Social media marketing is the popular trend and most companies understand that they need to have a social presence in order to take advantage of the marketing potential it holds. We have found that the majority of businesses are missing the mark when it comes to reaching the audience they want via social portals. Posting intermittent messages on Facebook and Twitter without substantial tracking data is not a cost effective and efficient operation.
Marketing through social sites is really content marketing or a method of pre-selling a businesses and establishing itself as an industry leader through informative content and interaction. The more valuable the information that is posted on social portals the higher the response rates. The goal is to get others to share and discuss a brand or product. This involves creating interesting social messages targeted toward key social influencers. It isn’t about the number of followers you have, it is about the quality.
Tracking data is what drives our social campaigns. It is crucial to understand what the response is going to be for each social post. Posts have different traction depending on the time of day it is posted, the content, visual appearance, audience it was promoted to and hundreds of other variables we track and record. Data allows us to post the right content at the right time to gain the highest reward.
Re-Tweets and Likes are a valid, yet they are only a minor measurement of a campaigns reach. It is more important to follow the interaction with users and take note of how they travel from a social media portal and drop into a sales funnel. Converting a social visitor into a client is the biggest piece of the marketing puzzle. Increasing these conversions is only done through data analysis and analytics. Most businesses don’t have the ability to track a visitor from the first interaction all the way through to attaining them as a client. We track users throughout each interaction and continually search for discussions involving a brand or business.
Setting up a social media marketing campaign involves several stages:
The first step is to analyze the clients current social presence and recommend the top two or three social sites where their message can have an impact. Many businesses spread themselves too thin and think that being on as many social pages as possible will allow them to reach more people. We have found that building a solid base of avid followers and posting really good content in two or three portals has a far better result. It allows for more interaction and a higher quality page.
If the client does not already have an account/page in the social portals that we recommend, then we will create one for the marketing campaign. The social sites we recommend are based on brand and marketing goals as each of the hundreds of social sites have unique interactions with different audiences. We will optimize the clients current social sites as well as the new ones we optimally build both for better user traction and visibility throughout the web.
The sites will then be formatted for social network aggregation. This allows for an easy way to spread content faster across the web in order to reach a larger audience.
A social campaign is different for each client and is catered to the specific clients goals. Some target audiences react better to graphics and humor while others respond better to text and sales copy. A social strategy is analyzed over several months as data is tracked to allow trends to emerge. Data feeds us the knowledge to predict results of various posts and predict the reach of a campaign with a social audience.
Capturing visitor data is the key to success for any social campaign. We gather information about each post to determine which posts have the greatest impact. This includes date, time, type of content, visual appearance, size of audience, etc… we then apply this data with the numbers of Likes, Shares, Re-Tweets, Comments, etc… that each post created. We can then correlate this data with the number of site visitors the post created and then determine how many of these visitors converted into a contact, lead or sale. We also track to see if the post was shared and spurred onto any addition discussions surrounding a brand or product. This allows us to respond to either negative or positive feedback and protect a brand.