People talk about everything on social media - including you and your business. This is the primary reason most businesses are actively present on different social media platforms. Whether it’s a local bakery or a big branding agency, platforms like Instagram, Twitter, and LinkedIn help reach out to your targeted audience and grow your business overall.
The first thing is to start working on a custom-crafted social media marketing strategy for your business. During this process, you need to think about how you will establish and grow your company through social media.
In this guide, you will learn about the multiple benefits of presence on social media networks and promotion possibilities. We will look at the awaiting difficulties and how to overcome them, where to start, gain an audience, and evaluate if your activity is worth your investments.
Whether you are a service provider, or entrepreneur, you should learn how to build a better social media presence. That's why we have put together this Complete Guide on Building a Better Social Media Presence for you.
You Can Also Read: 4 Strategies To Find More Friends On Instagram
What is Social Media Marketing?
Social Media Marketing (SMM) is only one of the many marketing channels. After adding numerous social networks into our lives, social media management has become one of the fastest ways of Business to Customer communication. The more the field evolves, the more complex it becomes to market on social media. It involves community management, content creation, video production, customer service, brand management, display advertising, targeting, and more. Chances are, as you are done reading this sentence, a new medium of SMM is presented to the world.
Please, take a look at your most used social media feed. You probably follow more than one brand account; your feed is actively updated with new content every few minutes. Now, you need to make sure that among all of this noise, you need to create content that stands out and attracts relevant users to engage with the posts on your business page.
However, this doesn't only depend on your efforts and your amazing content. You have another difficult task at hand - befriending social media algorithms. To survive, you will have to make quality content. And, make sure to do it every day, so that the algorithm recognizes your quality and helps you get to your potential audience.
The Benefits of Using Social Media Marketing
The benefits of social media marketing for your business are too many to name. Here, we will take a look at five key benefits to leveraging social media marketing for your business.
Getting to know your audience
Telephone customer service sets the bar for social media communication with customers. When you communicate on behalf of the company, you see who follows you and who is not. You can track who actively interacts with your curated content and those who are interested in your products and services, what pain points appear for your audience, and whether your socials help them get rid of them. Suppose you are a brand on Instagram and want to take advantage of Reels. Your social media presence and constant contact with your audience (community management) help you understand customers' needs better and adjust their content accordingly to their requests.
Driving Traffic to Site
This point is significant for e-commerce businesses, and digital services that drive sales on their website. You can attract customers to your leading site and promotional landing pages to convert them into users. It's important to know that you collect an enormous amount of data when you lead traffic to your website. If you use an interactive heatmap tool you will find out what your users did on the web page and fix the user interface if they faced any problems.
Engagement on social media are likes, shares, clicks, and comments. If you keep an eye on your most engaging content, you will better understand what works with your audience and create content especially for them. Remember that only the most engaging content is considered to be the best.
Creating Corporate Brand Image
Some companies build their image as a brand-employer through social networks: they talk about employee engagement, their lives, values, and hobbies, and what you need to do, and who you need to be to start working with them. Make sure to include your social media links in your corporate email signature. It's very easy to create. It will take you only a few minutes with tools like an email signature generator.
Encouraging your users to create content will boost your brand awareness. The more your content is shared and endorsed across social media, the higher is your brand awareness. The more people see your service as the best, most convenient, and affordable to solve their problems, the higher are your chances to convert them.
How to Build a Better Social Media Presence?
1. Set Clear Posting Schedule
Below, we will tell you what a content plan is and how it helps you develop posts for weeks ahead and acquiring new customers.
A content plan is usually a monthly publishing schedule. It is very comfortable to run in the form of a sheet or table. It must include the content, visual, platform, text, date, and time to publish. Ideally, your content plan needs to be tailored to each social media channel individually. Otherwise, it's the same content repurposed to fit different social networks. For example, Instagram is a visual-first platform, whereas Facebook is a text and video-friendly platform. Remember that customers are different on each platform.
The content plan will help you stay on track of your posts expected soon and what needs to get done: prepare a design, approve a text, edit a video, retouch a photo, etc. Make a content plan at least two weeks in advance, but not more than one month.
