Aren’t most of our purchasing decisions based on rightly marketed products? Consumers that were hooked to televisions are now active on social media. Social media marketing is all about promoting your products and services to the target audience on social media platforms. Buying behaviour is heavily dependent on how your brand is perceived on social media. Implementing a social media marketing strategy can be tough because every brand and business on social media is now a competitor in disguise.
Brand managers entering the world of social media as newbies have to face several challenges because social media is dynamic like never before and marketing on social media is now much more than just creating a good number of posts.
To initiate a social media marketing plan, it is first necessary to get the basics right.
In this blog, we will help beginners who are new to social media marketing and want to implement a campaign.
What is social media marketing?
Social media marketing is a marketing technique wherein brands and businesses initiate campaigns to promote their products or services on social media channels. These marketing campaigns target a specific audience base that is required to meet the brand’s goals and objectives. The social media marketing technique is used to connect with potential customers and to increase brand awareness. However, apart from these two things, this marketing technique can also help in increasing sales, increasing website traffic, and brand engagement.
Basic Facts and Figures to Keep In Mind For Social Media Marketing
- 70 per cent of users on Instagram look for brands on the platform
- 60 per cent of users on Instagram find out about new products on the platform
- YouTube gets 400 hours of content every minute
- Millennials form the major chunk of the user population on Twitter
- Posts on Pinterest have the longest lifespan as compared to all other social media platforms where posts die out minutes after they are uploaded
- 65 per cent of all Facebook users fall under 35 years of age
- Instagram’s highest user base consists of Millennials
- Facebook Live is the first choice for marketers to promote their products and services
Understanding Basic Social Media Metrics for Social Media Marketing
Social media marketing cannot be carried out without the knowledge of social media metrics. Social media data is crucial when marketing on social media platforms. The data helps you measure whether the strategies are giving the desired results. Every platform has its scaling structure but some metrics remain the same throughout like reach and engagement. Here is a list of social media analytics parameters in brief.
Reach refers to the unique number of views your post had. Reach is important to widen the consumer base and to increase brand awareness.
Engagement Rate is one of the most important metrics to track for social media marketing. Engagement rate or ER is a measure of how your audience is interacting with your posts. The way to measure ER is to track likes, follows, comments, shares, retweets, and so on.
Impressions is the count of the number of times your post has been shown on a user’s profile. Impressions will give you an idea of whether the post content is relevant to your audience.
Measuring follower growth is tracking the number of users who follow your brand page on a particular social media platform. Check the unfollows and follows you get on a monthly basis to know if you are targeting the right people and getting the desired audience base.
Every social media platform is unique when it comes to measuring metrics. Social media analytics is necessary to track the brand performance on social media. Social media analytics tools like Unbox Social can help you with in-depth data that can be used to craft effective marketing plans. Now that we know which metrics are a must to track, let’s understand the importance of conducting social media marketing.
Why Conduct Social Media Marketing?
Every marketing strategy has a purpose to serve and social media marketing has much more to offer than just a high number of followers. Here’s why you need to undertake social media marketing for your brand and business.
Helps convey your brand identity to the audience
Social media marketing helps you convey what your brand is all about. The social media strategy you implement will tell the audience what you are offering them and what does your brand stand for. This marketing technique helps you build brand awareness.
Helps you connect with the potential target audience
Getting your brand to be active on social media will expose you to a larger audience base. This will also help you target users who are not even a part of your strategy. Nevertheless, once you are active on social media you can gauge the inclination of the audience and connect with potential consumers.
Builds trustability in your brand
A brand’s presence on social media also speaks about its accountability. This can increase your brand’s authenticity in the minds of the audience. Moreover, when the consumers know they are dealing with a brand that actively showcases itself on public platforms it increases the trust level too.
Social media marketing can help you network
When you market your brand/business on social media it not only exposes you to a wide audience base but also helps you build connections. You can connect with industry experts, find influencers for your marketing strategies, and lots more by using social media for marketing.
Social media marketing can benefit you in numerous ways. Now that we know the important aspects of social media marketing, let’s find out how to create a social media marketing campaign.
Steps to Create a Social Media Marketing Campaign
Step 1- Decide what you want to achieve from the campaign
Everything you plan for your social media presence depends on what you want to achieve from it. If you plan to increase your follower count, you will need to create a strategy that increases the reach of your content.
Step 2- Analyse your past social media strategy
Before framing a new strategy, analyse and measure your past campaigns to know where you lost. This will help you rectify the mistakes in the upcoming campaign. Moreover, it saves time on trial and error.
Step 3- Know what you want to highlight in the campaign
The campaign must have a purpose. Brand managers must know what they want to convey through the campaign. Is it a new product you are promoting? Are you promoting a new offer? Make sure you know what the campaign is about.
Step 4- Update your profiles on social media platforms
Before you frame and implement a campaign make sure your social media profiles are updated with all the important information. This is necessary for the audience to connect with you.
Step 5- Choose your target audience
Now that you know what you want to convey through the campaign, choose your audience set. The target audience you choose needs to be in sync with your campaign needs. Social media data from tools like Unbox Social will help you get all the crucial information on audience demographics.
Step 6- Plan the social media content
The content calendar must be created for the social media strategy. Decide which social media platforms will be used for your social media campaign. Shortlist all the social media features that will be useful for your campaign like Instagram Reels, Instagram Stories, Facebook Live, and so on.
Step 7- Evaluate your social media strategy once it is live
Once you have implemented your social media strategy keep a track of its performance. Check the follower growth, check whether there are conversions happening, know if the content is receiving a good engagement rate, and so on.
The above-mentioned steps will help you frame social media strategy for any platform. Let’s understand how Unbox Social can help you in framing the right social media marketing campaign.
Unbox Social- Solutions To Help You Create Social Media Campaigns
The Unbox Social tool has an influencer marketing solution that enables you to find influencers, evaluate influencers, create campaign reports and lots more. The tool also has an influencer listening feature that helps you collaborate with the right influencers. Influencers are extremely helpful for social media marketing because they have the power to influence the users’ behaviour. It is necessary to choose the right influencers to succeed in this marketing technique.
Simply implementing a social media marketing campaign will not help you. Remember, you are not marketing in a vacuum. It is necessary to keep an eye on industry competitors and Unbox Social’s competition tracking solution helps you do that effectively. The tool has a dedicated solution for competition tracking that gives you social media data on their content performance and audience.
Social Media Analytics
The social media analytics solution from the Unbox Social tool will help you get all the relevant social media data. Right from the audience demographics to the post insights, the tool gives you data for everything you need to structure your social media strategies. The Unbox Social tool enables you to create detailed reports that help you track brand performance.
The social media marketing tools you opt for must be in sync with your campaign requirements. Keep in mind the data you want from the tools and see whether the features of the tool are in tune with what you are looking for. Hope this beginner’s guide will help you frame the right social media marketing campaign for your brand.
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