At least once a year, every marketer reboots their marketing strategy. This is an essential step to keep your marketing approaches fresh and up to date. With fleeting social media trends, this is even more important today than ever. You need to revamp your digital marketing strategies to keep up with your audiences. But managing such widespread and unpredictable changes can be a little challenging at times. Here’s how you can easily manage to revamp your digital marketing strategies:
Follow the traditional ways
There are some factors that change digital marketing from traditional marketing but both still follow the basic rules involved in building marketing strategies. Which involves:
Data- Take a good look at your previous records. Data helps to give you an insight into success and lacking your marketing ways. Analyze this data to build up new marketing strategies. It’s always a good idea to pull out your annual data so that you can pinpoint the areas where your strategies need improvement. Measure your key performance indicators and compare them with previous year’s data.
Competitors- Spying on your competitors is the oldest and basic tool in the marketing toolbox. Why are you even marketing in the first place? Of course, to get more market share than your competitors. Don’t only look into your KPIs and data but also get as much information on your competitors as possible. What are the social media trends they’re following? What social media campaigns are generating more leads for them? Now, we are not encouraging copying from your rivals, we’re simply suggesting a competitor’s audit.
Trends- Whether it is a social media fad or a technology trend that every other business is investing in, you need to keep your eyes on the prize by staying up to date with the latest social media trends. Instagram and Facebook give a clear idea of what’s trending as these platforms have the widest and most active user base.
Now that we’ve covered the basics, let's dig in to take a deeper dive into what should be a crucial part of your social media marketing strategy:
Set SMART Goals
Be clear, concise and confident in setting up your social media marketing goals. Make them measurable and realistic. Make them SMART, specific, measurable, attainable, realistic and time-bound. Don’t just say, “I want more visitors”, rather be very specific while setting up your goals. Which sort of visitors you want, how many exactly and in how much time? Set real numbers with real deadlines.
Knowing where you want to go with your social media marketing strategy will help you keep these goals aligned with your overall corporate goals and objectives. Know your metrics that are relevant to your campaign. For example, if your goal is to generate more leads then some of the KPIs you should be measuring are:
• Number of leads from different social media platforms
• Number of leads based on the content type
• Lead to sale conversion
• Click-through rate
• Total ROI
Target Your Audience
The key to a successful social media campaign is to target your audience specifically. The web is a vast kingdom. If you don’t want your digital media marketing efforts to go in vain, then it is very important to target your ideal audience. Make sure your social media marketing efforts go right where they are needed, otherwise they will end up going unnoticed in the sea of social media content. Get to know your audience with complete demographic, psychographic and geographic segmentation. Segment your audience on the basis of gender, marital status, tastes and preferences, age, occupation, location, and spending habits.
This is the most important part of a social media campaign as it generates true engagement and connection with your consumers. Your in-house marketing team should be able to do this but for a successful marketing campaign, it is advised to get the best social media marketing services near you as they don’t only manage your social media marketing campaigns but they also build them up from scratch with accurate data and research.
Identify Distribution Channels
Audience segmentation helps you identify distribution channels that are best for your social media marketing campaign. Which social media platforms does your audience use most and how much of their activity is relevant to your campaign? General social media consumer data shows that younger users are more active on Instagram and Snapchat while working adults and professionals spend relatively more time on Facebook and Twitter. Knowing your audience will let you determine which platform should be having your most attention.
Identifying your distribution channels and getting familiar with the advertising methods of each platform will boost your social media marketing success rate significantly. Don’t mindlessly indulge in every social media platform or just the one which is leading at the moment, instead make your efforts count by investing in platforms where your audience is.
Work with Micro-Influencers
Social media influencers are the new age celebrities. People look up to them for product recommendations and they have their ways to build a strong connection with their viewers’.
They don’t charge as much as actual celebrity endorsement would cost you. And they always bring out great results as studies show that 92% of buyers’ go for referral products more than commercially advertised products. Micro-influencers come at a fraction of usual influencer costs but have higher and more genuine engagement rate. Look for micro-influencers based on a relevancy with your business rather than their audience size. Having a local approach should come first, as 70% of the people who go on product or service searching on the web are looking for local providers. Use hashtags to find influencers in your relevant market.
Identify Peak Posting Times
Generally, a post on a social media platform circulates for 12-25 hours before fading away into the void of social media content. Remember how we stressed on collecting user data on your audience from their demographic to geographic segmentation? Well, here it comes in handy again. Demographic and psychographic data helps us identify what our audience wants to see and geographic data tells us when doing they actually want to see it. Best social media marketing services schedule their media marketing strategy by keeping track of their viewers’ active hours.
Here are the insights from Falcon.io telling about most active hours on different platforms:
- Even though it may sound strange but the best hours to post on Facebook is between 12-4 in the noon. These hours are supposed to be hectic working hours but we all can just confess to taking a sneak peek in our phones. Another good time to post on Facebook is from 9 am to 8 pm on Wednesdays, Thursdays, and Fridays.
- The best Instagram hours are, 11 am to 1 pm with 2 am as the second-best time to post for that late-night scrolling gang. Instagram’s peak weekdays include Mondays, Wednesdays, Thursdays, and Fridays.
- Twitter user activity peaks between 12 to 5-6 pm on Mondays, Tuesdays, Wednesdays, and Thursdays.
- Getting in sync with your users’ active hours is guaranteed to put you at top of their news feed and following trends.
Apply these elements in your marketing strategy to revamp your social media marketing strategy in 2019.