How to Market on Social Media
Social media is an essential tool for our survival and sustenance in the world of today. Just the way we need a home, clothing, and transportation to survive. It is why it is not a surprise that the amount of social media users has risen to over 5 billion today (about double what it was in 2015), according to statistics computed by Internet Poll. With the number of people using social media and the opportunities it has to maximise brand exposure and sell products, it is important to know how to market on social media. So, How do you do it? How do you effectively market your business on social media? Well, let us break it down into five main steps.
Start with the heavy lifting to make the rest of your social media marketing plan a little smoother. That is, begin with detailed research. You want to know as much as you can about the following three things: your target audience, what your competitors are doing and user behaviours on the specific social media platforms you intend to use.
How do you find this information? Well, there are a couple of ways. For your competitors, start by simply looking at their social media pages. What are they posting? Do they get good engagement on their post? Do they have a decent amount of followers? On Facebook, there is a feature that let you see the Facebook ads people are running. All in all, you should conduct a social media audit of your competitors.
Take note of what they are doing and jot it down (either as something to try or avoid!). Then, if you share a target market with them, look at how people respond to their content. Do they comment a lot or have a good amount of reviews? And in both of those instances, is the feedback positive or negative? When it comes to your customers, Facebook has another feature called Facebook Audience Insights which can give you some ideas of what your target audience seems to be interested in on Facebook, given their behaviour patterns on the app.
Beyond this, take a moment to think about what motivates your target audience’s purchasing decisions. What problem are they trying to solve? What goal are they trying to accomplish by ordering your product or using your service? Understanding your customers should be at the heart of every piece of marketing content you put out.
And lastly, you should learn about the social media platform you intend to leverage. Be aware of how people use the platform, and cater your content to their behavioural patterns. Here is an example. If you have a long-form video to publish, Twitter may not be the optimal platform, given that tweets are limited to 280 characters and people are used to consuming short bursts of content there. Whereas, when people go to YouTube, their mindset is for some longer-form content.
So, with all this knowledge about your competitors, your target audience, and your social media platforms, let’s move on to the next step.
Plan Out Your Content Accordingly
After conducting extensive research about your target audience, put yourself in their shoes. What would they respond to best on social media? What do they care to see? While your business’ social media accounts are for your business, they should ultimately exist to please your consumers!
Remember that social media marketing is all about capturing the attention of targeted, qualified, relevant followers. To enter them at the top of your sales funnel. So, your social media content should be less sales-heavy and more customer-focused. Provide informative, helpful content to show that you are a thought leader in your space while simultaneously providing value to potential customers.
The other perk that comes with planning your social media content is it gives you time to think about your messaging in advance. Decide what you want your brand tone to be and how you want to interact with your followers.
Optimise Your Accounts
Make sure everything you can control about your accounts is as optimised as possible. Think of it as putting your best foot forward on social media. It includes filling out your bio, adding a high-resolution version of your logo as your profile photo, ensuring your website links work, adding your business’ contact information, proofreading for any spelling and punctuation errors, etc.
Also, if you manage multiple social media accounts for your business, you want to make sure everything looks unified across the board. Somebody should easily find you by typing in your business name on any social media platform. One good way to ensure this is to change your handle to be the same on every platform. Your handle is the @username which is separate from your “name” on social media platforms. Make sure they are all the same to make your business easily accessible for users.
Finally, social media platforms are slowly rolling out their own native “SEO” processes. It means when someone types in certain words into the platform’s search bar, your account can appear in the search results even if the user did not search a hashtag or location tag. When you optimise your bio, particularly on Instagram, make sure you include “keywords” or words that people are likely to search for about your business. For instance, if you own a deli, make sure to include the words “deli” and “restaurant” in your bio because these are the keywords people will likely search when looking for a deli in their area.
Decide If Social Advertising Is For You
Social media advertising is another ballgame when compared to organic social media management. That is why our social media advertising services are separate- because the goals and approaches are different. That said, it does go well with organic social media management. The two services go hand in hand. So here are some questions to ask yourself if you are debating on whether to run social ads or not.
Do you have the time to invest in an organic approach or need immediate website traffic?
Are you looking for an extended reach within your target audience beyond what organic social media can provide?
Do you have an existing customer list, email subscriber list, or any other historical data to work with?
Are you ready to set aside at least $20/day in ad spend?
The way you answer these questions will help you determine whether or not you need to invest in social media advertising, social media management or both!