There are a lot of unknowns for marketers and brand leaders when it comes to social media best practices and effective strategies. Here are three common problems that you might be facing as your brand tries to improve its social media influence.
Finding the Right Audience
Social media can feel like a big, impersonal place if you don’t know who you are looking to reach out to. You don’t want to increase just any kind of lead, you need to find qualified leads that are really going to be interested in what you offer. Look at:
Your Competitors – look at what kinds of solutions you can offer consumers that are different than your competitors and look at who your competitors are getting their engagement from to find potential leads.
Followers of Your Followers – You may find that your best customers and followers are most likely followed by people that are a lot like them. Market to friends of your followers and try to increase sharing and social mentions to expand your reach through the qualified leads you already have as followers.
Profiles that Match Your Buyer Personas – Your customer personas will help you determine what kind of bios and demographics you should target for social media advertising and content creation.
Other Followers of Key Influencers – Once you know who your core group of qualified leads or followers is on a given platform, then you will want to find out what influencers they are following. Check out the followers of these key influencers to find other users that are similar to the qualified leads you already have.
Choosing What to Share
You want to share the kind of content that increases your leads, encourages engagement and serves to convert users. Base your content direction on your brand and be sure to understand what users on a given platform are going to expect. Facebook is a good platform for fleshing out the personality and values of your brand, while Pinterest and Instagram are far more “make-them-look-twice” kinds of platforms. LinkedIn is a very serious platform that does better with content directed at high-level professionals and Twitter is great for short, profound insights or jokes. You can use good content paired with a good CTA to get your users to take the next step towards conversion and loyal customer status. Ask your users to sign up for your bulk text messaging service or check out content published on your website. Don’t miss the opportunity to get your users to do more than just read one social media post.
Tracking Your Social Success
It’s important to note that if your content is shared on a third-party site, like HootSuite or a text messaging software, you won’t actually see the activity attributed to the platform that triggered it and it will look like direct traffic in your analytics. You can improve tracking by creating unique URLs for every time you promote content and then tracking when those individual URLs are used and not just what your metrics is reporting. And, while likes, follows, reTweets, favorites, comments, replies and shares are all important, they should not be the main goal driving your strategies. Look at how you can move users down the sales funnel and set your goals accordingly.
Sophorn is an inbound marketing specialist at Inboundo, who believes that we are only a true extension of your team if we bring the skills, the education, the help and the transparency to ensure your success.