Social media marketing is powerful. There’s no denying that.
Here’s the thing:
You have to make it work for your business. There’s no point posting for the sake of it. There’s no point in wasting time and money on social media marketing that does not help your business achieve its goals.
If that sounds familiar, then it may be time to reconsider your social media marketing.
Turn to video
You’ll probably be tired by now of people telling you to add video to your social media marketing.
I get it – it’s definitely a buzz word at the moment.
But for good reason.
A survey by Animoto (2018) found that videos are a consumers’ favourite type of social media content.
Furthermore, Hubspot research showed that 78% of people watch online videos every week.
If that’s not enough to convince you that video is the way forward for social media marketing, how about the fact that Insivia found that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
Video definitely needs to be part of your social media marketing strategy. I recommend aiming to produce a range of videos – from hero content to behind-the-scenes videos. They’ll really bring your brand to life and give more content for your audience to engage with on social media.
Harness the potential of influencers
Word of mouth marketing is one of the most powerful ways to promote your brand as it relies on personal interaction. People trust people they know or like.
Influencer marketing has overtaken organic social media marketing as the digital word of mouth marketing.
In fact, 49% of consumers depend on influencer recommendations (Digital Marketing Institute, 2019).
And influencers aren’t just pretty lifestyle pictures on the beach, there are plenty of influencers in niche areas, including B2B sectors.
I would definitely recommend implementing influencer marketing as part of a campaign, rather than isolated activity. You’ll want to have consistent messaging and targeting and make sure you can track the return on investment (ROI).
Ultimately ROI is what you’re after from your campaigns and, according to the Digital Marketing Institute, influencer marketing campaigns earn $6.50 for every $1 spent. Not bad.
Measure and act
One of the benefits of social media marketing is the ability to track and measure. You can get data for every action and interaction a user makes with you.
There are, of course, plenty of premium paid solutions to provide super in-depth analytics, but the free options provided by the social media platforms are more than adequate to give you the data you need.
A word of warning; don’t get caught up on vanity metrics. Followers are great but remember what your marketing objectives are in the first place.
If you’re looking to generate sales, more followers won’t necessarily influence that. You want people to visit your website or product pages and, ultimately, convert.
As with any marketing activity, it’s important to measure the results. On social media, you should be measuring how your audience interacts with your content, what drives the most traffic to the website and, ultimately, what creates sales.
Final word on social media marketing
For successful social media marketing in 2020, you have to be creative and consistent. Social media moves fast and it’s important to be agile and to test new ways to drive results.
Ultimately, you have to be driving results, so make sure you track and measure what you’re doing to ensure a worthwhile return on investment.