If you are in Online Marketing business you understand the importance of Social Media for your marketing success. What is your marketing budget and what part of it you are spending on Social Media?
Recent studies are showing that most of the marketers are spending about 9.4% of their budget on Social Media and this number is expected to grow up to 13.2% in the next year and up to 21.4% in the next five years. At the same time, only 15% of Chief Marketing Officers are expecting to see the Return On Investment.
Thus said, if you are going to spend your hard- earned money, you need to have a clear understanding how to spend it the most effective way. In the other words, it’s mostly not how much you want to spend but how you are going to spend it.
Some big players may spend thousands and thousands of dollars each month on marketing while others spend only hundreds by using active promotional methods. Individual marketers have limited budgets so they need to develop the strategy that would allow optimizing every dollar spent.
If you want to make sure your Social Media marketing cost doesn’t break your budget follow these 6 steps to successful Social Media campaign.
Set your goals and objectives.
Naturally, your Social Media strategy needs to serve your goals. You will not achieve desirable results if you don’t know the destination you have to arrive to.
Think of what you need to achieve first and define ways your Social Media will help you to achieve it.
For example, if you are launching your own new product and would like to increase your brand awareness you need to set your goal, measurable in the amount of relevant social engagements.
On the other hand, if you represent the established brand then your primary goal may be generating new leads and, thus sales.
But goals won’t serve you their purpose if you don’t set measurable parameters to understand when these goals are achieved. For this purpose, you need to set up certain objectives.
For example, if your primary goal is to generate leads, your objective may be to increase the number of leads by 100% in the specific period of time, let’s say, in two months. Your objectives must be ambitious but achievable. Setting them to unrealistic numbers, like 1000% will lead to failure and won’t do any good.
Now, you understand, that it all comes in one piece- your goal, your objectives, and the time frame. If you drop one of them out other two are not going to work the way you need them to.
2. Find your target audience.
To maximize your Social Media engagement ask yourself a question- who are you talking to? To spend your resources wisely you need to connect your goals with your target audience.
One thing you have to realize is that social media marketing is not a quick way to make money.
Certainly, Social Media influence people’s buying behavior and the number of Americans who admit that has risen from 25% to almost 50% in the past five years. But despite this fact, people don’t visit Social Media networks to shop but to find new information and ideas.
Therefore, Social Media marketing focus should be not on getting sales but on establishing connections and building trust with your audience. Building relationships with your audience come first before you may expect to have consistent and reliable sales of your products.
Certainly, you can sell your products with your Social Media. But you must establish relationships first. And to establish these relationships which will translate into the engagement, you need to define your target audience.
It is a good approach to create your ideal customer persona.
Your ideal customer persona’ profile.
When you learn your ideal customer’s age, income, interests, pains, challenges, habits, likes and dislikes it will be much easier for you to talk to him.
You may use this questionnaire to help you creating that profile:
- What are his habits, where do they spend their time?
- What makes him happy?
- What are his challenges and pain?
- What are his goals?
- How much money can he allocate towards your offer?
- What is his favorite way of communication- text, phone, messenger?
- What are his favorite sources of information?
- What are his favorite brands?
- What keywords is he using?
- What is his background?
- What is his demographics- age, gender etc?
- What is his geographical location?
Certainly, you’ll have to sweat a bit gathering and putting all this information together. But if you’ll do a good job it will be much easier to find the right way to talk to your audience which will result in more engagements which will transform in more leads.
3. Know your competition.
By researching your competition you will not only scout on their activity but will have a chance to get an idea what tactics are working better and then leverage them in your own campaign.
Select several main competitors and find Social Media networks they are using. Then take a look at the content they are using and analyze their strategy. Check numbers of their fan, look for their posting pattern.
Also, make a note of the type of the content they are using- are they using humor, are they using an educating content? How do they respond to their engagers, are there responses to their responses?
The level and the type of engagement is the most important thing to look for. Engagement types include likes, shares, messages, comments, re- tweets, pins etc. Take, let’s say 30 updates and count all engagements. Then divide it by the total number of fans/ followers- this will give you a general idea of your competitor’s position in Social Media so you can compare it to your numbers.
4. Select which networks are right for you.
Not all Social Media networks are created equal, naturally.
linkedIn, Google+, Facebook, Twitter and other networks all have their own culture and audience. Not all audiences will be interested in your offer.
Dispersing your efforts over multiple platforms won’t be an effective approach. In Social Media marketing “Get them all” is a counterproductive strategy that can ruin your campaign.
How to define, which Social Media network will work the best for you?
Let’s review, what some of the major networks really are.
