The Concept: Social Marketing, Issue 000016
Q: Can Social Media be my Main Marketing Strategy?
A: It's Not That Simple.
As more and more clients seek guidance on how to best wrangle the behemoth that is social media, we have been assessing our approach, and how to strategize in a way that meets goals and provides clear KPIs (Key Performance Indicators).
This isn't always easy and it certainly isn't a one-size-fits-all. First, social is a fickle beast. The channels are always changing, they are powered by mercurial algorithms, and used by people seeking instant gratification or pleasing uber-specific interests (no judgment here).
Take a moment and think about what fuels your desire, if you have one, to browse social media. If you are a business owner, what do you think your customers are seeking when they follow you? What KPIs are you seeking when you are putting content out there? Are you achieving those goals and can you connect them directly to your social media presence?
Admittedly, one of the main purposes of social media is entertainment, awareness, and repeat impressions. However, to use social as a part of a strategic marketing plan, you'll need more than views to convert into dollars.
So, what does one do?
Decide on clear KPIs. Without setting KPIs or goals for your social media strategy, you're spending money to put messages into the ether without a plan on ROI. Once you decide on KPIs, you can customize your message, track results, target key demographics, and test your messaging.
Set expectations. It takes effort and time to create a plan that works, fits your customer base, and provides results. Understand that while social media is a free resource available to everyone, that doesn't mean you have the time to dedicate to it to be successful.
Use tools that are at your disposal. Setting up Meta Business Suite, using insights, and building your following organically—these are all steps you can take to educate yourself and start to understand what is it you seek from social media to grow your business.
Organic social media doesn't cut it. While organic is the shiny thing, especially when you're engaging with your audience with likes and comments, it may not be what you need to grow your business, convince people to visit your store, or buy your product. Investing in paid media, boosted posts, and targeting ads provides a more comprehensive bang for your buck in reaching a new audience and increasing market share.
Invest in your strategy. Working with an agency that can provide guidance in addition to the tools you need to create engaging ads will only help meet your KPIs and embolden your strategy.
– TRAMPOLINE DESIGN • 10/15/2024
