30 Mar Is your social media strategy working?
2017 is here and, believe it or not, we still come across businesses that are wondering what to do with social media… Unbelievable right?
One of the biggest challenges marketers often face with social media is understanding the impact it has on their business.
What many people fail to recognize is that social media is a great tool to gain real business and it is the only activity in your marketing mix that you can measure effectively. However, it won’t happen over night. The truth is that months can go by without seeing concrete results.
Really?! Yes really.
Any social media strategy requires daily work, a long-term commitment and you can’t expect to see immediate results. The last thing you want to do is start throwing money into Google Ad or social media ads straight away. You will need a well-established brand before you can even start thinking about advertising: your social media channels should be updated regularly with interesting and relevant content and your website up to date.
In today’s world, the social network is the marketplace. Facebook, Twitter, Instagram, LinkedIn, Pinterest and Snapchat is where your audience is regardless of your industry and, if you are not engaging with them, then you are missing a really big opportunity. The key is to engage with your audience and not to bombard them with sales pitches all the time.
As a marketing professional, my challenge is to get the right message in front of the right people at the right time. You may have some great content, but for that to be effective it needs to feel totally relevant to your reader at the time it’s consumed. And after that how do we measure success?
Measuring social media success and overall impact is a task that may not have one simple solution. Followers, likes and engagement count, but what matters the most is conversion. Your social media marketing strategy is really working only when you are turning social media engagement into website clicks.
So the real question you should ask is: “how many people purchased something or took some other action (visit the website for example) after seeing one of your posts?
The key is in knowing which measurements are truly important in order to evaluate the efficiency of your social media strategy.
Because don’t forget, the ultimate goal of your social media activity should be to turn your customers into a volunteer marketing army…