To keep your account active, publish at least one post per day on each social network so that you won't be annoying, plus you won't get lost in the feed. Be flexible. If you need to post something unplanned, you can publish two posts in one day or modify the posting schedule. If you decide to publish two posts a day, you better spread them throughout the day—one in the morning, one in the evening. The post can be seen both by those who login in the morning and those in the evening.
A competent content strategy for social media marketing requires a definite action plan. If you disregard setting a clear posting schedule, then you will disappoint your potential customers. If you're not posting, they will leave to follow other creators. You also confuse the algorithm of your platform. So are you posting or not?
There are many convenient services for content scheduling; some platforms even have their own, for example, Facebook Creator Studio dedicated to all Facebook platforms. It allows you to plan and schedule your content weeks ahead without any fees and commissions. Facebook Creator Studio is very easy to learn and get started. Most importantly, there are tons of video tutorials available for you to learn. You can create and schedule posts right from the platform. You can see all scheduled posts on one screen, your whole team can have access to the page's content, and most importantly, you can share to all Facebook platforms Instagram, Facebook, and others as they become available. Facebook is one of the best platforms with countless tools for small and medium businesses.
Be consistent and set a clear posting schedule. Using project roadmap tools can help you prioritize and understand the feasibility of your content creation. You can also create content in bulk, but beware not to make the most common mistake—more on this in the next section of this guide.
2. Build Your Brand Voice
Do all brands have to interact with "Dear Sir" and "Dear Madam"? It all depends on your brand voice. You make it your own. Brand voice or the tone of voice is the brand's communication style with customers, users, and target audience. Your tone of voice showcases what your brand stands for and the values it carries. When your customers decide to buy something from your brand or subscribe to your service, they are also guided by the tone of voice of your social media. Therefore, marketers and business owners should prioritize addressing their values to their consumers. It's also an excellent tactic to use customer testimonials in building your brand voice.
How to define your tone of voice?
To answer this question, you have to find out the answers to a few simple questions.
- What does your company do?
- What are your values and mission?
- What are the main features of your product/service?
- What makes your product/service different from the competition?
- Who are your target audience, the potential, and existing customers?
- How do you expect people to feel when they communicate with your brand?
Describe your ideal customer
You can develop your tone of voice by defining your buyer persona. A buyer persona is a fictional character who is the perfect buyer/user of what you offer. Defining a buyer persona will help you shape your tone of voice. The tone of voice is essential for social media marketing. It can make or break your design and copy. Defining a buyer persona will make it easier to understand which tone of voice is appropriate for communicating with your audience. Your buyer persona will help you know the type of language and copy your audience prefers. They can be people who like short, simple English and emojis or young people to whom you can turn with "Hey, bro!". Consider that a fictional character like the bunny from Duracell or Nesquik can also embody the tone of voice.
Ideally, you should be able to develop your tone of voice with stakeholders and the marketing team. Do some research. How do people interact in your niche? What are the trends? Make sure to check out relevant social media channels where your potential audience hangs out. But if you're just a marketer providing freelance services, provide your client a form with the questions in this guide. Make sure your form looks as great as you promise your service to be. You can take inspiration from websites that offer business templates for everyday use.
Here are six different types of tone of voice you can use in your social media marketing channels.
Familiar. This brand greets you with "yo" or "sup" because you have known each other for ages, you understand each other perfectly. Only you get each other's jokes, and you use a lot of slang. This type of communication can be trendy among the GEN Z audience.
Friendly. The brand communicates with its audience as if they are friends, but of course, tries to be respectful.
Witty. This type of tone of voice includes dark humor, intellectual jokes, wordplay, self-irony, metaphors.
Mentoring. These types of brands position themselves as great teachers and advice-givers. This tone of voice is suitable for doctors, lawyers, academic institutions, and others.
Serious. Serious doesn't mean boring. It's just brief, informational, addresses facts and serious matters. This tone of voice fits the government, brands with premium products.
Provocative. This tone of voice distinguishes the brand from the crowd. Provocative brands can be sarcastic, and they will occasionally post 18+ content or allude to it. Be careful; this tone can alienate many potential customers. Unless your product fits this type of content, weigh in your risks.
