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The more your business interacts with your intended audience, stronger your relationship will become. Boosting your engagement is more than just spamming your followers with the latest deal. Your long - term social media goals need to focus on cultivating relationships with your customers and reaching out to people who might be interested in your brand in the future. Social media marketing is about creating your brand image, building trust, establishing your reputation, and broadening your reach. Keep in mind, without social media presence, you may as well close your doors. If your prospective clients ca find you online, if they ca ask questions, if they ca read reviews about your product or services, if they ca hear your brand voice, they will go to your competitors ' page. Engaging with your audiences across your various Social media platforms requires the right monitoring and tracking tools. It can take hard work to capture and retain the interest, loyalty, and trust of your audience. Being responsive, engage, and offering real - time customer service is essential to building your brand reputation. Mercdigital can help you connect on Social media with time - efficient systems that allow you to monitor and participate in conversations. The most popular social media platforms for marketing businesses in 2019 are: Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, & Tumblr. Choosing the best platform to market your brand will depend entirely upon your niche and audience. There are, of course, other social media sites that are important to consider if you want to maximize your exposure and engage with the right people. For example, Houzz may be the best platform for interior design, landscape and home improvement, or Reddit for discussion - base interaction within your niche community. Each social media channel brings with it its own personality. Different sites have different audience demographics, different primary methods of interaction, and very different content strategies. According to recent Pew Research Center Internet & Technology demographics Research, LinkedIn will find you larger percentage of academics aged 30 to 50 with incomes over $75K, while Instagram offers you access to more urban - living 18 to 30 year olds. Youtube has broad appeal across all demographics, but wont necessarily be the best way to spread your message within your industry. When choosing a social media platform to market your brand, you need to consider the sort of content you want to share with your audience. For social networking, best platforms are Facebook and LinkedIn. For Microblogging, choose Twitter or Tumblr. Photo sharing platforms include Instagram, Snapchat, and Pinterest. Video sharing channels include YouTube, Facebook Live, and Vimeo. Facebook is the undisputed leader in Social media with 68% of adults having an active Facebook account. As of first quarter of 2019, Facebook had 2. 38 billion monthly active users - thats 30% of the world population! And massive 1. 56 billion people check their Facebook account daily.
There is often a tendency to try and align single piece of content with multiple goals, trying to produce something which will earn links, rank at top of SERPs for high volume terms, educate audiences, and drive strong engagement on Social Media. Just as it is a mistake to have no strategy in place and to produce content simply for the sake of doing so, it is also isnt advisable to try to tick too many boxes with a single piece. Content requires significant investment both in time and, often, financial resources when do right. As a brand, it is important that it performs as part of a wider marketing strategy - be that to drive awareness, direct sales, or contribute towards another channel. When you make the mistake of setting multiple purposes for content piece, you ultimately have to make sacrifices somewhere. Maybe you need to go wordier To rank when you want to keep it simple and visual for social sharing. Maybe you really need to earn links but decide to go long - form To rank as well. Taking this approach results in content that underperforms and, in reality, ends up being a waste of time and resources. Youre far better off focusing upon single purpose for content and executing to the best of your ability. Sometimes there will be crossover between different purposes. But always look to identify a single reason why you producing every content piece. No one expects a single piece of content to achieve everything for the brand and for this reason, you need to focus on smashing goals and KPIs relating to main purpose. Anything else is a bonus. Take time to educate your wider team and work to ensure everyone is on the same page, understanding the goal of every piece of content to drive forward success and ensure that resources are being wasted on content which, in reality, does nothing for Brand.
What type of content makes audiences care? The general mantra in Social Media marketing IS not to interrupt what interests people be what interests people. Research from Paddle Consulting shows that Interesting Content breaks down into the following categories: funny content isnt limited to jokes and memes. Finding your fun can come in the form of your playful brand voice in post and reply copy, or relatable observations and videos that resonate with your audience. Today, more than ever, comment IS content. To leverage this trend, pay attention to popular and viral posts on Facebook, Twitter, and LinkedIn. Your snarky, relatable reply here has a high likelihood of earning free reach and significant distribution. B2c brands like Wendys and MoonPie know that best, and have amassed millions of engagements and earned impressions as a result. Informative, relevant, and interesting IS the key here. What would your target audience value learning more about? Useful Content varies across customer purchase journey, but could include topics like: top of Funnel: Advice from internal experts, timely tips, facts and stats, and curated resources. Publish these often. Middle of Funnel: Lead magnet resources, case studies and customer success stories with clear takeaways. Publish these with pay or moderately organically. Bottom of Funnel: Proprietary tools, tripwires, and core offers to solve their problem now. Publish these with pay or infrequently organically. Ascension / Re - engagement: Interesting and creative ways to use your solution, or improve their results. Publish these moderately to often. Best practice would say keep useful contentlike all Social Content snackable. As in, bite - sized Advice. While I generally agree, rules change with format and affinity to your audience. Tutorials and demo videos that walkthrough process step - by - step will get devoured on Youtube and Facebookespecially, groups. On the other hand, you might experience better engagement by breaking down blogs into 5 - 6 individual Instagram stories versus one long text caption in post. The more content delivers on the value it promise, more likely it will consume beautiful content: Help people fall in like. Stunning visual content has a powerful effect on engagement. Regardless of your line of business, strive to find your brand's natural beauty.
