This is a commonly asked question especially when starting a social media marketing campaign. There is no straight up answer because it highly depends on your business (just like most questions in SMM). For small business it should be enough to create a single account which connects your Facebook, Twitter and other social networks together. Large companies decide to have one main account to represent the whole company (example a main account on Facebook, another on Twitter and so on) and then a number of ‘smaller’ (by smaller I’m not referring to size but in the sense that it’s not representing the whole company but a small part of it) accounts which are managed by the company shops. This give them the ability to update their accounts with respect to each shop geographical location and can specifically and separately target shop needs. Other large companies, such as Google, decided to segment their accounts on the products which they offer, such as with Google, Google Maps, Google AdWords, Google Play and so on.
Now that we know what to post and how to post we need to learn how to create our social media marketing campaign. Which social media network should I use? Are there any particular steps involved? etc. We shall answer these questions in the following blog but keep in mind that what works for one business might not work for another because no two are the same.
The first step is the most crucial one and every company should put its time and effort to define the company’s service. These following questions can really guide you to do that for your business.
- What is the purpose of my business?
- What are customers expecting?
- What are we looking to achieve by our campaign?
Although these questions are quite simple, they should invoke more questions to make a successful and targeted campaign.
Lets start simple and make our way to what sometimes seems as a frightening task. Does your business provide a service or a tangible product? What is the purpose of your product, is it sports, beauty, gaming related and so on. Are customers expecting a high quality product? Except from your products, what else could customers be interested in? Make sure you think out of the box. Let’s say you sell high quality makeup, most probably at first glance you note that you should target women, moreover, those customers who are interested in expensive, high quality, makeup might follow articles related to beauty, modelling, fashion and so. As you can note these markets can be exploited to bring in new customers. I will show you how and what to use later on in this blog 😉 . What do you want to achieve through this campaign? Do you want brand exposure and customer relation or promotion for selling a new product on the market? Do you have enough budget to achieve such a goal?
Once you have established your current business situation and what you want to achieve, it is time to see how you are going to achieve it. Unfortunately this highly depends on your target market but these are tips regarding the most popular social media networks used. In general, it is advised to start from the most popular social media such as Facebook which has over a billion active users, Twitter with over 400 million tweets a day, LinkedIn with over 5.7 billion professional searches, Google+, Instagram, Pinterest, Youtube and so much more. The following tips should guide you to focus most of your resources on a couple of networks according to your target market.
- Create an account on all of the above mentioned social media so that customers can always find you
- Make sure you have a complete and well detailed account that describes your business , including products or services that you offer
- The average facebook user is 41 year old and 55% of the total users are female.
- For an effective post on facebook it is important to include an image. Moreover people tend to be most active at lunch and dinner, even though it’s out of business hours I suggest you give it a try.
- Content of posts is extremely important and it should be concise, and attention grabbing.
- Linkedin shouldn’t be overlooked especially for business-to-business (b2b) leads, with nearly 3 times the conversion rate.
- Instagram and pinterest are related to graphics and therefore a gold mine for businesses which need to showcase their product such as that high quality makeup.
The way to make sure that you use the correct network is to invest in analysis tools from Cision, Rowfeeder, Sysomos and more as they provide quantitative data regarding the number of posts about a certain keyword per week, month etc, number of blogs and so on. By analyzing this data one can eliminate the least effective once for his business. Moreover some of them can also help you with planning your campaign.
Before you start your campaign you should analyze your current situation to obtain quantitative and qualitative data. But what’s the difference between the two? Quantitative consists of mainly data in numbers, such as the number of likes, followers etc (don’t put too much weight on this one because it only represents growth and nothing meaningful), engagement which is extremely important, the time at which your community is most active and your clickthrough rate (CTR). On the other hand, qualitative data consists of brand influence (quite difficult to measure but Klout can give you an influence score), sentiment which shows how people react to your brand, if they like it or love it, are they willing to defend your brand? and so on. Lastly are conversations that occur which have to do with your segment such as what people are saying about you and your competitors, customer concerns and so on.
- What tools should I use to be able to calculate such information?
Such tools split up into 3 main categories which are
- Measurement – includes all data regarding your account and that of your competitor such as CTR, reach, likes, followers, shares etc. (Simply Measured, Moz Analytics, True Social Metrics)
- Listening – includes all mass data gathering such as business opportunities and threats due to increase/decrease in certain keywords etc. (Cision, Sysomos)
- Monitoring and response – monitoring customer feedback and support is extremely important especially when the campaign starts and although this can be done manually, when the company grows it will be much more difficult (Hootsuite)
Note that some of the above tools might be able to help you in all 3 categories., however they are listed depending on what they do best.
Not planning is planning to fail. This holds for all types of campaigns so make sure that you take your time, think outside the box and plan accordingly. Make sure you have someone who is experienced with marketing to take care of all your profiles especially if you’re planning on having multiple accounts representing your company. There is still a lot to learn but now you can go and start that revolutionary SMM campaign for your business!
When it comes to social media there is much more than meets the eye. We are used to the usual social media such as Facebook, Twitter, Pinterest, Instagram and so much more but have you ever stopped and wondered how useful these can actually be for your business? As it turns out social media can either sky rocket your business and help you get better public relations or it can be a huge waste of time and effort, or worse negative brand promotion. Thus one must make sure he plays his cards right. Continue reading