Social media marketing is both a bane and a boon to business owners. If it is working for your business and driving traffic, you love it. If it is not bringing in results, you hate it and feel that you are wasting your time.
So to stop wasting your time, to drive results with the right tactics and appropriate planning, here are 15 strategies to improve your social ROI that everyone should use.
Using the right channels
The social networks you use for your marketing campaigns should fit your audience as well as your goals. Consider these points when determining which channel(s) to target, taking into account the amount of users on each platform. Facebook has the largest user base of 1.1 billion compared to Twitter’s 500 million. LinkedIn and Twitter lean toward B2B marketing, while Facebook dominates the B2C market. Many people do not know YouTube is the second largest search engine and is a great ad source to use.
Curate relevant content
Since it is not always easy to come up with fresh content, you should curate some. Find relevant articles, news, videos, images, memes, infographics, interviews and more that you can share with your audience.
Adapt strategies based on competitors
You are not the only player in the social landscape. You are competing for a portion of people’s awareness, attention, interests, time and of course, money. Analyse what the most engaging companies are doing, then innovate and do it to your style.
Team on the track
Pay close attention to what your team should be focusing on and set goals which identify important channels and eliminate activities that are ineffective. You always want to keep your team working on social activities that perform the best for your company.
Remember the 80-20 rule in everything you do. The importance of not spamming and overselling your business on social media cannot be emphasized enough. Keep your content 80% organic and value oriented and 20% promotional.
It does not matter how big the company is, customers love personal attention. Respond to those making comments, even if they are not asking a question. Directly engage followers in all of your social channels. That builds trust and respect and followers will be far more likely to do business with you.
Today’s customers are savvy and you cannot fake it online. People can smell that a mile away. The same people who are die-hard fans of your brand will be the first to call you on the carpet for shady behaviour or activity and content that does not reflect the culture that you have already created.
Have a calendar
Fans appreciate it when they know they can expect certain types of content at certain times of the week. When you are posting daily and then drop off the radar for a week, it is noticed and remembered. Schedule your posts, set the number of posts per week and stick to the plan.
Leverage profiles outside of social media
You need to incorporate social media profiles into every aspect of what you do. Use Twitter feeds, comments, ratings and reviews on home pages which can lead to increased user engagement. Social media can bring you indirect ROI right on your website because of the social authority that comes with being active and engaging your fans.
Experiment and monitor ROI
Do not be afraid to break the mould and try new things. Some of those things would not work but many will and you will be adding to your toolbox of tactics to improve engagement over the long term.
More and more social platforms are offering you the opportunity to promote your page, push specific messages and more, beyond your immediate network of fans. You will see much improved ROI by boosting posts and sponsoring Instagram photos, not only for immediate campaigns but also for long-term ROI from newly acquired fans who otherwise never would have discovered you.
Tag URLS to track ROI
With multiple campaigns running, it can be difficult to see the return across a variety of channels. One way to simplify that is to use UTM tags in the URL that tag a specific campaign source. This lets you see traffic from Twitter, Facebook, Soundcloud or YouTube within your analytics. Now, you can actively see the return as it applies to specific posts or campaigns.
Get to know your audience in groups and communities like Reddit and let them know who you are as you contribute organically to the conversation. The more you engage your audience, the more you can build trust, brand visibility and referral traffic.
When there are opportunities to mention influencers and brand advocates in your industry, do it. When you have a proud customer, highlight that person or company. Mentioning people and tagging them, puts a spotlight on them that leads back to your social channels. A spotlight that everyone in their network can see.
Recycle past content
Past content, especially content that your fans enjoyed, should be repurposed whenever possible because you are always gaining new fans who never saw the original piece. If you are short on content, grab some of your greatest hits material and repost.