Social media marketing encompasses the strategies, tools and tasks that we put into action to establish communication between brands and their audience on social networks. We tell you how to develop a strategic plan and what factors to measure to obtain the best results.
What is social media marketing?
Social media marketing (or social network marketing) is part of a more comprehensive and general. In general, it is a series of strategies and tools aimed at promoting communication with your target audience through social networks.
This opening of channels not only favors and strengthens the bond with your community, but it will allow you to create new sales opportunities. On the other hand, being present on these platforms has become a fundamental requirement. And this is true for both large companies and startups that are just taking their first steps.
Learn more about social media management:
Article
As users, we take it for granted that any business has one to which we can turn to make inquiries or learn more in detail.
Promoting a space for conversation with your customers is not just about opening a channel to receive inquiries, for example. The actions framed within social media marketing seek to convey the tone and voice of your brand with the aim of creating an impact on your sales.
In other words, the communication strategies that you put in place are going to be oriented towards being visible on the social networks of your consumers. By keeping your business or enterprise in mind, the chances of getting new customers, retaining those who already know you and even promoting the recommendation of your products, increase a lot!
The key to social media marketing is, then, to develop the strategies that will allow you to get in touch with your audience and obtain results from that.
But… what exactly are those social media marketing actions? What strategies can be implemented? Let’s see it!
actions in the social media marketing
As we said, the management of social networks is a key point in any entrepreneurship. One, for example, can use digital platforms to announce news, answer queries or generate valuable content for its followers.
We are going to know in detail what are the actions that you can implement from social media marketing to boost your business.
social media advertising
You’ve probably heard of paid ads on social media. These are publications to which you assign a budget so that the algorithm shows them to people who meet certain characteristics, previously defined.
There are two key points when implementing promotions on your social networks:
🎯 1. Define a goal to be able to measure results later. On Facebook or Instagram it can be increasing your reach, getting more interactions on a post, generating traffic to your website, among many others. On Twitter there are similar options and, also, the possibility of promoting accounts or trends to generate community.
👥 2. Segment the audience that will receive the ad. Not all your promotions are going to be directed to the same people. For example, if you want to increase your reach so that new potential customers know you, you are not going to show that advertising to those who have already made a purchase in your .
The possibilities here are really many, so it is worth the effort to study it in detail to achieve great results.
Do you want to delve into this?
Article
Advertising on social networks also allows you to have consistent information about the results you are getting: how many users are seeing your promotion, which one to publish, the level of interaction you are achieving, among many others.
Influencer Marketing
There are many people who are analyzing and working for that. Organizing your social media marketing strategy with one of them can be an excellent opportunity.
Again, here it is important to define the objective. If you need to expand your community, it will make sense to contact an influencer who speaks to you (that is, the representation of your ideal client).
On the other hand, if you want to announce the launch of a new product or promote an exclusive discount, it will make more sense to study which influencers your target audience follows.
Inbound in social networks
Strategies are, in general terms, those that you put in place so that your customers come to your business, instead of going to look for them. These are part of social media marketing and can contribute to others, such as those of .
Know more:
Article
The idea of implementing inbound marketing actions on social networks is to promote an interaction that allows you to build a closer and long-term bond with your users and potential customers.
Let’s take some examples to see it more clearly:
- To attract customers including in your profile the information of your business such as business address, opening hours.
- Publish news and discounts to encourage conversion. Always remember to include the link to your and/or the data to buy physically, if that option exists.
- Answer all the questions that come to you in comments, direct messages, tweets, etc.
- To retain customers who have already tried your brand, at least once, share content on recommendations according to your field, offer promotional codes, etc.
At this point, the most important thing is to generate quality content that your audience considers relevant. Through the statistics and the measurement of interactions, for example, you will understand if your posts are working as planned and if you are having the desired reach.
How to develop a social media marketing plan
Now that these concepts are clearer, let’s put them into practice! We prepare a step by step to develop your social media marketing strategy. Developing this plan will help you organize, act and measure results.
1. Define goals
The first step of (almost) any plan is to set goals. The goals can be to increase the number of followers, increase traffic to your e-commerce, improve your brand recognition through , the options are many!
When you are clear about what you need to achieve, you will be able to think of more efficient strategies to achieve it.
For example, if you are starting your business, you probably need to increase the volume of your community to make yourself known. In this case, you can upload posts that tell what your business is about, what you do, how you came to think of this project, where its name comes from.
If your goal is to increase sales, it will be useful to generate content with your complete catalog, special promotions or product packs.
Finally, consider the possibility of defining short, medium and long-term objectives in your social media marketing strategies, since each of these will involve different types of actions and execution times.
2. Know your target audience
The next step is to get to know your audience thoroughly, that is, define a target audience that you are going to address. What are their demographic, socioeconomic data, their tastes and interests.
This study is crucial to carry out a good segmentation when advertising on social networks. The more defined the audience you want to target your ads to, the better your campaigns will work.
Keep in mind that it is not just about data such as age, gender or place of residence, but you can take advantage of much more specific information that social networks have to refine the scope of your ad.
For example, Facebook users can define their “Relationship Status” in their profile information. If you have a party hall, you can achieve more effective results by directing your campaign to people who have defined their Status as “Engaged”, in addition to other approximations such as age range. Thus, it is likely that they are in the search and interested in your proposal.
Knowing your audience will also allow you to decide on which social networks it makes the most sense to have a presence. Nowadays, for example, if your target audience is young people or teenagers, it will be more wise to work on your TikTok and Instagram accounts than on Facebook or Twitter.
3. Create relevant and quality content
We continue to advance in the development of the marketing plan in social networks. With your goals and community defined, it’s time to think about the content you’re going to share.
The purpose of posting is to contact followers and promote a link. Therefore, these should be interesting and attractive to your followers.
To understand what content is relevant, it is necessary to investigate what types of accounts and content your target audience follows. Which influencers do you follow? What kind of posts do they share in their stories? What topics do they talk about with their friends on the networks?
Reflecting on this will give you clues to think about whether it makes sense to share advice, memes, motivational phrases, tips on certain topics, among many other options.
At this point, it can be very useful to work with , that is, editable pre-designs that you can adjust to your brand by modifying colors, text and images.
Find more information in this article!
Article
4. Define key metrics or KPIs
The management or handling of social networks is not only about generating content, but about understanding what impact it is having. With clear objectives, it is time to understand what parameters you are going to have to measure to know if you are achieving them or not.
means key performance indicator, that is, key performance or performance indicator. As we anticipated, it is a value that you can measure to understand if your plan is working or if it is necessary to think of new strategies to obtain the objectives and results that you set for yourself.
In the management of social networks, the most important are:
- Engagement: refers to the level of commitment or alliance that your community has with your brand. You can measure your engagement rate by dividing the total interactions on a post by the number of people reached and multiplying this by 100.
- Interactions: these can be likes on Instagram posts, reactions on Facebook or Twitter, retweets, comments, clicks on images, videos or links.
- Followers: measuring the increase in followers allows you to understand if your content is reaching and reaching more and new people.
- Scope and Impressions:…
Facebook Comments
Disqus