5 Strategic Pillars of Success in Social Media MarketingMaaz Habib
Social media marketing is one of the most popular marketing strategies adopted by businesses. Organizations make use of social media platforms like Facebook, YouTube, Instagram and Twitter to market their products and services. The aim is to increase sales, generate traffic and build their brand. Businesses make social media profiles where they post engaging content to increase followers, create brand awareness and run social media advertisements. In this digital era, there has been a significant increase in the number of consumers shopping online to buy their favourite products. Well, renowned businesses like Zara, Macy’s and others run their advertisements on social media in order to attract potential customers and increase their company’s reach. Social media marketing helps businesses to leverage the power of social media in order to generate profits.
The use of social media has changed over time. Businesses not only use this platform to generate sales but to also see what people are talking about their brand. The performance of a business on social media can also be monitored which will help professionals in the marketing department of the organizations to customize the marketing strategies according to the customers. Businesses who want to reach a specific segment of customers will create advertisements on social media which are highly specified.
People on average spend 2 hours and 22 minutes on social media which easily helps business to take advantage of this. Any organization who wants to understand their audience better, increase engagement, reach and sales would always use an analytics tool before devising marketing strategies.
Without delaying any further, let’s have a look at the 5 pillars of success in social media marketing.
1. Build a Strong Strategy
Research is an essential feature of marketing. It is important to develop a well-researched social media strategy that aligns with your brand’s mission and vision. List down the goals that you want to achieve with the help of social media marketing such as creating brand awareness, increasing customer engagement, or generating leads. Your goals should be well-defined because they will play a role in helping you select social media channels. When choosing channels, it is important to select fewer channels initially where you think your target audience is present. For example, the majority of the businesses target Facebook and Instagram primarily in their social media marketing strategies.
Once you have decided upon your goals and social media channels, it’s time to work on the type of content you want to post. What kind of content is mostly preferred by your audience? Work on it and create well-suited content for your audience. Hence, while working on strategy keep the following points in mind;
- Set goals for social media marketing
- Select social media channels
- Create content you want to share
2. Prepare your Content
This is the step where you plan and publish your content. While making use of social media for marketing, consistency is the key to success. This will help the customers to understand that your brand is professional, accessible and reliable. There are approximately 3 billion users on social media. By publishing content you are giving your business an opportunity to attract prospects and future customers.
Publishing content on social media is just like posting an image, video or blog post. Once you have planned your content, publish it on social media at the right time. The right time is when you can attract the maximum amount of audience. Hence, posting at the right frequency, and at the right time while being consistent is the key.
3. Interaction and Engagement
Once you have published your content on social media, your next step is to encourage audience interaction. Once you do that, make sure to increase the reach of your post on social media. Increasing the number of followers on your social media account automatically means more and more people are talking about your brand. When you post content, people will comment, like, share, and message you in order to acquire more information about your brand’s products and services. Instagram has an in-built feature for your business account that helps you to see tags and mentions. You can also monitor the conversations of people about your brand. The negative feedback will help you to alter your strategy, and improve your products and services in order to fulfil the expectations of customers. Hence, listening and engagement is another pillar that will help in building a successful social media marketing strategy.
4. Social Media Analytics
In order to see how your social media page is performing, make use of the analytics tool available. Social media analytics is extremely important because it helps you to monitor the performance of your brand, customer engagement and your brand’s reach. It helps you in assessing if you are reaching the right amount of customers and how many positive reviews your brand is getting from the customers. There are various social media tools available online which will help you perform analytics on your business account. You can easily analyze your follower’s demographics, likes, comments, shares, total reach, views and engagement rate. Make use of such an analytics tool to leverage the power of social media.
5. Social Media Advertising
Social media advertising is another pillar of success which helps your business to grow and reach a wide range of people. If your business has enough funds, you can make use of paid social media advertising to promote your social media profile and posts. Instagram and Facebook allow you to choose your target audience on the basis of demographics and interests. The advertisements on social media can be highly specified according to the needs of the customers and target audience. Hence, just like any other forms of marketing, the goal of social media marketing is also to attract an audience and increase sales.