The Ultimate Guide to Social Media Marketing
There is no question that social media marketing is essential to the success of any business. A lot of strategies go into making social media marketing effective and one of the most vital is content strategy. Content plays a huge role in your social media marketing activities. This is why it’s vital to write high quality articles for your social media marketing
- CHapter I
- chapter II
- chapter III
1.1 : What Is Social Media Marketing And Why Is It Important For Any Business
1.2 : 9 Strategies For Writing Great Content For Social Media Marketing
1.3 : Why Your Blogs Should Be SEO Friendly – 7 Reasons
Quality content presents your business with the most cost effective ways to spread the word about your product and services. With quality content, you can reach a large number of people and build brand loyalty overtime. Brand loyalty ensures a more personal relationship with your customers. This often guarantees they come to you whenever they’re in need of the kind of product or services you offer.
Companies that are successful on social media use quality content to command engagement generate leads and improve website traffic. However, one of the greatest impact quality content has social media marketing is the ability to generate high ROIs. High quality content gets people interested in your brand and this drives sales very fast.
Chapter 1.1 : What Is Social Media Marketing And Why Is It Important For Any Business
In order to understand what social media marketing is, we first have to understand what it’s not. Unlike what popular belief asserts social media marketing isn’t just all about using social media to sell the products of a business. In fact believing that is exactly how you fail at social media marketing.
So what exactly is social media marketing? Social media marketing refers to all the activities that go into using social media platforms for the purpose of establishing interactions between a business and it target audience or existing customers. Social media marketing often involves the use of content, data analytics, ad campaigns, SEO and several other tools to achieve optimum visibility for a brand across various social media platforms.
Why exactly does you business need social media marketing? I’ve come up with several reasons:
Chapter 1.2 : 9 Strategies For Writing Great Content For Social Media Marketing
1. The Content Plan Strategy
One of the best strategies for writing great content on social media is having a content plan. A content plan ensures that your brand sticks to its brand vision and goals. By using a content plan approach for your social media posts, you can write content that is consistent with your goal and which generates high ROIs. Some important steps to take in the content strategy include defining your content goals, research, generation of contentment ideas and proper scheduling of content.
2. The Hashtag Strategy
The hashtag strategy is basically about tapping into the power of hashtags to create content that is easily discoverable on social media. The hashtag strategy uses the metrics of viral marketing by building content around a hashtag for the purpose of generating awareness for a business. When using the hashtag strategy, you have to be careful to create content around a specific content and schedule content properly. Don’t use too many hashtags when using the hashtag strategy or you might end up confusing your audience and watering down the power of your marketing message.
3. Social Media Management Strategy
One thing you don’t want in your social media marketing is inconsistency in your marketing message. Given that one of the vital factors for creating great content for social media marketing is consistency, you need a strategy that allows you to create consistent marketing message on social media. The social media management strategy involves using social media management tools create and post content across several social media platforms. Using the social media strategy will ensure that you create a consistent marketing message across all your social media platforms.
4. Content Curation Strategy
Ever wonder how some brands are able to churn out tons and tons of great social media content? The truth is that not all these brands have someone sitting down at a desk and writing these content. The content curation strategy is a great content creation strategy used by smart brands. The content curation strategy is simply about sourcing for relevant and valuable content across social media and using them to promote your marketing message.
5. Mixed Content Strategy
The mixed content strategy moves attention away from text based strategy and taps into the power of other forms of content including infographics, videos, images and other content forms. So instead of focusing on writing great text for your social media marketing strategy, you can explore other content forms like infographics or images to pass across your marketing message. The key to getting the mixed content strategy right is making sure that your content form of choice clearly communicates the marketing message you want your audience to get.
6. The CTAs Strategy
The CTA strategy is about going from writing content that your audience find interesting or informative, to writing content that will get your audience to take action. The bottom line is that at the end of the day, social media marketing is all about getting your audience to take actions that will be favorable to your brand. The CTA strategy is about building content that is packed with CTAs that will cause your audience to act. The key to getting this strategy right is creating content that is packed with great value and then combining it with non-spammy CTAs.
7. The Influencer Strategy
This is another content writing strategy that is used by smart brands. If you’ve been on social media for a while, you’ll notice that writing a great post doesn’t guarantee that the message you’re trying to pass will spread. However, one way that guarantees that your message will be seen by thousands of people on social media is using influencers. All you have to do is to make sure that you approach the right influencers for your brand and build a content buzz around them.
