Every day, the digital marketing landscape is changing. And this year is no different.
When it comes to effectively using social media to grow your business, there’s a lot of ground to cover. First, we’ll look at the big goals your social media strategy should focus on. Next, we’ll work our way through each social media channel, one at a time, so we can cover each as fully as possible.
Let’s dive in.
Social Media Pillars of Growth
When it comes to social media, it’s easy to get caught up in likes, retweets, DMs, and more. With so much to measure, it can be easy to lose sight of what social media should actually be helping your business to achieve. Dial-in your social media strategy with these three pillars to focus on for growth:
Increased Brand Awareness
More than 53% of the world’s population is on social media, meaning that most of your potential customers are on Facebook, Twitter, LinkedIn, and other social channels. These customers spend 2½ hours on their favorite channels every day.
If you create a strong social presence, there is a better chance that potential customers will discover your brand whilst spending time on social media. And as more and more people interact with your social media posts, awareness of your brand will increase. Once you’re ready to launch a new product or break into a new market, you can use social channels to get extra traction for your latest news.
Improve Audience Engagement
When your target audience becomes more engaged with your brand, it enhances trust and loyalty, which could lead to an increase in sales. But remember that this is a long game. To improve audience engagement, you’ll need to post to social media platforms regularly, with a solid brand voice.
Social media posts can help to humanize your brand, allowing you to chat with followers, respond to their comments, and even ask for their feedback or suggestions. These interactions significantly improve brand perception, word-of-mouth recommendations, and loyalty — a critical factor in long-term business growth.
Increase Web Traffic
When you develop strong brand awareness and significantly improve engagement, you can increase traffic to your website. Keep in mind: 71.6% of internet users search for brand information on social platforms, but only 26.1% are looking for products to purchase. This means that once you capture the attention of potential clients via social media, you’ll need ways to keep them engaged.
Link to your company’s website on social posts to make sure that you are offering next steps to people who are ready to find out more about what you can offer. The more eyeballs you have on your website, the higher the chances to generate leads and grow revenue.
Social Media Tips for Facebook
Experiment With Facebook Ads
Facebook Ads is a cost-effective way to advertise your company and is one of the most common digital media marketing tools.
The platform is valuable in almost any digital marketing campaign because they have access to a large, engaged audience and offer you the opportunity to target specific segments of that audience.
With that in mind, how you interact with Facebook Ads can significantly affect how effective your campaign is. For example, are you running conventional advertising or boosting previous blog posts? Are you creating personalized audiences or approaching general demographics?
The most effective Facebook Ads take time to make, so keep track of your tests and regularly try new ideas.
Understand Your Audience
Validation is critical in social media marketing, but Facebook’s customization and experimentation capabilities make validating your approach even more important.
With hundreds of different markets, platforms, and content types to choose from, demonstrating the importance of each part strengthens your campaign’s credibility.
You can quickly disassemble and reassemble your marketing plan when you reverse engineer a successful Facebook marketing strategy. Take the time to identify the characteristics that define your ideal audience.
Use Custom Audiences for Retargeting
While I’m discussing Facebook social media tips, I should mention the importance of using advertising for retargeting warm leads.
Fortunately for you, you can retarget the same audience members with an ad that takes full advantage of your previous content in just a few days. For example, you can set your video ads, so they only retarget to users who watched at least 50% of your previous video ad. This method allows you to pre-qualify leads before investing any money in them.
Explore Link Retargeting
Let’s dive deeper into link retargeting now that you know how powerful retargeting on Facebook is.
Here’s what you need to understand about link retargeting if you’ve never heard of it: When you share curated content, you can use link retargeting to add Facebook retargeting pixels to your short link.
What is the significance of this? Anyone who clicks on your content will be retargeted with advertisements that are important and applicable to them.
You’ll be able to retarget people who clicked on reviews, industry news, or media reports related to your brand. Even if the connection leads to a third-party website, this method works.
This allows you to take advantage of your content marketing and increase the scope of your retargeting ads while also providing genuine value.