- With 1 Billion of users, FB is the largest network;
- It’s users share over 2.5 Billion posts daily;
- It allows you to communicate with consumers in a non-obtrusive way;
- Users are seeking for social engagement;
- The best type of content- quizzes, entertaining and emotional stories.
- With 560 million of users. it’s a second largest network;
- 5,700 tweets happen every second;
- Tweets are limited to 140 characters thus limiting the amount of shared information;
- Largest number of users are located in the US, but steadily spreading worldwide;
- The best type of content- business and breaking news.
- 400 million of users are making G+ the third largest network;
- The fastest growing network with almost 1 million users adding every day;
- Allows brands and users to build circles;
- Hey, it’s Google! G+ posts are shown in Google search for G+ users on the top pages;
- The best type of content- deals, coupons, celebrity and sports news and articles.
- 240 million users;
- Network is oriented to professionals and businesses;
- Participating brands are corporate brands;
- Allowing members to build professional and business connections;
- 79% of users are 35 y/o and older;
- The best type of content- business and industry news.
- 150 million users;
- Built for sharing visual content- pictures and short videos;
- Many brands are participating through the use of relevant #hashtags and pictures;
- The best type of content- visually appealing news.
- 70 million users;
- Main points of interest are fashion, decor, recipes, hobbies, weddings;
- Female users make up 68% of users, male users are 32%;
- The best type of content- recipes, fashion, design.
There are certain specifics in ways how each Social Media network can be used the best way. You need to determine, which network will serve your product and you will be able to optimize your resources applied.
You will reach the highest efficiency if you’ll be able to extend your user’s engagement to the level when they will begin to promote your product by sharing and reposting your content. You may even think of ways to incentivise them one way or another. Neil Patel has a very good example how he generated $332,640 in three months on Instagram.
5. Create an attractive offer.
Do you like to get discounts or bonuses?
Do you think your potential customers do?
If you want to make it easier for people to make a decision, give them a reason. Think of what you can offer to your audience to stand out of your competition.
To make your offer work:
- It must be relevant to your main topic;
- It must be visually appealing;
- It must be in an easy to understand format;
- It must include a Call To Action (“Learn more”, “Download now”, “Sign up now”);
There are thousands, if not millions of pages like yours, talking about similar things. What would make people engage with your page instead of going to the other?
By placing your offer (an E-book download, a free membership offer, a free newsletter subscription) at the top of your page, you will inspire them to like or share your page.
6. Test your content.
Creating and posting content is the one most time- consuming part of Social Media marketing. Different networks require a different type of content that needs to be tailored individually for each network. To maximize your content’ exposure it is highly recommended to promote it in multiple groups, circles, communities. Posting it to dozens of places will also take a big part of your time you can use in a more creative way.
So it makes a good idea the use of automation tools. It will save you a lot of time and help to find relevant groups to join.
Despite all efforts, you spend on promoting your content, the quality of this content remains the most crucial factor.
Even if your post will attract your readers and they will follow your link, if your content will not appear interesting or helpful to them, they will leave your page without taking an action you expect them to take.
The type of content you’re creating will vary depending on the network (see Networks review above). Content appealing to Instagram users will hardly impress LinkedIn users. I bet, you won’t see cute kittens on LinkedIn ( unless it appeals to related business type).
To maximize the use of your resources, you need to adopt a flexible approach. You shouldn’t limit yourself to written content. Try creating video posts, podcasts, infographics and other types of content. Test it and analyze which type creates the maximum level of engagement and give it the maximum attention.
Tip: if you plan to advertise on social media PPC, use highly relative images to capture your prospect’s attention.
One more important thing about your content. Scientific studies show that most of the content gone viral employs humor and joke. People are naturally tending towards funny things even while engaged in serious business. I’m not encouraging you to start a new comedy show but if you can see funny elements in ordinary things- bring them out! The Otterbox makes a great example turning the boring product into the fun.
Social Media marketing re- capped.
To maximize your social outreach you should employ multiple media platforms. But you need to be careful not to over expand your Social Media presence beyond your physical and creative limitations. Interlinking your media channels usually improves user’s engagement.
Remember to maintain the maximum relevancy level between all your pages. Make sure that your fan pages, your landing pages, and your posts are aiming at the same point and align one with another.
Do not neglect your Social Media campaigns by letting them run at random. One of any business consistency’ elements is the ability to replicate the success. For that, you need to be able to analyze your campaign result. Keep the record of these results and it will help you to make the decision on a new content creation and the use of your media channels, allowing you to decide whether to keep or stop using the particular channel.
How do you run your social media marketing? Share your experience and ask your questions in the “Comments” section below this post.