How to Construct a Simple Social Media Marketing Strategy for Your Business in 2018
From independent stores to huge corporations, it is vital that a business has a clear social media marketing strategy. According to the research institute MarketingSherpa, 95% of social media users aged 18 to 34 followed a brand online. Older age groups also report a high level of engagement with brands, providing a chance for direct contact between businesses and potential customers. Simply creating social accounts is not enough, though, with a strategy required to remain visible and create an impact. The following simple plan could make a real difference to any business invested in social media marketing.
Target the Popular Platforms
There are numerous social networking platforms available, but the best results will be gained from the popular platforms. Sites like Facebook, Instagram, Twitter, Snapchat, YouTube, LinkedIn, Tumblr, Pinterest, and Reddit gain the most traffic, allowing you to find audiences across a wide selection of industries. There may be a specific network that focuses solely on your niche, but this won’t be the case for most businesses. While you need to track results from your input, you can use your time wisely by starting with the most visited networks.
Simplify Content Creation
Each social network will have a particular posting format, with slight variations impacting your output. You could create a new post for each platform, but this approach will take a considerable amount of time. There are, however, various tools that simplify the content creation process. Pablo by Buffer is a design tool that lets you create eye-catching visuals that can be quickly shared on the popular social sites. CoSchedule allows you to build social posts from a single dashboard that connects to your accounts. There are many alternative tools, but the important factor is the ability to quickly create and post quality content.
A common problem that holds back many businesses is an infrequent posting schedule. If you only occasionally post, content can often get lost within a feed. Posting on a regular basis ensures content is seen and audiences expect new posts from you. As you start to receive likes and reposts, there is a snowball effect when more followers begin to interact with each new post. There is no specific posting schedule, as each platform is different, but you can find an optimal level by tracking engagement levels over time.
Scheduling posts provides a number of benefits for your business and followers. Building a schedule is a good use of time, allowing you to allocate resources at certain periods. You can also schedule posts to appear at a certain time of the day, using your shares and likes to calculate the best posting times. Additionally, posting a link to an article on your blog can be scheduled to repeat a number of times, so followers don’t miss out as they sporadically browse their feed. A dashboard tool like Hootsuite or CoSchedule can perform these scheduling tasks effectively.
A business needs to offer a good reason for an individual to follow them. Many people use social media for socializing, so they don’t necessarily want to follow business accounts. Research from MarketingSherpa found that the main reason U.S. consumers follow brands is for promotions and coupons. By offering occasional promotions, coupons, and prize giveaways, you can maintain the interest of followers who just needed an initial reason to follow you.
Interact with Followers
A number of followers will show interest because they want to engage with a business. Twitter, for example, is often used for customer service issues, helping to quickly resolve problems without the need for an extended customer service process. Social media can also be used to make suggestions and showcase new products. While there are many benefits to posting on social media, results can be diminished if you are not willing to interact with followers.
Social media does not have to be overly complicated, but it does require a strategy in order to maximize results. Sporadic posting and unfocused content can derail a social campaign, ultimately leading to a lack of engagement. With a consistent approach, though, it is possible to gradually build a following who are interested and active. Social media is only one of a number of promotional strategies a business should use, but it can quickly become an integral part of a marketing plan.