How to succeed in social media marketing? When you start your business, your digital communication relies in part on social media. This is completely normal when you know that social networks are used by a majority of the population.
All companies want to gain visibility on social networks. However, they all face very fierce competition. Internet users follow many pages and this number is still growing. This reduces the organic reach of posts and sponsored posts are not possible for many players due to lack of time and/or money. The attention span for each publication decreases: it is imperative to put in place good practices to succeed on social networks. Discover the advice of our social media agency.
This is not great news but it is nevertheless the basis of an analysis on Social Media Optimization. We cannot say enough that publications are the nerve of a good strategy on social networks. The explosion in the number of formats and features on each social network (Facebook, Twitter, Instagram, Snapchat, Pinterest, Google +, etc.) makes it possible to multiply the possibilities of communicating via this channel. Points to remember:
- Respect the publication dimensions of each social network
- Identify a person, a page via an @ if necessary: increase in organic reach
- Use # to increase visibility (required for Twitter and Instagram, less important for Facebook and Pinterest)
- Short and concise text content: the superfluous is to be banned
- Multiply the type of content: link, video, photos, visual, computer graphics, GIF…
All of these techniques are often a great way to increase your engagement on social networks: more likes, reactions, comments or shares. The key to gaining visibility and becoming the darling of algorithms like Facebook’s Edge Rank.
If you want to increase your available content, it’s very easy to ask your community directly to create and use it. You facilitate the production of qualitative content, vary the style of content and its approach, but you also increase interactions with your community.
Understand the expectations of your audience
If, as part of your communication strategy, you have implemented solutions to interact with your audience, you will be able to better understand their expectations . Indeed, these exchanges, especially if they are regular, should allow you to have a maximum of information on your public and their desires and needs. Similarly, you can ask him questions whose answers should guide you to improve your strategy.
The ultra competition on social networks is pushing companies to change their strategy. The customer must be taken into account even before the company’s objectives. We talk about customer-centric strategy . To stay visible, it’s important to understand your audience’s expectations and information needs. Content should be informative and/or entertaining.
Ask yourself a few questions:
- Is my audience made up more of customers or prospects?
- Is my audience mature?
- What information is my audience looking for?
- How does my audience consume content?
- Which posts work best?
Use your social media monitoring tools
With the speed at which things evolve and change, you need to make sure to consolidate your digital marketing efforts. Unfortunately :
- 85% of companies don’t know which is the best tool to manage their digital marketing;
- 48% of brands say developing a social media strategy is one of the most difficult aspects of their social marketing.
Since each tool meets a particular need, before suggesting management platforms surrounding your digital communications, you must understand what are the main marketing objectives that social networks allow you to achieve.
There are many tools that allow you to carefully and accurately track statistics on your social media pages. You have the possibility to know both the audience (age, language, centers of interest, geographical location), user behavior and statistics of reach (organic or paid) and engagement of each publication.
We therefore find tools offered by social networks ( Facebook Insight , Twitter Analytics) and third-party tools (Mention, Hootsuite). These offer both monitoring tools, e-reputation and statistics specific to your pages.
Here are some examples :
LinkedIn is a professional network that is ideal for a B2B audience. This network also includes LinkedIn Pulse, a content publishing and distribution platform.
Almost everyone has a Facebook account. This network is particularly suitable for content related to news and entertainment. Also, while Facebook Pages struggle to perform, Facebook Groups can be a great way to connect with your ideal audience.
Perfect if your content is very visual. Static images and short videos work incredibly well, but they aren’t as effective at driving traffic back to your blog.
Like Instagram, Pinterest is very visual. Although limited to static images, it can be very effective in driving traffic back to your blog.
Once you get to know the different networks , you can focus on which ones you think fit well with your business .
A major part of your social media strategy is using the right words . How you get your message across will vary depending on the social network you post your content on.
But, in general, there are ways to improve your online visibility on all platforms!
To write compelling social media copy:
- Use writing techniques.
- Speak directly to your audience.
- Use punchy, witty, or intriguing hooks to start your social media posts.
- Move on to other types of content (try linking to blog posts, videos, asking questions, etc.)
- Always put a description on every link you post. Never just put the title of the article.
Be present on the right social networks
Is there a real interest for my company to be present on social networks? The answer is yes ! Many of you are still asking yourself this question. Know that social media are, just like the website, an excellent lever for communication and development. Discover 6 good reasons to get started!
There is no better social network than another. They all have advantages and disadvantages depending on the sector of activity, the objectives and the editorial charter of each company. The advantage of Facebook is its very large community, of all age groups, while Twitter and Snapchat are very popular social networks among the youngest. Instagram and Pinterest will be able to enhance your products with their sense of aesthetics.
Think about the many possibilities of each social network and create a great, cohesive communication strategy. Ideally, you should not use social networks in the same way: this can tire Internet users and cause you to lose visibility and commitment.
Being present is good, but not just anyhow! You will therefore need to build a real web strategy in order to best optimize your presence and your reputation on social networks.
Optimize your presence on search engines
A successful social media strategy gives your business a better chance of being present on the top positions of Google’s SERP, for example. Each social network page can be indexed on Google and other search engines like Bing: this increases visibility and therefore traffic either to the website or to social networks. Social media traffic may be directed to the website or other social media pages.
What you need to understand is when you put in place a visibility strategy for your activity, the important thing is to think about all the channels on which you are going to position yourself. You must be wondering where are your prospects when they seek information about your products or services?
To define natural referencing (SEO), you have to go back to Google’s mission. Its objective is to ensure that Internet users have the best possible experience on this search engine. So SEO (Search Engine Optimization) consists of optimizing your content according to the criteria imposed by Google so that the search engine positions it in its first results.
Working on optimizing your social media pages is not a waste of time. However, this sometimes time-consuming action requires using the right social networks, the right techniques and the best tools to have good results. If you have a project or need expertise, call on our social media experts from the digital marketing agency in Lahore. They provide niche-specific services.