“Social Media is an investment of valuable time & resources. Strive to attract people who not just support you and stay with you, but inform you of how you can make your online presence better.” – Wiz4.biz
Social Media Marketing Topics: Customer-focused, Automate, Share, CTA, URL, Email, add Value, B2B+B2C, Test, ROI, (-) Feedback.
Social Media = 1/3 of all time spent online. Social networks have changed the game forever for marketing — and the changes aren’t slowing down anytime soon. Keeping up with the latest Social channels and their functionalities can feel like a full-time job. And if you’re like most doing marketing (ie, as a Founder), you’re probably juggling other responsibilities, such as product development, building a team, managing your Startup).
That’s why we compiled a list of 50 Social Media Marketing best practices in a new eBook. You’ll find tips for every aspect of social media in business, from listening & engagement to publishing & advertising. Get an exclusive Sneak Preview with 20 of the tips now, then download the rest from our Website.
1. Be Customer-focused, not Channel-focused.
As all Social Media marketers know, channels change over time, but the importance of knowing individual customers stays the same. As you listen for questions & comments, focus on individual customers and how you can provide a consistent experience across social, web, email, etc.
2. Automate what you can, but keep the Human element.
The social listening process may be over-whelming – depending on the size of your company. Social listening tools help by automatically tagging keywords and assigning mentions to employees. These automation steps improve efficiency and allow you to spend more time engaging with people. But you can’t leave it all to computers. Figure out what automation techniques work for your company and assign people where it makes the most sense. You’ll be more productive and your employees will be happier – doing work that can’t be done by a robot.
3. Put “Share” buttons in Strategic places.
A few years ago, Social Share buttons exploded. Suddenly Facebook & Twitter logos covered every surface of brick- &-mortar stores + websites. We’ve since learned that Share buttons should be used more strategically Use Social Media buttons to let people know about a new network you’ve expanded to (maybe Snapchat or Instagram) or to indicate where they can get quick Customer Service, and always provide a valuable reason they should connect with you.
4. Make every social CTA mobile friendly.
Today, nearly 80% of time spent on Social Media is spent using mobile devices. So when you’re sharing content on social and hoping consumers will take action — whether that’s by clicking, purchasing, or sharing — every Call to Action (CTA) must be seamless on mobile. You and your social team should be constantly testing social CTAs yourselves with your mobile devices. Ease of use is key. The less work people need to do on their phones to access your content, the more willing they’ll be to stick with you.
5. Use Tracking URLs.
as a great way to prove the Return on Investment (ROI) of Social platforms. Post links that have a Tracking code built into them – which will then feed back into an overall database, helping you track which Social platforms are driving the most traffic & purchases. When it comes to proving the ROI of Social, every link counts.
6. Measure SMM impact on Email subscriber growth.
One excellent way to track social media success is to measure its impact on your Email campaighs. For example, you could use a simple Email sign-up form on your Social page or promote Email address–required white papers, online courses, or e-books. No matter what you test, Social Media is a great — & measurable — tool to grow your Email list. It’s a great opportunity to help bring Social followers through the Sales Funnel.
7. Only measure what adds Value.
A retailer remarked, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Unfortunately, some CMOs and marketing professionals still feel that way – even though so much of digital is measurable. Remember what your parents taught you: “Just because you can do something, doesn’t mean you should”. For Social Media marketing, just because you can measure something doesn’t mean it has value, so only track what truly adds “value” to your business.
8. Gain “insights” about favorite Products & Services.
As you listen to the chatter on Social Media, you may discover certain features or products that customers can’t stop talking about – for better or for worse. Take it a step farther. Don’t just listen. Track & measure these conversations over time. This ability to run R&D studies in real time should change the way you market.
9. Get smarter about Targeting – whether you’re B2B or B2C.
Today, ads can go far beyond traditional Demographic targeting (ie, all 18–25-year-old women in LA). For example, with Facebook behavioral targeting, a B2B marketer could start by targeting people with specific Seniority levels and job titles, segmented by company size. A B2C company might be more interested in targeting Email subscribers who haven’t purchased in three months. The sky’s the limit with digital ads and hyper-specific targeting. Your ads can reach real people, not anonymous groups. And with Facebook Custom Audiences, Google Customer Match, or Twitter Tailored Audiences, you can directly target people in your CRM system based on their Email addresses or phone numbers.
10. Test ideas for new SM Marketing campaigns.
One of the biggest benefits of building a large Social Network is the ability to test new copy and concepts with that audience. Experiment with different headlines and post types to find what might work in an Email subject line. Look back on your most re-tweeted content – to get ideas for new Content Marketing efforts.
11. Define your ROI.
As a Founder, you want to know: “How do we track ROI on this campaign or platform?” By this point, you know there’s no one answer to this question. Social Media gives you tons of data, but you have to decide what user actions are most important to you, then you can figure out how to track them before you start your next campaign.
12. Empower employees to be Social Brand advocates.
Employee engagement is one of the best ways to get your social message spread far & wide. Empower your staff to be Social Ambassadors – by making it simple for them to share company content on their personal channels. Curate a frequently updated list of links and short messages, so all employees need to do is copy, paste, & customize.
Bonus: Deal with Negative Feedback swiftly, skillfully.
When someone has negative things to say about your company, respond quickly and don’t delete the post from your page if it’s on a network like Instagram or Facebook – where comments can be deleted. Your customers may view deletion as a sign your brand is dishonest and you’re trying to hide the truth. And don’t feed the nay-sayers — stay focused on constructive criticism. If someone is clearly out to tarnish your name, it’s best not to play into their game on Social Media. Instead, send them your Customer Service email address or phone number and ask them to contact you directly.
Comments: Do you know any other good Social Media Marketing practices?
See more Practices at SalesForce.com 06 May 18