Ever since the early 2000s, social media has garnered immense popularity among the people. We have also witnessed digital transformation, where marketers and various big and small businesses promote their brands by using these famous social media platforms.
Importance of social media marketing
The marketing perspective is changing continuously where 80% of social media users are concerned about organizations accessing their private data. Brands are now struggling to get ROI on their social media investments they spend for all their campaigns.
Decoding social media is becoming harder every day as trends are changing and user behaviour is changing. It is important that you should plan the strategies for social media marketing that will help your brand to achieve success and get good ROI on all the social media investments.
Strategies for marketers to stay relevant in social media
Get into messaging: Trends give us an indication that social media marketing will benefit mainly from interaction with the customers. Many platforms like Messenger and Whatsapp have more users compared to Facebook.
Create your brand awareness by advertising on the Status section of different apps like Whatsapp, Snapchat, Instagram, etc.
Check your social media metrics to see the effectiveness of your campaigns and how it has helped to accomplish your goals. The future of marketing will depend on interactions built through messaging, which is a potential tool for driving customer engagement.
Pair with the influencers: Influencer marketing which generated a buzz, has a big tangible presence. Influencers are mainly identified as vloggers, bloggers and social media celebrities owing to their standing among the niche audience.
Reports of four communications suggested that around 49% of consumers rely upon influencers recommendations on social media.
These micro-influencers have a more organic approach in audience engagement because they promote fewer brands whose products and services they actually use. Plan a good influencer marketing strategy to provide leverage to your brand and gain acceptance among the customers.
Market your stories, not brands: Over time, social media platforms have evolved and shifted focus to develop a better human connection. According to Sprout Special, it is good to include stories in your brand advertising strategy.
Social media platforms, like Messenger, Instagram, Whatsapp, etc., have a status where stories can be incorporated easily. Short videos and images can be included as branded storytelling snippets to convey impactful messages.
Plus, with the added advantage of running promotions and advertisements, you can ensure that your stories reach out to more number of people on the platforms. Having said that, if you have short brand messages, you can push the same as posts.
You can also feature innovative posts like brand highlights, advertisement, polls or fun images for customers to see and interact with. “If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz, Author and former Chairman and CEO, StarBucks Coffee Company.
Develop niche communities: The current trend indicates that millennials are turning away from popular social media networks, like Facebook and Twitter. They are not quitting social media permanently instead, relocating to smaller networks.
The world of social media marketing has already created a buzz in start-up platforms, online communities, and forums. Early entry and establishment in these platforms will be an edge to develop genuine interest and engagement with the audiences regarding your brand.
The focus must be on developing niche communities to tap the audiences, convert them into customers and amplify your business growth.
Create more video-oriented content: Video marketing strategy has always been a part of brand promotion. What really changed was the concept of taking it to social media platforms like Youtube, Facebook, Instagram, etc.
Video is now no longer a part of an overall marketing strategy. Rather, it is central to campaign your brand efforts and among the core strategies. A consistent posting of content through videos drives community engagement and enhances conversion rates by 80%.
However, it is not only about making video content and posting on social media. It is very important for brands to consider the quality of content too. The videos should be engaging and should be able to bring out enthusiasm within the viewers. The more your audience engages with the video content, the higher will be the reach.
Research of HubSpot’s revealed that four out of the top six channels on which consumers watch videos are social media channels. With consumers watching more videos than before, brands can no longer ignore its increasing popularity.
Contents should be value-driven: Many brands have been interested to chase the numbers instead of offering meaningful content to the users driven with value. With platforms like social media giving the opportunity to connect with a large audience base, the marketing strategy needs to be re-focused.
If you are trapped in chasing the figures then it’s time to switch your metrics to prioritizing on relevance. You can add value to your content and share more about your brand through genuine interaction with the customers, developing a strong bond, community reach, etc,
Remember, being a brand you must endeavour to meet the expectations of your customers and deliver what they want. The co-founder of Intuit, Scott Cook expressed- “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is”.
There are 3.5 billion social media users worldwide and 73% of marketers believe that social media platforms have somewhat been useful for their businesses.
You need to enter social media strategically, where the key focus will be on valuable deliverables, like engaging content and brand representation. Proceed with a multi-channel approach but keep an eye on the changing pattern of both the users and platforms.
Here is a line of caution. Though social media is a huge ocean of opportunity, there is a huge requirement for expertise. Every strategy, every marketing technique that you adopt should be in line with the latest marketing trend and should be considerate to the targeted audience base.