3. Consider cross-channel marketing
Cross-channel marketing is a combo of more than one promotional channel and tools that move your potential customers down your sales funnel until they make their first purchase. On the other hand, if your company is involved in B2B sales, you should learn how to use Sales Navigator and take advantage of LinkedIn. It provides multiple opportunities for B2B businesses to find and convert potential partners.
It's crucial to use cross-channel marketing because it increases your chances of engagement, loyalty and helps you track Return on Investment (ROI).
Cross-channel marketing allows companies to personalize different messages for their audience. Sending targeted, relevant marketing messages across all channels helps increase response and engagement rates. When companies use cross-channel marketing, they show customers that they are engaged and willing to meet their needs wherever they are. Customers feel essential to the brand and stay loyal. Cross-channel marketing allows you to understand better the metrics used to track your campaign success. Using the right tools helps you ensure high email deliverability, as well as track click-through rates and open rates, web push subscriptions, SMS deliverability rates, lead generation, and more.
Suppose you run an independent training business that provides online classes to small company executives. How can cross-channel marketing help impress your potential trainees and turn them into paying customers? Cross-channel marketing has various benefits.
It simplifies the buyer's journey. By leveraging multiple communication channels, companies improve their customers' experience. Customers can contact support at any time to get all the necessary info about what you offer.
It Improves the quality of customer service. Cross-channel marketing allows companies to engage with their target audience across multiple platforms at the same time. By sending relevant messages through the most appropriate channels, companies improve their relationships with their audience.
It Improves brand image. Cross-channel marketing delivers a positive buying experience that contributes to customer satisfaction. Satisfied customers become brand advocates as they strongly recommend company products or services to their friends and family.
It helps understand customers better. With cross-channel marketing, companies can quickly gather information about their existing customers from multiple communication channels. Brands use this data to segment the audience and create relevant offers and ads.
How to start cross-channel marketing?
When launching a cross-channel marketing strategy, tracking statistics and improving the plan based on the results is essential. Here's what you can do.
Integrate all data - When setting up cross-channel marketing, the first thing to do is combine all your customer data into a Customer Relationship Management Platform (CRM). Any simple CRM software will work, especially for small businesses. However, no matter which platform your company chooses, you need to access all insights to make data-oriented decisions as a social media marketer.
Segment your customers - How can you increase user acquisition numbers through Social Media Marketing? You will only find out after you have pulled together all your data and segmented your customers. Analyze all the information to determine successes and failures. When you collect customer data, you can see the big picture. That will help you learn which social media channels and types of content are more effective for your business.
Use creative dynamic content - Now that you have segmented your audience, customize your content based on the channel. Use creative dynamic content. You'll be surprised at your results when you run a few A/B tests.
Be flexible. Optimize your strategy - To get the most ROI on your cross-channel marketing efforts, you need to analyze and optimize your strategy constantly. A/B testing, CTAs, and all kinds of ads will give you valuable insights to help you tweak your social media marketing campaign to improve performance.
4. Don't forget about partnerships
Influencer marketing is all the hype now. It is a new direction in social media marketing. Unfortunately, the social media marketing industry currently lacks professionals who can work with influencers and establish long-term partnerships. Whether the partnership format (influencer, link-building, referral, cross-posting, etc.), social media marketers must select appropriate partners based on business needs. They need to be able to recognize fake followings using analytics tools and content evaluation. It's also essential for small and medium businesses to learn how to build a long-term partnership strategy.
Before defining your partnership goals, classify the type of partner you are looking for (brand, expert, celebrity, micro-influencer, etc.). Afterward, it would be best if you defined the niche of your partner (travel, entertainment, fashion, lifestyle, food, tech, etc.). This is usually based on the type of product or service you offer. Research the platform your audience is active at-Instagram, YouTube, TikTok, Twitch, Telegram, KakaoTalk, Pinterest, Discord, and so much more. After you have found where your potential buyers hang out the most, start the competitor research. If you are selling games, you can search for companies who provide similar services.
Pay attention to other brands who have done this before. Instagram has recently launched the "Paid Partnership" feature so that you can see the account that paid for the content. Also, influencers are required to mention that the published content is monetized. So look for #ad in the description. It will help you figure out what others do and start creating your strategy. Observe the creatives used in this content. There must be an established aesthetic. It's either provided by the brand or created by the influencer. It's okay to draw inspiration from other people's content.
