Why is social media marketing so important for businesses?
Digital marketing plays an important role in the business world as we know it today. With an estimated 3.2 billion people active across multiple platforms around the world, and with 11 new users each second, it’s safe to say that social media marketing is now just as important as traditional marketing methods for increasing your brand awareness and attracting new clients. To be able to accomplish this, many businesses need an effective social media strategy. Before you can begin assembling your social media strategy, you will need to conduct a social media audit, consider which social media channels are best for your business and analyse your target audience.
- Collate all your businesses social media accounts, including any from different regions or sub-brands
- Use tools such as google analytics to review your performance metrics across your platforms including follower growth, engagement, most engaging social media posts, top-performing posts, audience demographics and behaviours
- Display your findings in an easy-to-read presentation or template so that you can analyse the results
- Analyse the data and identify areas where you can improve your social media efforts and set up a plan to fix them
Decide on the right social media platforms
An important element of implementing a successful social media strategy is choosing the right platform to engage with your consumers. After conducting your audit, you may find that some platforms don’t work as well as others, and in that instance, you should look to identify the steps needed for your business to take to improve it. Each social media platform serves a different purpose, and people who log in to these platforms all use them in different ways. By choosing the right social media platform for your brand, and tailoring your content creation for each, you’ll better be able to reach your target audience and generate positive ROI.
Who is your target audience?
Understanding your target audience is everything when it comes to an effective social media marketing strategy. There are plenty of benefits to understanding your target audience, including building stronger consumer relationships, creating more relevant content, utilising relevant social media influencers, and boosting social media conversions. Failing to understand your target audience from the start can mean your social media campaigns don’t perform as expected, and your social media channels fail to appeal to those you want to attract the most. Understanding your audience isn’t just as simple as bucketing users into demographics, you now need to focus on what your audience values in order to get the most out of your strategy.
A great place to start is by creating social media personas for each type of buyer you have. Social media personas are fictional representations of your ideal customers. They help you to paint a picture of the consumers you’re trying to target with your business or products. In other words, it’s how you see your ideal consumer. Perhaps you’re launching a new product that you want to target parents, or perhaps you want to reach gen-z with an innovative new product, creating a social media persona can help decide on a more focused digital marketing strategy.
Social media personas
From posting relevant content to helping your brand define itself, social media personas are powerful tools in giving you a detailed understanding of what your audience wants. The more detailed you can be about your personas, the better as it will enable your business to create relative content that sparks engagement, increases brand awareness and nurtures your community down the marketing funnel. Be sure to check your audience personas regularly so that your brand can remain current with the wants and needs of your followers.
What are the best social media management tools?
From content creation right through to analytics and reporting, social media marketing can be a minefield at times. Thankfully, there is an abundance of social media management tools out there that can make your life easier – but what are the best ones and how can they help you implement a successful social media marketing strategy?
Content research and planning tools
Deciding on content ideas and inspiration can be incredibly difficult. Creating content without a solid plan makes it much harder to focus your efforts and drive engagement and clickthroughs, but there are plenty of tools out there to help you plan your content effectively.
Google trend is a great free tool that helps you understand the popularity of a search term or topic amongst google searchers. You simply enter a keyword and see how searches have increased or decreased over time. You can use this insight to create content around topics that are gaining traction, or gain a competitive advantage by hopping on a trend first. Similarly, it’s a great way to understand if anything you plan to post is also losing momentum.
SparkToro is an “Audience Intelligence” platform that has been designed to give marketers a deeper understanding of their audience – from the websites they read, to what they watch on YouTube and who they follow on Twitter, SparkToro can help you to really understand your consumer and in-turn create content that is geared towards them.
SEMrush Topic Research Tool
Researching topics is one of the easiest, and most effective ways to quickly draft-up ideas for content. The SEMrush topic research tool makes this a quick and convenient way for those looking for inspiration, giving businesses a variety of ideas around a core topic in a matter of minutes.
Posting and scheduling tools
If you want to engage with as many of your audience as possible, you need to be posting and scheduling content at the right time. Unfortunately, if you have a variety of social accounts across a range of social media networks it can be a difficult task. Fortunately, there are plenty of tools out there to make posting and scheduling more manageable allowing you to create content ahead of time and schedule your posts to land at the appropriate times. feedalpha allows you to schedule your content to Facebook, Instagram, Twitter, LinkedIn Personal Profile and LinkedIn Business Profile.
Influencer marketing tools
Influencer marketing continues to grow in popularity with more brands turning to influencers to validate their products and help out with marketing campaigns, and it shows no signs of stopping anytime soon. As far as the statistics on social media influencers go, it’s certainly promising with influencer generated content delivering 11x greater return on investment than many other forms of marketing strategies. Influencer marketing can be difficult and time-consuming if you don’t have the right tools, but thankfully there are a wealth of tools available to make your job as a social media manager that little bit easier. Apps like Activate, AspireIQ and Find Your Influence (FYI) all top the league when it comes to influencer marketing, allowing brands to connect with content creators. The benefit of using these marketing tools is that it takes a lot of the manual time out of finding and vetting potential influencers. These platforms do it for you based on your criteria.
Social media analytics tools
Understanding your social media performance is critical to understanding how a campaign performed, which is why social media analytics tools are so important. They help your brand to gain a detailed understanding of your performance across social media platforms including engagement, most engaging post types, number of interactions, most engaging posts, share of promoted posts, and rate of engagement. Some tools also allow you to check how you’ve done vs. your competitors to find out who is leading the way when it comes to social media marketing. Google Analytics is one of the most well-known and best industry-standard tools for understanding your social media performance.