Social Media Marketing  Insight

Social Media Marketing Insight

Picking Out The Right Social Media Platform

 

It is important that one picks out the most appropriate social media channel for your business; you should make that the medium that you have chosen is aligned with your specific business goals and ideals. Here is where you can employ the use of the S. M. A. R. T. Strategy to ensure that you create objectives that are measurable.

 

You should endeavour to research your key target market. Get information about the composition of your demographics such as the location, gender, age, religion, income, education level, ethnicity, number of children, and marital status. This information will help you to identify the various personas of your buyers and all their probable mediums in as far as social media is concerned.

 

You can choose to ask a wide array of questions in order to get the information that one requires. These should encompass questions such as: what are their likes and dislikes? What inspires them? What is their overall career orientation? (A good example is HubSpot which has done an exemplary job in drawing in these kinds of followers). Also ask them: Do they follow the current trends and fashions? Are they generally sociable in nature? (Buzzfeed is a platform that excels in attracting followers that are oriented towards trends and are sociable). Do they seek out attention? (These are basically those individuals that would perform any tasks for likes). For further aid in terms of discovering your target audience, you can make good use of tools such as Mention which will help you keep track of the key words that are related to your business.

 

It is worth noting that while there is a need for the brand to be recognized as quickly as possible, this does not necessarily mean that your business should be on all the social media platforms. On the contrary, you should only focus on the ones that will help you accomplish the goals that you have set for yourself. It is also important to note that while setting up a social media page is almost often free, maintaining the page is quite intensive with respect to time management and resource allocation. For business to consumer (B2C) models, you are advised to make use of Facebook and Twitter as they are the most effective for these types of interactions.

 

Let us take a hypothetical situation. Let us imaging that you are the owner of a local bar and restaurant. You then go online and search for a popular hashtag like “beer”, the result of this search will be a list of what people within your location are talking about with regard to your services. This will further allow you to interact with the users that are posting about these services and provide them with offers through a simple @ sign. This is an example of Business to Customer as in this case you would have interacted directly with the customer or client and provided them with whatever it is that they needed.

 

When it comes to Business to Business types of interactions, Linkedin is one of the best ways to facilitate this among the social media platforms. The manner in which the personnel from Link Humans present the overall need as well as benefits of social media in as far as Business to Business interaction is concerned is quite interesting. It is important to note that even in this situation where the interaction is business to business, the human element is quite important, in fact it is a core element. When broken down to their constituent parts you will find that businesses are groups of people and if you can be successful in attracting the people behind the business then by extension the business will find you interesting. They key point here is to market yourself to be very attractive to the end user.

 

Google + is quite beneficial when it comes to drumming up traffic for posts that confer some sense value. On the other hand, Pinterest mainly focuses on the visual component such as the photographs and inforgraphs; basically it is all medium that would be visually relevant and informative to the brand. Instagram has gain a significant deal of popularity in the recent past; retailers in particular have given this social media network a warm reception as it provides them with the perfect opportunity to display the products that they have for almost no cost.

 

SlideShare is another platform that comes highly recommended as it allows you to provide the users with heavy and complex information in a manner that they will comprehend with ease. Often, you will find that people visit SlideShare to consume information that is difficult or complex, to find solutions to specific problems, and of course, to have a sample of some great presentations on display.

 

Now that we have covered almost all the different social media platforms that one would make use of in the event that you need to launch your social media page. It is however important that we discuss the associated costs. On the face of it, social media will only require you to invest your time, something like a few hours in a given day, in order to be effective. In comparison, this is a small price to pay in when you look at the sales that it would in turn bring if it is successful. However, sometimes time is not the only thing that one should invest. Sometimes one may need to run advertisements on these social media platforms in order to get more traffic to the site. This however, will be discussed much later. For now it suffices for you to know that in order to increase the overall traffic to your website, your presence is the key element for success.

 

The Right Content To Post On Social Media

 

Now that you have successfully created a page that is pleasing to the eye and looks professional, the next bit of work is to come up with content that you can publish to your audience. This might come off as a simple endeavour on the face of it but now that you are at this juncture you might be asking yourself, “How does one do that?” Ideally, the first step would be to research on what the competition is posting. The aim is not to mimic but to find out what the audience is being fed with and the reception they are giving to that kind of information. Following which you should strive to do better than the competition!

 

It may take a number of tries but eventually you will find what is referred to as your tone or voice. Now you can sit down and develop a posting strategy that is geared towards enticing the audience and to spark interaction with them. Do not be bogged down on one thing or try and focus too much on what others are doing, at first you should focus on what works for you or what you are good at. For instance, if Photoshop and Photography are your strong suites then you should start by sharing pictures and images on Instagram and Pintrest.

