Succeeding with social media marketing does not come by itself. Many argue that social media does not work; and to a certain extent, they are right. Social media can not work by itself, you must make it work.
Those working in social media must ask themselves why their organisation needs a social presence. Whether it’s a large or small company, one must first create a strategy for why, where and how they will be present on social media.
As a marketer, would you hand out coupons via a TV commercial? Post personal pictures on LinkedIn? Or posted pictures of your product catalogue on Facebook or Twitter? Hopefully, the answer is a very clear no! When you know how to properly use traditional media and marketing efforts, the same applies to social media marketing – use common sense.
A clear strategy is important for social media marketing
The problem is not social media itself, but the why, where and how to use social media. Who will you reach? With what message? Why will you reach them? And what are you hoping they gain from interacting with your company? These questions can also be applied to your company website. If you have chosen to lead prospects to a certain page, with a working campaign in social media, they must get something in return for visiting; for example, a free infographic or a guide that offers value to them.
What’s in it for me and what’s in it for you?
It is essential to set up specific goals before starting. If your goal is to generate interest in your website posts, you need to promote them. A great way to get traffic to your website is by promoting posts via social media.
Two types of goals are hard goals and soft goals. A hard goal is when a potential customer tries a free sample of the product or leaves their contact details. A car dealership does not sell a car on Facebook, Twitter or their website, but usually, the posts and ads to drive people to the website, only to encourage a meeting booking or test drive.
Some examples of soft goals are when customers sign up for a newsletter, download a guide or whitepaper, order a catalogue, spend some time on your website reading content, or read the company blog.
Although the latter goals are mainly branding and all aforementioned soft goals do not lead directly to a sale, all goals are set to reach your audience; either through direct contact or through retargeting custom audiences for further, more targeted communications
How to reach your audience
Companies can publish posts from fans and followers to reach them organically. Organic reach can be described as reaching out to people without having to pay for it. Social media can provide many details about your customers. One can generally use the following categories for an audience:
- Custom audiences
- Friends of friends
Measurements could include targeting people in the Oslo area that are between 25 and 55 years and have an interest in travelling, football, fashion, business, accounting and interior design.
Interested in learning more? Check out Part 2 of this blog post; it will cover which social media channels you should be using.
To read more about the importance of social media and having on online presence, check out this free guide.
Written by Kjetil Joa, Performance Marketing Specialist, iProspect
Kjetil has experience from various Norwegian companies. Since 2007, he has worked with marketing, public relations, website management, graphic design, CRM and social media. In iProspect, he is a Performance Marketing Specialist and works with paid search, remarketing, video advertising and social media. He also has courses and lectures about social media.