Social Media Marketing is the bane and bliss of modern business strategy. It takes time, creativity, and dedication to build a successful social media following. What works for some may not work for others, but there are five overarching points that apply across the board.
These are the 5 pillars of Social Media marketing.
1. Community Building
This is not the time for your big sales pitch! Social media is a slow sell through community building and brand awareness. Modern customers want to feel part of something bigger than themselves. They want companies to create a community atmosphere where they can share and engage. It is your job to present a company and a product that will help that community achieve a larger goal.
2. Multi-Platform Strategy
All social platforms are not created equal. What might work well on Twitter could fall flat on Instagram. The audience for Facebook vs. Snapchat vs. LinkedIn varies wildly, so it’s important to treat each social network as its own entity. Multi-Platform Strategy takes your social media goals and translates them effectively through all social platforms.
3. Engaging Content
Remember that whole community atmosphere thing we talked about earlier? Well, that community gets bored easily! Why do you think a Tweet is only 140 characters?! The best way to keep your followers active and excited is with an engaging mixture of both content and content formats. The most popular branded social pages use a mixture of video, photo, links, and copy. They aren’t afraid to post content from other people’s sites and most importantly – they make their own content. Blogs, videos, info-graphics and more, social media is the place to share creativity and ingenuity.
4. Paid Social Ads
Welcome to the messy world of paid social advertising! There are lots of ways to promote your company, products, and social pages through social media, particularly on Facebook. But it takes a lot of careful budgeting, targeting, and trial and error to get this right. And it’s easy to forget about community building when you’re watching the impressions on a paid product ad. The best paid social advertising finds a balance between brand and product promotion and incorporates ad budget into overall strategy.
5. Clear Analytics
The final step is to ask two questions…
1. How did a specific campaign or post perform?
2. How can we do it better next time?
Social platforms offer a whole host of analytic and consumer data. From location to post timing to actual sales (yes, that soft sell will actually pay off!), studying analytics and testing different kind of posts can help you hone in on the best practices for your community.
Download our Free E-book: Which social media platform is right for your business?