Why is a social media marketing strategy important for 2023?
Social media networks offer networking, advertising, and marketing opportunities, but more than that, they enable companies to build a community invested in their brand through the sharing of relevant and engaging content on their social channels. These are persuasive tools for businesses to market their products, target their audience, generate new leads, and create a loyal brand following without breaking the bank.
The true power lies in social media analytics, its targeted approach, and its ability to reach hundreds of thousands of new and existing customers across the globe. Now, the issue isn’t so much about reaching audiences, but rather how to develop effective social media campaigns in different content formats that result in sustainable business growth. And by that, we mean increasing website traffic and creating opportunities to convert.
Increased Website Traffic
More Qualified Leads
Better Online Reputation
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Benefits of Social Media Marketing Services
Builds Brand Awareness and Recognition
An important marketing goal for any business is to build brand awareness and recognition. Brand recognition is an important factor for consumers when it comes to buying products.
It is much easier and faster to get your brand seen with social media than with traditional media. Additionally, it creates a more positive image of your brand even when your audience isn’t thinking about it.
Targets a Specific Audience
Content that doesn’t reach the right audience won’t generate conversions, no matter how valuable and engaging. By using social media, you can identify and categorize your ideal customers according to their age, location, online activity, and more. To develop relevant content and ads that address the needs of your target market, social media marketing experts identify and analyze your niche market.
Responsive Customer Service
With social media, you can interact with your customers immediately and get their feedback. Customers can also receive immediate responses from businesses. Social media customer service is extremely important for any business, as 71% of consumers say they would recommend a brand to their friends if they had a positive experience.
Drives Traffic to Your Website
It is possible to drive customers directly to your site with the help of social media marketing. It’s great to use search engines, but relying heavily on them means you’re leaving so much traffic on the table. It is possible to receive more diverse streams of inbound traffic through social media channels.
Improved Search Engine Rankings
It is true that social media does not directly influence search engine rankings, but over 58% of marketers who are using social media for one year or longer still see improvements. Creating high-quality content that incorporates your targeted keywords will give you the best chance of ranking better through social media. A business’s social media profile will be more credible and engaging if you include blogs, infographics, case studies, business information, and employee photos.
In terms of advertising strategies, social media marketing might be the most cost-effective. Most social networking platforms allow you to sign up and create a profile for free, and any paid promotions you decide to invest in are relatively inexpensive in comparison to other marketing methods. In addition to seeing a greater return on investment, using cost-effective marketing means retaining a bigger budget for other marketing expenses.
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It’s no secret that social media sites are becoming increasingly popular, and marketing on them has proven to be extremely effective. Your current and potential customers can be reached through social media. By developing relationships, you can also encourage them to purchase your products and services.
The most common question people have when it comes to social media marketing is how much it costs. So what is the answer? There are many factors that determine this: the experience of the employees on your team, the plan you choose, the number of social networks you use, and so on.
Comrade offers more than just social media marketing – you get the complete digital marketing package. The majority of our clients spend between $2,500 and $6,500 per month on their campaigns, so we offer solutions that can be affordably fit into a variety of budgets.
In fact, our clients often find that our marketing services end up paying for themselves because of the revenue gains we help them achieve through increased marketing efforts.
How to Create a Social Media Strategy that Will Bring Results?
1. Set the Right Goals
Having different platforms at your disposal and recklessly posting does not equate to social media marketing success. If you’re new to the territory of social media marketing, you might consider using the mnemonic acronym S.M.A.R.T. Developed by Peter Drucker and G.T.Doran; this framework helps organizations and individuals set objectives in an effective and productive manner.
Specific – target a specific area for improvement
Measurable – quantify and stipulate an indicator of progress
Achievable– ensure goals are achievable given available resources
Realistic – design objectives that are challenging but reachable
Time-Related – have a deadline by which results need to be achieved.
When a social media marketing strategy bombs, it’s usually due to a lack of consensus on the definition of success, coupled with vague social media platform strategy goals. On a macro level, we might conclude the ultimate goal of social media marketing is to boost revenue. Yet on a micro level, each campaign will have different objectives, like promoting a new product, getting new email subscribers, or driving them to your website. Your overall social media strategy can have S.M.A.R.T. goals, as can each campaign.
For instance, declaring you want to make the most sales next year doesn’t mean much, unless it’s quantifiable. Think about it; your company could make one more sale more in 2022 than you did in 2021, and technically, you would have achieved your objective, even though you were probably referring to a substantial jump in profit. And this is why setting the right; measurable goals are the first step towards measuring and achieving social media success.
