Top Tips for Social Media Marketing | Marketing

Around the world, 15.5 new users are accessing social media every second and the average user spends about 2 hours and 25 minutes a day on the various systems. With such use, it is not surprising that brands consider social issues as an important part of their marketing strategy. But as new policies, fieldwork, and even new social channels come on the Internet all the time, it’s harder than ever to keep track of everything. Fortunately, there are some pillars that help us navigate the complex social world. Focusing on these basics will make the rest of the trip more manageable, or – dare we say it – more enjoyable.

The first things first

The goal: When launching a social campaign – or any campaign – it’s important to set a goal first. What do you want to achieve and why do you want to achieve it? From building awareness to fostering consideration or even action, be very clear about your intentions. They will have a direct impact on ideas, channel selection, your copy and almost everything else, including how people react to it.

The audience: In the same way, the audience is central to everything you do. There is no way you can be a part of the audience journey if you do not know who they are and even less likely you can be helpful if you do not know how you can help. Show your audience that you understand and value who they are, from basic demographics to their beliefs, values ​​and interests.

Voice tone: It is important to strike the right tone of voice so that your content is relevant. Failure to do so could jeopardize the audience and could even make people worse. Your content should be authentic and chatty, so your audience feels like they are talking to a real person and are more willing to interact with you. After all, would you engage in robotic, corporate content?

Measure: Setting up the right metrics is essential for your campaigns. It is not only important to monitor your success, but it will also help you uncover all areas of improvement and opportunities. To set yourself up for success, secure your scale of goals to your goals and remember to monitor from the beginning so you can learn and optimize.

Targeting: Nowadays, reaching the audience can be challenging, so paid media is usually the most effective way to do that. Whether your goal is to reach existing followers or join new ones, be sure to choose a channel, format, and strategy that speaks to your goals. When it comes to ad formats and targeting options on any channel, be sure to keep the audience in mind from the beginning, not as a reflection.

Not all channels are the same

Social media offers amazing benefits, but it can be challenging to keep up with the latest features and developments. Here are some tips to help you get the most out of each channel:

Best tips for LinkedIn

Give your staff strength: Enable your moderator’s LinkedIn page to let employees know when an update has been posted, make it easy for them to comment or share the post.

Borrow and use again: Constantly creating new content can be exhaustive. One way to get around this is to “borrow” content from the international team or other markets and then locate it. (Tip for professionals: Copyright lawsuits can get messy across borders, so always check in with property owners.) Otherwise, consider sharing the other team’s post and adding your own captions to it.

4x1x1 rule: This is a pretty general rule of thumb. For every post that directly advertises your business, product or service, you should resubmit four pieces of relevant content about others or written by others. This rule will help you avoid becoming over-selling and suspend your audience.

Top tips for YouTube

Coptions: Up to 85% of viewers on social media watch videos with muted audio so texts are important. They also help search engines determine your video content and make it more searched. (Tip for professionals: Caption files also help search engines determine your video and make it more searched.)

Thumbnails and headlines: Thumbnails are the first thing people see and videos that work best always have thumbnails that stand out. Build anticipation by being creative using headlines and images, such as showing “start” and “end” results in a thumbnail before and after a video.

Timestamp: Viewers will jump, skip or navigate from your video to find the content they are looking for, so give them a timeline to guide them. The bonus is that timelines also help to improve SEO videos on YouTube and Google.

Top Tips for WeChat

Use of footage: Like users on other social platforms, WeChat users like to share posts that are useful, interesting, and emotionally touching, so that visual assets are rich and attractive.

Account confirmation: Be sure to get your account verified so that your followers can trust them to communicate from genuine sources. Lots of brands skip this step and wonder why participation never grows.

Copy: With shorter attention than ever before, paragraphs should be short and straightforward — preferably between 600-1200 Chinese characters with one to two graphics per entry. Highlights of text and emojis can also help to draw attention and make key information stand out.

There are a variety of best social practices, but these are the ones that our clients have found most helpful.


Victoria Perera is a senior digital consultant at Archetype. She recently taught the Campaign Crash Course on how to develop content policies.

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