Be it Facebook, Linkedin, Instagram or even Pinterest for that matter, Social Media Marketing has enriching dividends, provided you know how to harvest the digital crop.
Like any other tool, Social Media Marketing too is a great leveller for the marketers around the world. Hence, the marketing basics remain the same. However, a rather discouraging sight that I come across a lot is when the social media marketers tend to focus more on the technical side than the marketing aspect.
It’s all a matter of perspective.
When it comes to understanding the medium, we commit the most fundamental error. Marketers see social media as a technical tool instead of counting it as another effective media tool. Also, the marketing strategy should be chalked out keeping the market and consumers in mind.
Adopt a two-pronged social media strategy.
Plan your social media strategy keeping the long-term outcomes as well as short-term, but no less important, objectives which will be more advantageous and tactical in nature. Hence, going forward you should devise a plan spread across strategic as well as tactical metrics.
First Things First
While going about sketching out a plan around the social media marketing, the marketers need to first prepare a strategy. Apart from keeping the above-mentioned approaches in mind, an able marketer should focus on two areas.
First, Content. Find out what interests your focus group, i.e. users of a particular medium. Identify their key issues and create comprehensive content around that issue.
Second, Understand the Medium. To create comprehensive quality content, one has to conduct competitive research. And that can only happen if you have developed a good sense of the medium. Hence, only after conducting a thorough research plan your strategy.
Make an all-encompassing plan
The Four Point Programme
In the times of the virtual world, there are many different mediums that serve the purpose of information dissemination. But remember, the consumer behaves and interacts differently on different mediums. To excel at Social Media Marketing, and not just in publishing, any company needs a plan that understands these differences and also identifies the type of content required on each medium. That is why the marketers should have seperately dedicated goals for each medium.
Hence, at the inception stage of your plan, make sure that it stands on these four very strong legs.
A. Increase Follower Base
Make sure you are attracting the right kind of crowd, and that too in large numbers. Your organic growth depends on the right kind of people who may be interested in what you are trying to present them with.
B. Multiply the Engagement
Make sure you are interacting and interacting well. Comments, likes, shares and even reactions, they all count. Marketers should focus on increasing this engagement.
C. Generate Traffic
Nowadays, your website traffic too depends immensely on your social media presence. Share your links with good content and see the difference. Especially the likes of publishing and news websites heavily depend on social media marketing to achieve their numbers.
D. Brand Connect
And lastly, you must understand that social media is a two-way street. So when you approach your users, make sure to welcome them when they express their views. Respond to their queries efficiently and strengthen the connection.
Also, do keep in mind that despite different objectives and goals for different social media platforms, there will always be some common overarching focus areas. Only the priority will change.
Find out where your consumers are.
Is it Facebook? Or Twitter? Or both? Or some other platform entirely? Find out where your consumer resides, and then go deeper into the particular medium. Once you have identified the right channel then be available to them all the time. Talk to them and allow them to connect back with you.
Measure of Success
Of course, there are different measures of success in every industry. Even the Publishing houses may differ when it comes to their particular objectives and the overall goals. Having said that, marketers should create metrics to measure the success of each goal. Let’s say, if the goal is to increase the user engagement, then the number of comments, replies, shares or retweets will matter. If the goal is to increase the website traffic, then count the number of clicks on the website URL shared through social media platforms.
Make Engagement Your Goal!!!
My advice to all those listening would be to focus on user engagement. I personally feel that engagement is the most important of all factors. And the success of social media outreach and interactions heavily depend on it. Once the consumer engages with the content, rest of the goals will automatically start realizing themselves.
In the end, I would say not just the targeted numbers, but a publisher, or anyone for that matter, should focus on the engagement-driven strategies to cater to the present requirements of their brand.