Most marketers use their social media content strategy to achieve one of two goals. On the one hand, 58% of marketers employ social media content to raise brand awareness. And on the other, 41% use social networks to increase community engagement.
An intelligently designed social media marketing plan can yield significantly greater results than those achieved through distribution channels, and both of these primary goals contribute to the overall aim of boosting a brand’s profits.
It can be inferred that social media content has a significant impact on business growth, as 53.2% of young consumers utilize it to explore brands, exceeding the 51.3% who employ search engines for the same purpose. Consequently, advanced social media content is not solely effective in attracting consumer interest but also functions as a potent conversion tool with substantial potential for business acceleration.
The following are the top social media content strategy tips that can help you grow and expand your brand while maintaining community focus, especially if you aim to convert your followers into customers.
Follow Hot Trends With Social Listening
To ensure your social media content strategy has the potential to achieve your desired outcomes, it’s essential to provide your followers with the content they prefer.
In 2022, short-form video emerges as the most captivating format, as confirmed by 66% of consumers favoring it over other content types. Not only does it surpass every other format, but studies suggest that it is 2.5 times more alluring than long-form video. As a result, short-form video proves to be an ideal medium for capturing, maintaining, and directing the attention of followers.
To some extent, this is not very shocking as we already have concrete evidence that video marketing is effective. A prime illustration of this is the speedy ascent of TikTok’s worldwide appeal. Making use of video content can result in amplified website visits, enhance comprehension of products, assist in generating leads and sales, advance brand recognition, and enhance return on investment.
Get Followers to Engage With UGC
Incorporating UGC in your social media strategy is highly effective as it is genuine, blends in seamlessly with the user’s social feed, and allows your audience to connect with it easily. Studies reveal that around 74% of consumers depend on social media to make their purchase decisions. They tend to make purchases when they observe someone relatable endorsing or using the product in their daily life.
Join Forces With Diverse Creators
The present-day customers crave diversity and their inclination to trust a brand’s offerings hinges on their ability to diversify their social media portfolio. Consequently, a brand’s Instagram or TikTok page should not solely feature perfectly curated, professional content. As well as including user-generated content, it’s beneficial to engage with influencers and collaborate with creative minds to increase the assortment of your posts.
If a brand excessively shares promotional content, its followers may unfollow it promptly. To have a substantial impact on social media, it is essential to diversify content while ensuring it aligns with the brand for the audience to relate to. The best remedy for this issue is to collaborate with influencers whose target audience, values, and style correspond with those of the brand, and who have a unique approach to their posts.
You have the potential to successfully target and engage new individuals and introduce them to your offerings simply by allowing them to learn about your products/services from a trusted influencer’s perspective. Your focus should be on converting followers into customers, and by collaborating with influencers, you can establish a relationship built on trust and credibility to convince your prospects to take the next step.
To achieve superior outcomes from your influencer partnerships on social media, it is essential to conduct research when selecting collaborators. Despite the allure of working with a renowned celebrity or industry influencer, smaller creators, known as micro-influencers, may be a preferable alternative. This is because micro-influencers typically have more involved virtual followers and greater sway over their buying decisions.
Use Social Media to Set Expectations
To increase conversions with social media content, it’s crucial to comprehend that individuals use social media platforms for diverse purposes. Primarily, these purposes comprise keeping in touch with friends and family, passing time, seeking information, and exploring educational materials.
It’s important to remember that social media is a significant factor in the purchasing process for consumers. Social networks are not only used to keep up with brands, but also to intentionally search for ideas on what to purchase.
If you aim to convert social media followers into paying customers through the creation and dissemination of content that inspires action, keep these two points in mind:
- Your target audience is highly likely to analyze your brand’s presence on social media to see what they can expect to receive in terms of customer experience.
Your support accounts will be verified by them to ensure that you are offering value that aligns with their preferred resources, such as unboxing videos. It is critical to tailor your social media content towards the needs of your target audience, especially if customer service is a top priority for them.
It is crucial to cater to customers who encounter your brand for the first time, possibly via a TikTok advertisement. Consider a scenario where someone scrolling through their feed discovers your product. They may likely navigate to the video comments section to investigate frequently asked questions and observe how the brand addresses them.
It is important to respond to positive comments from your brand’s online community to demonstrate appreciation.
Make sure to respond to comments and questions from your audience on all your social media profiles in a courteous manner, providing them with a resolution or a follow-up step to address any concerns.
- The type of content you post will directly set your prospects’ expectations, making it essential that you align your social media content with your brand identity.
Ensure consistency in your branding and provide your prospects with the desired value by maintaining a uniform experience while using social media content to capture their attention and incorporating links to redirect followers to your business website.
Begin by making certain that the content you share on your social media accounts aligns with your brand’s identity.
An effective approach is to reuse available content (both visual and written) for desired distribution platforms. Temptu is a great example of this, as they often convert articles into shorter videos and prompt their audience to view the complete piece on their website.
Setting customer experience expectations can be achieved by means other than repurposing content. These include:
- employing presets to achieve uniformity
- repeating phrases from your website (like your USP)
- doing your best to highlight the value your business offers on every single one of your social media posts
Be mindful of the captions you use for your posts to ensure they reflect the tone of your brand. Additionally, make sure that the landing pages you select are appropriate. While directing traffic to your homepage may lead to some conversions, if the destination doesn’t match the intent of your web visitors, the organic traffic from your social media profiles is likely to bounce.
