Social media marketing is an online marketing strategy that utilizes social networking sites to promote a business’s products or services. It also helps increase a brand’s visibility and reach a wider audience. Through its various features, a company can monitor user response through likes and shares, analyze demographics and respond to queries and complaints.
Furthermore, social media marketing is an effective way to reduce the overall expenses that traditional marketing usually incurs, as it allows businesses to advertise for free.
Facebook, Twitter and YouTube are among the most visited sites according to eBizMBA Rank as of November 2016. Here are some tips on how you can optimize these platforms for efficient social media marketing:
- . Set up a Facebook business page.
A Facebook business page contains information about a company’s profile, its products and services and other relevant details. Companies create Facebook pages to raise customer awareness about their offerings through visual and textual content.
Here are the steps on how to set up a Facebook business page:
STEP 1: Look for the Create Page option located at the left portion.
A. Local Business or Place
B. Company, Organization or Institution
C. Brand or Product
D. Artist, Band or Public Figure
E. Entertainment
F. Cause or Community
STEP 3: Supply information for the following sections: About, Profile Picture, Add to Favorites and Reach More People.
STEP 4: Post relevant content to advertise your brand.
Tips:
· Write a compelling About page. It must contain a brief and concise company profile, emphasizing your company’s qualities and goals.
· Coordinate your profile photo and cover photo. These reflect how you would like your target audience or market to perceive your company.
· Curate posts with your marketing campaign to communicate the message of your brand efficiently. You can also add call-to-action buttons (e.g., follow, like and share) to enable users to engage with your page.
2. Maximize visual content.
Visual content refers to photos, videos, memes, slide shows, screenshots and others. Most people are more inclined to engage visual content than textual content. In fact, a study from Xerox Company shows that a person’s willingness to read is increased by 80% when visuals support textual content.
Also, companies can use visual content to simplify complex information, ensuring comprehension among their target market.
Tips:
· Use actual photos of the merchandise, including a brief description. Doing so saves you time in answering queries.
· As much as you want to keep users from leaving your page, make sure that your posts are relevant to your offerings—it is okay to post jokes or funny memes occasionally.
· Use videos to announce promos or to highlight how customers can maximize your products or services.
3. Use Facebook Page Insights.
Facebook Page Insights tracks metrics such as users’ information and their response to posts. Companies may use this feature in coming up with marketing plans in the future. For instance, if a company is selling action figures, it can focus on the age bracket of users who regularly visit the page. This way, the company can prepare age-appropriate marketing strategies.
Tips:
· Take note of users’ gender, location and age. Use this information as a guide on what type of content you should post.
· Analyze the efficiency of your posts through the users’ response. How often do they repost, comment or like?
· Gather users’ feedback and use it to improve your products and services.
YouTube
1. Upload compelling videos.
Videos not only allow your company to convey its message clearly but also to reach a wider audience. Let us face it: while some are willing to read a page-long description of something, most people prefer to watch and listen. Use this to your advantage by uploading engaging videos. Besides, videos “show,” actively engaging visitors.
Tips:
· Identify your target market to determine the themes that you will apply to your videos.
· Create opening and closing billboards to establish recall among users.
· Avoid posting monotonous videos. Make sure to offer something new. Consider posting how-to’s, interviews, listicles, tips-and-tricks and slide shows, among others.
· Do not forget to ask your viewers to subscribe to your channel.
2. Optimize your channel page.
A channel refers to the user’s home page. It shows the user’s uploaded videos, channel description, number of subscribers and profile photo. A company may customize its channel’s banner, links and color themes to communicate its personality. For instance, if your company sells hiking equipment, you can use green hues to represent nature.
Tips:
· Write an interesting channel description that explains your products or services.
· Choose the appropriate color or theme for your page.
· Use your business logo as your profile picture for easy recognition among users.
3. Utilize TrueView Ads.
TrueView Ads refer to in-stream commercials that play in the beginning or middle of a YouTube video. These advertisements allow businesses to promote their products or services while giving viewers the option to skip after a few seconds.
Use TrueView to provide campaigns to introduce your company or inform viewers about your current promos or new products and services.
Tip:
· Use strong sound bites and visuals.
1. Set up a Twitter landing page.
A Twitter landing page is used for transferring inbound traffic from a Twitter profile to a visitor page. A company may utilize this page to present its company profile, post promotions and monitor followers. Use this page to engage your visitors in marketing activities such as webinar sign-ups or newsletter registrations.
In creating a Twitter landing page, make sure to provide winning product or a catchy description and welcoming message. Write only the essential details and keep the content brief and straightforward. Also, customize the color palette of the landing page to match your brand’s personality.
2. Be updated with the trends.
Monitor trending #hashtags to help predict buying and marketing patterns and to keep pace with today’s rapidly changing market. Moreover, companies may start following users who twit about their brands and assess their feedback.
3. Maximize your tweet.
Twitter allows a maximum of 140 characters for each tweet. Hence, companies must come up with a smart marketing plan to maximize it. For instance, post explicit messages or include a link to direct users to another social media site, where they can view the content in full. Moreover, tag @names to capture users’ attention.
Overall, social networking sites are useful platforms for online marketing campaigns. They enable businesses to engage with a wider audience, allowing them to come up with and maximize marketing approaches aligned with current trends.
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