It should go without saying, but social media (especially in recent years) is a powerful tool that both individual entrepreneurs and businesses can use to their advantage. In fact, Americans can spend up to three times more time on social media as opposed to reading their email.
More precisely, online users spend 7.6% of their online time reading email and 23% (a 15.4% difference) on social network activities (checking friends’ photos, updating their status, uploading pictures, talking to their friends and loved ones, and more). The most important part, however, is that more than 70% of social network users (those who actively participate in the above mentioned social network activities) are also actively shopping online. That’s 12% more than the average internet user.
So, why is this important?
These statistics make up for a very promising start – especially if you’re trying to promote your brand (like how we did with Breathe Quality’s best air purifiers for allergies and asthma) across multiple social channels and you’re also looking to do it right. In fact, if you nail your social media network strategy right off the bat, you’ll reap immense benefits both in the short-term and over the long haul as well (mostly in terms of visibility and revenue-wise). Now, let’s dive into Best Social Media strategy in 2018.
Defining Social Media Targets & Setting Up Goals
INCREASE BRAND AWARENESS
Brand awareness is one of the main reasons why marketers decide in favor of using social media. This is very logical because people tend to spend more time on social media than ever before, and therefore social media is one of the best places to promote your brand in front of the right target audience.
Plus, social media has opened marketers a whole new set of possibilities, mainly in regards to an increased understanding of their brand’s presence in different online environments (like Facebook, Pinterest, Instagram YouTube and more).
DRIVE TRAFFIC TO YOUR WEBSITE
Driving visitors from your social media channels to your brand website or blog is a very important step towards turning prospects into paying customers.
Here are some important metrics to follow to measure your online traffic:
- Social Media Traffic: The number of users that are hopping over from your social media channels to your brand’s site or blog
- Overall Traffic Share: How much of your overall online traffic comes from your social media channel traffic?
- Social Media Traffic Bounce Rate: The quality of your traffic that comes from your brand’s social media channels
- Social Media Post Clicks: How well do you communicate to your online audience about the ability to share your content via social media channels?
With all of that being said, there’s still one variable to check in regards to driving traffic to your website.
MEASURING TRAFFIC TO YOUR WEBSITE
Use Google Analytics and use it a lot. This very powerful tool gives you insights about everything you need to know about your website traffic; including organic traffic (traffic from organic online searches that users make, usually via Google or some other search engine like Bing and Yahoo!), social media traffic, paid traffic, and more.
GENERATE NEW LEADS
Lead generation is a strategy typically applied within companies with a long sales funnel – usually enterprise software companies. These companies use lead generation to warm up prospective customers and eventually lead them to buy a certain software solution.
In other words, this is defined as the “Sales Funnel”. If you have a significantly large social media presence or following (everything above 20K counts), then you can use this presence to get your potential customers to the top of your sales funnel (or introduce them to the solutions you offer).
Don’t let them drop of your funnel, you can read more from here: The Complete Guide to Reducing Cart Abandonment
Growing revenue through social media is best utilized by businesses which aren’t plagued by a long and drawn-out sales process (like the enterprise software companies we’ve talked above). To this extent, one way to boost your sales is by coming up with an effective social media advertising strategy (example: Facebook ads) and working it out from there.
BOOST BRAND ENGAGEMENT
If the first reason was brand awareness, then engagement is the second top reason why social marketers use social media in recent years. In fact, proper social media interactions with your target audience are shown to improve brand perception, increase brand loyalty, and increase word of mouth recommendations as well.
Furthermore, it’s no secret that the majority of social media channels’ algorithms (Facebook, Instagram, Pinterest, etc.) are set to prioritize posts with higher engagement on their respective audiences’ feeds.
What does this exactly mean?
From the perspective of these social platforms, boosting already popular content even more is logical because it does two main things:
- It increases the chances of other users joining in on the fun
- It decreases the chances of potential negative feedback and user dissatisfaction
Of course, this formula is simplified for the sake of clarity and time, but the main point is that engaging content gets shared more both by the users on a given social media platform and by the platform itself.
BUILD A COMMUNITY
What’s better than tracking audience members, including total followers and potential fans? Well, it turns out building close communities (forums, chats, loyal brand members) can do wonders for making your business stand out.
The key point to remember is to differentiate between regular fans or followers and a dedicated community, mostly because the latter group has very different goals and concerns as opposed to just the regular fans. In order to see improvements, here’s a possible metric lineup to get you started.
PROVIDE EFFECTIVE SOCIAL CUSTOMER SERVICE
Having a good social customer service (or good customer service on your social media platforms) can help with three main things:
- Increasing revenue
- Improving visitor & customer satisfaction
- Optimizing retention
However, only one in five brand owners uses social media to provide customer support for their users – meaning there’s lots of room for improvement as it is.
INCREASE PRESS MENTIONS
While it’s true that the recent so-called resurgence of social media channels has allowed companies to take full ownership of their news, the press is and can still be a viable option to spread the word about your brand.
Why is this important?
Well for one, this makes it easier to build relationships with credible journalists, which in turn makes your brand stand out even more (especially when those journalists have a positive reputation and an ironclad reporting integrity). Plus, it also helps your brand (through mentions, backlinks, and other important traffic measures) to become the go-to resource for information in your respective industry.
USE SOCIAL LISTENING TO YOUR ADVANTAGE
Social media has brought brands and service-users/customers closer together and now it’s much easier for customers to provide feedback to their favorite brands in a matter of minutes. By “hunting” and replying to these posts, mentions, or comments, your customers will feel like they’re having a two-way communication with your company (which builds integrity and adds social proof).
Related post: How to Find the Best Factories on Alibaba
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