Think about the aspects of social media that are important to your business first before beginning to plan how often and on which platforms you will post. Finding the right strategy and mix for your business will be made easier if you think about the various objective measures you can use, the different ways you can use it, and why you use social media in the first place. Social media is for so much more than brand awareness. Yes, it’s great for that, but social media can also have an impact on your marketing and sales funnels, contribute to the development of your brand’s authority and reputation, provide customer service, and more. Have you thought about that? If not, that is the first step. Growing audiences, increasing traffic, and contributing to business objectives are all likely responses. Often, we find that social media strategies are more tactical and less strategic leading to an approach that is disconnected from goals and results.
Whether social is intended to generate awareness, foster engagement, or deliver specific conversion goals, those KPIs or any others can typically be based on growth objectives.
Growing one’s social skills is always a good idea. When developing a strategy or plan, the most important considerations are the things we are growing, how we are measuring it, and why we are doing it. Conducting Traffic If increasing traffic is one of our objectives, social media is an excellent digital channel or vehicle for doing so. Yes, impressions and engagement generated within a social media platform frequently have value. However, we will need them to engage with our website and click through at some point in the future. There are numerous methods for directing visitors to content and resources that are relevant to the stage of a customer’s journey or where they are in our community. Utilizing social media, like other content-based strategies and channels, we can increase website traffic and further engage with our audiences in ways that give them value and bring them closer to conversion and our overall objectives. 3. Customer Support & Outreach
Beyond marketing objectives, social media allows us to interact with our customers and audiences in ways that we can’t as easily in other channels.
Yes, we are able to send emails to subscribers. However, when we want to foster community and have open communication with more two-way opportunities, social media is the best channel.
Even if we don’t use social media for customer support, at some point a customer will use it to contact us about a problem. Don’t get caught off guard or wait for it to find you.
Leverage social media for customer support, where appropriate, and for outreach for any topics where it makes sense.
You shouldn’t pass up the chance to build community, do good, or use it for other purposes where you can get your audience to take action individually or collectively or build deeper relationships.
