Social media has burrowed into the population’s psyche as an indispensable source of news, opinion, and gossip. Approximately half of the earth’s population uses social media via platforms like Twitter, Instagram, Facebook, and YouTube. The average time a social media fan spends on these platforms exceeds two hours per day. The message is clear: You need to include social media in your business’ marketing strategy. Here are some handy tips to up your social media presence.
1. Create a Comprehensive Content Marketing Plan
You begin by asking yourself some probing questions to help you determine the type of content to adopt:
- Who is buying your offerings? Define your market in terms of income, age, gender, location, needs, likes, behaviors, and challenges.
- What subjects interest your market?
- What social media platforms do your customers use?
- Do they prefer a particular type of content?
- What content do you have to revamp or add?
Use the answers to guide the creation of your social media content. For example, a distillery might target an audience that is interested in drink recipes and food pairings. At the very least, begin a blog that addresses your market with relevant content. Then, share your blog and other content across multiple social media platforms. Include videos, SlideShare presentations, infographics, and visual content. Use scheduling tools (SproutSocial, Buffer, Hootsuite, etc.) to push out and publish content on various platforms. After posting, continue to engage your audience by answering questions and responding to comments. Consider features like contests, surveys, and promotions to spark additional interest in your content.
2. Distribute Content to the Right Platforms
Pick the right platforms for different types of content. Start with Facebook to post news and entertaining information, including videos. Use LinkedIn for content appealing to your B2B audience, and Instagram for high-quality videos and images. You get the idea. Also, share your content with a schedule tailored to each platform. For example, you might want to add Twitter and Facebook content twice per day, whereas a few times per week for LinkedIn.
3. Use Video Content
Nothing beats the power of video for engaging your audience and making a memorable impression. It’s a great way to tell your story and promote conversions. Consider these video ideas:
- Product videos
- How-to videos
- Live-streaming videos
You might try to turn your most popular blogs into videos. Also, identify your top keywords to drive interesting subject concepts. There are tools that generate visuals from keywords as well as video creation tools to help you share your story, including AnswerThePublic, Promo, and Wave.video.
4. Consider Using Influencers
Studies show that the marketing plans that include influencers have a higher return on investment. The right influencer can boost your exposure to your target audience. You can save money by using niche influencers rather than general ones because they charge less and are more effective if chosen correctly. There are several tools (Awario, Upfluence, NinjaOutreach, BuzzSumo, etc.) that can identify the most relevant influencers for your business. Niche influencers should have a good-sized following and a proven ability to stimulate engagement. Trust your influencers to shape their contributions, because they have the experience to resonate with your audience.
5. Measure Your Outcomes
This is a must. Use tools to monitor and measure the effectiveness of your social media strategy. These tools include TweetDeck, Awario, Talkwalker, and Mention. You can track likes, comments, and shares to gauge involvement, and dig deeper by using UTM parameters and A/B tests to gather detailed data on traffic and conversions. You should also monitor your competitors’ marketing activity. Consider performing a social media sentiment analysis to help you understand what is motivating conversations among your audience members.
There seems to be no end to the growing influence of social media. That escalates the stakes for an innovative social media marketing strategy to increase your presence on the popular channels and boost sales. You want to outshine the competition, and the tips presented here can get you going on the path to success.