Social Media has open new doors for marketers. Now, brands have platforms where they can promote their business as well as interact with a wide chunk of their target audience in a cost-effective manner.
According to the Digital 2020 overview published by Datareportal, there are over 4.5 billion active internet users in the world. And out of them, 3.8 billion are present on social media. As per Emarketer, 90.4 percent of Millenials, 77.5 percent of Gen X, and 48.2 percent of Baby Boomers are active on social media.
Since virtually every segment is found online, this might explain why research done by Buffer showcased that over 73 percent of marketers find social media marketing effective in reaching their objectives.
To boost engagement and ensure conversions, however, merely posting on social media is not enough. You must approach social media marketing in the right manner. Here are a few hacks that will be of immense help.
- Don’t just promote, engage
One major mistake brands make when using social media is treating it like any other advertising platform. Instead, the main benefit of social media promotion, regardless of whether you are using Facebook, Instagram, or Twitter, is that it lets you communicate with your audience.
And communication must be two ways. Rather than solely promoting your products and brands, create engaging posts. Remember, the more people engage with your brand, the more likely it is that they will remember you at times of need and hence convert into customers.
For starters, Lush engages with customers by promoting user-generated content using its hashtag #LushLife.
You can also initiate a social media competition that requires people to respond to your post. Brands like Buzzfeed are known for the various quizzes it posts. Often, you can find people’s results being shared in the comment section.
- Leverage social media ads
Yes, organic reach is imperative for creating a sound brand image. However, at times, this might not be enough for quality lead generation.
For targeted leads, it’s effective to look to ad services of the different social media platforms. For instance, you can boost your content on Facebook, Instagram, and Twitter so that people other than your followers who match the description of your ideal buyer are exposed to your content.
Your brand can also take it up a notch by investing in advertising. Here, sponsored ads like a static ad, lead generation ad, or carousel ads will pop up on the screen of your target audience.
However, make sure to only invest in advertising where your target audience is generally found. This will vary depending on the platform. For instance, Instagram tends to cater to 18-29-year-olds, while Facebook attracts a much more mature audience.
- Don’t disappear
In the world of advertising, we call it the sleeper effect. If a brand is out of sight for a given time period, people tend to forget about it.
You must never let the sleeper effect seep into your social media marketing! This can kill the engagement and bond that you have created with your followers.
Therefore, make sure to remain consistent with your posts. Create a social media calendar in advance. Decide which days and at what frequency you will post on your accounts. And follow the schedule to the tee.
It is best to create a calendar that is aligned with the social media platform you are targeting. For instance, LinkedIn tends to feature greater crowds during day-time on weekdays while Facebook experiences high traffic on weekends.
So, do your research. Find the right frequency and time to post. And stay consistent.
- Incorporate chatbots
According to Forbes, over 70 percent of customers report having a favorable experience when interacting with a brand’s chatbot. Additionally, according to Accenture, 57 percent of businesses find chatbots being an ideal way of experiencing high ROI with low effort.
Remember, the modern customer doesn’t necessarily have the time to wait for your email to their query. We live in a time when customers experience zero-moment of truth. When they detect a need for a product, they will purchase it then and there.
This is why real-time communication via chatbots can help draw in clients for your brands.
Successful brands understand the power of real-time communication with customers. Engage customers with a customized message. You can further use tools like Facebook chatbots to answer basic customer queries.
And many brands are leveraging such features as well. For instance, now you can use Facebook Messenger to directly request a ride from Lyft. The bot will proceed to show you the details of the driver when the ride is booked.
This is a perfect solution for customers who don’t wish to hop from one platform to another to satiate their needs.
- Use analytics
Gone are the days of shooting in the dark. Now, you can know, in real-time, whether your campaigns are working or not.
Thanks to data analytics.
According to adobe, 57 percent of marketers that make use of marketing data and analytics end up increasing the effectiveness and productivity of their campaigns.
Data analytics allows you to visualize key metrics like the popularity of your post, reach, post clicks, and engagement rate. You can then see which campaigns work best for you and which don’t.
Use Google Analytics to identify the most profitable platform in terms of lead generation. Use Facebook, Instagram, and Twitter insights for fine-tuning each post. To best understand the data, recruit data analysts in your marketing team.
By doing so, you can alter and adapt your social media strategy as per customer response and not waste your time and money on platforms and ideas that don’t work.
Followers on social media don’t always translate into customers for your business. But, if you are smart about it, you can easily direct your social media traffic towards lead generation. Use these secrets and see whether your ROI from social media increases.
Are there any other social media marketing hacks you think will help?
Let us all know!
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- 5 Social Media Marketing Secrets You Need to Get More Clients - July 29, 2020