Over the years, businesses have enhanced their digital footprints tremendously. Social media is undoubtedly one of the best vehicles that brands can use to drive their business objectives and achieve their goals. With that being said, not all businesses achieve success through social media. Here are a couple of things that you can do to gain an edge over your competitors.
1. CONTENT THAT DRIVES BUSINESS OBJECTIVES
Social media is not fluffy, it is a strategic tool that can be used to drive tangible business value. These objectives could include (but not limited to): brand awareness, building a database, increase app downloads, registering for an upcoming event or driving traffic to your online store. Whatever your objective, it is important to create content that provides value to both the business as well as the customer.
2. UTILISING THE RICH PLATFORM DATA
The various social media platforms have gathered an incredible amount of user data, by utilising this data you are able to communicate directly to your ideal customer with little to no wastage. You are able to target your ideal customer based on demographics, interests or behavioural data. Thus, allowing your business to speak to the right person, at the right time, with the right message – at scale.
3. SUPPORT THE ENTIRE CUSTOMER LIFE CYCLE
Social media can support the entire customer life cycle all the way from brand awareness through to the actual sale and even after sales support. With the data contained within the various social media platforms you are also able to track and retarget users with customised content based on where they are in the sales cycle and to support them throughout their customer journey.
4. CUSTOMER SERVICE THAT DELIGHTS
Customer service online should not just be a box that needs ticking. It is important that when your customers reach out to you online with questions, queries or complaints you are able to respond quickly and effectively. There is nothing more frustrating than reaching out to a brand online only to be redirected to a dusty email inbox. It is important that your community managers are empowered to solve issues in real-time.
5. PEOPLE DON’T HATE ADS
People don’t hate ads; they hate irrelevant ads. Social media allows brands to connect and advertise directly to their ideal customer solving real problems, offering solutions and adding value. Make sure to customise your content and messaging based on your target audience.
6. CONTENT SCHEDULE
It is important to keep track of your digital marketing strategy. A good way to do this, is by preparing a monthly / weekly content schedule. Not only is this for time management, but this allows you to have a bird’s eye view of your key messaging, content and publishing dates.
7. LESS IS MORE
The saying ‘less is more” is oh so relevant on social media. The notion that businesses have to post every day is flawed. Content creation is expensive and takes a lot of time and resources, thus you have to ensure that you’re getting the most value out of the assets that you have created. Focus should be on quality over quantity. This is where utilising paid adverting can be useful in terms of extending the longevity of your posts.
READ MORE: 7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID
If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists CLICK HERE or mail us at: firstname.lastname@example.org
Social media has increasingly become a powerful tool that businesses in various industries have tapped into as means to drive their business objectives. With that said, some businesses are unaware of the social media sins that they are inadvertently committing that could be hindering their success. Here are Social Media 101’s 7 social media sins that every business should avoid.
1. WASTING TIME GROWING FOLLOWERS
Over the years, social media platforms have throttled the organic algorithm. This means that the organic reach is now limited to 1-5% of people who follow your page and have opted in to hear from you. The days of posting and expecting your entire audience to see your posts are in the past. Paid advertising is a must for every business on social media. It allows you to reach a wider audience than just the people following your page. The advantage that comes with paid advertising is the ability to target your ideal customer based on their demographics, interests and behaviours. This ultimately gives your business an edge over others that have not yet tapped into this social media function.
2. ONLY FOCUSING ON ENGAGEMENT
While engagement looks good on your business and personal page, does it drive business values? Engagement is a vanity metric that gives the business social clout however there are other metrics that you should be focusing on to measure true business value. Tracking metrics that drive business objectives should be the number one focus. Metrics such as ‘Traffic’ lead potential customers to the website, and more often than not turn into sales, while ‘Reach’ helps businesses get more eyeballs on their content. It is important to track the metrics that directly relates back to the business objective that you are looking to achieve with a post. Ask yourself the question “does this metric support my business objective.”
As we kick off 2019, the energy and anticipation of what lies ahead in the social and digital media spheres is palpable. This includes both tech advancements and changes in the way that businesses incorporate these media functions into their operations. These are some of the social & digital media trends expected to make an impact on the business and marketing landscapes this year:
>> Integration: Social and digital media will play a much more integrated role within organisations. As opposed to being treated as separate marketing elements, brands are embracing the business functions and value offered by these media types. For example, there will be an increase in the use of omnichannel (multiple channel – e.g. traditional plus social media) marketing, and the use of social media for different business objectives.