2. Research Your Target Audience
To quote social media management tool Hootsuite: “Your task in defining your social media audience is to identify and understand your niche, so you can dominate it.” Through audience research, you can develop a relevant social media content strategy that leads to a higher conversion rate and better ROI. Even if you possess a firm grasp of your target audience, you can’t assume your overall customer demographics will match your target audience on social media sites.
Knowing how your audience helps to streamline social media marketing efforts. For instance, if you’re a beauty brand and know your target audience are professional career women, you might share content on beauty regimes that emphasize self-care. However, if your beauty brand appeals to active sportsmen, you might share content on quick and easy skincare tips.
Moreover, you’ll want to figure out what platforms your audience uses, too. Not every brand has to be on every social media platform. It is truly about meeting existing and potential customers where they already are. For example, if your target market spends time scrolling through social media posts on Instagram, you’ll want to focus your social media marketing plan on this platform.
3. Select the Right Social Media Management Tools and Platforms
In August, TikTok launched a partnership with Shopify, where merchants who have a TikTok business account can add a shopping tab to their profiles, much like Instagram integrates retail on its platform. Influencer Kylie Jenner was among the first businesses to leverage the partnership and market her cosmetics brand to her 37 million social media followers. Because she knows her products appeal to Gen Z, she advertised them on the social media platform with the most Gen Z subscribers.
There are several social media channels you can utilize for your social media strategy. Just always be aware of your target audience and where they are. A Facebook audience won’t see your posts or social media advertising on TikTok or Twitter. And of course, this also doesn’t mean you have to select one platform to boost brand awareness. Most target audiences will use a few. The trick is knowing how to leverage each one to gain the most from your social strategy.
As for management tools, these can really help optimize time and maximize your social media strategies. Analytics tools should be part of your management suite, as well as automated publishing and a social media content calendar. When choosing tools, you might want to consider:
Your overall social media and online business goals
The frequency of your scheduling and engagement
Platform user experience
Which social channels the tool supports
How it measures ROI and aggregates data
4. Research Your Competition
An effective social media strategy doesn’t have to reinvent the wheel. The smartest way to get a leg up on the competition is to review their strategy, not necessarily to copy, but rather to help differentiate your company from your competitors’ social presence. Conducting a professional competitive analysis will reveal your competitor’s strengths and weaknesses compared to your own, as well as identify opportunities for growth.
A strong social media strategy requires research, and there’s no better place than to start with those who have done it before. A competitive analysis can:
Identify who your competitors are on different social networks
Which social media accounts are the most popular
How well their strategies are working
Provide a benchmark for your results
Find gaps in your social media strategy template
In your analysis, you’ll want to include metrics covering audience type and engagement, content metrics, paid media stats, and in some cases, hashtag analysis. All this data offers ideas for the best time to post on social media, what your potential customer pain points are, and how to communicate with your audience.
Any competitive analysis will give you as much as put into it. Some businesses choose to do a one-off report or opt for quarterly or monthly feedback. The more frequent, the better, as trends and online user behavior changes as social media channels update with enhanced shopping and marketing capabilities.
5. Utilize Social Media Platforms to Their Fullest
The first step to a great social media strategy is to ensure your campaign is relevant to the social channel and your target audience. This relates back to your S.M.A.R.T. goals. When it comes to platform utilization, there are two broad points to consider; 1) content format and 2) paid promotion. We know 72% of customers prefer to learn about a product or service through videos and that they generate 1200% more social shares than test-and-image-based content, according to Bird.tv.
So, should you invest more videos across platforms? Honestly, it depends on your target audience’s behavior and the social media channel. Instagram, for example, allows for image posting, as well as videos and stories, where you can share user-generated content or produce your own. And that’s the thing about utilizing any social platform; it necessitates a thorough understanding of buyer psychology, platform popularity, and general trends. Most marketers will opt for a combination of blogging, videos, and image-based marketing to begin with.
This brings us to point two. A social media plan should also include social media ads. Advertising on social networks can alleviate the financial concerns of organically reaching target audiences. While organic reach is important for long-term growth, targeted ads offer quick solutions to boost brand awareness and social media presence. The ability to directly track return on investment is also a huge plus. For example, Facebook’s Ads Manager platform comes with its own analytics tools that make it possible to view your budget’s performance, so you can cut poor-performing campaigns and scale the ones that do well.
