Social Media Marketing Tips
We’ve all experienced a mindlessly scrolling thumb that’s been stopped in its tracks by a clever Tweet, engaging video, or helpful blog post. This content encourages users to click on a profile link and find out more about the brand or buy a product. But, how is it done? Here are some simple marketing tips that just skim the surface of how to wield the power of social media.
Use the Right Platforms
Each social media platform serves a specific function in the marketing realm. Because each platform is accessed differently by different age groups, it is useful to select the correct avenues for your business.
Take, for instance, the brand GoPro. The little portable camera is made for active outdoor scenarios. Instagram, a photo platform, directly applies to a camera company. Plus, the product naturally lends itself to intriguing posts—like underwater shots of great whites or adrenaline junkies longboarding down a winding mountain road.
Here is a quick breakdown from the growth platform HubSpot’s blog on the number of users, audience, and industry impact of three major platforms.
- Users: 1.73 billion daily active users worldwide
- Audience: Generation X and Millennials
- Industry impact: B2C
- Best for: Brand awareness; advertising
- Users: 126 million daily active users worldwide
- Audience: Primarily Millennials
- Industry impact: B2B and B2C
- Best for: Public relations; customer service
- Users: 1 billion monthly active users
- Audience: Primarily millennials
- Industry impact: B2C
- Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising
Platforms not mentioned above, like TikTok and YouTube, are often accessed by Gen Y and aid in brand awareness. LinkedIn is helpful for professional B2B purposes. Consider all your options to stay engaged in social media trends.
There are billions of users across various social media platforms, so while that represents a large, global market, it also means many heavyweight competitors. Creating quality content is one way to shine. And the best way to do that is to tell a story, like what Chipotle did on their YouTube channel. Chipotle filmed a romantic behind-the-scenes look at their avocado supplier. The fast-casual Mexican food brand takes full advantage of America’s love of creamy cados, which they use to make their famous guacamole (it costs extra).
To come up with a blueprint for your social marketing strategy, follow competitors to see what they’re doing. Find companies that you like, and decide if similar techniques such as humor, video, or infographics are suitable for your brand.
Schedule and Organize Your Social Media Posts
It’s necessary to be flexible with your social media strategy, that way you can respond to current events or in a timely fashion (like this Guinness ad created by a freelance copywriter in response to COVID-19). It’s equally as necessary to plan ahead. Online tools like Hootsuite and Sprout Social support marketing teams in social media marketing execution. Scheduling content will help your business save time versus straining each day to come up with a new idea.
So, How Often Should You Post on Social Media?
First, consider quality over quantity. Research exists on how frequently various businesses should post and on what platforms. Spend some time researching when, where, and how often your company should post. But before forcing your brand to meet those numbers, make sure the content is up to par. Posting mediocre or irrelevant information for the sake of posting will do more harm than good.
Look at the Stats
Analyze your metrics to gain a clear understanding of who your audience is and how to adjust your social media strategy. Pay attention to these metrics.
- Followers: the number of people who follow your profile
- Engagement: clicks, comments, likes, replies, reposts, shares, tags, and mentions
- Reach: How many people see your profile’s content
- Impressions: The number of times a post is seen, but not clicked on
- Video views: How many times a video is watched
- Profile visits: The number of people who clicked on your profile page
Don’t get too hung up on the metrics (remember quality is most important), but understanding this feedback is a useful way to gauge your content’s effectiveness.
Want to learn about social media marketing on other platforms? Check out this article about marketing on Etsy.