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Social Media Marketing 2017

Social media marketing opens a plethora of opportunities to increase reach, visibility, brand recognition and sales.  However, it becomes complicated once you go beyond basics. Selecting business objectives, finalizing budget, fine-tuning target audience and measuring ROI requires an effective strategy.

Below, we break down the ways which can help drive your social media strategies on different platforms.

Social Media Marketing Inforgraphics

Facebook Marketing:

With large customer base, easy-to-navigate interface and reasonable cost, Facebook can help your business grow with full potential. It also ensures that your budget is spent wisely while targeting specific group according to age, location and interests.

Define Your Marketing Goals For Facebook

Before you know what to do, you need to know why you are doing it. It’s easier to succeed when you give yourself a target to aim at.

Here are some common business goals for Facebook brand pages:

  • Drive referral traffic back to your blog, website, or landing pages.
  • Strengthen brand awareness.
  • Build a relationship with your audience.
  • Provide customer service.
  • Generate leads and conversions.

Know Your Facebook Audience

It helps to know who you’re talking to before starting a conversation. Knowing who your audience is on Facebook, however, can be a challenge. Fortunately, its own built-in analytics and other tools can make this task a bit easier.

Pay Attention To Conversations & Trending Topics

This is perhaps the simplest way to get to know your prospective audience. Sure, Twitter’s demographics are typically somewhat different than on Facebook. However, Twitter is arguably a better platform for monitoring conversations.

Determine Your Messaging And Tone

You now know who you’re talking to. It’s time to figure out how you’ll talk to them. This means establishing your brand voice on Facebook.

This doesn’t have to be complicated. It just helps to understand how to make the voice of your brand work on social media.

Figure Out Which Types Of Posts You’ll Use

4 Types of Facbook Post

  1. Video post
  2. Image/Photo Post
  3. Link Post
  4. Text Post

Build Your Posting Schedule

Two common questions marketers often have are:

“What times should I post on Facebook?”

“And how often should I schedule posts?”

Build Out A Facebook Content Calendar

To do this, you’ll need to figure out:

How many times you’ll post per day?

Which times you’ll post at?

Which number of which types of posts you’ll create?

Measure The Effectiveness Of Your Facebook Strategy

It isn’t enough to just post content on Facebook. You need to show your boss why your efforts are important. This means tying your Facebook marketing performance to actual business goals.

Twitter Social Media Marketing:

Marketing on Twitter is quite simple, probably even more so than Facebook. You can run your campaigns according the trending hashtags and create a buzz about your brand instantly. However, targeting options are slightly limited when compared to other social media channels.

Some of the main ways businesses use Twitter include:

  • Sharing information and content
  • Driving engagement for promotional activities
  • Interacting with consumers
  • Networking
  • Branding
  • Reputation management

Instead, businesses just publish content and hope that something happens to improve their brand. The publish and pray approach simply won’t cut it. First, you’ll want to set some objectives and goals on Twitter.

  • Build an engaged following
  • Monitor and improve your brand’s reputation
  • Respond to customer complaints quicker
  • Generate leads
  • Get more traffic to your website
  • Network with bloggers and influencers

Then, you’ll establish accomplishments that tie in with those objectives.

  • Increase @mentions and Retweets by 15%
  • Keep response rate above 90%
  • Maintain a response time of under 10 minutes
  • Generate at least 20 leads from Twitter
  • Improve referral traffic from Twitter by 30%
  • Add at least 100 new contacts from Twitter

LinkedIn Social Media Marketing: 

LinkedIn is more professional channel when compared to Facebook and Twitter. It is because of this reason the cost to advertise is much more excessive. However, here you can create thought leadership for brand by specifically targeting audience.

Turn your company page into a lead generation page.

In order to make leads from LinkedIn, you have to be intentional. Leads don’t just fall into your lap. You work for them.

The best way is to turn your business or company page into a lead generation page. This is a course reversal from the typical company page, which shows basic information and facts about the company. Who reads that stuff anyway?

Create a showcase page.

LinkedIn created showcase pages for companies to promote individual brands that are extensions of the company.

Showcase pages are the perfect way to segment your inbound LinkedIn traffic. If you can create a business unit that is directly connected to a specific target audience, then you are in a position to create a Showcase page.

Use Advanced Search

So far, I’ve explained two inbound techniques for gaining leads. Now, I want to explain how to go out and find your prospects. They may not come find you, but you can go find them.

LinkedIn’s advanced search gives you an incredible way of identifying the exact type of people who you are targeting.

Save Searches

When you go through the work of creating a highly specific and targeted search, you’ll want to save it.

Saved searches create a way to stay active in your prospecting. You know that getting B2B leads isn’t a one and done activity. You have to maintain consistency in order to have a steady pipeline of sales.

Search Groups

Searching for people is a very detailed and granular approach to looking for leads. It’s a great approach, but there’s another one: Groups.

At the time of writing this article, I identified 2,058,816 groups on LinkedIn. You can be fairly confident that there’s a group in your niche.

A great way to find blocks of leads is to search for groups, join these groups, maintain some level of activity in these groups, and nurture leads in that way.

Start groups.

LinkedIn groups offer a lot of great networking opportunities. One of the ways to get even more from the power of groups is to create your own.

As you join groups and interact with groups, you may identify an opportunity for another group to be formed. When you become the owner and moderator of your group, you gain leadership and recognition in the industry. As long as you position yourself authoritatively and not in a salesy way, you can form a place where your target audience can gather and interact.

Publish Content

LinkedIn has a powerful content publishing platform. If you have publishing access, be sure to use this platform for even more exposure. LinkedIn members who are publishing report that they’ve experienced a lot of success.

Now Its Your Turn 

Your social media marketing strategy isn’t written in stone. As you move forward, you may discover that some tactics are not working as well as you thought they would. Always try to adapt quickly and introduce the new changes to your overall strategy.

What do you think? Do you have a clear social media strategy? What tools do you use to keep your team moving ahead? I would love to hear your thoughts, questions or comments on this process. Please leave them in the comment section below!