There is no denying the importance that social networks have acquired as part of digital marketing plans or strategies. Every day, it becomes more and more clear that users prefer to use social networks to share experiences with other Internet users. They are more reliable to expand their products and services they purchase.
Brands that do not have marketing strategies on social networks are out of sight of consumers. Little by little, companies that do not interact on social networks are avoiding their customers and having difficulty achieving their business goals.
Role of Social Media that should Play in Your Marketing Strategy
In addition to being a promotional engine and sideboard for brands, social networks have become their customer service segment. Since it allows customers to express their dissatisfaction with the brand and what they need from them to meet their needs. Thus, a brand can take advantage of two-way communication channels by carefully planning the marketing strategy on social networks.
So that they can respond precisely to the requests of its customers and it can strengthen its image both on the internet and outside. Have you checked your organization's networks to make sure there are no unanswered communications, complaints, or questions?
While networks help some people in customer service, the main concern for many other entrepreneurs is how social networks can create more business and the need to create strategies for it. There are sectors where networks can be used to attract potential. But, there are other areas where the role of social networks is more important for brand positioning and market dominance.
How to build a winning strategy on social networks?
Here are the first 10 steps to take:
1. Know the target
This is the famous target market.
Use of social networks and related opportunities Your target audience varies from one age to another.
Do some research and take some time to understand how, when, and why your target audience is using social networks.
It is also vital to identify which social networks are preferred by most of your target market so that the communication strategy on social networks is centralized and direct.
2. Publish content related to your goal
Before diving into social networks and posting content online, think carefully about the message you want to send and the purpose of each post.
Every word you write should be consistent with your ultimate goal.
Your latest product to let users know your latest product? Do you want to know the services provided online? Either way, don’t forget the result you’re working for.
3. Create a strategy on multiple social networks
The most successful companies take advantage of social networks to increase their influence across different platforms. There is not only Facebook: your online presence can extend to other social networks such as Instagram, Pinterest, Twitter, Tumblr, LinkedIn.
Tip: Don't open a profile on a social network if you have no desire to fix it periodically. You must have a clear idea about the strategy and the different ways of communicating in each social network. Do you think being on Twitter for instant messaging or customer support might be effective? There is no point in opening it for this purpose if you have not replied to the messages.
4. Be easily recognizable
When setting up different profiles on different social networks, make sure your logos, colors, fonts, and graphics are consistent. Your brand needs to be easily sensible and recognizable
Using the same social profile and cover image can be effective for recognizing each social network. But, be careful to respect the dimensions required for images of different profiles so that images are not blurred or distorted.
5. Not just images
Don't always get stuck in the normal picture with captions.
The best strategies on social networks provide a mix of published content: links, images, text, videos. Use this time to recover photographic material, videos, and text that you haven't updated or published on your blog or your social profiles, or scheduled publishing for the next few weeks.
Try to change things and be original. The goal is to publish and generate content with which users want to interact by clicking on it, commenting, “like” and sharing.
6. Involve those who follow you
Once you get your audience's attention, make sure you make them special.
Answer comments, concerns, and questions. Being acidic and maintaining professional language is important.
7. Follow the 70-30 ratio
The 70-30 ratio follows a simple idea: publish 70% engaging and entertaining content and 30% promotional content.
70% of the content you post should be fun, interesting, and useful for the user. Let your target audience feel busy rather than just hitting the target or feeling like a consumer to sell something.
It makes your audience truly engaged and interested. So when you're promoting your product or service, users may be forced to buy or contact you.
8. Check the statistics
Use statistics provided by social profiles to find out as much as possible about which content generated the most views and interactions. It will be useful to resubmit the winning content.
9. Update on new trends
Always following your target market trends should be at the top of your to-do list. Have you ever used carousel posts on Instagram? Not sure how IGTV works? Have you ever done Facebook Live? Do you use stories on Instagram and Facebook? Stay up to date using all the functions of social networks.
An up-to-date is a surefire way to improve the biological reach of every message using always effective methods.
10. Reassess, re-elaborate, modify
Don't get stuck in the strategy of 10 years ago! Take insights from your statistics and review your strategies. The world of social networks is fluid. This means that your strategy must remain sticky and flexible. If earlier it was enough to post some pictures or links now, today it may not be enough to reach your goal. Observing how your competitors are doing and getting feedback (in terms of growing followers, comments, shares) can help you redefine a strategy that includes new ways of communicating.
A Digital Brand Manual Can Help You Start Your Strategy
Promotional strategies in interpersonal organizations begin with who you are conversing with, what you should say, what they should do, and what the consequences should be. It doesn’t have to be something continuous or fragmented. A decent way to start an online brand presence strategy is to create an advanced brand manual that sets out what to follow, defines the goals to follow, and guides partners on what to do and what not to do.