Social media marketing strategy
While the social media itself often looks to be quite a simple thing to deal with (except for TikTok if you are older than 18 y.o.), getting profitable results in not that easy. The core reason for it is the lack of planning and strategy: these necessary ingredients are often missing, and the senseless promotion is camouflaged by the followers growth.
With no doubts a large followers number is flattering, though it cat even materially affect your actual performance (for instance, if the notable percent of it are bots, not humans).
The challenge emerging when you are facing such an undesirable situation could be avoided provided there was a proper research performed initially. It is not only about who your customers are and not even about who your competitors are: it is, importantly, how will you measure the success.
KPIs for the social media marketing campaign
Surely the best key performance indicator would be the one based on revenue: for instance, the Return-On-Investment or its variation.
However, the social media marketing for startups (or small business companies) usually lacks data to provide such indicators (i.e., to match revenue with the lead source). Moreover, even if the analysis is done properly, the small business often cannot provide anough volume for stats to be representative.
This raises up the importance of the secondary indicators, such as Engagement Rate, Cost-Per-Lead and others.
Social media services
The list of popular social media is not somewhat stable at all: a couple of years can flush the rankings so that a new one raises and gains popularity. That is the reason (not the only though) why the social media marketing methods are constantly changing.
Communication with prospects
Apparently, this is the way the social media are normally used by brands. The same time it’s the process where lots of mistakes are made, starting from the classical “let’s launch our Facebook page and wait for money” and up to the fatal misunderstanding of the content that will fit the certain audience.
Brand & HR reputation
Building the brand reputation has never been fast and easy; neither it is considering the social media platforms. You can easily get reach, but you probably will encounter a lot of trolling, negative and complaints. You should be prepared for that and know exactly what to do.
Paid social advertising
Since the Facebook doesn’t show your posts to the 100% of your followers unless you pay for the promotion, every substantial marketing activity should be supported by a proper budget.
The social media allows us to target the desired audience with a remarkable accuracy. Therefore, what your social media marketing provider has to do is to research this audience and then pitch the customers via this instrument. This is not an only option, however: the influencer and micro-influencer marketing can usually give a cheaper CPM, which does not necessarily lead to the better Cost-Per-Order, of course.
