also one of the fastest growing social media marketing trends. Pinterest is an ideal platform for sales-driving ads. The platform has significant benefits for businesses, however the retail industry experiences gain the most profit with this image-sharing platform.
One important demographic data about Pinterest is that the majority of its audience are women. If they are your potential audience, it is the best platform for your business.
On Pinterest, brands can create appealing pin boards that help brands beautifully categorize their product items, images and blogs, allowing users to easily look into the offerings.
To make your Pinterest marketing work, be creative with your images, blogs or pin boards. Colorful images and attractive blogs generate more views and help business build brand image.
Advertising on Twitter
Twitter is a powerful medium to market as it allows you to broadcast critical information or your business offering across the web. Twitter is a channel where you can follow your Industry leaders.
To get high reach on Twitter posts, combine your official tweets featuring discounts, specials, news etc. with brand-building tweets. It also helps you to boost customer relations or customer services.
Also, make sure you retweet your customers’ tweets when they say something nice about your company.
One of the best things about Twitter is that you pay when you successfully achieve your marketing goal. For example, while running an app install campaign, you have to pay after the number of app installs.
Be sure to retweet when a customer has something nice to say about you, and don’t forget to answer people’s questions when possible.
Advertising on LinkedIn
LinkedIn is a social media catering professionals and highly influencing audience. It is also a medium that allows users to enter a professional dialogue and build connections with people of similar industries. But what’s best about LinkedIn is the buying power of its crowd is double than the average audience on digital platforms.
It is not only great to post job vacancies and employee networking but also for sharing content with like-minded individuals. Recommendations on LinkedIn are the key to make your business more credible and reliable, hence ask your client and encourage your audience to recommend your business to their connections.
Answering the queries of your customers can get you established as a thought leader and earns trust. To do that, go through the browsing section regularly.
Social Media Marketing Best Practices
Up to date Content Planning
To get maximum views on your post or content, you need to be aware of the best time to post. By doing some research through in-app analytics of social sites, you will acknowledge the best time and day of posting that creates maximum engagement.
Every social media works differently so you should analyze the insight of each social media account and see what’s the most suitable time to post.
Mix up your Content Promotion
If you are publishing too much promotional content in your marketing campaign, your audience might lose interest in your brand. According to a report by Hubspot, over 45% of people unfollow brands because they excessively publish promotional content.
To avoid such scenarios, incorporate different content along with promotional content like job posting, gifs, industry and news relevant to your brands, informative blogs and brand contents.
People who follow you on social media are the ones interested in your brand. Posting too much promotional content will give them the idea that you care more about your products and not about conversing with them. Hence be cautious about what content you are posting on your feed and how much you are posting.
Although some social channels like Twitter require abundant content to make the campaign successful, that’s not always the case. Quality is always a winner over quantity. Do not post anything on your feed, just for the sake of it. Make sure your post is both meaningful and appealing to your audience. Publish content keeping in mind your ultimate goal.
Build and Maintain Brand image
A brand’s image on social media platforms is more beneficial than a brand that doesn’t have much to represent than a logo. From emojis to blogs, everything you post on your profile represents your brand and cultivates your brand’s image. Hence it is required to keep messages and content aligned with brand images.
It is also necessary to be consistent with your brand’s image as it not only generates recognition but also makes you stay ahead of your competitors. With a brand image, you can show your brand’s true values to consumers as well as the staff.
If you have not created your brand’s personality, you start it with a guideline for your team. In the guideline, define why your brand exists and what are its core values, how you want to describe your brand, and how you want customers to feel when interacting with your brand.
Sharing curated contents
Sharing curated content on social profiles has many powerful benefits, such as the ones mentioned below:
Building Trust with Your Audience
By sharing other people’s content, you reassure your audience that you’re not just trying to promote yourself. You present yourself as a trusted, reliable source of information.
By Improving your social media content curation Game
You can display your business to an extended audience. Informative links hold the capability to reach a higher audience; if the people find your link interesting, they will share it among their community this will not only provide you with more followers but also boost your business reputation.
Every industry has industry influencers that can help businesses promote their product. However, connecting to them is not always an easy task. Curated content can help you reach influence specific to your industry.
Understanding or taking a look at what your competitors are doing can help you excel in any marketing game, including social media marketing. Your competitors’ insights will make you acknowledge elements and strategies that can or cannot work for your ad campaigns.
To head start ad optimization, look into the following insights of your competitors:
- Enlist your competitors
- Enlist where they work from
- How they are selling their products
- What they did before or their past campaigns
- How well they are performing on their social media profiles
- Identify if they are or can be a threat to your business
- Analyze if there are any gaps in your strategy
Build and Maintain Social Media Community
There is much difference between social media audiences and a social media community. Social media community is important for any business person who wants to reach wide users without directly pitching them a product or service.
The core value of forming social groups or communities is that it takes you to like-minded people that have similar interests and requirements. Here are some effective ways of building a social media community:
In order to build a social media community, it is vital to keep yourself updated with the latest trends on multiple sources. For instance, create a stream on Twitter using popular hashtags, join LinkedIn groups and take part in discussions etc.
By sharing your story on social media will make you connect emotionally with your viewers. Tell your audience what makes you different from the others and why to choose you. Many brands have hugely benefited from this method.
One such example is of Coolest who successfully built a community of over 62,600 members through a Kickstarter campaign and connecting their community with their story.
Better your communication line for your audience
It’s too annoying to wait on the customer line. Hence to fix this issue, build a personal communication plan that enables you to stay engaged with your community. Note that it is not required to be the Centre of the conversation but make sure your community knows your brand cares and is there when they need them.
Social Media Crisis Management
Although social media is an excellent tool to boost content, it can also lead you to trouble if your social media team makes a critical mistake. To save yourself from the last-minute panic, create a plan for social media crisis and save yourself from the disaster before it occurs to you.
Social disasters are not so uncommon; it can happen to anyone no matter how big your brand. For instance, recently, Pepsi faced backlash for its controversial ad featuring Kendal Jenner. The company saved themselves from great damage by quickly removing the commercial and later apologizing for it.
Here are some of the major things you can do before the crisis:
List of people that should be notified after social media disaster includes the following:
- Customer Service
Things to do before the crisis strikes
- Draft an apology letter, making sure that it looks genuine and does not make you look like a machine.
- Enlist or save contacts of press and media that can help you keep your story under control.
- Keep all your social media accounts credentials as well as social publishing calendar at one secure place. So you and your team can easily access it at a required time eliminating dependency.
The sole purpose of social media marketing is to market your products and services to potential consumers. However marketing on social media lets you leverage endless benefits for your business. If you have the right design, content, and tools you can accelerate your business growth on online platforms.
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