Social media channels help you attract the right customers with the right information at the right time. They help you showcase your services or products to potential customers at the right times. However, with so many social media networks, it is important to evaluate which platforms work the best for your business. An effective social media strategy is not based on guesswork rather it is based on data so that you do not lose opportunities to connect and engage with the audience you really want.
As a leading digital agency in Melbourne, we share with you insights that will help you to take a more strategic approach towards social media marketing:
- Analyse your competitors’ social media behaviour: If you are new to social media, before jumping on to the bandwagon, it is important that you research what channels are working for your industry, including competitors. Make a list of your competitors and identify what channels are working for them. Use online tools such as SEMRush, Buzzsumo, Social Blade and Ahrefs to look at your competitors’ social traffic.
- Learn what works for your market in terms of content: For each industry, social media marketing differs. Some rely on images, short videos, live videos, infographics, contests, while others post blogs, white papers and ebooks. Understand different content types and carefully figure out which ones work best for your industry.
- Analyse your Social Media accounts: Take a look at how all of your posts are ranking up against each other. Carefully study posts that are the best performing. This will give you precise data of how much effort you should put into different posts and what kind of engagement you can expect from them. Use different kinds of posts to meet different business needs goals. Use Google Analytics and other tools to track traffic that’s coming in from social media.
- Set goals for your business: A key part of social media success is knowing which goals to achieve. Often businesses are busy focusing on generating social media content they lose sight of the results. Start with the goals and keep reviewing them. Here are some common social media metrics that businesses use to measure success:
- Brand awareness: If your aim is to spread the word about your business, you should then closely keep a tab on the number of followers, likes, social engagement and reach.
- Conversion: Data regarding Click Through Rate (CTR) will help you evaluate how well the keywords, ads, and free listings are performing.
- Customer Service: Use Social Media as a way to interact with customers and offer them service through DMs and comments.
- Referrals: Turn your existing customers into marketers by asking them to tag others on your posts. For that you have to keep an eye on shares and how many friends your followers tag on a post. For instance, Instagram comments are great for referrals.
- Use cross-channel marketing: To amplify the overall impact of your strategy, leverage various strategies on different social media platforms. From Facebook Messenger to Instagram, from promotional emails to launching social media contests, use different strategies that work in unison. Cross-channel marketing ensures that your audience is constantly seeing content from your brand. From creating a business page on Facebook to using influencer marketing on Instagram, there is a combination of strategies that you can use to leverage social media.
Every social media platform content works differently for different businesses. The key to making your social media strategy work is to select the right platforms and right content types. As an award-winning digital marketing agency, we can help your business build an effective social media marketing strategy that is tailor-made to suit your business.
