It’s nearly impossible to have a modern marketing strategy that doesn’t include any mention of social media. From organic social to paid advertising, social media is one of the best ways to reach and connect with your target audience.
Considering social media marketing is such an integral part of modern marketing, it is surprising how many people take this platform for granted and don’t give it the attention it deserves.
Many businesses make sure to post consistently, promoting their services, sharing articles and giving their two cents about the latest industry news. Then they wonder why their social media isn’t offering any value to their business, when in fact they are not offering value to their audience.
What are your expectations for social media marketing?
It may seem easy, but social media is not as simple as many people think. Anyone can send out posts, but it takes patience and an in depth knowledge of human behaviour to be able to create a social media strategy that really works.
The biggest downfall of social media marketing is the expectations that are put on it. Many marketing departments are expecting the same results from social as they get from other marketing channels. Social media is unlike anything else in marketing and it should be treated as such in order to get results.
Social media is not a quick fix or a marketing band aid to throw on when other marketing campaigns are slow to perform. Social media plays the long game and it needs commitment in order to reap the rewards.
Some of the most common expectations that people have for their social media marketing are:
- An increase in leads
- An increase in traffic to a website
- An increase in conversions
These are all great KPIs for other marketing channels, but not for social.
The success of social media should be based on a distinct set of KPIs:
- Consistent engagement
- Organic follower growth
- Brand mentions
All of these are based on qualitative data, not quantitative as per above. This is the biggest difference between a marketing strategy and a social media marketing strategy.
Why do businesses use social media for marketing?
Social media was created to allow ordinary people to connect and socialise with people around the world, people they would not normally be able to interact with. It’s only in the last few years that businesses have started to use these platforms and take advantage of this softer and more personable approach to marketing.
The trouble with this is that businesses are trying to use this platform as a sales tool, rather than an audience building and brand awareness tool.
The key to making social work for your business is to see it as a way to communicate and relate to your audience on a more human level. The hard sell no longer works in an age of information, people are now more switched on than ever to the tricks that advertisers used to use in their campaigns.
If you are looking for ways to shake up your social media marketing and really start to see results, here are a few things to keep in mind:
- Focus on the engagement and relationships you are building with your customers, not the numbers in your website analytics.
- Create content that speaks to your audience on an emotional or personal level. Offer them value, whether that is tips, advice or entertainment.
- Play the slow game. Your social media marketing is meant to be a slow burner that benefits you in small doses over a longer period of time. Expecting instant gratification will never result in a successful social campaign.
- Choose your platforms carefully, you need to be where your audience is, so make sure you know what platforms they prefer to use and when.
- Always put aside a budget for social media advertising. This can be a great middle ground if you are looking for faster and more quantitative results. For platforms such as Facebook, this is your best way to build your audience, as the Facebook algorithm is preferential to Facebook advertisers.
Need help with your marketing strategy? We can help you create a detailed and in-depth marketing campaign that perfectly marries together the many marketing channels available to you.