It can be tempting to start marketing on social media by immediately publishing content on Instagram, Facebook, or YouTube. Don’t. Instead of posting at random, first set your brand objectives.
Ensure that your social media marketing is measurable, relevant, enticing, consistent and viewed.
Set the measurable brand objectives before creating your captions, videos or photos. Some examples of the objectives are brand awareness, website visits, and leads.
You’ll notice right away how clear the rest of the process will be once the initial direction is set.
Create content that gets your audience smiling, laughing, and/or thinking. No one wants to view a self-serving video or caption that highlights only product or service information. Viewers want to be entertained.
You can talk about your offering, but always wrap a relevant and enticing narrative around the detail you want to be conveyed.
Initially publish 3-4 times per week on each social channel, across several days. Establish a tone and content bank before posting once each day.
You can always slowly increase the number of posts per week. Though, it’s more challenging to decrease the number of posts once your audience expects a certain content schedule.
It can be intimidating to talk in the moment, without the option to edit the video after.
However, embrace that feeling. It’s exciting and audiences welcome spontaneity and realness.
Facebook and Instagram love live video and will place it higher up in the News Feed.
Audiences appreciate contributing to brand narratives. Invite your audience to participate by making the announcement in your Instagram bio, and in a Facebook post that you can ‘Pin’ to the top of your timeline.
Create a branded hashtag that your viewers can include in their posts. You’re building a sense of community and you can better locate the content to comment on and share.
Influencer collaborations have been happening for decades, though not initially on social media. Michael Jordan is a memorable influencer who began partnering with Nike in 1984.
Before you jump into a collaboration, ensure the influencer has an audience that is similar to yours.
Even when an influencer has a large follower count, that alone doesn’t mean success. Many of the followers may live in another location or have interests that don’t match with your company.
You should also consider micro-influencers (5,000-30,000 followers). They have a smaller and more defined local audience with, at times, stronger engagement than those with 100,000+ followers.
It takes time and money to produce notable content, and so make sure your target market engages.
It’s important to note that organic (non-promoted) content reaches very few people.
You’ll want to set aside some media dollars that will go into promoting your stories across social channels. An ad targeting strategy will need to be created so that only the most relevant audiences engage, beyond your current followers.
Filtering through campaign data doesn’t need to be daunting. If your objective is website visits, review the number of website clicks you received and the associated cost per click.
Also, look at how many people viewed the content (reach), and how many times it was served to your target audience (frequency).
Posted By
Categories
Uncategorized