8. The Episode Strategy
This one is simply best for social media managers who find it hard to write long content for their social media platforms. The episode strategy is all about breaking down your marketing message into various ideas and building content around these ideas that will be scheduled to run either daily or weekly. The idea is to make your audience look forward to each post so you have to create content that raises curiosity and interest. The episode strategy is perfect for generating buzz about your brand via social media.
9. The Customer Content Strategy
One thing many brands don’t know is that they can actually get their customers or audience to create content for them. The great thing about content from your customers is that your audience is most likely to take it all in compared to when it’s coming from you. Yeah, it’s just like reviews; people are most likely to believe reviews from fellow customers than from the business itself. So instead of looking for a way to craft great content that your audience will believe, why don’t you let them get talking about that idea by throwing it open for discussion on your social media platform.
Chapter 1.3 : Why Your Blogs Should Be SEO Friendly - 7 Reasons
Did you know that 60% of the searches on Google don’t go past the first page of search results? This is the reason many businesses are clamoring for Google first page. SEO is the most effective, organic way to increase traffic to your blog. Using strategies like key wording, SEO will definitely increase the traffic on your website by making it more visible to people who are searching for certain keywords in your blog niche. When you start implementing SEO on your blog, you’ll slowly start to see an increase in your traffic using web analytics and reporting tools.
A lot of money goes into developing a blog and filling it with valuable content. The only way you can get returns on all these investments is by optimizing your blog for search engines. SEO guarantees that you’re actually discovered by the audience you’re trying to reach. Given the fact that about 4% of every 1000 visitors will most likely convert to sales, you can be sure that with the right SEO strategies in place, you can generate a lot of income from your blog.
The truth is that apart from SEO, there is another way you can appear on Google’s first page. That other way is by spending hundreds or even thousands of dollars on Google advertising. However, aside from paying to be seen, the major problem with this method is that once you stop running your ads on Google, you go back to being invisible on search engines. But with SEO, you’re not only on Google’s first page; you remain there as long as you don’t stop optimizing your blog. With SEO, you can get listed on Google’s first page for free without having to pay $10 or more for every person that clicks on your ad.
SEO is effective for increasing your brand awareness. Many companies who get their SEO right get hundreds of thousands of visitors to their blogs each day. With that number of people visiting your blog, you can be sure that the word about your brand will spread in not time. SEO creates a ripple effect by getting lots of people to visit your blog and these people in turn share your valuable content with other people resulting in more awareness of your blog and subsequently, your brand.
SEO is a really great tool for taking your brand to the next level. As I earlier mentioned, about 60% of clicks on Google go to the first page and about 4% of every 1000 people that visit your website actually turn into paying customers. These facts show how much lead generation opportunities SEO presents to a brand. Asides from the opportunity for audiences to find your products directly, SEO also presents you with the access to the data of thousands of people. This is especially from sign ups on your blog. With access to the data of your audience, you can sell them your products directly.
Advantage Over Competitors
The nature of the web today is highly competitive. Many blog niches are saturated with hundreds of thousands of competitors. SEO gives you an advantage over the competitors in your blog niche. However, this doesn’t mean that you’re going to get ahead just because you do SEO. The fact is that virtually all your competitors also know about SEO. So the SEO trophy goes to the blog that does SEO best. This is why I don’t recommend that you take a DIY approach to SEO. Effective SEO is highly dependent on how well you outperform the competition so make sure it’s top notch.
Long Lasting Effects
Unlike ads that disappear once you stop paying, SEO leaves your blog with more lasting results. SEO doesn’t stop once you stop paying. This doesn’t mean that SEO runs on auto-pilot. You still have to put in some work and resources to keep your blog ranking high on search engines. So being on the first page of Google is not enough reason to let your guard down. You have to keep up on your SEO if you’re going to continue seeing results.
2.1 : What Types of Content Perform Best on Social Media?
2.2 : When Is The Best Time to Post On Social Media Platforms
2.3 : What Type Of Content Will Engage Your Target Audience
Every social media manager has been faced with the decision of when to post on social media, where to post it and most especially, what to post. While some brands go ahead to just post anything at anytime, more serious brands take their time to craft their social media messages because content matters.