Social Media Tips for Twitter
Social Listening on Twitter
Twitter is an ever-changing environment, and keeping up with all the latest updates is challenging. My social media tip for this platform focuses on social listening, which decides the brand’s position on the most recent related topic.
You should not only want to grasp what the audience is thinking, but you should also participate in the debate in real-time. It’s essential to engage in discussions between past and present consumers. It’s an excellent way to highlight the human side of your brand. People love to see that their brand has a voice and stance, especially if that stance aligns with theirs.
Develop a Clear Brand Voice
Your Twitter brand voice is vital. Authenticity and brevity are crucial for your brand’s relatability, so spend some time defining your brand expression.
Are you casual? Are you funny or instructional? Start by identifying the best choices and playing with them.
Use the Polls Feature
Twitter polls are intriguing because they achieve two objectives at once. The first objective is to create user-generated content (UGC). Not just that, but polling will help you boost interest with minimal effort on your part.
If that isn’t enough to persuade you, remember that you can use these surveys for whatever you want. Experiment with various landing pages and deals. It is entirely up to you to make your decision.
Leverage Twitter Ads
There are a few different kinds of Twitter Ads (Promoted Tweets, Promoted Accounts, and Promoted Trends), so we’ll only concentrate on the importance of Twitter Ads with this rundown of social media tips.
You pay for results here, as in every other social media marketing platform. One of the distinctive differences of this site is that you can create custom social media advertisements based on current events. This adds an element of urgency and credibility to your advertisements that you won’t find everywhere else.
Social Media Tips for Instagram
Understand the Power of Saves
Instagram implemented saves to enhance the user experience while also providing an alternative to the conventional “like” feature. The concept behind saved content is that users can save specific pieces of content to return to later.
One of my tips is to find new ways to make followers return to your content as saves become a more critical part of the algorithm. Following this tip will contribute to your Instagram growth drastically.
Craft a valuable piece of content by providing a second, more profound experience for users. There is no secret formula to skyrocket your saves in a post, so you have to experiment. Try:
- Publishing evergreen content.
- Requesting that people save your message.
- Looking at Instagram Insights.
- Publishing material that is educational or inspiring (mini blogs or tutorials).
- Publishing aesthetically pleasing posts.
- Posting content that is important to your target market.
- Publishing funny posts.
On Benchmark Email’s Instagram, they post a series of posts, with the last reminding viewers to save:
Experiment With Different Content
When it comes to creating Instagram content, brands prefer to concentrate on creating unique images. While getting high-quality pictures is essential, there are several other types of content to consider.
To interact with their audience, brands may create engaging videos or GIFs. Anything from memes to microblogs will help you increase your social media channel’s retention period, which leads to more exposure and development.
In terms of social media advice, it’s in your best interest to try out a range of different content types to see which results in the most engagement.
Take advantage of IGTV
IGTV is interesting because it demonstrates Instagram’s exponential development over time. Instagram has provided brands with some unique marketing resources, ranging from photos to full-fledged video productions.
You can create mini-tutorials, do live stream events and Q&As, and even host your own live talk show by making a long-form video series.
Tools like IGTV allow you to play with your content style while also allowing you to interact with your audience in a powerful and meaningful way. If you’ve been wondering ways to broaden your reach, IGTV is an excellent place to start.
Collaborate With Micro-Influencers
Have you dabbled in utilizing influencer marketing yet? Micro-influencers are one of the most underappreciated tools in digital marketing, but they can make a massive difference in the success of your campaigns.
When companies think of a celebrity endorsement or a brand ambassador, they usually think of celebrities and business leaders. Those are admirable goals, but there’s a catch: most brands lack the financial means to gain celebrity endorsements.
Micro-influencers play a role in this. Don’t get me wrong: Instagram Ads are a great way to promote your company. A micro-influencer with tens of thousands of loyal followers, on the other hand, is unrivaled. With fewer bot accounts and ghost followers, you might gain access to a higher-quality audience.
