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Social media is crucial to the success of any company’s digital marketing strategy. Despite this, brands of all kinds and sizes are not using this tool to its full potential. Although the number of “follows”, “likes” and “shares” is still important, the credibility of a brand is distinguished by far more than just this. Today, social media requires a unique set of skills whereby brands need to fully understand the needs of their audience.

 

  1. Create an efficient content marketing strategy.

 

Quality is key and content is no exception. Content marketing has been a prominent form of marketing for a long time and this is not set to change anytime soon. Many brands are not linking quality content with the right posting schedule and the correct frequency of posts. High-quality SEO content coupled with all the above will help you bring in the right customers at the right time. Aside from its ability to attract an organic audience, a good content marketing strategy can be implemented for free. Be sure to create a relevant hashtag strategy along with your optimized and thorough content.

 

  1. Use brand advocates.

 

Your best promotional tool is the people who love your brand. Instead of focusing all your efforts on finding new customers, why not leverage your current ones? In addition to your current customers, you could use your own employees. To use your employees as brand advocates, you should:

 

Create social media guidelines specific to your brand.

Tell your advocates about social media best practices.

Add a leader to each section of your social media advocacy plan.

Track the correct data to pinpoint areas for improvement and those that are doing well.

 

  1. Establish a social media budget.

 

Social media platforms are one of, if not the most important, forms of marketing. Allocating the right budget to your social media endeavors is crucial to your success. Not only this, leveraging that budget with the right strategy will be the most cost-effective way for you to reach your chosen target audience. Because social media is used on a much more personal level, you will also find that it is a place where you can make a much deeper connection with your customers.

 

  1. Run cross-channel campaigns.

 

To further engage your customers, run cross-channel campaigns across all your social media channels. Keep in mind that these campaigns are run by virtually every company today, so you will need to give yourself an edge to help you stand out from the crowd. Add an emotional component to your social media campaigns so that your audience can relate to your cause.

 

Here are just some of the goals you should consider for your social media marketing, which you can add to your strategy over time:

Drive brand awareness: Reach more people to increase the likelihood of your brand getting seen by the right people. You can measure this using impressions/reach, likes, shares, mentions, or any other signal that shows a real person has seen your post(s).

Create demand for your products: Get people interested in your products with relevant inspiration or education, which you can gauge by clicks to your site, products added to a shopping cart, or comments/messages from interested customers.

Acquire leads: Get your audience to convert into email subscribers, which you can then nurture into sales off of social media for free. This can also mean building an audience of interested shoppers you can retarget with ads.

Get sales: These are paying customers that come from your social media efforts and can be measured by number of orders or revenue.

Drive offline traffic: If you’re a retail business or are hosting events, one of your goals might be drive people to a specific location in real life.

Network to form partnerships: Engage with influencers or like-minded brands for influencer marketing or co-marketing campaigns.

 

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