By now, the benefits of social media for your business are undeniable. No matter what industry your business is in, it's one of the best ways to interact and connect with consumers on a more personal level. Even paid social media strategies often see successful results.
Over 53% of the world's population is on social media (90.4% of Millennials, 77.5% of Generation X, 48.2% of Baby Boomers), and 54% of social browsers use social media to research products. The average CPM cost on social media was $4.33, and the average CTR for social media ads in Q2 2020 was 1.3% (up from 1.2% in 2019).
To get you started, here are some of our best tips for building a top-notch social media strategy.
Pick a Social Media Network
First and foremost, you'll want to decide which networks would work best for you. Your options are plentiful but research on what's most popular, your target audience, and the advertising success of each platform would benefit you most.
Social media networks from greatest to least worldwide include:
- Facebook (2.6+billion)
- YouTube (2.2+billion)
- WhatsApp (2 billion)
- Instagram (1.2+billion)
- You/WeChat (1.2 billion)
- TikTok (629 million)
With that being said, you should also consider the purpose of each platform and how that can work with the message you want to communicate to your audience.
If you're interested in showing your audience a more in-depth look into using your product, then YouTube is the route to go because videos are the best for how-tos, tutorials, expert insight, etc. On the other hand, something like Instagram is a great place to feature new items in a lime-light — meaning they're prettied up next to relevant backgrounds and professionally photographed.
Go Where Your Audience Is
You should also always keep your audience in mind when making any social media strategy decisions. Wherever your audience is most, you should also be — meaning several social media platforms should be in your strategy, not just the top-most popular.
To give you a better idea of what we mean by keeping your audience in mind, here are the demographics of popular platforms:
- Facebook — Gender: 61% men, 77% women. Age: 70% 18-29, 77% 30-49, 73% 50-64, and 50% 65+.
- Instagram — Gender: 36% men, 44% women. Age: 71% 18-29, 48% 30-49, 29% 50-64, and 13% 65+.
- YouTube — Gender: 82% men, 80% women. Age: 95% 18-29, 91% 30-49, 83% 50-64, and 49% 65+.
Side note: this data is relevant but brief. You should do more extensive research before diving into your strategy.
Maintain a Content Strategy
Having a well-thought-out, pre-planned, and consistent content strategy is essential to the success of your social media efforts. This is because it keeps you on track and ensures that your content is being posted regularly — even when you run into bumps in the road (which we all know often happens!). For this reason, marketers plan posts months ahead of time and keep calendars to schedule posts.
This will not only make the algorithm happy (meaning more favorability than the competition when it comes to posting visibility) but will also keep your brand's experience consistent with your audience on all platforms.
Presenting a brand consistently across all platforms can increase revenue by up to 23%, and consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation.
Engage with Users
Almost more important than anything else, engaging with users is a must. It keeps your connection with current customers strong while building genuine relationships with new customers.
Some great ways to do this are by keeping up with the comments on your posts (making sure to like and reply to comments, etc.), commenting on other user's posts, and using the most relevant and popular hashtags to increase engagement.
Other ways to increase your engagement with users is by:
- Posting videos — vertical videos with description lengths of over 300 characters can raise engagement rates from 0.18% to 0.39%.
- Timing is everything — the best time to post on Facebook is between 1 pm — 3 pm during the week and on Saturdays.
- Going Live — Only 12% of the video posts are live, despite generating double the engagement.
Continue to Learn and Adjust Your Strategy Accordingly
As with everything in advertising and marketing, continuing to learn and adjust your strategy accordingly is critical to the success of your efforts and the growth of your business. One way to do this is to work with a media partner with a team of experts in the area with the latest in successful tactics and best practices.
In the meantime, subscribe to our Meredith Gulf Coast blog for more insight and tips on social media marketing and other great marketing approaches you may be interested in.