Social media is the easiest way to market your goods and services.
It is easy, but is it effective? If you have been running a business for a while, you already know the answer to that. The correct answer to that question depends on how you are treating your marketing efforts on social media.
For an individual using social media for pleasure and not with any commercial intent, it doesn’t matter how a post turn outs or how many likes, shares or views it gets.
Apart from a personal satisfaction or disappointment, there are no monetary consequences to it. But for a business, the dynamic is different. For a business, its marketing efforts on social media is not pleasure, it is anything but. Every post matters and every buck spent is accounted for and has to make it count for the business.
Let’s take a look at some of the steps and measures you need to take as a business, if you are intending on leveraging social media to make an impact for your business in 2020:
While social media gives you the privilege of being candid and personal with your marketing style, it also empowers you to be reserved and strict with your targeting and spending. Its innate ability to narrow down an extremely specific demographic by intricately filtering through income, interests, behaviour, political affiliations, and language is a boon for marketing.
Employing analytics, insights and data to your marketing efforts on social media is such an important cornerstone today, that the market enabling this feature itself is projected to grow at a Compound Annual Growth Rate (CAGR) of 25.4% by 2024 (USD 3 billion in 2019 to USD 9.4 billion in 2024).
Data is more valuable today that it ever was. Marketing on social media is not about what you want to say, it is always about what your audience wants to hear. In order to be able to understand what your core audience wants to hear, you need to feel their pulse. Use the insights on your Facebook, Twitter, Instagram, Pinterest, LinkedIn and Google+ to find out which post is performing better on your channels than the others and use that information to create similar content and publish them.
Remember, quality matters; even if you choose to post on a regular/daily basis, it has to be substantial, relevant and meaningful — not just for your business, but more so for your audience. If you provide content that makes little sense to them, your audience will move on. At the same time, don’t think too hard and take too long to post something on your social media pages, because in the world of social media, if you are out of sight for too long then you will be out of mind in no time.
We are living in an era of constant innovation. What works really well today may fail to impress your marketing spends tomorrow. Always move with the crowd.
Be where your audience is, use the platforms they are using. Ultimately, you need to be where they are.
Don’t be obsessed with any one particular social media platform. Even if there is a social media channel that is currently bringing you great engagement, don’t be afraid to explore other platforms. Having said that, keep in mind that a “cool” social media platform does not necessarily translate to more engagement.
SEO is good for your business. You should know that by now already. What is mostly never highlighted is that social media helps boost your SEO. All those high value articles on your blog will have no readers, if your social media channels don’t bring your audience there. By using the right keywords, metadata, and effective links on social media, you can build a solid reputation for your business/website.
Platforms like Instagram, Snapchat and TikTok have opened up a new way of communicating your brand offering. It is more personal, it is more instant, it is more effective. Partner with the right influencers to take your brand message forward. Pick the right bloggers whose attitude and persona match your brand’s. If you find it daunting to look for the right people to endorse your brand, contact influencer outreach agencies who will help you find the right influencers for your brand.
2020 will be a new landscape for new social media platforms. While Facebook, Instagram, Twitter and Linkedin remain staples of social media marketing, brands and businesses are going to have to experiment and find out for themselves what works for them and what doesn’t. The so-called safe zone in social media marketing will cease and a new wave of communication will be on the rise. While TikTok has the native ability to make content reach a large audience within a short amount of time, you need to keep in mind that TikTok has not yet figured out a way to properly monetise content.
2020 is going to be an interesting year for social media marketing. Stable platforms will battle new ones, but what’s important in all of this is your understanding of what’s good for your business, use that platform and keep going forward. The way forward for your 2020 social media marketing starts now. Are you ready?
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