May 17th, 2021
Social Media Marketing - Best Practices for Businesses
Social media marketing involves using the different social media platforms to build a connection with your target audience to increase sales, gain traffic on your website, and build your brand. With all technological innovations and the world becoming a global village, most businesses have scaled up and taken their businesses online. It is essential to have a social media presence, especially if your target audience can be found online.
Social-media marketing usually involves publishing excellent content across all your social media platforms, running social media ads, engaging with your followers, and analyzing the outcome. It would also help to use social media management tools. There are multiple tools you can choose from that can have a significant impact on your business.
It would be best to have an excellent strategy in place for social media marketing to work for your business. If you do not know how to go about it, you can always employ a social media management agency to do that for your business. It is worth noting that there are different aspects to marketing on social media, and there is no one-size-fits-all solution. It would be best if you had different strategies for the different platforms, and often, your objectives will highly influence the strategy you employ.
It is also essential to have a proper understanding of your target audience. You do not necessarily have to be on all social media platforms. Just find the ones that best suit your products or services. Listed below are some of the best social media marketing practices you can apply to your business.
Know Your Audience
It is essential to learn who your target audience is, meaning you also need to have a good understanding of your business. What product or service are you trying to sell, and how it solves your target audience's problem or need. It would be best if you were specific when researching your target audience. For instance, find out their age, gender, where they live, their occupation, their hobbies, and the much they spend.
Once you have clear information about your target audience, find out what social media platforms they are on. Create your target market statement and make sure you also know the value of your product or service and what makes it stand out from the same thing your competition has to offer.
Choose What Platforms You Will Use
As mentioned earlier, there are multiple social media platforms. However, you do not have to be on all of them. Once you figure out who your target audience is and their age range, it is easier to narrow down what social media platforms they are on. You will spread yourself thin when you try to be on all social media platforms, find a few that work best for your business, and fully focus on maximizing marketing across those.
Research demographics will help you figure out what platforms are a good fit for your business. You can combine the data on who your target audience is and what social media platforms they use, then use that information to sell your brand. Please get rid of any social media platform where your target audience is not active or present and it does not help you achieve your business goals.
Come Up with a Strategy
Your marketing campaign across your social media platforms can only be as good as your strategy. You must know what you intend to achieve with your marketing campaign. Having a strategy guides you and lets you know whether your marketing efforts are failing or succeeding. Listed below are a few tips you can employ when coming up with an excellent strategy.
- You must set goals. This is the only way you will know what is working and what is not. You will also be able to change what is not working and keep track of the useful metrics.
- Ensure you carry out an audit. Note down what is working and what is not since it will guide you on what you should improve, what you need to keep doing, and what you need to stop doing.
Keep Tabs on Your Competition
It would help if you kept tabs on your competition. However, this does not mean that you should copy everything they are doing or entirely focus on what they are doing. Essentially, you need to know their strengths and weaknesses. Keeping tabs, especially on what they are not doing well, will help you understand what mistakes you need to avoid.
You are also able to identify the gaps that may be in your strategy. Some of the things you can look at are their engagement, their social networks, their audience, and how often they post. You can get great inspiration from watching your competitor's social media pages. However, make sure that you are not copying their ideas.
Be Active on Social Media
You must be active across all your social media profiles. That is why it is essential to only be on the ones where your target audience is. Find out what people are talking about and join new trends or apply them to your business if they align with it. Engage with your follows and pay attention to any mentions of your brand and have a timely response. You can miss out on a lot of valuable information by being inactive. Try different campaigns and find out what works best. By being active on social media platforms, you can,
- Identify customers and individuals who advocate for your business. If they say nice things about your business and have a significant following and influence, you can always partner with them.
- You can also beat your competition to discovering and resolving pain points. There could be a gap in the product or service you are providing, and if customers are complaining about it or asking for something extra, you can fill this gap.
- You will also be able to know what individuals think of your business or the competitor’s business. You can always slide in to offer a solution where they are failing.
You should also keep up with all the conversations relevant to the industry you are in. Social monitoring lets you know what individuals think of your business.
Establish Your Social Media Brand Presence and Voice
You need to have a specific voice and tone when creating posts, designs, and how you respond to customers. People often form an impression from seeing your post or reading your comment. Therefore, it is essential to have a personality for your brand. Avoid jargon at all costs, and whenever you write a post, write it from their perspective and make sure you are clear on the message you are passing across. It would also help if you promptly responded to mentions and comments.
Remember, other people are offering the same product or service you are offering, so when you delay responding, it seems like you are unwilling, and you end up losing potential customers. It would be best if you also encouraged conversation and interaction with your audience.
Know How the Different Platforms Work
As mentioned earlier, all social media platforms work differently. A strategy that works on one platform will not necessarily work on another platform. While it may seem efficient and easy to post the same thing across your business's various social media platforms, avoid doing it. In most instances, what resonates with your audience on one platform will not make sense to those on another platform. It also makes you seem lazy.
Have the same voice and tone across all your social media platforms but make sure that you craft a different post for each platform. It may take some time, but you can always tweak a few things. Having a content calendar can also make a significant difference.
When you optimize content for each network, it shows your clients you care and pay attention. However, you could use similar hashtags across the different platforms. It would also help if you posted regularly, but avoid over posting. When you over-post on certain platforms, it becomes a nuisance to your audience. This is why it is essential to know how to use each platform. As aforementioned, just because a post did well on one platform does not mean it will do well on the other.
Use Data and the Right Tools
You need to do thorough research and find out the best time to post on the different platforms. Data can also let you know when people interact with your posts most. You can use various tools to collect data, and there are also others that you can use to carry out analysis, create posts, and content. You will be able to measure the results of how your post is doing in terms of engagement, getting you new followers, gaining visibility, and how it has translated to sales.
It is essential to have goals and keep monitoring those goals. If you are spending money on marketing and not making it back, you are doing it wrong. There are multiple good business practices you should employ when it comes to social media marketing. Using the above-listed will be a good start. Remember that your success will be based on your strategy and how you plan to execute it.