Your Next Social Media Campaign In 7 Steps
Within this blog post, we shall delve into a total of 7 stages for devising your plan for social media marketing campaigns.
Set social media campaign goals
Before starting a campaign, the primary inquiry you should make is why you are undertaking this campaign. Your response will influence the subsequent measures you adopt throughout your campaign.
Once you have established your objectives, it is crucial to determine the specifics. What is the extent of your desired brand recognition? Are you aiming for an increase in website traffic or the acquisition of 2,000 new followers?
Setting SMART goals requires them to be specific, measurable, achievable, relevant, and time-bound in order to be effective.
Once you’ve established your objectives, it’s crucial to articulate the metrics that will be utilized in assessing your progress towards them.
Goals cannot be underestimated as they hold immense significance. According to a survey by CoSchedule, marketers who establish goals have a 376% greater probability of experiencing success.
Create buyer personas
To avoid a campaign failure, it is essential to comprehend your ideal audience before creating the campaign, because even with the best content, failure is likely if you do not target the appropriate audience.
A detailed profile of your ideal customers is known as a buyer persona, which aids you in crafting campaign messages that appeal to your target market.
Your buyer persona should include certain details such as:
- Name
- Gender
- Age
- Income
- Location
- Pain points
- Favorite social media channels
- Hobbies
- Interests
Choose your social media channels
For a social media campaign, concentrating on a limited number of social media channels is likely to lead to more favorable outcomes.
By knowing your buyer persona, you can determine the preferred social media platforms of your target audience. The choice of platform may also vary based on the nature of your offering. To illustrate, LinkedIn is a favored network among B2B firms because it caters to numerous decision-makers.
To determine the appropriate social media platforms for your campaign, you may consider reviewing your website analytics to assess previous outcomes. Which channels have historically generated the most website traffic and leads? Can any immediate improvements be implemented?
Your campaign will be impacted by identifying these channels due to the distinct practices, content types, and posting frequencies associated with each channel. For instance, what may be effective on Twitter may not apply to Instagram, and there is a significant variation between LinkedIn and the majority of other notable social networks.
Have a social media calendar
The timing of a social media campaign holds significant importance.
With the aid of a social media calendar, you can plan out your content from the start of your campaign until its conclusion.
Scheduling a calendar allows your team to concentrate on completing tasks at the right time. It is crucial to include these essential tasks on your calendar:
- Content creation overview to track that content is created in time.
- Content curation posts: when to share curated content.
- Employee advocacy posts: if/when your employees share updates from their personal accounts.
- Social media updates for each channel, throughout the campaign.
Research the right tools to boost productivity
During your social media campaign, you will require tools at different stages. To enhance your probability of success, it is recommended that you prepare a list of tools to use in each stage of your social media campaign.
The following are areas where tools are crucial:
Creating content
Posting the wrong content renders defining your audience and planning your distribution worthless. Therefore, content is the most important factor.
For instance, it is worth noting that Instagram Reels in 2022 garnered an average engagement rate of 1.95%, which is at least twice as much as the engagement rate of other post types on Instagram.
It is important to ensure that you are producing content that pleases your audience.
is the process of gathering and selecting valuable information and resources from various sources, and then presenting it in a meaningful and organized way to a target audience.
To meet your content needs on social media, you’ll need more than the content you produce. Sharing relevant content from other sources will help keep your audience engaged during your campaign.
However, manually searching for these content pieces is an inefficient and time-consuming process. Utilizing software like Quuu or Curata can discover suitable content for your webpages.
Management of social media platforms.
A social media management tool can facilitate a range of activities including but not limited to sharing updates, scheduling updates, social listening, collaborating with team members, and more.
By using Agorapulse, your team can complete all social tasks efficiently on a unified platform, leading to significant time savings. It is a social media management tool that can cater to your team’s requirements.
Analytics for social media platforms.
To ensure effective campaign management, it is essential to incorporate social media analytics tools from the outset. Once you have identified your KPIs, utilize social analytics tools to monitor their progress and observe the development of your campaign.
By utilizing this information, you can tweak and enhance your campaign to achieve utmost outcomes. To assist in this process, platforms such as Cyfe enable you to integrate the analytics for your various social media networks and website traffic, granting you access to a comprehensive overview of your results.
Carry out competitive analysis
Conducting a competitive analysis is beneficial in comprehending the strategy of your competitors, identifying their successful tactics and channels, and determining their ineffective ones. This analysis should be utilized to influence all facets of your integrated marketing plan.
It is important to keep an eye on certain essential components of your competitors.
- Social channels used
- Type of content shared
- Frequency of social updates
- Results generated
In addition to observing your competitors’ successful strategies, it is equally important to monitor their errors. This way, you can utilize their mistakes to your advantage and gain a competitive edge.
Put a system in place to track performance
Monitoring the performance of your campaign is crucial in determining its outcome. Additionally, it can offer valuable insights to modify your social media strategy while an ongoing campaign is active.
Tracking your metrics can lead to necessary modifications for your upcoming campaigns. However, keep in mind that the metrics you monitor for your campaigns will vary based on your objectives.
An example would be utilizing UTM parameters to monitor the flow of traffic from your campaign straight to your website. By using tools such as Google Analytics, you can obtain information regarding the traffic’s source and behavior on your website.
