Almost half of the world’s population uses at least any one kind of social media. That’s more than 3 billion people. So it’s only a logical choice for a brand to have a strong social media presence. However, the steps to get there may be confusing and without a sound strategy, you won’t get the results you want. These are 7 best social media marketing practices that will help you build a strong social media profile across platforms:
1. Know your Audience
This is the first and the most important practice which most of the digital marketing agencies stress upon. If you don’t know your audience, you won’t know that they want and need, hence you won’t be able to get what you want from them.
Who do you want to connect with?
Millennials, single parents or entrepreneurs? These are some good starting points but you need to get as specific as you can. Do your research and know about the following traits about your audience:
- Their age group
- Languages they speak
- Place where they live
- Their interests
- Their occupation
- Their earnings
- Products they buy
- Their spending trends
2. Choose which platforms to use
Not all social media platforms will get you the results you want. Choose your platforms wisely and decide which suits your brand.
How do you decide which networks to be on?
The answer is to research the demographics. This will help you decide which networks to use and which not to use. These demographics will give you some insight-
- 1.4 billion daily users
- 88% of these users are of the age group 18-29 years
- The largest user base of Facebook is from India at over 270 million users
- More than a billion users, 500 million active every day.
- 75% of 18-24 year olds use Instagram
- Over 100 million users are from India, topped only by the U.S. at 130 million users.
Know more about your audience and who uses what platform to better sell your brand.
3. Establish a voice for your brand
Your brand’s social media profiles are an extension of your other forms of marketing, and should therefore convey a similar message in a similar tone. Maintaining a consistent voice allows your brand to be recognizable among your competitors and stay true to its core values.
To define your brand’s voice, first lay out some guidelines and stick to them. Think of why your brand exists, its values and how you want the customer to see your brand.
4. Choose the right time and amount to post
Leverage social media analytics to your brand’s advantage and to better understand the performance of your content based on the time of day, frequency of posting geography and more. Don’t overwhelm the user with too many posts per day.
Rely more on data than guesswork. You can use these insights to better adapt your social media publishing strategy for optimal performance.
5. Respond to customers promptly
Customers expect a quick response from any brand. Almost half of the social media users expect a response to their comments/@mentions within 3 hours. Brands who fail to meet these expectations risk losing valuable customers.
Also, over 40% of customers who reach out to their brands on social media are likely to recommend and encourage their friends and families to buy from brands who provide them with a timely response.
6. Follow the ‘Rule of Thirds’
Generally in social media, one needs to abide by the rule of thirds:
1/3 promoting your business:
Promoting your own business is the first and foremost in your mind and it is easier to talk about what you know and do. But maintaining a balance with other things is also important.
1/3 interacting with your audience:
Interact and engage with your audience and respond to as many comments/@mentions as you can, promptly.
1/3 sharing industry news and tips your customers can benefit from:
Show interest in what other people are doing and share relevant content with your audience. This shows your interest in your industry and something greater than your brand.
7. Measure your results and optimize accordingly
You cannot improve yourselves without knowing your results. Use a social marketing tool that helps you to both measure and optimize your social campaigns.
Focus on some key points:
- Impressions: The number of times your posts were on screen.
- Reach: The number of unique post views from users.
- Website Clicks: The number of unique clicks on the link included in your profile.
- Profile Visits: The number of times your username is clicked on.
Use these results to better understand and improve your social media campaigns.
Following the best social media marketing practices is great. But being ready to tackle unexpected things is also important. In these times, it’s important to be adaptable so that you may alter your strategy and respond to the situation at hand.