10 tactics for social media marketing success in 2018.
Marketing is a nuanced creative and scientific discipline. Social media marketing is all that with technical challenges thrown in. Combining the skills needed to drive each social media platform with growth-focused marketing strategies and creative advertising is incredibly hard, and is the reason we at Diversity Group in Adelaide help new clients every day.
Recently I’ve noticed a few key topics bubbling up in conversations with clients. After a bit of tweaking and refining I think I have a top 10 list of factors to consider when planning your social media marketing. Its already been valuable to us internally, and I thought it was worth sharing with a wider audience. So here it is, my top 10 tactics for social media marketing success.
- Frequency and reach
Be in front of your customers at the time that they are ready to purchase by planning for frequency and reach. Post regular content on your channels that is relevant to your customers, this is part of your marketing frequency. Invest in campaign-focused paid advertising that grows your customer base. This is reach.
- Know your market / develop marketing personas
Understand your markets and remember who they are at all times. A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.
- Understand your customer’s journey
Know what triggers a customer to purchase, when they do it, and why.
- Use high quality and consistent messaging
Always deliver the best images and messages that align with your brand. Know your voice and your audience, don’t post off-brand messages. That means no TFI Friday and Cat memes. (Unless you happen to be a bar or pet shop, in which case give me a call and let’s talk about your social media strategy).
- Know the medium
Know the medium you’re using and tailor the approach to the platform. Instagram loves stunning images that are consistent with your brand, FaceBook likes posts that resonate with consumer needs and wants, and Twitter likes you to listen. LinkedIn is a powerful professional network and the messages should align with that. Then there is IMGUR, Reddit, dark social and more….
- Understand that social media is a conversation
Be ready to listen and respond to each individual customer on social channels in pre- and post-sales stages. Use experienced social media managers that know how to represent your brand and products.
- Set goals
Know what it is you are trying to achieve with social media marketing. Is it brand exposure, a product launch, customer service or sales?
- Embrace reporting
Understand the native platform metrics and what they mean to your business. What key indicators tell you that you have positive ROI? What metrics trigger an alarm?
- Coordinate your platforms
Make sure your pre- and post-purchase communications are working together. Give customers a reason to engage with you and their networks at all stages. Email is considered social media; follow up all sales with an email asking for feedback, reviews and incentives to share.
- Manage your customer experience
Make sure the customer experience is the best it can be through the research, purchase, and post purchase stages. Word of mouth is still the most powerful marketing tool : people share their experiences on Social Media. Don’t give them a reason to share a negative experience at any stage in their customer journey.