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Social media marketing has become essential for businesses around the world. Today, more than nine out of ten companies in the US with more than 100 employees use social media platforms to connect with potential customers. But is your brand maximizing the impact of social media marketing? Probably not. Effective social media marketing requires more than a simple post.
Related: Why Effective Content Marketing Can Transform Your Social Media
The rise of social networks
When social media emerged in the early 2000s, it was easy to see Facebook as a fad or a passing phase. Although Facebook has grown from a college dorm room idea to a multibillion dollar meta-corporation, the social network has attracted billions of users.
More than 4 billion people in the world use social networks, and in 2027 this number will increase to about six billion users. Businesses have long recognized the power of social media platforms as channels to engage and connect with customers. Several surveys of B2B and B2C companies highlight the importance of these channels, with nearly two-thirds of respondents saying social networks are "very important."
In the year According to a survey of global marketers in 2021, social media is currently the second most important marketing channel. Social media marketing spend has increased, reflecting the importance of these channels. Experts expect social media ad spending to exceed $80 billion by the end of 2022 and grow to $130 billion by 2027.
At the same time, marketers face challenges. Designing successful campaigns and measuring their effectiveness is one of the most challenging aspects of social media marketing.
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A strategic approach to social media marketing.
Successful and effective social media marketing starts with a strategic approach. Doing social media marketing without a strategy is like driving in an unknown direction without a map: it won't work.
A social media marketing strategy starts with setting measurable goals for your social media marketing. These goals should align with your overall business strategy and digital marketing strategy. Balancing your social media activity with your other marketing goals ensures that each strategy reinforces the other, ultimately increasing effectiveness.
Think of your social media strategy as your master plan or map to a well-defined destination. This strategy outlines your chosen social media channels, target audience, team responsibilities and marketing budget. All work should be related to this strategy.
Branding and content strategy are two important components of an effective social media marketing strategy.
Related: Why creating quality content is important for your business.
Include branding in your social media strategy
Social media channels offer great opportunities for brands to connect directly with their target audience and gain direct feedback and insight. Because the brand controls the channels, your brand team controls all of your messaging.
Successful social media marketing involves branding in every post, video or ad. Brand integration starts with choosing the right social media marketing channel for the audience your brand wants to reach. Not all brands should be on all social networks. If your brand targets adults and seniors, TikTok is likely to be effective. Not only do you run the risk of audience mismatch, but your brand and positioning may be out of sync with the channel. Because of this, your social media marketing will be ineffective.
Choice can improve both the effectiveness of social media marketing and brands and social media activity.
Related: 5 Obvious Social Media Marketing Mistakes We Should Avoid
Define your social media marketing content strategy
At the beginning of this article, we mentioned that social media marketing is not just a series of posts published on different social media. To be clear, consistency is important. However, effective social media content marketing requires more than simple communication. A strategic approach is required here.
Developing your social media marketing content strategically means that every post should align with your strategy. Posts shared by your team should reflect consistent brand messages and contribute to the goals outlined in your social media strategy.
If a brand uses multiple social media channels, as many brands do, content between channels can vary. But in order for a brand to deliver a consistent message across all channels, each piece of content must be consistent with the others. Inconsistent messaging can quickly confuse audiences and lose brand credibility.
Determine your social media marketing budget
Effective social media marketing strategies must be supported by an appropriate budget. Developing and implementing an effective social media marketing strategy takes time and experience. The investment is worthwhile for brands serious about social media marketing, as a well-designed social media marketing strategy will ensure they achieve their overall business goals.
Without a dedicated budget, social media marketing runs the risk of being sidelined for other forms of digital marketing. The results reflect this.
Related: 3 Questions to Answer Before Investing More in Your Marketing Budget
Be flexible in your approach
Strategic plans are like road maps or recommendations, but they are not rigid or fixed. Being open and adaptable is essential to making your social media marketing as effective as possible.
Communication on social media can change in real-time between consumers or between consumers and brands. A flexible approach allows brands to stay relevant in their messaging in line with their brand and business objectives.
In today's tough economic climate, developing effective marketing plans has never been more important. A strong strategic approach to social media marketing can be implemented and deliver unprecedented results for your brand.