Social media networks are now an integral part of our everyday lives. Billions of people use them regularly to consume and share content. There is no place where information spreads faster than on social media.
Social networks have also become significant marketing channels that can even be a real challenge for some companies. Nowadays, well-thought-out social media strategies are needed to achieve your company’s goals.
With the help of our guide, you will learn how you can do effective social media marketing in just a few steps. Find the right channels for your content and for your target group. Find out more about your customers and what interests them. Get the best results by constantly optimizing.
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1. Define goals
First, think about what corporate goals you want to achieve through social media marketing, such as:
- Increase awareness
- Increase range
- Optimize service
- Improve conversion rate
- Retain customers to the company
- gain new clients
Set realistic goals and keep an eye on your resources. After you have defined your goals, they should be specified. Use the tried-and-tested SMART formula and ensure that your goals are specific, measurable, achievable, relevant and timed.
For successful social media marketing, it is very important to clearly define your goals. In addition, each content and each post should be aligned with one of the previously defined goals.
A little tip: break down your overall goal into small sub-goals. This not only makes the way there easier but also allows you to celebrate small successes and thus motivate your employees.
2. Identify the target group
Determine this based on real data of your prospects and customers as well as on the basis of invented assumptions about demographic backgrounds, behaviour patterns, motivations, etc. What is this person interested in? What problems or wishes does she have? Because only those who know their buyer persona can create relevant content for them.
If the content does not meet the interests and needs of your target groups, you can put as much time and money into your campaign, it will not lead to the desired success.
3. Create easily consumable content
Create easily consumable content. You should leave out educational language and sarcasm and instead convey your content in a friendly and precise manner. Do not exclude anyone in your spelling and appear personable. This can significantly increase the affection for your company.
Most people don’t have much time browsing their timeline. Clear messages with a manageable amount of information are best received.
4. Storytelling
Awaken the interest of your customers through effective storytelling and build a human relationship. Concentrate on your individual story. Captivate your customers with good stories and arouse emotions.
Good storytelling can be powerful and usually spreads itself through the various networks. You can even train your employees to be your brand ambassador and teach them to help you with Selling your service on social media.
5. Run blogs
Draw attention to yourself with the help of blogs. Focus on the problems and needs of your buyer personas and try to solve them in your blogs. Share your blogs on your social media channels and at best they will be shared again by your buyer personas.
6. Find social media channels
Find the social media channels used by your target audience. For example, Twitter is often used for brand research and is therefore particularly suitable for bringing new customers to your website and that’s why many users prefer to use Twitter automation tools. Facebook and Instagram, on the other hand, should encourage the user to build a relationship with your company/brand.
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7. Regular content & planning
Provide your social media channels with content regularly and use planning tools for automation. So you can plan your posts in advance and determine the time of publication. International time zones and unforeseen things are no longer a challenge.
Pay attention to the optimal publication frequency in different channels. Facebook, for example, prefers new posts and wants to prevent users from being flooded by the content of a certain company.
One speaks of quality instead of quantity. If your posts get a lot of interaction, your posts will be shown high up in the user’s feed. If you only have a few followers, it makes sense to post only once a day and to “like” this post. If you publish a Facebook post twice a day, the second post can have a negative impact on the performance of the first.
8. Check results & optimize content
Measurable success is the be-all and end-all of effective social media marketing. Depending on the company, different KPIs are of interest to you, such as:
- Conversion rate
- impressions
- Range
- visibility
- Follower / Subscribers
- interactions
Evaluate the various key figures such as the number of visitors, length of visit and behavior on your website. Learn from your successes and failures. No master of social media marketing has fallen from the sky. Experiment with your content and channels and find out what works and what doesn’t.
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