The 7 Social Media Marketing Tactics That Work – With Guest Blogger Andrew Gazdecki.
Marketing on social media platforms is the foundation of any good digital marketing strategy. In today’s Digital Age, it’d be difficult to find a business, B2C or B2B, that isn’t present on at least one social media platform, with many being active on several.
With all of the competition on these channels, standing out can be difficult. If that wasn’t enough, new social media services are appearing all the time.
Social media marketing tactics.
Some of these channels grow into big successes, but many flop. This means that social media marketing isn’t just about knowing how to create engaging posts and content, but also where to put those efforts to draw the most attention.
When social media marketing campaigns are successful, the ROI can be tremendous. But, because everyone is vying for the same consumer attention, achieving this success is difficult.
The following strategies are proven to be effective and can enhance your social media marketing efforts and give you the leg up your brand needs to stand out and make a big splash on these channels.
Here are seven social media marketing tactics that work.
1: Know Where Your Target Audience Gathers
There are a lot of different social media channels out there: Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+, Tumblr, Pinterest, Vine and the list goes on. And, they all attract a slightly different type of audience.
To make the most out of your social media efforts, you need to know where your desired audience gathers and which channels they are active on. There’s no sense wasting time posting to Twitter if your audience isn’t there. Some brands make the mistake of trying to be everywhere at once, instead of focusing on the places that matter most to their customers.
The difficult task is figuring out which channels your audience is using. The roundabout way is to do a little research and look at the demographics of each site to determine the ones that fit your customer profile the best.
A more direct approach is to simply ask your customers what social media sites they use and like the most. Also, remember that there is a difference between being present and being active. When it comes to engagement, you want the channels where your customers are active and willing to participate, instead of merely lurking.
2: Encapsulate Messages To Fit The Channel
Once you’ve narrowed down the social media channels that require the most attention, the next step is understanding how to post there. Some brands disseminate the same message, in the same way, on every channel they are present on.
This might save some time, but it harms your potential returns. Each social media channel is structured differently and has its own, unique and unspoken guidelines on how to post. What works on Facebook doesn’t necessarily work on LinkedIn.
So, if you see very active and high engagement on one channel, but not on another, it may not be a matter of your audience not being present on the second channel, but that you aren’t encapsulating the message correctly.
Learning how to encapsulate messages for each channel is a matter of studying successful brands on that channel and seeing how they construct their efforts.
Additionally, you should get out of the practice of posting the same thing on every platform. If customers follow you on several different social media sites, it becomes tired and redundant and, in a lot of cases, you’ll be trying to fit a round peg through a square hole — a great Facebook post makes for a bad Instagram one.
For the best social media marketing campaigns, content should be unique to each channel. Or, at the very least, spun in a new way.
3: Diversify Content Offerings
Content marketing and social media marketing go hand in hand. To be engaging and successful on social media, you need good content that is valuable and relevant to your audience.
You also need to make that content stand out. Blogs are great; you could even argue that they are essential because they’ve become so expected of any brand’s content offerings, but that comes with a price.
Everyone has a blog, which means social media is saturated with this type of content. You can say the same for pictures, even videos. How often, on the other hand, do you see infographics or quizzes?
Offering unique types of content will help your brand stand out because users are more prone to click and engage with content that they don’t see that often. It helps break up the monotony of seeing blog, after blog, after picture, after blog.
These content types are sometimes harder to make than writing a blog or snapping a photo/video with a smartphone, but occasionally sprinkling them into your content strategy will pay off big.
Some boast very high conversion rates. With the rise in mobile, thanks to top app makers, you should also consider using content that has higher engagement on a mobile platform. Something that works on a desktop might not be as engaging on a mobile phone.
4: Create A Schedule For Your Content And Stick To It
The name of the social media game used to be posted every day, multiple times a day. The concept was to flood customer’s feeds with brand messages.
It worked for a little but quickly became damaging and annoying for the audience. As such, social media marketers have shied away from this practice.
While some brands still make a point to post daily, the one tactic that’s widely accepted is posting on a schedule and holding to that schedule. Whether they realize it or not, customers become accustomed to this schedule. They look for your content when the time comes.
Most brands focus their scheduled efforts at high peak times when the most users are active. However, peak times also mean peak competition. Some brands have found real engagement by posting their scheduled content during off-peak times.
Because users are looking forward to the regularly scheduled content, they’ll check their social media account, even if they wouldn’t normally do so.
Clever hashtags can call attention to your schedule. For example, an interior design company could use #ModernMonday or #FarmHouseFriday and share modern or rustic designs on those days accordingly.
5: Compare Social Media Strategies With Competitors
Another tactic, which services both a dynamic content strategy and good post timing is to conduct a comparison analysis of competitors’ social media efforts.
By analyzing these efforts and the times they post, you can gain valuable insight into what types of content are underutilized on the marketplace (and thereby most appealing to the audience because they aren’t the expected blog or article) and take advantage. You can even get a feel for which types of content are most engaging for your target audience.
This comparison analysis will also allow you to determine the on and off peak times to post content. If all of your competitors are posting at 4 PM, you may want to find a different time slot to better the chances of your messages being noticed.
Conversely, if you feel your content substantially outmatches theirs, regarding level of engagement, then perhaps you do want to post at this high traffic period to try and convert their potential leads and customers.
6: Use Data To Perfect Tactics And Timing
Conducting a comparison analysis of competitors and their strategies is just one of the many ways that businesses are leveraging social media analytics to improve their tactics.
By taking a deep look at their Big Data, brands can improve their efforts and decision making process through a data-driven approach. Data can show which strategies pay off the most by analyzing engagement levels. It can also allow a brand to understand the best times to post.
Most of the major social media sites have some built-in analytics metrics that give a pretty good overall view of how well a brand is performing on that particular social media platform.
To take it to the next level, however, companies should be looking at an outside analytics solution that will allow them to not only analyze each channel separately but also pair data from multiple social media sites to produce an overall clearer “big picture.”
7: Look To The Future
Following the latest social media trends is important, but they are just that – trends. What works today, may not work tomorrow. Or, one tactic may be replaced by another, more effective one.
Because of the often short-lived nature of these social media trends, the best digital marketers know how important it is to keep an eye on the future and what’s to come.
Not only does this allow them to stay ahead of the game, but they can also better evaluate the current trends and how long they are going to be around for. Thus, they know what tactics to invest in and which to avoid before they go out of style.
There are a lot of blogs and marketing experts that are dedicated to discussing what’s to come in the digital marketing world. By taking a few minutes each day or week to read some of these articles and blogs, a company’s marketing team will be better suited for the future and able to meet new trends much quicker than the competition.
For instance, Bizness Apps, a California-based app maker, has been using GIFs in their social media posts and have seen a 310% increase on engagement vs images.
Marketers looking to gain an edge on social media networks face a lot of challenges. There’s a lot of other brands and people competing for the same brief window of time that a consumer is browsing their social media feed. Ensuring that brand messages and content stand out and are seen is of utmost importance.
By following these seven social media marketing tactics, any company can begin seeing big improvements to their engagement levels and ability to convert on these channels.
Wrap Up With Dave….
That was great Andrew, thank you! Social media is important today, so important that if you do not have a strategy here, well, you are not only missing out on a ton of traffic, but, in the end, you could be hurting your business efforts online today…
You can. Contact Andrew below!
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