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How To Optimize Your Social Media Marketing Campaigns

Posted by Matej GRABROVEC on Sep 28, 2017 10:43:42 AM
Matej GRABROVEC
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Are you on a quest towards winning on social mediaIf yes, then you know how hard it is. You probably have some sort of online presence, but are you winning?

The diversity in social media allows you to establish a wide scope for marketing but in a world full of competition, you have to be prepared for a “bloody battle”. Scared?!

Don’t be.

We have a solution that will enable you to get the most out of social media for your business by understanding how to optimize your social marketing campaigns.

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Let’s start at the beginning

Research.

Never underestimate the value of good quality research. Find out what your competition is already doing on social media. Ask yourself:

Your research should be geared towards establishing how you can improve on existing social strategies that are working while avoiding those that are not. In order to successfully conduct quality research, use social tools or outsource this entirely.

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Do you know exactly where you want to get to?

Well, if you don’t, chances are you won’t get there. Your aims and objectives should at least use some basic management principles such as the SMART technique.

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The trick how to set smart goals is to put some real numbers down and hold yourself accountable for those results. It’s easy to hide behind buzzwords like “more engagement with our leads for more customers” or “increase site visits by creating better synergy with our digital marketing.”

By using the SMART acronym, we can easily flip those ideas into goals. What about “X% increase in customers this month” or “X% increase in site visits this quarter.” Now, those are some real marketing goals, assuming you have a system in place to measure those increases (“measurable”), the numbers are challenging but achievable (“attainable") and they’re “realistic” when all other aspects of your marketing are taken into consideration.

Remember, if there aren’t clearly distinguished goals to measure performance against, then you’re fighting blind.

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smart-goals

Keep your business result at the forefront of your mind

Realizing and understanding how you will get from an objective to a business result lies in experience and expertise. Strategy isn't a vague word when you can theoretically match aims to actions and results. Having contingencies, loops and exits in a visual model tend to provide a better understanding of what the overall strategy model is trying to achieve. And what each platform and campaign is adding to the overall strategy. So, what is your business result? What are the objectives of your social media campaigns?

 

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Getting set up

Once you are confident on which social media platforms you will perform, branding your profiles should focus on clearly communicating your core business messages and call to actions. Key business information, contact details and benefits should be included as the back-bone of your profile.

Keep in mind, you will have to retain a high level of interaction with posts. It is important to consider that each profile is a point of contact with your clients. As part of getting set up, you can consider using various tools which could assist you throughout your social media campaigns.

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Ready to go

Your research is done and you have everything set up and are ready to go. Now its time for executing the game plan. Business owners with little time often outsource this phase to social media professionals. If you would prefer to get your hands dirty yourself, then there are various tactics and best practices worth considering before diving in. Depending on your campaigns and strategies, a few areas which should be routinely managed and undertaken include:

  • Traffic generation,
  • Content strategy,
  • Community management,
  • Campaign management,
  • Lead nurturing.

To give you an idea of what to consider when executing your social media strategies, we can look at the core segments of what execution is:

  • what to post,
  • when to post,
  • whom to post to,
  • how to react,
  • how to convert and
  • how to adjust.

When to post is another key factor which can be leveraged to increase your scope and engagement levels. For instance, Facebook activity peaks between 1pm and 4pm, whereas Google+ activity is at its highest between 9am and 11am.

Understanding who your customers are and who the key influencers are in your industry is essential research.But how do you interact with different types of people?

Be personal, professional and always keep your goals in mind when interacting. There is a time for gossip and a time for strengthening your network and engaging with customers.

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And how to win on Social Media?

Don't neglect networking with people, build your network in person or online with people who have similar interests and values as you. Also, try to be sincere no matter the fact you're trying to build professional connections. Be vulnerable with your customers and make it clear that you are one of them and that their interests are your interests. It is very important that you provide value to your customers, so help them before you ask them for something. 

Businesses and brands clearly have every reason to pursue social media marketing so if you are smart about how you implement it, you can help your company succeed (here is a template that can help you monitor reporting). Here at Agency Novelus, we use advanced social media management software, like Sprout Social. This enables us to effectively monitor social media across various channels between different clients. Contact us for a free demo!

To boost your social media presence, social media ads have plenty of great features that enable you to effectively target your posts to a specific audience. Check out the latest trends and how can you outshine the competition in our free e-book The Future of Facebook and Instagram Advertising:

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Tags: inbound, marketing, linkedin, social media, facebook, inbound marketing, twitter, instagram