Social Media Tips for LinkedIn
Post Updates Consistently
LinkedIn, like every other social media site, emphasizes user interactions. This may seem strange given that LinkedIn is the ideal place for workers and employers to network.
However, the last thing you want to happen is for your brand to disappear in a sea of company sites. It’s critical to build a relationship with your audience on LinkedIn. As a result, brands have made it a priority to post updates and content regularly.
Posting notifications isn’t the only way to engage with your audience. Set up introductions, send messages to users, and write weekly blog posts. On this channel, there are numerous low-cost ways to engage your audience.
Experiment with LinkedIn Ads
When it comes to social media advice, playing with paid advertising is typically a good idea. You’re using a targeted marketing tool to take advantage of social media’s reach.
To begin with, LinkedIn Ads are notoriously costly. They often have low click-through rates (which is generally due to the belief that fewer leads are of higher quality).
The problem is far more extensive than budgeting. The truth about LinkedIn Advertising is that you will find much cheaper PPC (pay-per-click) ads on a lot of other sites unless you’re going after a very specific demographic.
At the same time, test advertising on LinkedIn and another network. To make sure LinkedIn Ads are a good investment for your business, figure out your CPC (cost per click), conversion rates, and the number of people you reach with your ads.
Avoid Being Salesy
On LinkedIn, traditional sales pitches and strategies are not your mates. Trying to leverage these tactics isn’t going to succeed.
Refocus your efforts on building relationships with your audience and selling your brand rather than your product. If your content isn’t instantly valuable for them, users will not engage.
Instead of the traditional hard-sell strategy, you should start a genuine conversation with your audience to succeed in this platform and acquire more leads in the long run.
Create Multimedia Content
When appropriately used, videos and other forms of multimedia content perform exceptionally well on LinkedIn.
The content should ideally begin by instructing your audience on how to solve their problem in a practical, immediate manner.
You can also develop yourself as a thought leader by using the right content and assisting users in addressing deeper issues in your industry as a brand with a lot of expertise.
You can share videos, infographics, or any other helpful material you can create. Experiment, monitor, and see what works best for your kind of audience.
How Social Media Can Complement Your Email Marketing
Social media has huge potential to help grow your business, but email also remains an indispensable marketing channel, and statistics suggest that email marketing still holds the edge over social media marketing. A message is five times more likely to be seen in email than on Facebook, and email is 4o times more effective at lead acquisition than Twitter and Facebook. Plus, 72% of customers still prefer receiving promotional messages via email, whereas only 17% prefer social media.
Despite the effectiveness of email marketing, you shouldn’t neglect social media marketing. In fact, you can integrate your email marketing strategy and your social media strategy to harness the full potential of each. For example, as you build your social audience, you can encourage your followers to become email subscribers. You can share an excerpt from a newsletter on social media, or you can host a newsletter online and link to it from a social post.
Don’t forget to make it easy for your customers to spread your message! You could include social sharing links in your email newsletters to make it simpler for your subscribers to share your content with their followers via social channels.
Your social marketing strategy should not exist in a silo. If you give your social media followers a taste of the type of content you produce, you’ll increase the chance of gathering more engaged subscribers for your email marketing campaigns.
Navigating the world of social media marketing can be both overwhelming and frustrating. Don’t panic if you’re having trouble elevating your marketing efforts and need some social media advice.
Be sure to validate your audience on Facebook and use retargeting regularly. Take advantage of Instagram’s various content types to create something original.
Use LinkedIn to form relationships with other users and engage in conversation with them. Twitter allows you to keep up to date, and it’s past time for you to start engaging your audience daily.
You’re one step closer to digital marketing supremacy by listening to these social media ideas, taking care of your marketing strategy, and thinking objectively about what works and what doesn’t, regardless of the medium you use.
Alex is a content writer at Moosend. He leaped faith in the digital marketing world from an architecture background and has never looked back. You will find him traveling in places around the world in his free time. Find out more on LinkedIn.