After you have found your partners, defined your goals and objectives, figured out the message and the visuals, you need to create a brief for the influencer. It has to be confirmed by your stakeholders or the business owner. Later on, to avoid miscommunication, they need to know what's being addressed to potential partners. Consider what your partner needs to know about your business. Provide brief key points that your potential buyers need to know. Define an aesthetic. Let them know precisely when you'd like the content to be published. Align the timeline with your goals. Include how you'd like to be reported on the success of the partnership. Track your progress.
If you are a business owner, you, too, need to be aware of the techniques required to establish partnerships online. It would help if you learned how to promote your business using this effective tool. If you are not sure where to start, you can look for social media or public relations trends as two of the top ways for building business partnerships. It will help you get an idea of what other businesses do.
You should search for the right influencers based on your competitors and set feasible Key Performance Indicators (KPI) for your partners. Define what you're expecting from this partnership. It will help your contractor create content that will meet your goals. After a partnership, evaluate whether it was successful. Did you learn something? You need to understand how to draft a partnership contract correctly and what to expect from it. When you get a hold of this, you will easily be able to increase your sales.
5. Use proper hashtags
Chris Messina was an employee at Twitter when he came up with the idea of hashtags. It was straightforward. Messina needed a place where tweets would gather according to the topic. So, he invented the #hashtag. It later spread across all social media platforms.
Hashtags are used on social media for grouping and linking social media posts to the tagged topic. For example: #socialmediamarketing. This is a very long hashtag. It's more convenient to shorten it and use the abbreviated form, like #smm. Hashtags are clickable and searchable. You can join conversations by using hashtags, viewing and following content.
All social media platforms have adopted the Twitter hashtag. While they are essentially the same thing, they work differently due to how each social media platform works. Twitter hashtags are mainly used for group discussions on a specific topic. Like you can find conversations through hashtags, other users can find your content through a hashtag. By following a hashtag, you join the conversation or start one. You can click on each to find out more information about the topic.
Moreover, you can manually search for any hashtags you want. To do this, you need to use Twitter's internal search. After you search for your hashtag, Twitter will provide you with the latest and most popular tweets using that hashtag. You will see the most popular accounts, tweets, and media associated with your mentioned hashtag.
As opposed to Twitter and Instagram, Facebook is not as versatile and impressive for hashtags. Here, hashtags work best only on public profiles and business pages. This is due to Facebook Privacy Settings. If your profile is private and you still use hashtags, the internal Facebook search engine will not track and allow other users to detect your content.
Just be aware that Facebook search is influenced by your friends and the pages you like. Facebook hashtags are not as valuable as one could have imagined. Unless you are running a hashtag marketing campaign, don't stress about it. Because you're in social media marketing, it's worth testing and tracking the performance of Facebook hashtags. If you’re still hesitating on how to use hashtags in your facebook posts, Find Facebook influencers to learn from.
Hashtags were introduced on Youtube in 2016 to categorize content under one keyword. You can use YouTube hashtags in titles and descriptions. Now, hashtags are used to provide users with more relevant results. YouTube hashtags in video descriptions are clickable and allow you to explore a topic deeper than the old Youtube search engine.
Another social media platform for taking advantage of hashtags is Instagram. Instagram is a visual-first platform. It would be best if you analyzed your Instagram follower demographics to make informed decisions on how you modify the content on your social media. On Instagram, hashtags are critical to growing your audience. If you post on Instagram without hashtags, your content will only be available to your followers. If you use relevant hashtags, your post will appear on the Explore page and get discovered by other users.
You can browse the content of other public Instagram profiles using the Explore page or by following that hashtag. The Instagram posts you can view on the Browse page are based on the accounts, hashtags you follow or view most often. If you want to get on the Explore page, follow trending hashtags in your niche and update your content more often.
6. Track and analyze
Social media metrics are what tells you if you're meeting your goals. Whatever your goals are, you'll find social media metrics you can use to make sure you achieve them. These metrics are an indicator of the effectiveness of your strategy. For example, if you want to increase engagement, you can look at metrics such as comments, posts, clicks, and likes to determine if you've achieved that goal. Most importantly, if you're doing social media marketing for stakeholders or a client, metrics offer quantitative proof that your campaigns are performing as promised or letting them know that something is not going as planned.