 

There are a number of softwares that you can make use of that will make your work easier. The following list is just but a number of the content generating tools that you may find handy when they are at your disposal:

 

Skitch is a tool that is good when one is working with screen shots

Inforgram is designed to suit all your infographics needs

Canva is an exceptional tool for images, and

MyBlogU is a tool that you can use when you want to brain storm for ideas for your social media content.

 

Research has shown that of all the content on social media platforms, images and other forms of visual elements such as videos and gifs tend to get a better reception by the audience which is often in the form of clicks, views, retweets and likes. Facebook and Twitter are two of the most popular social media platforms and here photos receive 54% more likes, 103 per cent more comments and 84% clicks as compared to other content that is posted without visual content.

 

With that information in mind, it is important that you aim to tap into the potential of visual content. You should always make sure that you have included images, videos, short texts, hashtags and emoticons wherever you deem appropriate in order to create more interaction. You can focus on posting images and links; you can retweet, you can post exceptional quotes for your audience. A good tactic to entice your audience would be to ensure that you diligently post the same content for all days of the week except for one where you post a different content. The aim of this would be to observe the overall impact that this would have on the audience engagement.

 

Posting: When and How Often?

 

Now that you have figured out the right kind of content for your audience, it is time to consider other parameters such as the time and the frequency of posting. Let us begin with the time element. The best time to post on social media may prove to be a difficult thing to accomplish simply because your given page may have and audience from all over the world and therefore there may not be an exact sweet spot with respect to time for posting across all social media networks. Timing is important because you will often want to post your content at the high traffic times on the Social Media platforms simply because it is at these times that there will be an increased likelihood that your content will be seen by the most number of people thus translating to better results.

 

To date, there have been countless studies that have tried to investigate on the best times or rather the highest traffic times that would be suitable for posting. However, it is important to note that not all content is the same and not all audiences are the same for each business and therefore the findings of these studies may prove to be altogether not useful. The best way of finding out the optimum traffic times for your content would be through the trial and error method. You can start by making posts at all times of the day through the use of post scheduling tools that are available online and aim to observe the exact times and days that work best for your product or brand. Studies that have been conducted on online businesses show that Thursdays and Fridays have an 18 per cent higher likelihood for audience engagement.

 

How Frequent Can You Post

 

It is understandable when you would like to post your content as frequently as possible to ensure that the audience as had a good look at what you have to offer. After all, the whole point of the exercise is to ensure that your content is viewed by as many people as possible, right? Well, it appears that there is a limit to how frequently you can post without irritating your general audience and causing them to view you as a spam messenger.

 

For instance, a study was conducted on the social media platform Twitter and there were a number of users who made complaints that there were some individuals that tend to share their content a tad bit too much which they found to be off putting. It turns out that this complaint was pretty valid after all. Nowadays, users of social media can resort to all sorts of tactics to ensure that their content is viewed. There was this one case that users had installed a plug in that allowed their old content (blogs) to be shared periodically in an interval of exactly one hour. This kind of information overload was definitely too much and the users began to view it as spam and consequently had a negative attitude towards the bloggers.

 

Admittedly, this tactic of flooding the timeline with information may have some good results in the short run which is exhibited in the form of clicks, it is not a sustainable strategy and you should definitely avoid it. If your posts border on the extreme in terms of frequency, then the users will develop a habit of ignoring you, or will ultimately unfollow you. However, if you are looking to share your content more than once, there are a few ground rules that you can use to ensure that your content does not become in appropriate. The following tips should help you in this endeavour:

 

Always consider your followers. It is often the case that we can be caught in the desire to get more clicks that we forget how it is to use social media and one content is flooding your timeline. It is often irksome. Therefore, remember the social feed that you are providing is not meant to be consumed by you but by them.

 

Avoid becoming a Spammer. There is no need to explain how spam messages are often annoying. Therefore, avoid becoming an annoying spammer by coming up with a schedule that is smart as opposed to one that is largely crowded.

 

Take into account your won habits. It would prove to be helpful to reflect on your own habits when you are using social media. At what point do you deem something to be a spam? Use this logic to ensure that you do not cross the aforementioned line.

 

Do not post anything that you wouldn’t appreciate. Try and put yourself in a neutral position and imagine how you would react if you witnessed someone with an identical strategy as yours. This should be the barometer that you would use to analyse if the strategy you are employing is appropriate or not. This is because there is a high chance that you are not the only one who would feel the same way.

 

Always aim to offer value. As it was earlier mentioned, there is nothing wrong in posting content more than once provided that you are reposting this content with an aim to provide value to your audience. If the aim is simply to flood the timeline then probably you should consider reducing the frequency of posting.

 

If you decide to follow these simple tips then you should be in a position to develop great social media content that would promote traffic to your site without it becoming a tad too repetitive for your users.

 

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