Why your social media marketing efforts may be failing!
Social media is the best way to reach, engage, educate and convert your target audience into customers and measure it effectively. You can also utilise social media marketing to turn your customers into a tribe of marketeers for your brand and then drive loyalty and ongoing repeat business.
Plenty brands and businesses, both B2B and B2C have turned Social Media Marketing into a revenue generating machine, utilising it as their main marketing channel for growing their leads and sales!
Some brands however struggle to show ROI, investing lots of time in social media and seeing little or no returns! If you aren’t getting the social media results you are looking for then its definitely time to review your efforts as you should be seeing excellent ROI, regardless of what sector you are in!
The great Arnold S said it best with "Get to the choppa!!", sorry "Ill be back"...nah...it was:
"if you don't find the time, if you don't do the work, you don't get the results".
This quote rings true with marketing and especially social media marketing! Social Media is a powerful tool for marketing...if done correctly! Plenty brands throw thousands to millions of pounds worth of budget into social media without effectively setting it up to begin with.
Below we have outlined some key pillars to consider when developing, implementing and managing your social media marketing efforts.
The Customer Journey:
When conducting Social Media Marketing, it's essential to consider each stage of the customer journey, ensuring that you are engaging your audience at each stage.
Social Media Marketing can create mass interest and desire among your target audience for your brand, product and encourage them to perform a meaningful action. At this stage it's vital to test a range of factors to ensure that your conversion costs are maximised such as various audiences, content types and placements.
Creative content that resonates and engages your audience is essential at this stage. Test various content types to see which best resonates with your audience such as artwork, blogs, photography, animations and video.
Nowadays, you can't create content and expect it to reach your target audience organically! It's vital to ensure that you have a well thought out amplification strategy utilising paid social media promotion as this will get your content seen by the audiences that you are trying to reach.
There are various factors that ultimately determine the success or failure of social media amplification, but there is no factor more important than effective targeting. You can spend hours creating the ultimate ad with engaging copy and inspiring imagery but if you deliver it to the wrong people then it wont succeed.
Most business owners and marketeers who start to advertise on social media, initially focus on detailed targeting in their ads and build an audience based on interests, or groups of people that Facebook believes align with particular topics. While this can work, it's far from accurate and perfect. Utilising email data, website traffic and page engagements is vital so that you can create lookalike audiences that offer data driven target audiences that normally perform better.
Once all of this is in place, its essential to undertake ongoing campaign optimisation to maximise ROI ensuring you test, tweak and test again.
Develop an appetite and convert people who have shown an interest in your brand, product and services by effectively educating them through engaging content, targeted re-marketing and email marketing.
Developing an in-depth content calendar that encompasses a range of different media that either entertains, inspires or educates is vital at this stage so that you are telling an effective story.
There is no point driving lots of traffic through to your website if they aren’t effectively converting into customer due to problems with your website. It's essential to analyse your website and make improvements to ensure that the conversion rate is maximised.
Implement a range of tracking from Google Analytics to Facebook pixels, to ensure you can successfully track website data and make informed decisions on your marketing strategies.
An essential part of the tracking process is setting up the Facebook Pixel effectively on the website. The pixel isn’t as complicated as perhaps it may sound. It’s basically just a snippet of code that you can copy from your Facebook Ads Manager and paste into the HTML of your website. Every time someone then visits a certain page from a Facebook ad, the pixel will track and report this visit. This information can then be stored in Facebook allowing you to successfully target potential customers!
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