Effective social media marketing calls for a measured approach

As companies increase their investments in social media marketing, many are seeking ways to make it simpler and more cost-effective. Here are some ways to take a measured approach.

Pick your battles

Many marketers have realized that their companies don’t need to be on every social media platform. You just need to establish a strong presence on the few that best fit your business.

How do you determine that? For many companies, the answer is clear: Go where your competitors and customers are most active. You may need to pick a few different platforms and use them regularly until one or two emerge as clear favorites.

Maximize your reach

Simply getting a customer to “like” or “follow” your company may not generate sales or brand exposure. For example, whether Facebook posts will reach users’ “friends” is a function of the platform’s proprietary algorithm. And with so much news and other content flooding customers’ feeds, your updates may get lost in the shuffle.

In addition to posting on social media, your business can buy ads. Social media platforms sell ads (called “native ads”) that look like normal posts, not paid advertisements, and may appear at the top of customers’ feeds. Many businesses are buying these ads, but investing heavily in advertising reduces the cost advantages of social media marketing. Also, these ads may annoy some users.

Measure your results

Quantifying the results of social media marketing has historically been problematic. It’s easy to identify, at any given time, how many people follow you on Twitter or Instagram, but how many are likely to buy your products or services?

Software developers have responded by creating analytics programs that identify which platforms generate the most traffic to your website — and even more sophisticated programs that track an individual customer’s behaviors after viewing your posts. But, as with any software purchase, approach this one carefully. Ensure your employees will be able to use all necessary features and that you’ll be able to disseminate the data effectively.

Expand your interactions

When the time is right, you may want to use social media for more than just marketing. The most direct way to link social media to revenue is to allow customers to buy products directly on your social media page or app, rather than requiring them to click through to your website or call a salesperson. Of course, this functionality requires an upfront investment in secure e-commerce technology.

Some companies are also using social media to facilitate customer service. People tend to appreciate the quick response, but some complaints may be too sensitive or complicated to discuss publicly. So, it’s generally best to allow employees to respond to simpler questions online but train them to channel more complex issues to phone calls, emails or private messages.

Don’t get overwhelmed

Social media marketing can be a cost-effective way to build brand awareness and customer loyalty. But it’s also an ever-evolving sphere that can become overwhelming. Contact us for help measuring and managing the financial investment you make in your efforts.

© 2019