Social media marketing is the latest trend in marketing for business. It’s no surprise because it offers the biggest reach with the best targeting in the whole industry. It has potential never before thought possible.
To make the most of social media marketing, you need to consider how you are going to approach it. We all know that conversion rates only increase when you and your audience’s goals are met. This guide is here to prevent you from making costly mistakes in the beginning. Here’s what you absolutely should be doing in social media marketing.
Make Sure You Have a Presence on the Right Platforms
Some organizations seem to have the strategy that quantity is better than quality. They target as many networks as possible and simply try to hit as many customers as they can. This is the wrong way to go about it because some social media networks are targeted only at certain niches.
You should, naturally, have a presence on Facebook and Twitter, but beyond that you need to do your research. Crunch some numbers and find out where else your audience is hanging out.
You Do Have to Pay to Play
Facebook crippled organic reach and people complained. They hit it again and people complained even more. Marketers realized that the times of free and easy marketing on social media was over. You have to pay to play in this day and age.
It doesn’t have to cost you, though. When paid social media marketing is done correctly, you should have no problems making a profit. But you do have to pay to play if you are going to make the most from social media. Accept this reality and gather together a budget. Make a plan for how much you’re willing to spend on Twitter engagements, YouTube Subscribers, or Pinterest followers, depending on the platform you focus on. A little bit of spending can go a long way on social media!
Split Testing is Integral
Split testing is where you take two identical advertisements and you change just one thing. This may be the headline or it may be the image. You then run them against each other and you see which one performs best. Then you repeat the same process again and again until you have an ad that works.
It’s the only way to reliably improve an ad because you need a base line to test it against. Yes, this is a costly way of doing it, but there are no alternatives.
The only way you can reduce the amount of investment is to look into the data you already have. This may be the traffic you have flowing to your social media pages, or you may even try to use your website’s data. Another tool we like to use at Devumi is sending out the same content with completely different messaging. We then monitor them to see how they do. Here’s an example below:
— Devumi (@devumi) April 3, 2016
— Devumi (@devumi) March 27, 2016
Looking at the Right Results
There are many things you can learn from social media traffic, and from your analytics. Read this Pinterest Analytics article of ours to get started. Not all of this information is relevant or interesting, though. Experienced social media marketers know how to cut through the mess and discover what matters and what doesn’t.
You should have a goal whenever you begin a social media marketing campaign. This should be measurable and it should be time-based. Here are some of the goals you may have:
- Increase newsletter subscribers
- Boost sales
- Enhance the amount of traffic a marketing campaign is receiving
For this sample, you are going to imagine that you are trying to improve your list size. Nothing else matters other than the sign ups coming direct from social media. Monitor the traffic on your social media specific landing page and see how many click all the way through to the end.
The only result that matters is the one that contributes towards you meeting your set goal.
It’s Not the Be All and End All
It may seem contradictory, but one thing you need to keep in mind about social media marketing is that there’s more to marketing than social media. Avoid becoming bogged down with an obsession over Facebook stats and Twitter traffic.
There are other effective ways of marketing, including more traditional advertising methods, Twitter ads, and Google AdWords, to name a few. You need to broaden your horizons and avoid focusing entirely on one area. This spreads your risk and ensures that you can reach different types of customers.
Getting your social media marketing focus right
Social media marketing is all about focusing on the places relevant to your business and constant testing. Your campaign should always have a goal and you should be willing to test using paid advertising. Monitor the important results and see how you can improve your future campaigns.
But always keep in mind that there’s more to your marketing efforts than social media. A considerable portion of your time and energy should be spent here, but don’t get too deep into it.
What are your top tips for making the most of social media marketing?
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