Social Media Marketing
1. Inspire Your Audience With Visuals
First impressions are essential. We always say “Don’t judge a book by its cover,” but more times than not, visuals help us make decisions. In fact, Adobe’s Q4 2013 Index showed social media posts with images create 650% more engagement than text posts.
adobe Q3 2013 index example
People want visual content to help make sure their purchasing decisions are valid. When customers are able to view a product video or demo, they are 85% more likely to make a buying decision right there when compared to reading a text review.
On social media, you have to use visuals to drive traffic
to your website. One of the best avenues for visuals continues to be Instagram. With more than 80 million photos and videos shared each day, there’s a lot of competition.
But when you’re able to create beautiful and engaging content on Instagram, businesses see a difference. According to data from Instagram, brands see the highest level of engagement (4.21%) on Instagram when compared to other social networks.
instagram engagement example
Nearly three-fourths of Instagram comments are made within two days of the post, which shows its high impact on on brand’s Instagram strategies.
Provide awesome visuals that not only stand out, but speak volumes about you, your product and your story. The best visuals on social media tend to include:
- Vibrant colors and well-designed layouts
- High-level photography
- Visuals telling stories
- Visuals showing products or services in a new light
- Consistently on point and well-planned
2. Make Your Content Easily Shareable
Every marketer or business
owner by now should know the importance of being mobile friendly. Data from ComScore showed in 2013, 65% of time spent on social media was through a mobile device. Almost 40% of news content was read on a mobile device compared to a desktop.
comscore graphic example
Living in a mobile age means your content has to be easy to read, but more importantly, simple to share. Share buttons on mobile devices are critical to driving social media traffic. Neil Patel explained it by stating the harder it is for your audience to share your content, the less likely they will.
Use Social Media Plugins & Buttons
Get readers to share your content by using social media plugins. There are various plugins that can help you spread your content via social media much easier. One of the avenues is using click to Tweet, which allows readers to highlight parts of your content to share on social without leaving the page.
social media buttons example
Secondly, you have to include social media buttons that are mobile friendly and don’t distract your readers while scrolling. According to Slate and Chartbeat, most readers only make it halfway down page, which means you have to optimize where you want to place your social media buttons.
Use free heat map plugins like SumoMe (for WordPress) to see where people are clicking the most on your blog content. Once you have a good idea of an area with high click volume, add your social share buttons there to immediately increase traffic.
3. Know When Your Audience Is Listening
The key to building follower count is all within consistency. The more consistent you are with your social media publishing, the higher chance you have at being seen. Once you start to see a spike in social media traffic, you shouldn’t slow down on your posting.
Keeping a daily publishing schedule is crucial to effective social media traffic building. Make sure you know roughly how much to post to each site and at what times. Constant Contact and Union Metrics provided some insights on how much to post:
- Post on Facebook 3-10 times a week
- Tweet at least five times a day
- Instagram around 1.5 times a day
- Post on LinkedIn 2-5 times a week
- Post on Google+ 3-10 times a week
Use a Social Media Calendar
To make sure you’re up to speed on every channel, try to fill up your social media calendar as much as possible. Once you build a full schedule, you’ll have a clear overview of your publishing habits, schedule and tactics.
Optimizing your post time through a social media calendar can be the difference to seeing a change in your social media traffic.
4. Research Your Competitors
Finding out how well your competitors are doing is a tried and true marketing strategy. The same notion should be in place for your social strategy.
Social media competitive analysis simply helps you dissect your social media traffic. You can easily locate key performance metrics and see how similar audiences respond to competitors’ social posts.
Try to get as much insights from your competitors first. This give you a better idea what it takes to build an audience on social. You never want to directly copy your competitors, but the analysis can shape your own strategy.
Try to figure out things such as:
- Successful post times and days
- Most engaging social channels
- How often they respond to their comments
- Types of content published (images, videos, quotes, etc.)
You can completely surprise yourself with what a little bit of digging will tell you about your industry.
Know Exactly What’s Engaging Followers
As we’ve discussed, engagement is absolutely essential to social media. With competitive analysis, you have to know how your rivals successfully engage with their followers. Try to what type of content is driving the mont comments, clicks, impressions and shares. This can give you a better idea into your own social media content planning.
5. Continuously Engage With Your Audience
Keeping your audience engaged is one of the most important aspects of social media management. Data from our 2016 Q2 Sprout Social Index showed brands send 23 messages for only one consumer response.
This means too much self promotion and not enough engagement. Before you shrug off talking to your audience, consider this:
1 in 3 people go to competitors when ignored on social
34% of people choose social media as their top choice for customer care
An average of 957 messages in Q1 2016 require a response (up 18% from Q1 2015)
Only 11% of people receive replies from brands.
While you don’t need to spend every waking moment waiting to answer your customers, you have a duty to provide the best customer experience. And that could be as simple as replying back to customer questions or concerns.