The value of content you post on your social media platforms rely on some factors. Every social media manager and business has to understand the crucial role these factors play to the effectiveness of communication on social media. So what are these factors? They are what I call the 3Ws of social media posting.
The 3w's of social media posting simply has to do with the when, where and what to post on your social media platforms. Social media posts isn’t just about what you post, it’s also about where you post it and when you post it. In this session, I’m going to be sharing with you insights on the 3Ws of social media posting.
Chapter 2.1 : What Types of Content Perform Best On Social Media?
When it comes to content performance on social media, it’s really about the audience and what they want. No one wants to know how you got that “great” content idea while riding a bus and how you wrote it on your palms just so you wouldn’t forget. The bottom-line is if your content isn’t what the audience wants, it won’t fly. So what kinds of content perform best on social media?
According to a study by Buzzsumo, people love to share lists online. Lists perform well online because they break down complex information into bits that are easy to understand. Lists are also very quick to read. Lists perform so well on social media that they average about 21,000 shares every month.
Remember that the major reason people go online in general is to search for information. This is one of the reasons why content that gives people information on how to do things perform well generally on social media. Another reason How to’s perform well is that they’re most likely to show up on search engines.
Videos are one of the top internet marketing trends that keep showing up in internet marketing trends every year. Given the very addictive nature of videos, it’s no wonder that it keeps making the list of best content on social media.
Infographics are one of the media types with very high possibilities of going viral on social media. According to Slideshare, infographics have more possibility of going viral than presentations and documents. Infographics perform so well on social media because of their highly visual nature. Infographics also break down highly complex topics into understandable bits.
There’s a ton of content online. We are in an age of information overload and people are getting tired of it! This is one of the reasons why a lot of people are more interested in interactive content. They’re looking for content that isn’t just going to treat them like they’re zombies. They want content they can contribute to. That’s what interactive content is all about; a two way content that encourages the viewers to respond.
Emotive content is a type of content that taps into the emotional side of an audience. An emotive content can be for the purpose of inspiration or motivation. Emotive content seems to perform well because it cuts through the clutter of one dimensional content to actually address the needs of the audience.
Images of course, also perform well on social media. Images are relevant and keep showing up on the list of content that perform well on social media. According to Brain Rules, when people hear information, they're likely to remember about 10% of it three days later. However, if a relevant image is paired with that information, people tend to retain 65% of the information three days later. Given the number of images that are shared on social media daily, your image has to be both relevant and of good quality to actually perform well on social media.
The fact that news is one of the best performing content on social media is really a no brainer. As I earlier mentioned, people are mostly online for information. So they’re likely to follow and share the posts of pages that give them new information.
User Generated Content
Just like reviews are one of the most viewed content on online, user generated content is also one of the highest performing content on social media. User generated content is information by your audience. The reason user generated content performs so well on social media is that customers are most likely to believe and share information from other customers.
Chapter 2.2 : When Is The Best Time To Post On Social Media Platforms
Trying to find out the best time to post on social media generally is like trying the find out the best time for eating breakfast in the world. The fact remains that eating time and habits vary from one person to another; that is also exactly how posting on social media works. Posting time varies from one social media page to another. The truth is that there is no one “best time” for posting content on social media but again, there is no one best time for eating yet all over the world, there are three common eating times; morning, afternoon and night.
The little analysis shows that although best times to post vary from one social media page to another, there are some common best times to post. These times are common based on worldwide activity on various social media platforms.
Based on the research by CoSchedule Blog, here are some best times to post on various social media platforms:
The “Bestest” Time to post on All Social Media Platforms
Like I said, eating habits vary from person to person so also, best times to post vary from page to page. The best way to actually find out what I called the “bestest” time to post on your social media pages is by paying close attention to your social media analytics. Social media analytics will help you determine when your audiences are most active on your social media pages.
Chapter 2.3 : What Type Of Content Will Engage Your Target Audience?
Companies that are successful at social media marketing go beyond writing content that is just average and stuffed with keywords to writing content that is informative, interesting and valuable. These companies focus not on their goals, but on the audience and what they want.
Since there is no one type of content that will suit every audience, I’m going to be sharing with you common features that all engaging content have.
