Social media marketing is a powerhouse for growing audiences and businesses, especially if done correctly and with a plan. Now, more than ever it is critical for us to know how to create, implement and measure social media strategy because a successful social media marketing plan will deliver an exponential return on investment (ROI).
In this post, we’ve outlined 8 tips for social media marketing that delivers 10x return on investment (ROI).
1. Create Social Media Marketing Goals
At Concept2Completion, we use SMART goal setting as a foundation for social media strategy.
Specific: The more specific we make our goal, the better. We ask simply: “What are we trying to accomplish or achieve?” We are clear and concise with ourselves and clients and set real numbers and deadlines. Instead of saying “I want more followers”’, be specific and say, “I want to improve the number of Facebook followers by 15% within the next 60 days”.
Measurable: How can we demonstrate and evaluate when our goal has been met? Use metrics and data targets here. Luckily for social media marketers, social media platforms such as Facebook and Instagram have their own analytics tracking tool that we can use to track our success. Utilize these tools!
Attainable: Work towards a goal that is challenging yet possible. We like to set a reasonable goal and make sure we have the tools and resources to achieve it.
Relevant: Make sure the goal we are trying to achieve is worth the time and evaluate the investment. This investment of time, and possibly money, should align with the business’s overall marketing goals.
Timely: We set a deadline, and remember to create a realistic timeframe to achieve it.
Check out this helpful guide from CoSchedule that outlines how to connect social media goals to business objectives.
Once SMART goals are set, define the target audience.
2. Define our Target Audience
Always create content for the right people and to better understand the benefits of target audience analysis, here is a perfect infographic from Agility PR Solutions.
To identify our target audience, we begin by analyzing our existing audience. Write down their (general) age, location/time zone, income, interests, goals, and values. These categories may look a little different for everyone so take advantage of the website and social media analytics because analytics can provide in-depth information about our current audience.
Furthermore, we become acquainted with our target audience’s pain points. This recognition helps position the solution our business or product solves for the client or prospect.
KEY: Ask the customer support team the most common questions consumers ask and find out what the service team thinks is the unique value proposition for the business. With this info, we can craft messages for the appropriate platform.
3. Choose a Social Media Platform
Understanding WHERE our audience hangs out is critical to our social media strategy. It is a waste of time to create and post content on platforms where our target audience is inactive. C2C recommends focusing on 2-3 platforms compared to spreading the message thin on every platform available.
An important and helpful tool we recommend to analyze your audience is Google Analytics. Google analytics provides immediate data on which social network is currently driving the most/least traffic to our website. Note: Google Webpage Tag tracking code must be added to a website in order to see this information.
As outlined in the screenshot below, our client’s one-day traffic data from Google Analytics tell us that 94% of traffic from social networks is from Facebook. Knowing this information, we will focus our social media strategy on this channel.
Another great way to help us decide which platforms to use is to analyze our competitors. Essentially, we are trying to reach the same audience on social media as our competition so this is where some strategy can help us WIN. We analyze our competitors on the major social media platforms and write down their following and successful posts on each. Now we know where and what our competitors and prospects are using and consuming, helping us better understand which social networks are most active for our industry.
4. Hire a Qualified Social Media Manager
A few qualities to look for in a content/social media manager include strategic thinking, organizational skills, and branding expertise. Strategic thinkers create short and long-term social media goals. In addition, they create high-quality content and engage with followers in real-time.
Providing organization and reporting is paramount to working with a professional social media and marketing manager. A good social media manager is responsible for running campaigns, maximizing ad spend, managing multiple channels and building brand equity and presence. The familiarity of organizational online tools such as Trello and Later are beneficial for productively as well.
Lastly, branding expertise can be the difference between success and wasted energy. Our brand is our “voice” online. Our brand is our promise and every post or activity should “scream” our brand promise in every post. According to Entrepreneur, “A good social media manager will be able to adapt to your brand’s voice and understand how to connect with your ideal audience on social media.”
Once a qualified social media manager is selected for the job, they will begin to create, curate and manage content. Now what?
5. Show Up! Deliver Consistent Content
Consistency is key in our social media strategy. Said perfectly by Auburn Advertising, “Each time you post is another opportunity to reach your audience. Posting each day strategically and consistently maximizes your organic reach.” When we post consistently, our audience starts to recognize the content and a loyal following develops.
What does “consistent” mean? It DOESN’T mean bombarding our followers by posting too much. That is the fastest way to get unfollowed. Use this guide from Digital Edge Marketing for best practices on how often you should be posting on each social platform.
(C2C recommendation: 3 to 5 / week max on Facebook feed, stories are unlimited)
6. Use Social Media Influencers
A recent blog post from HubSpot, What Will Influencer Marketing Look Like in 2020 states, “71% of marketers say the quality of customers and traffic from influencer marketing is better than other sources.” Further, 49% of consumers today depend on influencer recommendations for their purchase decisions.” Influencers advocate for brands they believe in, and their following trusts them for genuine opinions and recommendations.
If we choose the right influencer and they align with our brand values/product, we are reaching an entirely new group, maybe even an audience outside of our current following. Influencer marketing is here to stay! Check out the infographic above from Business Insider that shows key facts and statistics about influencer marketing.
7. Grow Our Audience, and Grow Our Engagement
“Increase your engagement, increase your success.” (Gebauer, 2019). This can look a number of different ways: respond to comments/messages, like current and potential new followers posts, use hashtags and more. Engagement can help us improve social reach, build loyalty/trust and most importantly, statistics show that people are more likely to purchase from a brand they engage with.
If we are trying to grow our following at a higher rate, we use paid advertising. Even just a few dollars a day or week can help spread our message and reach potential new consumers outside our follower circle. We can create a VERY specific audience, especially with micro-targeting.
For example, check out a few category options on Facebook Ads Manager when creating a custom audience.
8. Measure Your Social Media Efforts
Now it’s time to measure the results of our social media efforts. Using analytics we evaluate our current social media strategy and readjust areas that need improvement. Analyze what posts did/didn’t do well and draw conclusions on why. The social media goals we defined earlier will determine what area to focus on, however, almost every business will track followers, engagement and leads.
We recommend keeping a running Google Sheets log to track patterns over time and keep all of our platform’s analytics in one place. As a social media manager, we will want to present an analytics report to our clients. We need to physically show them their efforts and value.
Immediate success is rare and that can be discouraging because social media marketing takes TIME and requires nurturing. However, staying consumer-focused and providing value for our prospect will never go unrewarded.
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Concept2Completion is a full-service branding and marketing agency. We provide free social media and web audits. Please reach out to us at email@example.com with the comment “Hook me up” in the subject line and we will send you a custom report.