Do not miss the most important congress of digital marketing in Latin America. November 20 and 21 CDMX. Buy your ticket here
According to information shared by Smart Insights, one of the main challenges facing companies with social networks (referred by 24 percent of the participants in a study) is the lack of a formal strategy for these spaces. With this, it can be better understood why many firms use social networks, but few achieve results, even when they believe they already have a defined strategy. For this reason, this time we will see some key steps to take to take advantage of social media marketing.
According to recommendations issued from Business2Community, the following are the eight aspects that can help brands make the most of social media marketing:
The starting point to make the most of social media marketing is to contemplate that social networks can be a faster way to promote the brand and generate brand awareness in the digital world. With that in mind, the social media channels and platforms that can be useful for the company should be investigated and recognized. The better these spaces are known, the better, because it helps to define more precisely what are the most appropriate depending on the niche in which the organization is located.
Within an initial social media strategy, it is crucial to know what platforms will be used instead of directly reaching the best known worldwide. Facebook may be the biggest, but if the target audience is not there, it won't help much.
Once the channels have been identified, to take advantage of social media marketing, the audience must be well understood. And it is that with social networks and social media marketing the idea is to humanize the brand based on the relationships of mutual understanding, not that formality, sometimes strict marketing.
To achieve this point, brands must first put themselves in the shoes of the audience, look at the brand from their perspective, recognize the need that may exist for it and then plan a strategy.
For the development of social media marketing you first need to create connections with the audience, reassure them, build trust and then present an offer.
After the above, as a third point, reference is made that having found the most appropriate social channel and having found the right people for the brand, the next movement should be planned, which consists in defining how to get in touch with them. Do you know what themes you are going to play? What are those with whom you can identify? How are you going to retain his attention? What answers will you give and get? These are just some of the points that should be considered before moving forward.
As a fourth action to take advantage of social media marketing, comes one of the most interesting points, content creation. According to the source, this is the main part. Content creation can be summed up in refining ideas in the mind to turn them into written messages (spoken or also visually portrayed) to share with people.
For this you must have a space to house all the information and select the way in which the content is developed, it can be the most visual text or formats, such as videos.
The more content you create, the more land the brand has gained in the minds of consumers can be maintained for longer.
Within the entire process to take advantage of social media marketing, this is a point that is also considered vital. Sharing is important because this depends on the structure of the online presence and the general visibility that the brand achieves. As we mentioned above, you need a space to host the content, so consider creating a blog or open a YouTube channel, or any other space, where to clocate the content. Then use the different social media channels to present the material to the audience.
The action at this point is to share the links to the original publications in an attractive way and attached to the most appropriate format, for example, if you work with Instagram, consider a striking image.
- Boost reader action
Once the content manages to hook the readers, it is necessary to think about the action that will come later if you want to take advantage of social media marketing correctly. With that in mind, it is advisable to take them to perform a particular action, either a direct or assertive one, or one that is more subtle. An example of the first may be to mention how they can obtain the services of the company. In the case of the second one, it may be something more conversations, which gradually leads them to close a purchase, for example, you can start by asking them to share or comment on the publication, so that they are then invited to purchase the product or service.
To take advantage of social media marketing and its results, once the traffic begins to arrive from these spaces, it is necessary to recognize them and take appropriate measures to assist them. The audience should know that the brand is listening to their opinions and thoughts, regardless of whether they are positive or negative.
Actions of this type are of great help to build trust, which can be considered an important factor in maintaining the online presence, especially from social networks.
Finally, it is important, and necessary, to measure the response obtained in the publications so that the strategy can be adjusted appropriately. Brands should consider that in social networks the response or reaction of consumers is not stable, and therefore they must be flexible. To manage this point you can leverage analytical platforms and other tools that allow you to scan data about traffic. With them you can draw conclusions and future actions to implement.