SOCIAL MEDIA MARKETING
DEFINE RELEVANT AND REALISTIC SOCIAL MEDIA MARKETING GOALS
One of the most significant problems faced by many social media companies is that they have never taken the time to set relevant and realistic social media marketing goals. They know they need to be on social media, but they have no idea why they are there.
Social media marketing goals need to integrate with overall business goals, which is why we make sure the goals are there:
- On time
Some recent campaigns developed had as their objectives:
- To increase brand awareness
- Increase sales
- Improve ROI
- Grow the fan base
DETERMINE THE MOST RELEVANT METRICS
Too many companies create a social presence and spend time and resources using their social accounts without ever establishing how to evaluate the results of this activity.
Unfortunately, the analysis of social account data may not be clear because it is not the same for every company.
Don't get sucked into easy-to-measure vanity metrics like the number of followers someone has.
Generally speaking, it's best to look at your marketing goals and determine what metrics will give you the answer to whether you're achieving those goals.
We have developed campaigns to increase brand awareness and used statistical metrics that can understand the extent to which content was spreading through social channels.
We developed campaigns with sales-based targets and used metrics that can record the number of clicks linked to a specially developed content.
STUDY THE SOCIAL MEDIA AUDIENCE
Every successful Social Media Marketing campaign starts with a solid and deep knowledge of the clientele.
To achieve the defined objectives, we have to use the same social networks as the target audience. Likewise, if we want to develop an influencer marketing project, we will make sure we involve influencers whose audience matches the target market.
For example, in the third quarter of 2018 there were 2.27 billion active users per month on Facebook, but if you target a young demographic, you are much more likely to reach them on Snapchat, TikToK or Instagram. However, if the brand targets people between the ages of 25 and 34, they represent 29.7% of Facebook users and are their most common demographic age.
SELECT THE RIGHT SOCIAL MEDIA NETWORK
Some people worry about how they will find the time and energy to manage all the social network accounts they have activated. In most cases, this is not necessary.
The results are often not related to how many social networks you use but to which ones, i.e. which are the social networks used by our audience.
If a sufficiently large part of the target audience spends time on a social network, then that channel will be in the campaign.
Companies often know their competitors but do not know how they operate on social networks.
We do in-depth analysis on competitors to understand their social strategies, their target audience, the budgets invested in the campaigns and in general their strengths and weaknesses.
We often identify weak areas of social activity and then exploit their gaps.
In a recently developed campaign we identified an influential competitor on Twitter, but with a weak presence on Facebook, despite its target market using that network.
PLAN THE CONTENTS
Of course, to be successful on social media, you need high quality content to share.
You need to balance the types of content that your target audience loves the most, with the content that performs best in terms of results.
We create an editorial calendar based on the different variables that come into play throughout the life of the campaign. Environmental, market, product and even accidental variables.
Most social networks now use some form of algorithm to filter the results they give people. This means that a public campaign at a different time from when the target audience is online, they may never see your content.
CONFIGURE THE ACCOUNTS CORRECTLY
It is essential that the accounts involved in a campaign are set up correctly, that everyone has a consistent image, that the whole social system works in sync.
CREATE HIGH-PERFORMANCE CONTENT
Visual content is more than 40 times more likely to be shared on social media than other types of content. Instagram has grown rapidly in importance in recent years, and has considerable visual attention. The most important brands on Instagram report a follower engagement rate of 4.21%. It is 58 times higher than on Facebook and 120 times higher than on Twitter.
Every year, video content also seems to increase in popularity. According to YouTube, mobile video consumption is growing by 100% every year. 64% of customers say they are more likely to buy a product online after watching a video about it.
People need to find the channels before they can choose to follow them, which is why it is essential that the channels used in the campaign are promoted to each other but also on all occasions when there is contact with the target audience.
DEVELOP THE PAID PROMOTION TO INCREASE THE AUDIENCE
Most social networks allow you to buy paid advertising and target ads demographically, making them visible only to your favorite target audience.
Paid promotions allow you to reach your new target audience and you can also use the ads to build brand recognition, promote particular postsvideos or even sell products.
INFLUENCERS EXTEND THE COVERAGE OF THE CAMPAIGN
The right Influencers help to reach a whole new audience.
Influencers have already mastered the art of social media marketing - that's their strength. They have built a strong online reputation and have a large number of passionate and interested followers and can direct their fans to the social networks in the campaign.
The selection of influencers is very complex and articulated and often their use can be inefficient if not carefully evaluated.
CONTINUOUSLY CHECK THE RESULTS AND ADAPT THE ONGOING CAMPAIGN
Each of our campaigns has clear objectives to achieve and relevant metrics to evaluate the results. This allows us to constantly monitor performance trends and make the necessary changes to improve them during the course of the campaign.