Social media

5 Things Your Social Media Marketing Strategy is Missing

Want to get big on social media apps?

Is your social media not delivering the results you expected?

Let’s face it . . . social media has evolved to become a necessity for businesses. Social media apps have become the new medium for marketers to communicate with consumers. Still, such platforms are not being used by all companies effectively. Most fail to connect with their target audience by posting at random, ultimately wasting time and resources. The right social media strategy will help you build a solid, organic online presence while optimising resource utilisation.

Change is necessary if your brand’s social media accounts aren’t bringing in sales, followers, and engagement. A comprehensive marketing strategy is essential to ace your social media goals, and a defined plan for building your brand on social media platforms can help maximise its potential. 

Social media apps act as a marketing intelligence source where organisations can measure, analyse, and predict consumer behaviour. Marketers are increasingly leveraging social media to gain a competitive edge and improve performance. All marketing strategies should focus on establishing long-term relationships with customers. 

 And capitalising on customer interactions and engagement is the key to developing a successful social media strategy. 

A common mistake is drafting a social media strategy like marketing. You will achieve your business goals more efficiently if you develop separate frameworks for branding, social media, and other marketing channels. Traditional marketing ignores the heterogeneity of motivations that drive customer engagement, whereas social media strategy emphasises that users must be engaged on commercial, social, cultural, and other grounds. You can simplify the process by gathering resources and working with a digital marketing agency with at least 10 years of experience.

Here are 5 key elements to include in your social media marketing plan. 

1. Customer Journey Map

As the name suggests, a customer journey map is the customer’s experience with a brand from awareness to action. It helps understand the social media apps your potential audience uses to acquire your product and is useful for forecasting future customer behaviour. It is a graphical representation of every customer interaction with your company. The right social media strategy will help you build a solid, organic online presence while optimising resource utilisation. Multiple departments can use the map to guide future content creation, or communicate through social media, enhance consumer experience and increase sales. 80% of customers consider their experiences with companies to be just as important as the products they purchase. A comprehensive customer journey map gives a complete overview of the 3 typical stages a customer goes through in a buying process: Awareness, Engagement, and Action. Without engagement throughout the buyer’s journey, you may lose sales conversions.

2. Data-Driven Social Media Strategy

Source Image: The Social Shephard

As with any marketing strategy, social media strategies need to be improvised and reviewed periodically. While you’re at it, you should also spend time learning about attribution models. The hypothetical consumer process of ‘see post,’ ‘click the link,’ and ‘purchase product’ rarely occurs and is much more complex. Consumers tend to shop around before making the final purchase. If you don’t understand the data behind how your target audience shops, you may overestimate the effectiveness of your campaigns.

Don’t confuse your marketing performance with vanity metrics like the number of likes. Engagement can be gauged by the total number of social interactions divided by the number of impressions. This shows how well your audience perceives you and their willingness to interact. A full understanding of Facebook Insights, Facebook Analytics, Instagram Analytics and Google Analytics helps you revise your social media marketing strategy at the right time.

3. Social Media Ads 

Source Image: Hubspot 

Advertising on social media is a quick and effective way to connect with consumers and boost your marketing goals. 

Every major social media platform has its ad running programme. But each ad type is different. Lead ads on Facebook and lead generation forms on LinkedIn collect buyer intent during the engagement stage. Other types, such as Facebook’s dynamic product ads and Instagram’s shoppable posts, are intended to move buyers from the consideration phase to conversion.

The auto-rickshaw service app Jugnoo found that 90 % of its referrals were between 18 and 35 years old, and 65% used Android devices. In their social media marketing, they used that data to target their ads more effectively, resulting in a 40% decrease in referral costs.

4. Content Planning

Source Image: Hubspot 

Many social media accounts tend to stop growing due to a failure to maintain consistency. Creating a plan entails outlining your company’s goals and how you intend to use social media apps to achieve them. Having a strategic plan in place for your marketing campaigns is often helpful. 

iTip: It is important to post consistently, not randomly.

You should remember that social media isn’t just another advertising space; it’s where you promote your company’s social presence. Building organic connections with the brand is made easier with quality content. This is why using the same content across all channels is largely discouraged, as different social media platforms have different kinds of audiences. You risk boring or frustrating your audience with repeated posts, showing you have a dull and unfocused social media strategy.

5. Drive Traffic to your Site

Source Image: SEMrush

The power of social media can help you generate leads or traffic to your website. 

Building a social community and engaging them with your brand is critical. However, assuming that this is the only reason Facebook, Twitter, or Instagram exist is simply ignoring the real potential. You must use a multi-pronged approach to capture people’s attention while also advertising to them value-based. 

According to the resource dependence theory by Pfeffer & Salancik, a firm can acquire resources by engaging in transactions with other actors and organisations outside their environment. When developing a social media strategy, customers become the external drivers of resources. An organisation using social media takes the initiative to motivate and engage customers so they can make voluntary contributions in return. These actions can also be explained theoretically by resource dependence theory since firms need to take steps to encourage customers to interact with them to generate useful autonomous contributions that will reduce resource shortages.

Social Media Marketing at Your Fingertips

Having identified the key components of your social media strategy, it’s time to create one. A good marketing strategy is instrumental in boosting revenue and increasing brand visibility. Our team at iWrite India has over 10 years of experience developing social media strategies for leading companies worldwide. 

Contact us today for your business’s detailed and comprehensive social media marketing strategy. Let’s boost your social!

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