>> Risk & Reputation Management: With the ease, speed and reach of social media communication, the potential risk to brand reputation has never been higher. And therefore, the need for crisis and reputation management has never been more vital. Businesses will be partnering more with experts in this field in an attempt to best avoid and/or handle a possible negative public backlash, scandal or crisis linked to their brand.
>> Online & Asset Security: Companies have started to realise that online resources such as their audiences, content and databases are tangible, valuable assets. As such, the need for online security will increase exponentially to address the very real risks to such assets.
>> Budget Allocations: Let’s face it, not all business decision-makers were convinced that social media has a place in business. But now, the ROI and benefits are getting harder to ignore. Social media budget allocations are set to rise across all industries this year. SME’s in particular (even those with tight budgets) will be investing more in social media as the cost not to is too high in the current competitive market.
Brand Affinity & Customer Experience
>> Customer Experience & Service: There will be a notable shift towards a more Customer Experience (CX) approach by brands in line with consumer demand trends. Characteristics of this approach include customer-centric elements such as responsiveness, being “always-on”, interactive communication, quality content, targeted messaging & increased use of social media.
>> Brand awareness & affinity: In addition to price and quality, more emotion-based factors like customer sentiment and positive affinity will take centre stage. This is driven by CX-based factors such as ensuring excellent customer experiences throughout their journey with a brand. Positioning a brand as both client-focused and socially responsible is also a great way to drive awareness.
>> Social Listening: This year, egos will take a step back as social listening activities increase. It’s no longer about assuming what people think, but instead finding out how they really feel about a brand based on what is said online. This extends to comments on any platform, not just a business’s own pages.
>> Micro-influencers: You don’t need to be a celebrity to become an influencer online. In fact, as consumers increasingly demand authenticity and transparency, brands are looking more to micro-influencers to help market their products and services. This could range from a food blogger to a stay-at-home-mom, and anyone between. It’s all about expertise in a field and/or an engaged, relevant audience.
>> Influencer Vetting: As more awareness is shed on factors such as bought or “fake” audiences, brands recognise that there is a need to vet any influencer before creating a partnership. This due diligence includes verifying their audiences, approving content and ensuring that there is no conflict of interest (with a competitor, for example).
>> Employee Advocacy: Also known as Employee Amplification, it refers to using key employees as online ambassadors for their company. Techniques such as positioning certain staff as thought leaders and trusted advisors will gain traction in both the B2B and B2C spheres this year. This is great for both personal and business branding.
>> 360 Video: Businesses have started using 360 video to provide users with a panoramic, immersive experience. Industries that are already making use of this include entertainment and tourism companies. With customer experience being at the forefront, more businesses are likely to experiment with this video style in the upcoming months.
>> Vertical Video: As social and digital gains exponential market share over traditional marketing media, vertical video will be seen more and more. This is simply because such media is viewed predominantly on mobile devices. Instagram has even launched a dedicated vertical video platform, titled IGTV.
>> Native video: The use of native video (video uploaded on a brand’s own page or platform as opposed to a 3rd-party app like YouTube) will also increase. The launch of LinkedIn’s native video ad campaign options and Instagram’s long format video options further support this trend.
>> Automation, AI & Machine Learning: While the “social” side of social media is all about adding the human element to online activity, the tech side is all about reducing human contact points. More businesses will be incorporating automation into their service process, for example, social media bots. It’s all about streamlining processes, improving customer service and cutting costs.
>> Augmented Reality: Ok, so maybe this tech is not quite mainstream as yet, but it is definitely super cool. Augmented Reality or AR refers to digital, interactive technology delivered to the user in real-time. For example, apps that brings a child’s drawing to life when you position a smartphone or tablet above it. This video explains it much better – click to watch. From a marketing perspective, this technology can be used for anything from outdoor media (like a bus shelter) to wine bottle labels – click here to watch video.
Well there you have it – some exciting stuff in store this year. Keep watch as they start to shake up the business and consumer markets over the upcoming months.
For more info on these or any other social and digital media topics, get in touch with Social Media 101. We would love to chat to you about the best options for your business. CLICK HERE to contact us.