No matter what you spend your marketing budget on, you need to evaluate your ROI. Note that the metrics you track for email or display network ads won't be the same you'll follow on social media or SEO. When it comes to email, you should consider things such as email authentication security, content relevancy, etc. However, if you’d like to include Search Engine Optimization in your strategy, go beyond social media and check Google rankings of your website to optimize your onsite content accordingly. Even if you don't place paid ads on social networks, you're still investing time and resources in creating content for each of your platforms. If you are not tracking the right social media metrics, you have no idea if your resources are being put to good use. Understanding the effectiveness of your social media marketing will help you improve your strategy, increase the number of your followers, improve engagement and get more conversions. So how do you do it?
Take into account your business goals
To set appropriate metrics for tracking and analyzing, first evaluate successful projects in your niche. If you're running a crowdfunding campaign, take a look at the most funded Kickstarter projects. What do they do on their social media? Take a look at their most successful content and try defining top-performing metrics. It will help you in the initial stage of your research.
Stick to a few quantitative metrics - Tracking the number of likes and sales on your website is not correlated, but clicks on links and conversions are. So when you're defining your KPIs, stick to a few metrics that depend on each other. You don't have to track everything.
Collect your data -
After defining your key metrics, you need to start collecting this information. There are many free tools out there that allow you to collect your metrics in one place. Many Social Media platforms offer this natively as well.
Being a social media marketer requires daily analysis. After you have collected your data, set a consistent time frame you'll check back on to analyze your results.
7. Make adjustments to your strategy
There are many social media metrics that you can track. It can be a bit difficult to find metrics that will help you achieve your social media marketing goals. While the social media metrics discussed in this guide aren't the only metrics you can track - they are the best.
It all comes down to your business goals. Of the social media metrics we've described, you might choose to track only a few. And that's okay. The reason for analyzing the impact of your social media is to enable you to make smarter decisions for your brand, so choose the metrics that will best help you achieve your goals and get the most out of your social media marketing efforts.
The most important thing is to focus on actionable social media metrics that show how your audience is engaging with your content. As you can imagine, manually tracking social media metrics can be overwhelming. Moreover, while each social media platform likely has its own analytics tools, it's really helpful to have a social media analytics tool that allows you to fully analyze your social media marketing efforts.
8. Align goals with the platform
It's important to know here that one size does not fit all. Just by resizing (1:1) your content to work on Instagram, it doesn't make it Instagram content. Even though social media marketing principles are the same across all platforms, the platforms are very different. Snapchat, Instagram, and Facebook all have different story formats. Even Twitter tried to dabble in this but failed. Why? Because this content was not aligned with the platform. So, it is no longer available.
Each platform has a specific demographic, rhythm, and a set of particular users, representing how people interact with their content. Instagram, Facebook, YouTube, TikTok, Twitch, Telegram, KakaoTalk, Pinterest, Discord are only among the few platforms you can use in your strategy. Someone trying to find a tutorial on how to sell online on Youtube will not go on Linkedin for the same reason.
As there are many social media platforms, you can't incorporate all of them into your social media marketing strategy. It's simply impossible and, most importantly, useless. So, it's beneficial to choose only a few high-quality platforms with an active presence of your potential audience.
Here are a few tips for choosing the right social media platform for your marketing strategy.
Consider Audience Demographics -
Even though we have already covered this at the beginning of this guide, it's worth mentioning again. What information do you have about your potential customers? Are they younger, older, men or women? Based on this information, you can narrow down your choice of social media platforms.
For example, developing a Snapchat strategy for your business might not be a good idea if your largest customer segment is women in their 60s and older. Likewise, building a strong Pinterest account will be a waste of your time and money if your largest demographic is men.
Define Business goals
It's essential to consider your business goals when adding social media to your business strategy. For example, based on the type of content your customer base consumes, you can prioritize one platform over the other. If you can't invest in design or photography, ditch Instagram, experiment with different media which are more text-friendly. Try to find a balance between your customers' social media platform and the platform you are most comfortable publishing from and advertising. The key here is to align the benefits of the platform with your business goals and available resources.