Some tips for creating content that will engage your target audiences include:
Know Your Audience
The focus of every engaging content is the audience. If you want to engage your audience with your content, then you have to know who they are. So before you take out time to write content that your audience will not find useful, focus on finding out who your audience really are. Knowing your audience is beyond just getting information on their demographics and interests. The information you get from studying your audience should guide you on the tone and style to use while writing for your audience. Furthermore, be sure to find out exactly what your audience needs and be sure that you content addresses just that.
With Google ever at our command, research has never been easier. Research is one of the most meticulous aspects of writing engaging content. However, research always proves it self in terms of the value it brings to your audience. There are countless numbers of content out there and a lot of them are crap! The reason for this is that many people are more interested in getting content out than actually writing content that is packed with value. Don’t just create content because you have to have them on your social media pages. That’s a fast way to turn your social media followers from active to passive. In-depth research is the only way to actually offer you audience great content and keep them highly engaged. There are people I just can’t get myself to unfollow because of the rare, valuable content they share on their platforms.
No one will know if you’ve written a great content if they don’t actually get to read it. This is one of the major reasons why optimization is a key factor for writing engaging content. You have to pay attention to using the right keywords and hashtags when writing content for social media.
I know how tempting it is to look at how great your competitor’s content is doing and want to basically re-write the content they post. However, that will only earn you a few more followers on you page and definitely not die hard followers. I follow very few people on social media and one of the major reason I follow those few people is because of their unique approach to content. They don’t post what every other person on social media is posting. They take a unique approach to talking about what every other person is talking about. So if you’re looking to get your audience engaged, be yourself!
Create Actionable posts
This is another way to get your audience engaged. You don’t just want to throw a block of content to your followers on social media. Make your content come alive by creating more actionable content. Include relevant phrases in your posts that make your audience take action. The way to test how actionable your posts are is by reviewing comments on your post. Do your followers talk about the content you’ve written? Do they ask questions? Do they make contributions? Actionable content gets your audience to take action immediately.
This one is simple; you either edit or lose your followers fast. I acknowledge that with how fast people want information on social media, there is bound to be some editing oops. However, it becomes a huge problem when it’s a regular occurrence. You posts can’t be engaging if your audiences have a hard time understanding exactly what message you’re trying to pass.
3.1 : What Is Social Media ROI?
3.2 : Why Measuring ROI Is Important
3.3 : How To Track Social Media Engagement
What’s the use of spending resources on doing social media if you have no way of knowing how it benefits your business? Proving the power of social media helps you understand exactly what you’re getting out of social media. Proving the power of social media has to do with analyzing, measuring and reporting on every part of a brand’s social media strategy and activity, and clearly stating the impact it has on the brand.
Proving the power of social media is highly beneficial for any business. By proving the power of social media, you can find out exactly how well your social media efforts are working. Proving the power of social media helps you avoid wasting your resources on futile social media activities. This activity will help you gain new insights into your business and see opportunities that are available. Moreover, proving the power of social media helps address the issue of ROI on your social media investment.
Chapter 3.1: What Is Social Media ROI?
A lot has been said about social media ROI. In fact there has been a lot of debate as to what exactly social media ROI is and isn’t. The reason for this is that when it comes to social media ROI, things are not quite as they seem. Unlike a blog where you can simply track traffic and comments, social media has so many metrics that cannot be totally measured. Also a blog that lets you see exactly how much you’re making, it’s not the same with social media. You can’t say for sure how much a Facebook post or a tweet generated for you brand.
A survey by Convince & Convert showed that about 41% of companies have no idea whether or not their social media efforts are actually paying off. I believe that one of the reasons for this is because most of these companies don’t even know what to measure on social media. A lot of them are more concerned about numbers; number of followers, number of likes, number of shares or number of comments. However, social media ROI is beyond just these metrics.
So what is social media ROI? There are a thousand and one definitions out there about social media ROI. However, I personally define social media ROI as the relationship between the amount or money and resources spent on social media activities of a brand and the returns that brand gets as a result of these activities in comparison to the objectives of that brand. So your social media ROI would be how much you’re getting out of your social media efforts in comparison to resources invested and the objectives you have.
Chapter 3.2: Why Measuring ROI Is Important
Saying that measuring social media ROI is important is nothing short of a rude understatement. The reason for this is that without knowledge of your social media ROI, you’re basically pouring water into a basket. Measuring your social media ROI is almost as important as running your business itself.
