Frankly speaking, our company’s marketing and advertising strategies for use in social media sites can only do so much. Without having done the following things below before you approach an interactive advertising agency like us for consultation, any strategy we do for you is bound to fail.
- Identify all business goals.
For our social media strategies to work, your company needs to have goals to work on. For this reason, check the overall needs of your company (if you’ve not done it yet) and then decide how social media should be used to attain them.You will certainly come up with several business goals, but for advertising and marketing endeavours, two goals your company should have are brand awareness and customer retention.
- Set your marketing objectives.
With your marketing goals in mind, set parameters defining when a goal is attained. For instance, if you want more leads and sales, determine the exact number of leads and sales needed before that goal is considered a success.Objectives help define how you can reach Point B from Point A. You can create objectives through the SMART approach: Specific, Measurable, Achievable, Relevant, and Time-bound.Using the above example of leads and sales generation, a specific objective might be a 50% increase in leads and sales. To measure that increase, you will need tracking tools and analytics that measure progress over a specific time period.
- Identify your target customers.
If your business suffers from low engagement in social media or elsewhere, it’s often because of a lack of an ideal client profile. An ideal client profile, also called a buyer persona, is not a real person. Rather, it’s a rundown of characteristics that help your business target and define the type of people who should engage it.These characteristics are: age range, occupation and income, range of likes and dislikes, obstacles, places of residence, habits, and motivations. Once you have defined all of them, you can expect to target the desired type of audience without breaking the bank and even get some sales in the process.
- At this point, you should then choose channels and strategies to use.
The worst mistake you can make is to build a page on every available social media network just because they’re popular. Instead, use data gleaned from your buyer profile to determine the best platforms to use. So if your potential customers are mostly on Facebook based on research and personal experience, then it’s wise to invest in Facebook ads.When trying to make an impact through social media sites, your best bet is to adapt quickly as soon as you see signs of your strategies not working. Any changes made should be incorporated to fit well into the overall strategy.