The social media marketing is a part of the digital marketing strategy. Depending on your brand, you will want to dedicate more attention to it or, on the contrary, you will prefer to focus on other techniques that better fit the product or service you are offering. This point is key when facing the strategy.
In any case, even if it is not a priority for you, it is necessary if you decide to open profiles on social networks, to have a strategy so that you can take advantage of them.
Profiles with little activity and interaction in the long run are not good for your brand.
Next, we will be talking about some techniques that go from the most basic to the most complex so that your company can excel in social networks.
Best of all, you can start applying them at any time and you will see good results in no time.
Photo of social media icons
Define your goals
A fundamental part of any strategy is defining the objectives. Without that you have no way of knowing if what you are doing is correct and you will not have a way to evaluate it.
Most strategies fail because they do not have a clear strategy and in the case of social networks it is one of the most common mistakes.
For some, their RRSS strategy is based simply on having open profiles, which as we have already talked about, in the long term can weaken the image of your brand.
Another mistake is to think that the presence in networks is free and money should not be invested in them.
That is why we recommend that before you start write what are the objectives you want to achieve: attract visitors, sell through social networks, create a community, gain followers, improve your presence on the web, etc.
The objectives must have two characteristics: be measurable and achievable. So you can start to define and choose the strategies that best suit what you want to achieve with your social networks.
It will also allow you to measure the results so that you know if the strategy is working or if you need to adjust it.
Some tips to define measurable and achievable goals:
Use numbers (reach X amount of followers on Instagram)
Set deadlines and deadlines
Align them with the company’s strategy
Know your audience
Like the previous point, knowing the audience is one of the keys to being successful in social networks because it will allow you to better segment your audience and reach those users.
For this you can use different resources that range from market studies to physical satisfaction surveys or by email in case the sale is electronic. The important thing is to identify both your demographics and your consumption patterns and tastes.
In the end, this information will allow you to choose which the social networks are where you should focus your efforts and in what tone to speak to them or what is the type of content that they would enjoy.
Choose the right social networks
Not all social networks are created equal. Each one has a reason for being and has different audiences.
The way users interact is also different, so you should take these factors into account before choosing the one that suits you best.
Similarly, as you add resources to your strategy, you can also add new profiles to it.
Remember that if your budget is limited then it is preferable that you focus on one or two social networks than that you cannot keep all of them updated and responding to users’ concerns.
Adapt your strategy for each social network
Image of Social Networks
The content you share, as well as the way you interact with users, must be adjusted for each social network. So before you start you should be clear about the objective of the chosen network and what type of publications work best.
Some of the most important are:
It is the perfect network for audiovisual content and impressive images, which is why Marketing on Instagram is essential . The challenge in this network is to bring traffic to our website from there.
It is the preferred network for small businesses, especially crafts or food. Posts are also visual.
It is usually the most complicated network to take advantage of due to the number of messages that are published minute by minute, however, it can help you improve your reputation and increase the authority of your brand.
Use a social media manager
Regardless of whether you are going to work with several social networks or just one, a manager like Tweetdeck or Sprout Social will allow you to keep them updated and monitored at all times.
From the same dashboard you can see notifications or create a publication calendar. This way you avoid the work of having to open several tabs at the same time or having to review each network one by one.
This will make your job easier and you can also check the metrics of your publications in the same place. There are free or paid options that can help you in this regard.
Create attractive content for your audience
It seems obvious, but a fairly common mistake is that those who write content for social networks write thinking about what they would like to read and not what their audience is looking for. That is why it is so important to know who our target audience is and what needs it has.
To achieve this you can use some copy writing techniques such as addressing your audience directly in a tone that is consistent with the brand, publishing different types of content and adding a description of what they will find in the link, avoiding copying the headline or the first article paragraph.