When you have a good idea of which platforms should be included in your social media marketing strategy, it's time to talk about content and make it more relevant and exciting. Content is whatever you post: a tweet, a photo of your product on Instagram, a Facebook status update, a blog post on LinkedIn, etc.
You need to tailor your content for each platform and keep it relevant to your audience. So, be creative. Creating enjoyable content comes down to understanding your audience. Keep your hand on the pulse to know when something is trending in your niche. If you're creating podcasts, you should always follow podcast trends to snap back with something creative when it's going viral. Do you know what makes your podcast listeners happy and excited? If you do, then get to work. Don't be afraid to take risks and think outside the box. Each platform you choose will allow you to do something different.
Common Mistakes you Might be Making
You Create Weeks In Advance
It's encouraged to create content in bulk, but make sure you stay relevant. Otherwise, you are going to lose an enormous content opportunity. So, create content ahead but be ready to jump in with trending topics outside your posting schedule.
You aren't taking advantage of different platforms
Take advantage of one of the most flexible mediums out there - good old Email. An email marketing campaign can go a long way if you personalize it and make sure your offer is relevant to your list.
You aren't taking notes
In social media marketing, you are not alone, even if you are a one-person team. Whether with your stakeholders, colleagues, or a client, one of the most valuable things you can do is take meeting notes. When you set a KPI, approve a design or a budget - take notes. Especially working from home, it's essential to make sure that everyone is on the same page. Summarize your messages, send them out and get all attendees' approval.
You don't delegate
You will learn it the hard way if you don't start delegating now. Social Media Marketing is complex. It consists of many small things. The more clients and projects you take upon, the more you have to do. Remember: you can't do everything on your own.
You are afraid of code
When social networks were just starting to monetize their platforms for advertising, there was little to no code involved for marketers to implement. But now, all data revolves around code - Facebook Pixel, Google Analytics, Chat Integrations, etc. You don't need to consult a developer. You can do this on your own. Of course, it can be intimidating, so there's a lot of no-code technology out there, but the more familiar you become with code, the more you have an advantage.
You don't take security seriously
Many marketers overlook the security of finance and personal data on social media networks.To be able to fully protect yourself online you can just abandon it, which is impossible for a modern day marketer or a business owner. Instead, you should take steps to protect yourself and your business from fraudulent activity online.
Any financial transaction on the Internet can seemingly be unsafe for business owners, leading to blackmail, loss of funds and loss of important data. You must be aware that everything you publish online is saved on the internet. Even after you deleted it. This provides more and more opportunities for fraudulent activity. For your security, you should set a 2-factor authentication on all your social media marketing platforms and consider a more safer B2B payment processing or double-security. If you're sharing permissions on your Facebook Business Suite or Ads Manager, set up 2-factor authentication. All your card and financial information is stored here.
You should be diligent. This is one of the most foolproof ways to increase the level of protection of your data. It will provide another obstacle for third parties to log into your account. Various social networks provide many types of such authentication. A code word sent to your phone number, login through email, etc. This will considerably complicate the ability of third parties to log into your account, and naturally will help reduce the risk of losing important information. If you’re paying third party services and you’re searching for a reliable method for money transfers, Litecoin is the best solution. As for low fee transactions, you can alternately consider Ethereum. And finally, if you do decide to shift your business transfers to cryptocurrency, you can use a crypto portfolio tracker to keep your hand on the pulse.
Additionally, consider using complicated passwords to ensure the security of your accounts. It sounds pretty simple but as an average user in a hurry, we don't have time to set complicated passwords and then keep track of them. So, set a strong and a unique password, write it down on a private sheet or use a password managing application.
Today modern-day marketers and business owners can take advantage of social media absolutely for free. To survive on a very competitive social network, you will have to publish high-quality content consistently following your planning schedule. If you want to get ahead of your competition, you need to invest in advertising.
Before you start executing an SMM strategy, define your business goals. What does your company need? Answer this question, preferably in numbers. It helps the team to stay focused and stakeholders satisfied. When you're starting to brainstorm on your content, keep in mind the different platforms you will be posting on.
Keep in mind the feed formation and the demographics of each network. Counting likes and audience growth is essential, but remember that it is more important to count conversions, sales, lead generation. The ROI in SMM should not be negative.