When You Post is often as important as what you post. I mean, if you were a TV executive, would you air the NBA Finals at 2 am instead of primetime? Probably not, and the same holds true for publishing high - quality content you and your team have develop. In this context, content calendars supported by scheduling tools are your friends. Consider Facebook. Data assembled by Sprout Social reveals that the highest engagement for Facebook Posts was on Wednesdays and Thursdays, between noon and 2 pm., With dramatic drop - offs on weekends and after 5. Pm. To capitalize on peak posting times, use tools such as Buffer, dlvr. It, Sprout Social, HootSuite, and CoSchedule. Versatile tools such as Airtable and Feedly can also support advance scheduling regimens. What does an effective content calendar look like? Itll vary by company, but usually it will: incorporate brand persona: brand persona encapsulate your organization's voice, whether it casual, serious, or somewhere in between. Having a well - defined persona makes it easier to select the right content formats and topics for the calendar. For example, Nike's performance - center brand persona has always lent itself well to still imagery. Make the most of existing assets: You do have to reinvent wheel each time you build or update your Content calendar. Evergreen collateral such as old white papers or Blog posts can often be transformed into infographics or short video explainers that help populate the calendar. Re - optimizing this previous content can also yield eye - popping results for metrics like keyword ranking. Have a variety of shows: Content marketing expert Jay Baer came up with this idea of comparing Content calendar deliverables to TV shows that maintain regular viewerships For instance, quarterly or yearly white paper or eBook is like special episode, while weekly videos or Blog roundups are like regularly - scheduled programming and series are akin to binge - worthy shows.
|Traffic/reach||Unique page views by channel and source|
|Engagement||Bounce rate, average time on page|
|Top content (and falling content)||Top page views, top exits|
|Impact||Click-throughs, conversions, backlinks|
|Sentiment||Comments, social shares|
Your social media strategy goes beyond what you post on your social channels. Planning and publishing your content is only a small percentage of successful social media strategy. A good strategy involves finding ways to actively distribute your content so that as many people as possible see it. When you establish a content distribution strategy, you set up your posts to be shared more widely. If you actively blog, include share buttons on your posts so your audience can distribute your content to their followers. You can also encourage your audience to engage with your content by asking questions and encouraging them to share their answers, on social media or in the comments section of blog Post. Other people sharing your content is excellent social proof as well. Your social Media Content strategy should include responding to or reposting people who share your content. There are social media tools, like Sprouts scheduling Feature, that make content distribution a no - brainer. Recognizing when your audience is active and sharing posts at the right time will help you reach more people. If youre only posting on social media minutes after content goes live, youre missing out on massive opportunity to optimize your reach. Individual social media platforms have their own ways to help you maximize reach as well. On platforms like Twitter and Instagram, utilizing hashtags is a great way to distribute your content further. Hashtags help you reach people who not only follow you but are following a specific trend or interest. On LinkedIn and Facebook, join groups relate to your industry and share content when it relates to conversation. Another good distribution strategy involves networking with bloggers and content creators in your niche. Other brands are more likely to share your content with their audience if you have relationship and will return favor. Just remember that anything you share with your audience should still be valuable to them and relate to your brand.
Once youre clear on your goals, it is time to conduct a social media content audit on content youve created so far. Look at which posts performed well, which ones did and what you post on each platform. If you using a social media management platform like Sprout Social, you can look at all of your Social media data and analytics in one place. You can use Sprouts Report Builder for a holistic view of how all of your Social media content is performing. Even without Social media tool, you can analyze your data by exporting each platform analytics into spreadsheet. Facebook, Twitter, Pinterest Business and LinkedIn Business accounts let you easily export your posts and page analytics directly from the platform. What you look for in audit should align directly with your content goals. For example, if one of your goals is to improve brand awareness, then look at your follower count on each platform and identify which posts result in new followers. Now you have an idea of what types of content help expose your brand to new people who want to follow you. Content audit will help you substantiate what you think is working well with quantitative data that shows you how each post performs. You might notice a disconnect between posts you think should do well and actual top performers. In this case, look closely at the language and tone youre using on underperforming content. You may have strayed away from your brand authentic voice. Your followers may interpret those posts as inauthentic or irrelevant, causing a decrease in engagement. Irrelevant posts are the second largest reason consumers unfollow brands on Social media. Some posts serve to help you meet bigger marketing goals. But even promotional content should be on brand and true to your voice. Remember that your audience begin following you for a reason. Stick with your unique voice and style as much as possible and create content that authentically markets your brand. Having a consistent brand voice will also help you have a better understanding of who your audience is. You ca create good social content without knowing who your followers are. During this phase, do some target audience research. Build target persona of your audience and can compare it to who you think your target audience should be. Include things like basic demographics, acquisition channels and content preferences. While youre doing research, also take note of which platforms your content succeeds most on. You might want to target every social platform, but it is unrealistic to expect to perform well on all of them. You want to allocate your resources to platforms that serve your brand and your audience most.