Better Understanding Of Your Business
Measuring your social media ROI gives you a more solid understanding of your business especially in terms of operation, financial capability and even relationship with customers.
Understand Your Results
Like I earlier mentioned, social media ROI isn’t cast in stone. Social media ROI means different thing to different businesses. Measuring your social media ROI will help you better understand your own social media results. It would also help you to clearly define exactly what social media ROI means for your business.
Determine The Best Platform
The fact is that your organization is bound to perform better on one social media platform than others. Measuring your social media ROI across platforms will help you determine exactly which social media platform gives you the best return on investment.
Measure How Your Business Is Meeting Up With Its Objectives
I assume that every smart brand has an objective set out before ever going into social media marketing. Measuring your ROI on social media helps you identify exactly how your social media efforts measures up to your social media objectives.
Identify Business Challenges and Opportunities
Identifying the challenges and opportunities of a brand is one of the vital ways to improve the business and make it more profitable. Measuring your social media ROI will help you identify loopholes in your business and also maximize the opportunities available.
Serve Customers Better
By measuring your social media ROI, you’ll discover what works and what doesn’t. By determining what works for your brand, you can commit more money to the things that actually satisfy your customers.
Many businesses waste a ton of resources on social media everyday because they either don’t know it’s important to measure their social media ROI or they simply ignore it. The thing is that if your don’t measure the returns your efforts and investment in social media is giving you, you’re going to end up wasting resources on activities that aren’t beneficial to your brand and probably ignore the ones which are.
Chapter 3.3: How To Track Social Media Engagement
Engagement on social media is a key metric for determining how well a brand is performing on social media. According to Hootsuite, “Engagement metrics showcase audience action, which is important for social media health and growth”. Engagement shows how well you content is performing on social media and how well your audience are connecting with your brand on social media.
Despite the fact that these platforms have different metrics for measuring social media engagement, there are general steps to take when tracking engagement on social media.
Virtually every social media platforms comes equipped with an inbuilt analytic tool that helps you know exactly what the activity is on your social media page. If you’re looking to track engagement accurately on your social media pages, then you should pay close attention to the results of these analytics. Whether you’re using Facebook or Twitter dashboard to check engagement on social media, you have to pay attention to your analytics especially in relation to content or time.
Analyze Actions On Page
What actions are being taken on your social media pages? Are people leaving comments? Are they liking or sharing your posts? One way of know exactly how well or how much your audience is engaging with your brand on social media is by analyzing the actions taken on your social media pages.
Review Key Metrics
Like I earlier mentioned, every social media platform is equipped with some basic metrics for measuring engagement. Some basic key metrics for tracking engagement on social media include likes, comments and shares. You can review these key metrics according to number or quality. I advice basing your metrics review on quality. The reason for this is that your post could be liked by people who didn’t even read or aren’t interested in your brand as a whole. When you review key metrics by quality, you’re able to identify likes, shares and comments that really matter to your brand.
It’s not enough to just review key metrics. You also have to spending time analyzing the comments on your social media pages if you want to track engagement effectively. Comments reveal a lot about how your audiences are connecting with your content on social media. These content could even reveal other opportunities for creating even more engaging content. Spend time reviewing the comments on your social media pages if you want to get a more in-depth view on audience engagement.
Analyze Time Spent On Page
Another way to track engagement on your social media pages is by tracking the time visitors to your page spend. The best way to go about this is to review the average time your audience spends on a specific post. So instead of just getting a general report on time spent on your pages, you can focus on identifying the best performing content by focusing on analyzing time spent on each post
Carry Out Sentiment Analysis
Sentiment analysis is another great way to track engagement on social media. A lot of social media managers are unaware of the term sentiment analysis and how much it means to social media. What is sentiment analysis? According to BrandWatch “Sentiment analysis – otherwise known as opinion mining – is a much bandied about but often misunderstood term.
In essence, it is the process of determining the emotional tone behind a series of words, used to gain an understanding of the attitudes, opinions and emotions expressed within an online mention.” Sentiment analysis takes your behind surface engagement tracking to an in-depth engagement analysis that lets you see not just what how your audiences are reacting, but also why they reacting in a specific way.