Goals of Social Media Marketing
Providing social proof for SEO.
Building relationships or an online community.
Promoting brand awareness or expanding reach.
Gaining direct sales.
Some of these goals will have overlap, and as a result, some may have overlapping strategic tactics.
For example, Brand Awareness and Expanded Reach can typically technically be two different goals. The more reach you’ve obtain, the more opportunities you’ll obtain to introduce new users to your brand, establishing both brand awareness and eventually recognition.
Creating a robust content that’s filled with interesting, engaging, authentic content is a great start. Your main objective is to build a relationship with your target audience.
Doing so will help maximize brand awareness. You can’t expect that folks will like your content and automatically pass it out on their own at some point. It’s all about knowing the way to motivate users to employ actions you want, and optimizing your content accordingly.
As you create any content, no matter where you publish it, be sure to include key words (keywords). These are words and terms that people use when they search for things on the internet. You should include a few keywords in your content and if possible link them back to your own website. (Or wherever you wasnt people to be most able to find your business)
These links add SEO juice to your website and ultimately will make the search engines feel better about sending searchers to your site.
What To Do
Create high-value, share-worthy content.
One of the simplest ways to expand your reach is to expand on what you already have. You want to get your own followers to share what you’re posting. Right now, for instance , a doctor’s office sharing valuable and accurate information about COVID could get a huge number of shares. When content like this is shared, it gives you an excellent head-start in developing new audiences.
Optimize your profiles for search.
When possible, your profiles should contain some type of keywords in their descriptions. This help you show up in searches when users are actively looking for what you offer.
Use relevant hashtags on Facebook, Instagram and Twitter.
Local businesses should always be using hashtags like #NewYorkDiners or #Winetasting to get on the radar of local customers. Using industry-specific hashtags is also a good choice, like #cleanliving or #diy.
Encourage user-generated content. (UGC)
UGC-focused campaigns are great for increasing engagement and relationship nurturing. They also help with brand awareness. Every time someone shares a picture of your brand with rave reviews, a large audience will see it. This will help attract new users to your business and help build awareness.
Encourage UGC on your own real estate.
UCG being created on other sites and shared on its own is great, but if you want to drive sales, capture that magic for your account directly. Make sure you allow and ask for comments on your own sites. Then share it on your business’s profiles, acknowledging that it’s UGC by thanking the person who created it. Make sure to share any kind words that they posted about how great the product is, and include a link if relevant of where it can be purchased. UGC is heavily trusted, making it a powerful selling tool.
Build on current customers.
A lot of businesses focus almost exclusively on growing their followers. In actuality, while new followers do matter, establishing stronger relationships with the followers you have should be a bigger priority.
Start a Facebook page or group.
This is clearly platform-specific, but nothing comes close to Facebook.It will help get you priority in the newsfeed. Groups are great way to create an actual, exclusive community that your audience will hopefully love. Just make sure to moderate daily and work to generate conversation and engagement.
Focus on lead-oriented CTA buttons. (Call To Action)
Facebook lets you choose “book now” or “send a message” CTA buttons on your profile. This allows readers to easily get in touch with you. You can also optimize other platforms, though, by making sure to include a text CTA or a relevant link that directs people back to your business.
Create & share video tutorials.
Let’s say that you’re selling hand-crafted pens. You can put out an enormous number of video tutorials that would help customers feel comfortable with and excited about your offerings. Create a video showing just how you make one or show how one model differs from another. The more familiar users are with your products, the better, and tutorials will help them get the full value out of it. These videos can be shared for free on YouTube, Facebook, Instagram, Pinterest, Linkedin and others. You can also use these videos for paid ads on the same and other mediums.
Set up native shopping features.
Instagram and Facebook both have plenty of shopping features, including on-platform shops that are convenient for customers and allow you to tag products in different posts. If you’re selling physical products, you should absolutely be taking advantage of this.
Promote upcoming events or special occasions.
Have an upcoming webinar? Awesome! Make sure you’re letting people know about it on all of your social channels. Or maybe you have new menu item in your restaurant. Same thing. Use “Swipe Up” links in Stories to always make sure people can go directly to your site.
Run contests using contest software.
Depending on how you run them, contest can be used to accomplish several distinct goals. If you use lead generation software like ShortStack, you can require that users share their name and email address with you to participate. This will allow you to add them to your contact list for future email notices.
Don’t over-do it.
In the end, social media marketing needs to be more focused on relationship-building. It also is used to produce sales. Try to stick to an 80/20 balance; about 80% focuses on relationship-building while 20% of your social content can devoted to selling.