Social Media Marketing
Social media drives web traffic and reaches customers where they are already spending time. This makes it the ideal platform for inbound marketing, with a place to share your content and engage people at every point along the customer cycle.
Of course, success on social networks hinges upon the quality of your content and the skill with which your content gets shared. If your inbound marketing needs a boost, BroadVision Marketing can help with social media campaigns that put you in front of an increasingly large number of potential customers.
The Power of Social Media for Inbound Marketing
You know social media is huge, but how does that impact your business? With so much time and attention devoted to social networks, these platforms have become a driving force behind online marketing in many ways. No matter your industry, social marketing breathes extra life into your marketing by:
- Adding a significant source of inbound traffic
- Allowing access to influencers for paid promotions
- Encouraging customer interaction and generating social proof
- Boosting SEO with shares and likes
- Creating “word of mouth” buzz for friends of customers
- Compiling analytics on your audience to optimize overall marketing
How Social Media Marketing Works
The primary role of social media for marketing campaigns is to promote content and attract more leads. Social networks are always moving forward and your audience may only be seeing posts from the last few hours or days — so you need a proactive system of frequently promoting content.
At the same time, social marketing must be done tactfully. There’s a special touch required to strike the right balance of self-promotion and sharing valuable content. The right solution often involves customer engagement through entertainment and information, along with well-timed sales pitches.
Social media can grow your business in more ways than just adding traffic. It’s become clear that search engines incorporate shares and likes to boost websites that are popular on social networks.
We can also use data from social traffic to help you learn about your customer base and discover how to better position your future marketing messages.
Best of all, there is no real downside to social media marketing. You just have to establish and maintain a presence, and the leads will build.
What is Social Listening?
Social media as a whole is one of the most interactive marketing mediums due to comment sections and social sharing. This makes it a treasure trove of information on how to optimize your content and build better relationships with your preferred customer.
Social Listening: The practice of monitoring social media interactions for conversations regarding your brand.
While you can collect valuable data by starting your own comment chains, the results are somewhat tainted because the audience knows that you’re a stakeholder in the business. The purest data you can collect happens directly between members of your audience. This removes the suspicion of foul play or biased information from both parties.
For example, who would you trust more to tell you about any problems regarding a product:
- The business with a vested interest in spreading a positive perception of its brand.
- Any other person in the comments who is explaining their real-life experiences.
Most would trust the second option more. Strangers have nothing to gain from misleading or outright tricking you about the product. This honest conversation is where businesses learn the most about how to improve their marketing to better satisfy customers. In both positive and negative ways.
Data Side of Social Media and What to Watch For
It’s not just the comment sections that you should analyze. After all, if social media was just about chatting with each other, then they wouldn’t be any different from online forums. You can glean a lot of information from the other social aspects of the platform like shares, reactions, viewership, and clicks.
There are multiple plug-ins and programs that compile this data for you, but having that on hand doesn’t mean you know how to use it. Below are some of the most relevant metrics to keep your eye on and what they mean for your social media campaign.
- Reach - Reach counts the number of users who see each post. While it doesn’t relay any information on how content affects your audience, it does tell businesses if their content is even getting to people’s news feeds.
- Sentiment - Is the reaction to your content positive or negative? Why are they reacting that way? Figuring out these questions requires an in-depth knowledge of your audience’s beliefs and your business’ standing with them. The longer you leave a negative sentiment brewing, the harder it is to change public perception. Monitoring sentiment should be done at all times and not at scheduled intervals.
- Clicks - Tracking the number of clicks that each campaign gets helps marketers understand what grabs their audience’s attention. Social media users only see posts on their feed for a moment before scrolling past them, so knowing what kind of visuals or content type makes them pause for a closer look is vital.
- Share of Voice (SoV) - The Share of Voice is the ratio of social interactions to the total number of impressions. This tells businesses how likely their audience is to engage with their content after noticing it and is a good indicator of a brand’s reputation.
- Mention Volume - Keeping your existing customers happy and engaged is important, but part of your social media goals should be to access new audiences. How many times has your brand name, hashtag, keyword, or product been mentioned in the last week? Mention Volume helps marketers recognize how well their content is spreading among new social circles.
Developing Brand Recognition on Social Media
Every business wants loyal customers. They’re willing to spend more, engage more, and try out new products. However, you can’t build a loyal customer base anymore without first cultivating a strong, online presence.
Social media expedites the process by putting your brand in front of an unprecedented number of eyes. And much like Google, social media sites leverage information like age, location, and app use to determine which advertisements to show users. This greatly improves the odds of your content reaching your target audience.
The problem is that most businesses don’t know how to handle their social outlets. They throw out a few posts for a few weeks but give up after not seeing a quick uptick in sales. In very broad strokes, social media success comes from two factors. Great content and constant engagement.
Without both of these spearheading your online efforts, you’ll never grow your audience. Doing so requires a lot of creativity and time, and nothing is a sure thing. While you can’t be 100 percent certain that content will make an impact on your audience, following certain guidelines will dramatically raise their odds of at least remembering the brand it came from.
Maintain Visual Consistency with Imagery
Many studies have shown that visual media assists in future recall. On average, 65 percent of users can remember content accompanied by a graphic while retention with only text or audio sits at a dismal 10 percent.
Businesses with a firm grasp of their branding and goals naturally keep up some level of visual consistency in their posts. This doesn’t mean that all of their graphics need to follow a certain theme or they can’t branch out.
