Whereas a great majority of social media users use the platform to connect with friends and families, going on a limp to sometimes spy on them; as a marketer, there’s absolutely NO limit as to what you can achieve through the platform.
Come to think of it, almost half of the world’s population can be found on social media, with the number expected to double up and may be cover everyone within the next few years.
Looking at this, it’s safe to say that at this point in time there’s NO way you could hack a solid marketing plan without including an active social media engagement. You have to start by understanding the platform, which demands that you learn to both engage and connect with your current customers.
Through social media, you also get to expose your personal side to your target customers and prospects, making an effort to address some of their concerns and prove your expertise to them.
What’s pretty much obvious is the fact that quality content comes as a prerequisite for achieving any of this. Or how else are you going to engage your target audience and convince them to take action?
Social media came as a saviour if you still remember the dark days of cold pitching – where wooing a customer meant walking straight to them to hard-sell a product or service. Mind you, you had to do this with zero Intel on the customer you’re trying to convert.
Social media brought a relief and simplified everything to a point that you can still manage to rake in loads of sales at the comfort of your home or office.
The introduction of social media brought with it a paradigm shift in the world of marketing. Chief among them is the fact that cold pitching is no longer as effective as it used to be back then. You don’t have to hard-sell yourself to a customer to get them interested in checking out your product.
They’d rather do their own research and make a buying decision based on the knowledge they’ve mustered. In which case, a great majority of them would prefer interacting with a brand on a one-on-one basis.
Goes on to show that part of the decision they make will be driven by the connection they establish with a brand. In other words, your prospects want to feel a strong connection with your brand to make that final decision to go through with a purchase.
That’s what makes social media one of the most influential digital platforms for inspiring shoppers to make the decision to buy. So as a marketer looking to drive in sales, there’s NO way you can afford to turn your back on social media.
In this post, we’ll be focusing on all the various ways you can use social media to reach an even more widespread audience of potential customers. But before we get to the meaty part of this article, here’s a little belabour on what’s meant when someone talks of social selling.
Social selling is all about loosening up as a brand. You want your customers to connect with you on a personal level. So what do you do?
Simple – you assign your brand some personality. You’re simply working towards making your brand personable and social.
Start by looking through social media analytics to develop some understanding on the personas of your buyers. Look at their interest and behaviours. It’s through this that you’ll be able to position yourself as that voice that clearly resonates them.
The whole point of using social media is to build customer interest in your brand or products. Speaking of which, you should be working towards establishing a strong long-term relationship with them.
You don’t want to be treated as that stranger who shows up once in a while to self-promote or cold-sell a product in your pipeline. But that social and persona experts that’s has been connecting with their customers ever since.
To get this done, here are some sound ideas on how to make the most out of the platform:
Choose a Social Media Channel
Not all social media channels are the same. As a matter of fact, each one of them boasts an entirely unique personality.
Starting with the artsy Pinterest, the professional LinkedIn, the trendy Instagram or the social Facebook, you options stretch far and wide. But the point is to select a platform that gels well with the kind of audience you’re targeting.
A case in point, if you’re operating a B2B entity, then pumping the bulk of your social media marketing effort to platform such as LinkedIn makes more sense as opposed to if you were to direct the same effort to Facebook or Twitter.
Again, if you’re running a boutique, then focusing on a social media platform such as Facebook or Instagram would be a wise decision to make.
Start by looking at your brand and product keenly. What kind of customers are you planning to target? And on which platform can they be found most?
That being said, here are three key things to take into consideration while deciding on the most suitable platform for your products or brand:
- Which platform do majority of the customers you’re targeting frequent the most?
- Which of the platforms allows you to target potential customers the best?
- If you were to post an ad on any of the platform, which one among them would receive the highest number of clicks?
At some point you may be required to run the social media campaign on a humble. You may also be required to test out everything, getting to analyse your performance in the process as you figure out which one among them offers the best conversion results.
Make Good Use of Social Media Analytics
It’s only through analytics that you’ll be able to tell if your effort is paying off. You want something to help you measure the effectiveness of your marketing effort. You want something to help you develop a deeper understanding of the strategies you’re employing and how best you can improve them for better results in the future.
What you need is social media analytics. You need the analytics to track down the performance of your posts. For LinkedIn, you have the social selling index to analyse your campaign and give you a score. With this kind of information, you can easily develop a clear understanding of your social selling success rate.
Google analytics is another tool to take into consideration. With it, you can measure your site’s traffic and dig out for more info about its nature and where it’s coming from.
To dig even deeper, use Leadfeeder to find out more about the kind of companies checking out your site. You can even use reverse IP to find the companies your visitors are associated with, based on their IP addresses and a series of related Intel.
Join Groups and Create Your Own
Try looking for groups that specialise in products or services that relate to some of your own. Join the group and study it so you can start participating in the discussions.
Among the things that online consumers do when looking for a product or service to buy is check out related groups for recommendations and suggestions. That makes groups a high conversion spot that you can’t afford to ignore.
Another approach would be to try creating your own and get as many people as you possibly can to join. But what’s even more important is for you to keep the group active by regularly coming up with an important piece of content to share with the rest of the participants.
Use Targeted Ads
An effective social media marketing strategy is certainly going to take you a long while before they yield any result. It’s for this reason that you may want to look into social media ads, which apparently start fetching you results from the get go.
Every social media platform you can think of has its own form of advertising. To extend your reach, it’s important that you consider posting the ads in as many networks as you possibly can.
Here are the major social media platforms and their corresponding advertising options:
The advertising platform on Facebook has greatly advanced to a point that it allows for advanced targeting of potential customers. As it stands, the platform offers an average CPC of about 0.05 USD, which may vary depending on the nature of your business and the objectives you’ve set.
Instagram offers four different advertising options. That is, photo ads, carousel ads, stories ads and video ads.
For carousel ads, you’re allowed to include more than one images in a single ad. For a more widespread reach, you might want to consider Instagram stories unless otherwise.
Again, as with Instagram ads, LinkedIn also offers a variation of ads for its advertisers including sponsored InMail, Text Ads, and Sponsored content. It’s also a highly targeting advertising platform.
Advertisers are also allowed to bid on ads. What happens is that advertisers bid a price and even try to outbid their competitors to extend their reach.
Twitter too offers a broad selection of ad campaigns for you to choose from. Among them are promoted tweets, website cards, promoted accounts and promoted trends.
They also have a special platform that social media agencies can use to serve their clients much better.
Use Hashtags Where Possible
Hashtags are what potential customers use to find you and the rest of your content. They’re what separate you from the rest of the competitors.
However, this is only possible when you’re able to use the right hashtags. Keep in mind that social media indexes hashtags. They’re therefore what make your posts visible to your online audience.
What’s even better about hashtags is that they tend to attract a highly converting audience. Provided you’ve been using the right hashtags, there’s a high likelihood that the person looking for you using a hashtag has a stronger buying intend.
It’s a Wrap
We’ve nitpicked some of the best social media marketing strategies that guarantee the best conversion results. You want to direct the bulk of your social media followers, attract more of them, or even get them to take action, then you’ve all the tips you need to get it done at your disposal.
But just in case you’re having trouble getting any of this done or are looking for some outside help, kindly consider reaching out to MediaOne today with your query and they’d be glad to help.