4 Questions to Boost Your Social Media Marketing
Today, businesses of all sizes are looking to develop their social media marketing effectiveness — and with good reason: Digital platforms are constantly driving innovation the way brands are found, shared and experienced. The data speaks for itself: by 2021, the number of users of the worldwide social network is projected to hit 3.09 billion active monthly users, and global internet users spend about 136 minutes browsing social networks everyday. Many organizations responded by allocating more resources to digital marketing — technology now accounts for 29% of total marketing spending budgets, according to Gartner's recent report, and digital ad spending for 2020 is forecast at around $385 billion.
And these figures represent a double-edged sword. Consumers today, via social media, respond in real-time to goods, services and ad campaigns, generating new demands on organisations. Generating and sustaining high levels of online interaction and excitement requires clarification about the priorities and values of the company.
Successful digital strategies are not just about aesthetics or design, but are a match between what promises and delivers the brand. Asking yourself the following questions for creating your strategy:
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1. What are your goals?
In the case of entrepreneurs and niche products, the need to test ideas, increase awareness and build anticipation for new products and services can start with your social media marketing strategy. In other situations, the targets can be even more specific — boosting revenue, spreading globally, increasing real-time brand interaction, or creating leads in quality revenue.
Identify the metrics for progress, once you have set the goals. Looking to get "likes"? Would you like to spark an online discussion around a problem? Or would you like to encourage improvements in behaviour, for example, by inspiring your followers to recycle? Your marketing goals will comply with your metrics.
The sheer volume of data available will complicate this mission. Clearly defined metrics will ensure the campaign is on track, including a timetable and a budget. Not only do goals help you to evaluate your progress clearly, they will also provide you with a straightforward answer to the next question you need to ask which one is ...
2. Which platforms should we be using?
Decision taking across networks needs to be based in an appreciation of the identity and desires of the customers. Various social networks cater to different audiences, and to find out where your target market hangs online, you need to do the work. For example, on newer channels, such as TikTok or Snapchat, younger audiences can be targeted more effectively. Health and wellness brands may want to build on a more visual approach, focusing on Instagram, with their concentration on esthetics. The same principle applies to geography — WhatsApp is common in India, while you will need to rely on WeChat or Weibo if you want to reach out to people in China.
3. What is your content strategy?
Sometimes, companies have the budget, staff, partners, and ideas in place, but they haven't thought about content in detail. This leaves both revenue and goodwill on the table: One survey revealed that 46 percent of consumers reported following brands due to the inspiring content. You need to understand what kinds of content — posts, video, pictures for example — can drive interaction with your audience. Great content strategies build brand dialogue and sharing between other users.
4. Are you ready to talk with your audience — in real time?
Social networking interactions are two-way — powered by both advertisers and customers — and the company needs to prove that it responds to questions, complaints, and feedback and is engaged. Companies capturing a moment will create brand recognition and goodwill. For example, when a South African man who proposed in a KFC was recently mocked by a Twitter user, the fast-food chain responded by providing the couple with a wedding planner. Several other companies have also chipped in to help the pair, including Coca-Cola, Woolworths and Bmw, showering them with gifts and experiences.
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The social media provides the ability for brands to construct unforgettable interactions. Softhics digital, a company run by one of the writers (Mayur Sahni), once saw for the first time a tweet from someone who was moving from Manhattan to Chicago, saying she was looking for something spicy to eat. We looked back at her previous tweets, which suggested an interest in the arts. So we welcomed her to the Windy City on behalf of our client, a Chicago-based restaurant, and even shared links to some fun art events and activities all around the area. We made sure our restaurant didn't pitch prematurely. She thanked us for our tweet and asked about our restaurant, interested to know who we were.
Today, brands have a much greater opportunity (and responsibility) to encourage and connect with customers. Trusted brands are more likely to attract customers, and social media is a powerful tool for creating trust, input and confidence with your audience. By answering the above-mentioned questions, you will ensure your social plan aligns with your priorities and brings value to users.