I don’t think that the value of social media can be portrayed in just 800 to 1000 words.
Social media is the fastest growing trend in the history of the world!!!!!
It has even grown faster than the internet itself….
It is estimated that Facebook alone makes $21.5 Million PER DAY.
The average amount of Social Media users in Pakistan alone is 46 Million people. Out of those 46 Million a single user spends 76 minutes and 30 seconds every day on Social Media.
Correct me if I’m wrong but doesn’t that mean u have over an hour and a quarter to engage 46 million people to buy your product!!!!!
The importance and weightage of social media in the world cannot be underestimated or understated.
In fact, we’re so addicted to our mobile phones and the social media apps on them that there’s now a word for our obsession.
Nomophobia is the fear of not being near your mobile phone. With such widespread use, social media presents an incredible marketing opportunity.
If you’re not using social media marketing already, you’ll either have to learn it now or lose in the long run.
In this step by step guide you will learn:
What is social media marketing?
Why should social media occupy a big structure in your marketing plan?
· What are the different channels to use for social media marketing?
· Types of Social Content
· Common Social Media Terms
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What is Social Media Marketing????
Wikipedia in its attempt to define social media marketing simply states it as:
“Social media marketing is the process of gaining website traffic or attention through social media sites.”
But it is SO MUCH MORE...….
I believe the proper definition for social media marketing should be:
“Social media marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing.”
An essential aim of social media marketing is simply to gain traffic and attention from your potential customers or clients.
You might ask “How do I achieve that result”???
The simple and direct answer is – Generate Content!
Create content that is UNIQUE to each and every social media platform.
Each and Every Social Media platform is different in relation to its CONTENT, GENDER as well as AGE and RACE.
On one blog content is the master. On another, video dominates. On another still, picture wins the day.
There are two main goals of social media marketing…...Aware and Engage. Make your target audience aware of the product you are selling and how it benefits them. Engage them with your brand through blog posts, podcasts, lead magnets etc.
These are the basics of how social media marketing can benefit your business……but there are other pros as well.
You can use your social audience to get a better understanding of your ideal customer avatar and what topics interest them. Using that knowledge, you can create similar content and get them to take your lead magnets as well as paid products.
Social media marketing is a great way to identify your audience and engage them with your product.
Almost all businesses can find their niche online but that doesn’t mean they have to which brings me to my next answer.
Do You Need to Use Social Media Marketing?
It is easy to just state the importance of social media and facts that prove how imperative it is for the rapid growth of your business, however that is not the case.
Nevertheless, it is safe to say that 90% of businesses should in fact be using social media as a tool to engage their potential customers with their business.
If the following is one of your goals in your marketing strategy, then social media marketing is the right fit for you:
You need more revenue
You need more leads and customers
You need more social proof
That brings us to the businesses which should fix the leaking holes in their companies before starting social media marketing. If your business relates with any of the following perhaps it’s a better strategy to rectify the mistakes in your company before going forward with social media marketing.
You can’t keep up with the demand of your products and services
You don’t have the capacity to give your customers a 5star experience
You’re a one person show and you don’t have the extra time
If any of these are the case then you should spend more time creating systems, hiring, improving the quality of your product. Once these tasks are up to date then you can go ahead with a winning social media strategy and get income, growth and customers.
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4 Critical mistakes most businesses make when they start their social media strategy
1. They just create their business pages on Facebook and channels on Instagram and YouTube and don’t create engaging content
2. Most of the time they post products to sell their audience not their problems
3. If they post, they are not consistent hence fail to create brand awareness
4. They don’t walk their audience through the Customer Value Journey
The 4 types of Social Content
1) Awareness
2) Engagement
3) Subscription
4) Advocating and Promotion
Social Content #1 – Awareness
It is relatively obvious that someone will only buy from you if they know your brand exists with the target of solving a particular problem. That is exactly what the awareness content is focusing on, telling your potential customers what is it you are doing and how will it relieve them
Social Content #2 – Engagement
Be warned-awareness is not all of what social media marketing is about. What’s the point of having 10,000 followers who just know about your brand if they aren’t engaged with your product? The point is not just to create awareness that your brand exists…the goal is also to engage with them to build further trust. Having 10,000 followers is great for your fame but having 1000 followers with an 80% engagement rate is even better for your bank account. I know what I would choose.
Social Content #3 – Subscription
I can’t stress this enough- OWN YOUR AUDIENCE. Once you have created brand awareness and established your social presence as a business, as well as engaged with your target audience its time to go one step further.
