Social media is the stage to perform these days! It is a medium where customers reveal their perception, what they feel and what their opinions are. Therefore, it gives an opportunity for the brands to talk and build a personal relationship with their existing and prospective customers. The word of mouth spreads like wildfire and sellers can go all out and wild to capture the market.
Below, there are a few guidelines about how to go about your social media strategy.
- Objective of social media:
First, you should define the objective of your social media channels.
It could be
- To increase the brand awareness
- To drive website traffic
- To generate quality leads
- To engage with the customers and build loyalty
Depending on the objective you could tailor your content. For example, to increase the brand awareness, you could talk about interesting aspects of your brand. To generate traffic you could share interesting blogs and to generate leads you could offer a freebie or talk to the market audience directly.
- Who is your audience:
You should understand your target audience.
- Who are they in terms of their age, gender and occupation
- What are their interests, opinions and attitude towards various aspects in life
- What do they care about
- What do they like and dislike etc.
After knowing your target audience, it will be easier for you to tailor your marketing communication and to choose right social media platforms.
- What are the platforms:
Currently there are various social media platforms available where you can create your company/brand page and engage with your customers. Those are Facebook, Twitter, LinkedIn, Pinterest, Google plus, Instagram, Tumblr, Flickr, Quora, Reddit and many more. However, we recommend choosing from the first five to start with, where your maximum number of target audiences is engaged. Below are few statistics on few of the popular social media channels.
Facebook has 1.23 billion monthly active users and 757 million daily active users. It is slightly skewed towards urban, younger and female population. On Facebook people respond to products, images and videos. Considering its mass presence you should definitely have a Facebook page.
Twitter has around 100 million daily active users. 49% of internet users have a twitter account and it is slightly skewed towards city dwellers, males and younger audiences. Twitter works well with links and news. You should add image or video after every 2-3 tweets. There are multiple twitter-chats happen related to each industry. So you should participate in twitter-chats related to your industry every week.
Audiences in Google-plus are younger, slightly skewed towards male and city dwellers. On Google-plus you should share a long form of content, images and videos. The people on Google-plus are early adopters and are tech savvy. You should join communities, start interacting and sharing your content or blogs.
LinkedIn has 277 million users and 40% of total LinkedIn users log in daily. This medium is one of the engaging medium and people spend more time compared to other social media channels. This audience is slightly skewed toward older males and city dwellers.
Pinterest has 70 million users and it offers a majority of the young crowd, from 30-49 years of age. Audiences on Pinterest respond to how to and DIYs. Almost 80% of pins on Pinterest are repined. It is also one of the best mediums for e-commerce sites which target females. The average order value of the customers from Pinterest is also higher compared to other social media channels.
- Tone of the message:
Ask yourself, if your brand were a person then what kind of personality it would have. What kind of relationship it would maintain with the consumers and describe them with adjectives. Jot down what is your company’s personality and what it is not, how would you differentiate from your competitors and how would you want your customers to perceive about your company. Ultimately, you should cultivate the voice that is liked by your customers as well.
- What to post:
Your posts on social media should be towards strengthening the relationship between you and your customers. You should talk about your company, products, social or charity efforts your company is involved with, behind the scenes, etc. Try adding visuals such as pictures and videos. Always tell a story on the social media with an emotional appeal. Ask questions! It is also necessary to add blogs, articles and whitepapers which would interest your target customers. Research your keywords from keyword planner and focus customers around those keywords. If you want to get an idea about which are the most popular blogs related to your niche or keywords you might explore that from www.blogsearchengine.org. If you want to monitor the most shared content on social media related to your keywords or niche then you should explore that from www.buzzsumo.com
- How frequent:
The sweet spot lies between the minimum number of posts which would make you visible and the number of posts which would not make you loud. For Facebook you may post twice a day, on twitter around five times a day, and once a day on Google-plus and LinkedIn.
- When to post:
Ideally you should post when your target audience is most active on the social media. Generally, people are most active around 8-10AM, 2-4PM and 8-11 PM.
- Key Performance Indicators:
You should always document your KPIs for all the channels which were mentioned as objectives above. You should keep a track of not only the number of likes or followers, but also the engagement level. Engagement is a key metric to monitor the effectiveness of your social media and would let you know how much influence your social media channel has over your target consumers.
- Build on your success:
Lastly, always monitor your key metrics and refer the analytics tab of all the social media channels. Learn about what kind of content worked well and build on your past successes. Be coherent with the SEO strategy and blogging strategy and it will pay off for sure.