Social Networks are both a great user acquisition and retention channel. They long-term nature allows marketers to position a brand’s message in every step of the purchase funnel. This means, through social media, you can inform the uninformed about a brand’s existence, while winning over those who knew it but were indifferent, giving out information about its products or services to those considering to make a purchase (or download, etc.), and to provide support and gain loyalty from current clients, all in one single place. And this is just the beginning, with over 1,6 Billion active users, sites like Facebook allow you to really segment your message and target the right audience all the time. With such numbers, it’s no wonder advertisers’ investment on this medium has been growing at a 50% year over year rate since 2011.
But mastering social media is not as simple as it may seem, as it requires a lot of planning, and a correct execution of your strategy. Next, we’ll review a few lessons we learned through our use of SocialMe, Harrenmedia’s social engagement and brand reputation too, that will guarantee you run a successful campaign on the social networks.
Set measurable goals
First of all you need to ask yourself what your objectives are. Are you planning to build an audience for your brand, or to engage your current clients? Are you planning to use them to offer great customer service, or to push sales? Unless you know exactly what you want, you can’t expect to come up with a reasonable strategy. As we said before, social networks can be used for many different purposes, and it is up to you to come up with the right mix to get what you need.
Target the right audiences and create relevant content
As with other advertising and brand positioning tools, social networks work best when you are targeting a specific audience. First, you need to remember that not all groups hang in the same social media platforms. Most groups may be on Facebook, but you won’t find older people on Snapchat, teenagers on LinkedIn, or bankers on Pinterest. Choose your networks carefully, and make sure to create relevant content for the people you are trying to reach.
You should also bear in mind that, even when they have lots of information about their users, social networks don’t always provide the right targeting tools for every market, so it can be useful to turn to third party platforms to get to know your brand’s audience better, and to reach them in the right way. A good way to do this is creating polls with tools like Opinaia, which allows you engage and reward your users, and at the same time get to know them better.
Don’t wait for inspiration to post new content. That never works. Make a plan and create your content ahead, that way you can make sure your profiles are always on and engaging your audience.
Build a consistent message
Social networks should never be isolated from your marketing efforts on other media and platforms. Be consistent, and you will get much better results.
Engage your audience
This is, perhaps, the most important step of the way. Being on social networks is not enough. If you want results you need to engage your audience. To do so, you must create relevant content, but also do it in an engaging way. Video, for instance, is growing fast, and has become a great instrument to get users in the conversation. However, there are many third-party tools that can help you get to people in more effective ways that Facebook’s on.
Measure, measure, measure!
Identify a few important metrics and measure all your posts in order to identify what works best for what purpose and what doesn’t work. This way you can optimize your content, and obtain better results.