6. Be Consistent With Your Posts
Social media would not exist without user-generated content, and campaign success relies on consistent content in terms of publishing and audience targeting. All content serves a purpose and should carry the same brand tone, or voice. Inconsistent content quality, quantity, or scheduling confuses customers. On the contrary, consistency builds credibility and brand trust.
Be precise and calculated in what you share. The goal is to be relevant and authentic, so your audience finds your content relevant to their lives. Bear in mind, cultural references, jokes, and vocabulary that appeals to boomers won’t work with Gen Z. Understanding the intended audience correctly will make your content feel more personal and immediate.
Visual consistency is also important. Your company branding should be recognizable across all channels. That’s not to say every account has to use your logo, but rather that there’s a considered cohesiveness, whether it’s the color, visuals., hashtags, or fonts used. McDonald’s Twitter and TikTok accounts are good examples.
Lastly, all social media platforms have built-in algorithms that feed social media users with content they enjoy engaging with. That’s why you see ads for products you search for on Google. Platforms like Facebook and Instagram decrease businesses’ views on users’ feeds when posting decreases (even more so if you’re a businesses page). So, regular posting = increased engagement. This cycle can work in your favor to promote brand awareness.
7. Stand Back, Evaluate and Iterate
Social media marketing, like digital marketing, is an ever-evolving thing. There are core principles and best practices that professional marketers preface their strategies with, but every social media strategy template requires tweaking based on data and valuable insights garnered from analytics tools. It’s never set in stone and is always open to readjustment and refinement.
Access to granular data means you can create the perfect ad or post, and should be A/B testing content to compare revised and original versions. A/B testing compares two versions of the same blog or ad, for instance, against each other to determine which one performs better. Marketers commonly use this to understand which visual and paid ad copy works best.
If you want to achieve your social media goals, you’ll need to embrace experimentation and be comfortable adapting campaigns until you reach desired results. When you do, you’ll be better informed to make informed business decisions and invest time and money in creating high-quality content your visitors want. You should always try to find ways to improve your social media. If you’re not, your competition most certainly is.
Social media marketing progress relies on a masterful strategy and robust management, which is just as important to ensure it remains effective. Following these tips can help you increase brand awareness, capture leads, and acquire new customers in 2022. As you find what works, you can increase your efforts.
Alternatively, you can also outsource your social media marketing to Comrade Digital Marketing Agency. We can help your businesses utilize the most effective social media channels and campaigns for your business, including the creation and publication of lead-generation content. Click here to learn more.
The importance of social media marketing is only becoming more apparent with time. Finding the right company to help you with your social media marketing is an important decision.
12+ years of executing successful retargeting campaigns
We’ll help you select the best channels for your unique business
Expert landing page, ad and content creation for every sector
Monthly analysis and progress report to track KPIs
Recognized Social Media Marketing Experts
The award-winning Comrade Digital Marketing team has been recognized both by clients and industry peers alike for its excellence. The foundation of our stellar reputation is our understanding of internet marketing and our proficiency in implementing it in a way that drives growth for our clients.
As proud partners of Google, Shopify, and HubSpot, we have won numerous awards for our online marketing, SEO, and web design work, from Clutch, UpCity, Davey, Hermes, and FWA, among others.
Data Driven Online Marketing Services
Hard analytics and market-based data are used to map every aspect of your social media campaign. To put it simply, we structure our KPIs to reflect the perspective of our clients. What is the number of targeted visitors we have brought to our clients’ websites or social media accounts? How many visitors have we converted into potential customers or sales?
To chart our progress, we provide monthly reports to our clients. Our approach ensures that you will have few errors and course corrections as you progress through your marketing campaign.
Multiple Industry Experts for Tailored Social Media Campaigns
With more than 320 clients served in 12+ years, we’re able to offer truly specialized solutions based on our clients’ industries. We will guide each company’s unique digital marketing solutions based on its specific needs and industry, including stone fabrication companies, legal and healthcare service providers, and eCommerce stores.
Top SMM Services at Competitive Pricing
An integrated approach that encompasses all of the core online marketing services is the most effective way to achieve marketing results. We are a true one-stop-shop for all of our clients’ needs at Comrade Digital Marketing. In addition to web development and design for high-performance websites, we provide SEO, PPC, content marketing, reputation management, SMM, and more. As a result, cohesion and cost-effectiveness are ensured.