Before you start creating social media marketing campaigns, decide on your business goals. After all, starting a social media marketing campaign without a strategy is like wandering in the woods without a map – yes, it will be fun, but most likely you will get lost.
When setting your social media marketing goals, ask yourself:
- What do you want to achieve with social media marketing?
- What are your goals?
- Who is your target audience?
- Where does your target audience “live” and how will they behave on social networks?
- What message do you want to convey to your audience using SMM?
- Your business should not only become a source of information for an SMM strategy, but also manage it.
For example, an eCommerce project or a travel business, due to its powerful visual component, will greatly benefit from a presence on Instagram or Pinterest. Whereas a B2B company that sells data analysis software to large companies will benefit more from Twitter or Linkedin.
Experiment and test
Not everything always goes smoothly with brands on social media. Therefore, do not be upset if, for some reason, your strategy did not work as you planned. Learn from mistakes.
Analyze your performance. identify the reasons for the failure. Find out what worked and what didn’t. Then do more of what brings results and stop wasting time on what turned out to be a failure. If your strategy is to drive traffic from social media to your website, then consider optimizing your site first before changing anything on social media. Overall, look wider at the big picture and experiment with new approaches.
How to choose the right media platform for social media marketing
I have prepared for you a quick rundown of how to use social media in marketing, taking into account the unique characteristics of each individual platform.
Facebook’s laid-back, friendly environment requires an active social media strategy. Facebook is where people come to relax and chat with friends. Therefore, the tone of your messages should be calm and friendly. Remember that organic reach on Facebook is extremely limited. Consider paid ad placement, which can provide very granular targeting.
- There is almost everything on Facebook.
- Detailed targeting with paid ads.
- Big competition.
- Low organic reach.
- The price of advertising is constantly increasing.
This social network is having its best times, as its growth rate breaks all records. For businesses, this in turn is both an opportunity and a threat. On the one hand, more users means more reach. On the other hand, this means a lot of content and a lot of competition.
Instagram is unlikely to be suitable for B2B companies, but it is perfect for online retail. What Instagram really does is to work effectively with influencers (accounts with a large follower base). You can achieve a lot more efficiency by partnering with an influencer who will promote your product rather than spending the same money driving cold traffic to your site through paid advertising.
- High level of involvement.
- Lots of influencers to collaborate with.
- Organic reach is declining due to high competition.
- Not suitable for B2B companies.