Social Marketing - What’s Working, What’s Not?
What is that one thing that you love and hate at the same time but cannot afford to ignore? No brownie points for guessing, it’s the social media. Once upon a time not so long back, there used to be a debate on whether as an individual or a business you should be present on social. Now, after the passage of a few years, it’s quite safe to say that it is no longer a debate at all. In this post, we will be covering what’s working and what’s not as far as the social media platforms are concerned and what might be the way forward for you.
Have a Strategy
It takes time to build a brand. We are not here to give you tips on how to make a video viral or something like that. Like with every other good thing in life, building a brand that lasts, does take time. You have to understand your audience very clear on what you are offering. Irrespective of the phase you are at, be it the so-called product-market fit or generating leads for your growth, social media can give you a huge boost. The trick is to find the sweet spot and take one post at a time and slowly make your presence felt. Don’t forget to give the necessary attention to details like the color of the creative, text content (with humor wherever applicable), and so on. It is very important to understand a day in the life of your target audience, basically your potential buyer persona. The better you understand your audience, the easier it is to create your identity on social media. It’s very easy to deviate from strategy and get carried away due to distractions from comments or some trending events, imitating your competitor’s strategy, and so on. Remember, only if you have a firm strategy as to what you want to achieve and a deadline, will you be successful. Keep concrete targets like a number of followers, likes, comments, shares, etc., and then work backward to achieve the goals.
Facebook v/s Google Ads
One of the questions we get asked a lot is how much should be your optimum ad budget on social platforms. The answer like with every other important question on earth is, depends. You have to understand one thing before you make this decision. The difference between “interruption marketing” v/s “actively searching for a product or service”. Meaning when you casually browse thru the news feed on Facebook, you don’t expect to see let’s say Harley Davidson or AT&T ads. Honestly how many times would you be inclined to take any action on those ads bragging about their deals? But at the same time, these are touchpoints because you are actually catching the customer unaware and can get some quick followers or likes or in some very rare cases, even purchases. One good thing is the pricing of these ads is significantly lower than a typical Google Ad. That is because of the fact that you are not actively searching for that product and you’re technically not “in the market” to buy that product or service. So, take advantage of low-cost Facebook ads and build your brand awareness and use Google for conversions.
Collaborate with Influencers
Have you considered collaborating with influencers? Let me emphasize that it tends to be a bit costly and unpredictable at the same time because every influencer would have a different strategy. Some might be happy in getting your free product or be after your money or both. It is important to remember that not all influencers are equal. Selecting the right influencer for your domain boils down to your strategy and how you want to execute it. Once you have identified the kind of influencer you want to work with based on your product and market and target audience we highly recommend you to collaborate with them. The reason being more often than not, chances are you would be taking a product purchase decision after watching YouTube videos and/or reading a few blogs written by none other than those kinds of influencers. Think of these guys almost as how you would use press back in the day.
Social Media Tools
Now that we have covered the nitty-gritty around what works what doesn’t, another thing to add is how you go about social media postings. We recommend using a solution like Buffer to automate (manage analyze and engaging with your audience) your social media posts. Social media is not like a one-time transaction that we can just do and forget. You can only derive benefits out of it if it’s a recurring investment of time, creative energy, and money. That’s where this kind of tool will come in handy for you. While you were analyzing the outcome of your posts, it’s important for you to gauge the type of posts that are garnering maximum engagement. Don’t forget to define engagement metrics, run some iterations, tweak things a bit and see what’s working and what’s not. Based on that double down on the winners and throw the losers out.
Do not treat social media as another typical advertisement channel. Try to have fun with the medium. The more you treat it as a living breathing evolving medium, the better return of investment you can get. Understand that this is a more recent channel and the media and brands are still trying to find out what’s working and what’s not. The only way you can do that is by playing the game and trying out a few things. That way you can figure out for yourself what’s best for you and let me reiterate, don’t forget to keep on experimenting. Happy social media journey!