Get your potential audience to subscribe to your email lists as well as lead magnets to enter into a better relationship with your brand and shift the mindset from exploring to buying. Hold social media contests to bring in quality leads and convert them to buying customers.
Social Content #4 – Advocacy and Promotion
After giving your customers a 5-star experience make them so happy that they become supporters and advocates of your brand. Get social proofs and reviews in order to further promote your brand. Customer testimonials are a great way for new leads to trust you and get interested in buying your product.
These are the 4 types of Social Content. Focus on implementing and publishing them in order to create a winning social media strategy!
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Tips for Major Social Media Platforms
Facebook is a great tool to use for paid ad reach and get familiar with ad platforms. Facebook is extremely helpful to know more about your customer avatar like their buying behavior and interests as well as creating brand awareness, generating leads and selling products. Since they own Instagram as well advertising becomes easy across both platforms.
Create how to guides, testimonials, Polls, collages using Instagram’s multiple photo publisher. Use filters to give definition to your product as well as posts and stories with a call to action to subscribe to a news letter or opt in for a lead magnet.
YouTube is the second largest search platform in the world (2nd only to Google). People on YouTube are generally looking for an answer to a specific question. Your videos should answer their question as well as point them in the direction where their problem can be solved. People on YouTube and Pinterest are more of a “Seeker” mindset looking to find something specific.
Common Social Media Marketing Terms (and what they mean)
Average Customer Value: The average order size multiplied by the average order frequency tells you how much to expect from an average customer (this helps you figure out how much budget you have for an organic and paid social strategy).
Call to Action: The action you want someone to take after reading, watching, or listening to your content (it can range from liking a post, to subscribing to an email list, to buying a product).
Click-Through Rate: The number of clicks organic or paid content received divided by the number of impressions and multiplied by 100 to get the percentage (this tells you what percentage of viewers are clicking through to your content).
Cold Traffic: People in your target audience who don’t know anything or much about your business (they’re moving towards or in the Aware stage of the Customer Value Journey).
Comments: People who have commented on your social post.
Core Offer: The main product or service you’re selling in a sales funnel.
Cost Per Click: How much you pay a publisher (like a website, social media platform, etc.) each time one of your ads is clicked (also called Pay-Per-Click, PPC).
Cost Per Lead: How much you pay for every lead you get from a social media platform (or another advertising platform, ex. Google).
Engagement: The number of times a post was ‘engaged’ with, usually defined as like, comments, shares, and saves (but depends on the platform)
Followers: The number of people who follow your brand account (as seen on your profile under “Followers” on most social platforms)
Hot Traffic: Audience members who fit your customer avatar description and are in the Subscription stage of the Customer Value Journey ready to convert.
Impressions: The number of people who saw a post, in total.
KPI: The abbreviation for Key Performance Indicators used to track the success of a business or marketing initiative (example, a social media marketing strategy).
Lead: Someone aware and engaging with your brand that has qualified themselves as your customer avatar (they qualify themselves by showing interest in specific types of content).
Lead Magnet: A value-driven piece of content that is worth the subscriber giving their email address in return for. The lead magnet goal is to maximize the number of targeted leads you are getting for an offer.
Messenger: Facebook’s messaging app that can be used alongside bots and other marketing strategies.
Organic Content: Content posted to an account without any ad dollars put behind it (to increase impressions).
Organic Social Media Marketing: Posting to a social account without the use of paid ads with content only being seen by people who follow the account (and other users who the social platform decides to show the content to on discovery pages)
Paid Content: Content that has paid ad dollars behind it to boost impressions, have it seen by a specific audience, etc.
Paid Social Media Marketing: Using paid ad platforms to boost impressions on content and target specific audiences based on interests, locations, demographics, buying behaviour, and more.
ROI: The abbreviation for Return on Investment, used to figure out how much money was made on a marketing strategy (ex. Paid ads).
Shares: The number of people who have shared your content with their social network.
Warm Traffic: Audience members who have recently started to engage with your content by reading, watching, liking, commenting, etc., and are in the Engagement stage of the Customer Value Journey.
As you scroll and see other companies making *big* money on social, it’s time to realize that opportunity is there for you too. With your new knowledge, you can start to create the 4 types of social posts that will build your audience and get conversions.
Remember, everybody was new to social marketing at some point. Even the world’s largest companies had to figure out how to get started posting relatable and valuable content.
Moving forward, you’ll only learn more about your audience, what social content they want to see from you, and how you can use that to give a 5-star customer experience (that drives more sales!).
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Muhammad Aarij Kashif
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