Instead, visual consistency means including at least one or two key optics into your campaign that your audience can connect back to your brand. This means the inclusion of logos, profile pictures, or even having the same narrator in all your videos. Anything that helps someone recognize, “Oh, this is that specific brand,” without being told the source.
Focus on Engagement
Having hundreds of thousands of followers doesn’t mean much if none of them are willing to engage with your content. Your social media base needs to be earned with value-based content rather than sucking them in with a one-time gimmick.
Your target audience needs to converse and share this content if you want your brand to grow. Start by understanding your customer’s motivations and focusing on what they’re excited about. Hone in on those key aspects instead of forcefully teaching them about a random production story.
The trick is to spur multiple viewpoints. This doesn’t mean you need to antagonize your audience into arguing with each other. It only means creating content that can be interpreted in different ways.
Give Your Content a Second Life
A great idea can go a long way. Don’t waste the potential of an effective marketing asset by using it once and throwing it away. While you shouldn’t copy and paste content from one source to another, it’s completely fine to lift specific aspects of them for reuse.
If there was an animation that resonated with your audience, then using that in future content in a different context is a good thing. Not only does it save on production costs, but it helps establish a visual constant in your brand identity.
This can be done with sound bytes, backgrounds, and even entire characters. As long as content feels unique and doesn’t cross the line into duplicate content, then repurposing assets is the smart choice. BroadVision Marketing creates custom images, infographics, and thumbnails for your social media content that can stretch across multiple marketing campaigns.
Choosing the Right Platform
It’s easy to fall into the trap of clumping all social media platforms together despite how much their interfaces, demographics, and content types vary. Going into a TikTok campaign with the same strategy and goals you applied to Facebook won’t end well.
Since each platform takes a unique spin on social interactions, your marketing strategy needs to accommodate that. Here are a few things you need to know about each of the most popular platforms to get the best results.
The enduring titan of social media, Facebook has over 2.9 billion users as of the beginning of 2022. Although it supports a great deal of content, Facebook’s initial purpose was to maintain current relationships and reconnect with past ones.
This focus on individual interaction makes it a great medium for encouraging your customers to share your content with friends. However, breaking into completely new social groups is difficult due to the amount of competition that exists on the platform.
Despite this, Facebook is still one of the first places that potential leads search for a professional business profile. This allows already loyal customers to further their relationship with your brand and receive news about your business.
TikTok gained popularity with its short-form videos and its users can amass a huge number of followers. Niches grow to such an extent that they become known as separate TikTok spaces dedicated to that specific content. This makes finding the right influencer for your brand a much easier task.
It’s also a great platform to test content since it has a very casual day-to-day atmosphere. However, the platform’s recent growth means that its demographic consists mostly of teenagers and young adults. The biggest age group on the platform is between the ages of 18-24. However, there are many niches with older audiences that can significantly benefit from the use of TikTok.
Rather than boost customer loyalty or engage in conversation, Pinterest excels in educating creative audiences. It is a “scrapbooking” platform that lets its users create online bulletin boards that stimulate their imagination.
This is the perfect recipe for urging potential leads to finally transition into customers. Data reports that 90% of weekly Pinners use it to make purchasing decisions. This is a little more elegant than “monkey see, monkey do,” but it boils down to the same idea.
Unlike other platforms that promote out-of-reach uses for products, Pinterest promotes a crafty, DIY approach that the average user can attain. However, you’ll need a team that is both creative and talented in graphics to thrive on this platform.
Instagram offers many of the same benefits as Pinterest. It inspires creativity from its audience and is a great platform for converting leads. Creating content for its primarily image-based interface is low-cost and useful for linking key visuals to your brand’s identity.
The primary difference is the level of engagement and credibility that influencers have with their audiences. According to MuseFind, 92 percent of consumers trust influencers over a traditional advertisement. This means that small businesses can capitalize on this and earn more trust from an audience than they would gain from an expensive celebrity endorsement.
Think of Twitter as an extra loud megaphone for your marketing department. Posts on Facebook focus on sharing information and updates, and while these do inspire engagement from consumers, those conversations generally stay in the comments section.
On the other hand, Twitter’s platform revolves around publicizing conversations. At their core, hashtags are custom-made keywords that allow anybody to enter into an international conversation. It has also built up a reputation for uncaging businesses and letting them show more personality.
This is amplified when publishing visual content as Tweets with an attached video get ten times more engagement. So, if you’re looking to focus on graphics like cartoons, memes, gifs, or other imagery, then Twitter is your best bet.
BroadVision Marketing Provides Social Media Solutions for Your Business
Not everyone has the personality for social media success, and that’s okay! You have important business to attend to and challenges that only you can tackle.
The problem is that a lot of businesses don’t have the resources to hire an in-house employee solely for social media responsibilities. BroadVision Marketing fills this gap in your business and helps develop a system, strategy, and schedule to make social marketing easy and successful.
As part of our complete inbound marketing services, we can implement a strategy-driven social campaign to increase your customer base and traffic, while improving the lead generation of your website and content.
Ready to boost your online marketing with a social marketing system that works for you?
Get in touch with us today to find out how we can create or improve a successful presence for you on social media.
We also have our 'KISS' Plans where we focus on just the main social media platforms: Facebook, LinkedIn and Twitter. Saves you time and gives you handwritten social presence: