Many business owners promote their products and services on different social media platforms. However, navigating all these platforms to get the desired results is not easy.
Consider brands like Apple, Samsung, or Nike that constantly stand out on social media. These brands all have a strong and proactive social media presence that they leverage to target the right audiences. Their engagement demonstrates social media’s impact on their brands.
An effective social media strategy for your business means a better chance of converting leads, promoting your brand, and increasing your customer base.
What happens if your social media strategy is not showing any positive results? Here are some top tips to help you improve your strategy.
#1:Establish Your KPIs
Imagine if you had to complete ten tasks today. The best way to measure success is by knowing how much you accomplished at the end of the day. Completing two out of ten tasks may not indicate success, but it gives you a good idea of your performance. Knowing your performance establishes benchmarks that help you improve future results.
This strategy also works for measuring how impactful your social media strategy is to your audience. They are known as KPIs, short for Key Performance Indicators. As a business owner, your primary KPIs hinge on sales and revenue. Business owners should ask themselves questions that address current progress on KPIs. These two questions serve as starting points:
- How much revenue has my business generated since I launched my social media strategy?
- Has there been a notable increase or decrease in sales recently?
To establish your social media KPIs, you need to understand the role of social media in your business. Most companies use their active social media platforms to drive people to their websites. So, you can use this to develop key performance indicators that measure the number of clicks from social media to your website and the conversion rate after visiting your website.
For example, do they move around and leave without purchasing anything, or do website visitors from your social media pages buy your product?
You can also measure the engagement level to your posts or tweets through metrics like the number of likes, retweets, reposts, or shares. Be clear about the traffic results you want to see from social media, and you will be able to tailor your social media strategy to fit this.
#2: Review Your Analytics
Analytics review involves gathering data from social media platforms and reviewing them for insight into what strategies are working and what aren’t. Analytics reveal valuable insights, and once you’ve determined your goals, you can use this to measure your progress.
For example, you can easily find out what your audience likes by monitoring post analytics. You can tailor your content around top performing posts. If your audience engages more with posts highlighting a problem your product or service solves, you can create more content around those topics
With this, analytics serves as an inspiration for more ideas for your product or service. Social media analytics tools make it easy to dig through data points and interpret your results. Most social media platforms come embedded with this functionality, like Twitter Analytics and Facebook Insights. However, their functionality is limited to that specific platform. Using outside tools in addition to the internal resources will give you the best data.
#3: Repurpose Your Content
It’s easy to get burned out from continuously creating and posting new content. If this occupies your daily routine, when will you have time to actually run your business? Repurposing your old content fixes this problem. It’s also an excellent strategy for learning more about your ideal customers and organically growing your social media pages.
Creating pillar content makes it easier to repurpose content and create smaller pieces. Pillar content is usually a big piece of content, like video podcasts, audio interviews, or a YouTube video. These could be as long as 30 minutes and contain valuable information that can form great micro-content.
Then, you can break down this big piece of content, and you have enough to post around your social media platforms for a while. Spread this content using quotes that stand out from the article or turn them into images for platforms like Instagram. You get more traction while putting in less work.
#4: Focus on Your Top Social Networks
We have many social media platforms today: Instagram, Facebook, Twitter, TikTok, Youtube, and others. However, you shouldn’t use all of them. More isn’t always better, and brands should focus on a targeted approach. Figure out which social networks your clients use, and prioritize your efforts on those platforms.
You can’t always use the level of popularity to judge. A platform isn’t the best for you just because it has over 1 billion users. Running ads and creating content on each platform lets you collect relevant user data from your audience.
This data helps you understand where most of your customers come from and which social networks to prioritize.
#5: Make Your Profile Searchable
How does your target audience reach you? Most will look for something and stumble across your brand. You can increase these occurrences by making your profile searchable. Using optimal keywords improves your search ability. Brands should select keywords that describe their services.
Real estate agents use the keyword “Real estate agent” in their profiles. They also include their locations to help ideal clients find their profiles. Optimizing your profile in this manner helps clients find you instead of the other way around. Most business owners only do outreach and play the numbers game. This strategy can help you get clients, but a searchable profile gets you clients on autopilot when done correctly.
Want Help With Your Social Media Strategy?
An effective social media strategy sets your business apart from the competition. You can generate more awareness for your brand and funnel social media followers to your website. They can learn more about your products and services and go deeper into your digital ecosystem.
Content and ads fuel any social media strategy. Content guides people through different stages of the customer journey, introduces your offers, and builds trust. Social media posts help you gain traction on various platforms, while ads help you scale. We’ve helped clients grow their businesses using online ads and content. If you want to learn how we can grow your business, send an email to marc@marcguberti.com today.
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