The last step to an effective Social Media Content strategy is measuring the results of all of your efforts. Proper tracking is going to be vital to creating a strategy with longevity. Keeping detailed metrics will help you tweak and optimize your plan over time. Ideally, you should analyze your content every month to keep track of what is working. When analyzing your data, take a top - level view of your content over give period. Take a look at how each piece of content performs and what variables it has working with it. Assess how well content contributes to overall content goals that you set in step one. A few of the most important Social Media metrics to measure include: awareness - number of times people see your Content as told by impressions and Reach Engagements - number of reactions, comments, clicks and Shares Your Content gets ROI - Conversions and referrals from external sources like you do with Content audit, relate Analytics to your overall marketing goals. Using your goals as anchor can help you accurately adjust your strategy. By measuring Analytics each month, you just have to make small tweaks to keep optimizing your Social Media Content strategy.
This also plays into using ROI to tweak your marketing strategy over time. For example, you may notice that tweets featuring more than one product photo tend to get more conversions. Or that giveaways seem to outperform your how - to content. But are you sure? Start by clearly formulating your hypothesis and writing it down. Next, set up data measurement capabilities to prove whether your hypothesis is correct or not. If your hypothesis requires new strategy or investment, propose a low - risk pilot program. Leaders might be more willing to try something new if they do have to make long - term investment and commitment before seeing results.
Reach is a metric calculated in a similar way by all social media platforms. Facebook defines it as the number of unique users who have any content from your Facebook Page or about your Page within their newsfeed. In simple words, metrics show how big the audience your content is. Reach seems to be especially important in the case of Instagram. Since platforms do not display likes anymore, this metric will show you the level of brand awareness youve managed to spread with your content. While auditing your Facebook performance, you should look at reach bit closer. If you run any paid campaigns, track pay reach, find peaks and valleys, and use gathered experience to optimize your future Social media campaigns. Using NapoleonCat, you can also compare the organic and viral reach of your content. If viral reach is low, think about how you can make your content more engaging; on the other hand, if it is high, check if it brings you new followers or relevant traffic to your website.
Igtv is Instagram long - form video feature. Some fast facts about IGTV: IGTV has its own standalone App, but is equally accessible within IG itself. Orientation: According to IG, IGTV is built for how you actually use your phone. Video For IGTV was originally vertical - view only, but has recently expanded to include horizontal video as well. Most IGTV Videos are still vertical, and this style still proves to work best for platform. Length: While feed videos are up to 60 seconds long, and videos in Stories are 15 seconds max, IGTV videos are up to 60 minutes long. Igtv Videos can be one - offs or created as series. Instagram has very recently Make experience of uploading IGTV Videos more seamless. Check out this how - to from Instagram creators account: While IGTV might seem an intimidating platform to create content for - its within your reach, even if youre just getting started with video. Few tips: not all content needs to be original - You can easily repurpose videos from your other social platforms; giving them a fresh new feel. Experiment With Video lengths - not all IGTV Videos need to be hour long! Try creating content with varying video lengths to test what works best. Keep in mind that shorter videos are known to get increased engagement. Easy to promote - If you have less than 10k followers, you can swipe up in Your Stories directly to your IGTV Video. Some content ideas that work: Behind scenes tutorial or how - to Video - this is a great opportunity to highlight your products or services. Great how - to from an icingartist:
You do have to have a team of graphic designers in your office basement to create shareable infographics for social media. In fact, all you have to do is check the Infographic hashtag on Instagram to see examples of simple visuals that attract likes, shares, and engagement. One of the most shared graphics on Instagram only has three suit jackets and a check mark drawn on it. It quickly addresses problem and then provides solution in an easy to understand manner. You can also use Instagram hashtag to see where brands and marketers go wrong when they share their inforgraphics. Ones that grab your eye have large visuals and clear message. They stand out significantly more than those with lots of text that is too small to read. Dont make your readers pinch and squint to understand your content. Youre making them work, and theyre more likely to give up than actually read everything you add to it.
Every social media channel has its own distinctive character. Accordingly, it is essential to fine - tune your content for each one. That process starts with analyzing details from tools like Instagram Insights and Facebook Audience Insights, which offer details on audience location, age, gender, and more. Knowing these details makes it easier to dial - in your messaging, create buyer personas, and take advantage of features of platforms youre using, whether that live video on Instagram, curated collection on Pinterest, or text post on LinkedIn. Here is a primer on what to keep in mind for some of the most popular social channels.
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