As you know already, the social media marketing space is evolving at a rapid pace and chasing right behind it is you and your business. It can be a daunting task to try to juggle your business goals and your media marketing aspirations.
These two objectives should be focused on 100% and even a little slip of pondering your next decision for your organization, you can get left behind by your infamous competitors. You do not want that, which is why you are reading this article I made for you today.
“Good companies will meet needs; great companies will create markets.”
Philip is an amazing marketer and we have seen his speeches numerous times. As everyone in the business world, we all know businesses are like a living thing ...always changing. Such as many things, if a business can not keep up with the times, it will gradually rot away and become extinct.
Sometimes it is a little too late for the organization to withstand the effects of change. Successful businesses such as Blockbuster, Toys R us, Pets.com, Compaq, General Motors, and Nokia are all ominous examples of what change can do to a company.
Digital Media Marketing, Digital Advertising, Social Media Marketing, Digital Marketing, and even SEO marketing, however, you would like to call these channels of marketing, they have one goal in common; That is to get your business seen by the right audience, at the right time and ultimately landing that lead or sale. That is where visibility on Instagram, Facebook, Google, and Bing comes into play. These platforms are paramount to your success and ensuring the longevity of your organization and goals.
What is Social Media Marketing?
Social Media Marketing is primarily and not limited to the management and marketing duties of specific media platforms such as Instagram, Facebook, Yelp, LinkedIn, Twitter, Snapchat, etc. These channels will be the focal point for a Media Manager's duties. Some of these tasks are:
Administrate the creation and publishing of relevant, original, high-quality content for your organization.
Identify and improve organizational development aspects that would improve content curation (employee group activities, recognition, and rewards for participation in company endeavors and online review building).
Create a regular publishing schedule for social media platforms.
Leveraging the right analytical tools to manage and grow your media presence.
Implement a content editorial calendar to manage content and plan specific, timely marketing campaigns.
Targeting specific audiences with agency techniques.
Promote content through social platform advertising.
Learn how to hire a social media manager.
How to Come Up With a Social Media Strategy
Why do customers or clients come to your business? Why do they pick your company over competitors'? Does your organization have a social consciousness? When you get the answers to these questions, your company will reach heights never seen before.
When you connect to the public, you are essentially connecting to potential customers. Having a social presence and allowing your Media Manager to help your company achieve a social existence will greatly enhance the reputation of your company and will guarantee customers in the long run.
A great “why buy here” message is unique to your company. It has to be backed up by facts (awards, numbers, in-store policies) and answers such as “What’s in it for me?” Your potential customer or client should know these answers; these are extremely important and could be deciding factors. Using outlets such as Instagram and Facebook could be a perfect opportunity to let your potential audience find out these answers before a transaction.
Identifying & Targeting Your Audience On Social
The service or product your business is offering is not for everyone. Until you accept the notion that you need to focalize on the niche at hand and keep your market focus on the right areas, you’ll constrict your business’s ability to grow where you would like it to be.
Knowing your perfect client and jotting down their behaviors, attributes and wants will be a great help to relay to your social media manager. Having this information will give your social content a leg up on your competitors. Make a list of your best clients and reach out to them and get to know them. Write down some key points about them and project these points to your social platforms to attract like-minded individuals.
Once you know more about who you want to reach, you can use data to laser target your message. Facebook is invaluable for exploring audiences that are interested in your product or service. Facebook can narrow down to your exact audience. It can actually be quite fascinating and also a bit scary.
Being a marketing company that specializes in this, we can not stress the importance of Social Advertising. If your social media manager does not understand your goals, you need to find another one.
Engagement Strategies to Help Your Business
Your Social Media manager should listen, respond, ask questions, and engage with your audience. There should be a practiced approach on how he/she responds to organic (non-paid) leads that appear in the comment section of your posts. People will ask questions and sometimes want to engage in a sale.
The Social Media Manager should have knowledge and experience of your sales process to respond correctly. If the manager does not know how to respond they should direct them to the appropriate person within the customers' organization.
If a lead asks a question, your manager should answer it and follow it up with a question back to engage them further, eventually guiding them to a product display page, signup form, or appointment.
Leverage Facebook and Instagram ads to promote your content and increase your audience reach. As your page content grows, your following will grow with the right Media manager. This will inevitably get your content seen more often in Newsfeeds, and you’ll find it easier to engage fans/followers and build those relationships.
Building these connections through social channels as a business can play a huge role in a potential transaction. They may not buy that product you're selling or that service you are providing just yet; In time your organization's name may pop up in their mind and just watch who they turn to for that transaction or refer a friend or family member to your organization.
Having your SMM(Social media manager) engage with your growing audience will build your company's reputation as a socially aware and advocate on building a relationship on these social platforms. This gives your organization a beneficial pedestal among many companies already implementing these practices.
Some examples: Google, Ben & Jerry's, LEGO, Warby Parker, IBM, Zappos, Apple, Starbucks and many more. Using these social platforms will only benefit your organization with the right manager.
Using The Right Social Platforms With The Right Conversion Strategy
With growth and engagement strategies in place, the Social Media Manager’s job is to convert fans into customers and your marketing plan should outline the steps required.
The more advanced forms of Facebook marketing utilize Facebook ads, custom audiences, and compelling landing pages. Be sure to include a call to action and a lead form on your landing page to ensure your lead has a path to purchase (and your Social Media Manager has a way to follow up).
For example, using Instagram and Facebook can bring many potential clients and customers that want to view what you are offering. Our research showed that it takes an average of 3 visits/interactions for a client to make an initial purchase. Keep this in mind for your marketing endeavors.
Ever had this question: How do I choose a good social media platform for marketing?
If you have a product you would like to sell and the only channel for your audience to view your catalog is on your site, a great alternative to place your inventory would be on the Amazon marketplace. An ideal strategy to use for physical products or even services is to funnel your Social Media audience to your website or Amazon storefront.
I’ve found most companies need advice and support with conversion strategy. DEGOM Marketing does a fine job of pinpointing companies in the right direction when it comes to this. Social media marketing is an ever-growing field and so should your business. Do your organization a favor and build a social sphere to ensure your business will be cemented in numerous timelines on this earth.