Social Media platforms have allowed businesses to market themselves cost-effectively. No matter the size of the company, the platform allows for creativity while reaching a broader audience base. The proper use of this platform can propel a business to the next level, due to high conversion rates.
It is therefore interesting to watch the different trends that are emerging, and we will explore some of the most recent below.
The Social Media Channel Fight
Many companies that use social media will have accounts on Twitter, Instagram and Facebook. LinkedIn, Pinterest and YouTube, while useful, are not as popular. Facebook takes the cake with about 93.% of businesses on the platform. Twitter and Instagram come in at a close second and third at 84.4%,and 80.9% respectively.
The audience on Twitter has higher income, are more educated, and are likely to live in the urban areas. It is the go-to place for breaking news, political debates, and events, among others. There is a lot of content sharing, and it is the number one place people will complain about a service or a brand.
Marketing managers, however, still need to explore how they can benefit from the use of this platform. The critical audience is there just waiting for the right information.
Many Companies Do Not Have Social Media Strategies
It is interesting to note that many marketers will admit that they do not have a social media strategy in place. A lot of their activities are on a reactionary basis. Marketing managers need to know that developing editorial content that is not different from the competitors is not the way to go.
Without a proper understanding of the target audience, any communication that the company’s push out will not make sense. you will lose potential customers, and will not come across as credible.
Marketers Need To Understand Engagement Metrics
Social media users have different ways of engaging with the content post. They could like, share, for comment. Others will interact with the brand, and even start to get some sentimental attachment to your brand. A marketer has to be able to discern what has more value to the company.
For instance, how much value do you assign to a comment on Facebook or even a share on LinkedIn. Which is more valuable to your company? A strong social media strategy will highlight your goals and how they are essential to the company. Having 1000 likes on your Facebook page that does not translate into conversion is basically of no use.
You will have the numbers to present in your meeting, but nothing on returns. Interaction is, therefore, more critical than a like. Businesses need to go back to the social aspect of social media. It should not be about how much content you can shove down people’s throats, but how much you can engage with your customers.
The social media audience does not respond well to ”artificial engagement,’ companies have to be authentic so that they form meaningful relationships with their customers.
The Use of Influencers
Companies will continue to use influencers to expand their audience base. The social media marketers have to learn from the influencers and continue to build strong relationships with them. Influencers are great for client referrals, joint projects, shared content, and data collection, among others.
The Social Media platform is a great place to build brand awareness. It also provides excellent grounds for engaging with the customers through correct content placement. The reality is that many marketers do not quite understand it’s potential.
Without a solid social media strategy in place, all you keep clamouring for his likes and shares, without any actual translation into conversion. Understand your audience, and find ways to build interest in what you are offering.