Table of Contents
- 1 10 Principles You NEED To Know About Social Media Marketing in 2015
- 1.1 What is Social Media Marketing?
- 1.2 Data Behind Social Media
- 1.3 Listening to Your Customers
- 1.4 Analytics and Conversion Metrics
- 1.5 Automated Content Publishing
- 1.6 Contact and Customer Management
- 1.7 Content Management
- 1.8 Customer Targeting
- 1.9 Keyword Filtering and Brand Alerts
- 1.10 Multiple Accounts Management
- 1.11 Best Social Media Marketing Software
- 1.12 Brandwatch- Email Marketing Software Provider
- 1.13 Constant Contact – Mobile Marketing Software Provider
- 1.14 HootSuite – Organic Search Marketing Software
- 1.15 Raven Tools – Campaign Management Software
- 1.16 Outbrain – Content Discovery and Distribution Software
10 Principles You NEED To Know About Social Media Marketing in 2015
Did you know that a whopping 93% of marketers use social media for business?
These statistics speak for themselves and if you’re not using social media marketing, you definitely should be! In fact, using a social media platform like Google+, Twitter, Instagram, or Pinterest can be a cost-effective way to communicate directly with your customers, generate leads, advertise your products and services, and increase your revenue stream.
Sounds good, right?
What is Social Media Marketing?
So, let’s start with the basics. What exactly is social media marketing? Put simply, it’s the process whereby a business (like yours!) generates more website traffic through their social media pages.
Research shows that Facebook, Twitter, and Google+ are the most popular social media platforms for businesses, but there are loads of others out there, including Instagram, Pinterest, Vine, and Snapchat.
Social media marketing usually encourages customers to share, like, and comment on their content.
Whether’s it a Twitter update or a Facebook post, these marketing messages can be used to advertise a product or service, introduce a promotion or offer, or communicate directly with consumers.
Social media posts are often shared by your follower’s friends and family, so this marketing can often be more effective – and quicker – than other types of paid media (such as TV, radio, or print advertising).
What’s more, it’s completely free! Social media can be used to increase customer engagement, improve customer service, and build relationships with your followers.
Data Behind Social Media
There’s a plethora of data which explains why social media is so important when it comes to marketing your brand online.
In fact, according to a study conducted by Social Media Examiner in 2013, 86% of marketers stated that social media was “important” for their business, and that “increased exposure” was the primary benefit of using social media marketing.
The study also noted that this type of marketing was effective when it came to increasing website traffic, attracting new customers and clients, generating leads, improving search engine optimization, developing new business relationships, reducing marketing expenses, boosting sales, and providing companies with a valuable insight into the marketplace.
Listening to Your Customers
One of the main benefits of social media marketing is that it can improve the relationship between the consumer and your business. You will be able to communicate with your customers, listen to their concerns and feedback, and build an audience.
You will be able to keep your customer based informed in a way that you can’t with conventional paid media. For example, you can use your social media accounts to introduce a promotion or offer, post company news, introduce staff members, reply to customer service complaints, and respond to developments in your industry.
Social media can be an effective tool when it comes to brand loyalty, and your company will appear more ‘accessible’ to your customer base.
Analytics and Conversion Metrics
It’s all well and good to have a Twitter or Facebook account that you update on a regular basis. But you’ll want to find out how effective your social media marketing is when it comes to generating traffic to your website (and more importantly, whether these customers are making a purchase).
That’s where web analysis and conversion metrics comes in. There are many different online tools and software programs that let you know how well your social media pages are performing, and what you can do to increase the amount of traffic that is being redirected to your website.
Here are some of the most important analytics that you can use in your marketing:
+ Conversion tracking:
This shows you what happens after a customer has clicked on a link or advert on your social media account. Find out if the customer purchased a product, filled in an online form to receive more information from your company, or signed up for an email newsletter.
+ Traffic sources:
Software and tools that let you monitor the amount of traffic that is being redirected to your website. You will be able to find out where this traffic is coming from (for example, which of your social media accounts is generating traffic).
These can be direct (customers who visited your page by typing its URL in the address bar), search (those who visited your page after finding it in a search engine) or referral (customers who have been referred from another source – like social media).
+ Keyword rankings:
Find out which keywords were most valuable when it came to redirecting customers to your pages.
+ New/unique visitors:
You will be able to find out the amount of traffic that has come from new customers who have never visited your website before. Web analytic tools lets you find out how much of this traffic was ‘unique’ – the number of distinct individuals who visited your pages regardless of how many times they were redirected to your site.
+ Return visitors:
Monitor the number of people who have returned to your website after having it visited it in the past.
+ Interactions per visit:
Different ‘interactions’ can happen when an individual visits your website. Web analytics will let you find out what your visitors were doing when they were redirected to your pages (for example, if they visited a particular page, how long they spent on the page etc.)
+ Value per visit:
Find out how many customers providing you with ‘value’ (often defined as someone signing up to a service, filling out an online form, or purchasing a product from your online store).
+ Cost per conversion:
The amount of money it cost you to generate traffic to your website divided by the total number of conversions. This enables you to ascertain whether your social media marketing is providing you with a good return on your investment.
+ Bounce rate:
Examine the people who visited your website before leaving again.
+ Exit pages:
Find out which web pages your customers are leaving from.
Automated Content Publishing
Depending on the size of your business, sometimes you won’t have the staff or resources to continuously update your social media pages.
After all, you’ll probably have other aspects of the business to be getting on with!
Automated content and post publishing tools allow you to create content for your social media pages ahead of time and then schedule a date and time for it to be published. You can even alert customers when a new post has been published on your pages!
There are a number of benefits to using auto-publishing. If you have followers in other countries, you will be able to update your pages throughout a 24-hour period in order to attract new customers. You will also be able to update your social accounts outside of your regular working day (for example during the weekend or on holidays).
Contact and Customer Management
Customer relationship management systems let companies interact with their customers, and build up customer profiles that they can use for future marketing campaigns.
Many businesses integrate their social media with customer management systems so they can deliver high-impact marketing messages based on the demographics of their customers. Using this technology, they are able to build relationships and respond to customers promptly.
For example, a company representative can find out more about a customer who has left a complaint about a service or product on their Facebook page. They will be able to find out if the customer has contacted them before, the service or product they have purchased, and where they are located before responding.
Integrating customer management processes with social media can also be beneficial when increasing sales.
Companies might find it difficult to juggle several different social media accounts at once, especially when trying to target different demographics at the same time.
However, there are many content management software programs that do all the hard work for you, and this makes it easy to upload photos and videos on more than one social media platform.
This software helps you manage and organize your social media content quickly and easily, and you will be able to like, share, or respond to posts from within the software interface, rather than having to log into a Facebook or Twitter account.
Then there are SEO tools like Raven Tools Site Auditor. This enables you to carry out an audit on your website and get a better overview of the features that need to be improved.
Raven Tools crawls your website and then delivers a report within a few seconds.
You’ll be able to gather data about content, images, page speed, meta data, and the visibility of your website on search engines.
SEMRush is another useful tool to use if you are trying to improve the search engine optimization of your website. The service collects data from millions of domains so you can develop an effective keyword strategy to attract more visitors to your pages when they use a search engine.
Customer targeting is a great way to increase sales and revenue when using your social media accounts. You will be able to target the customers who are most likely to purchase a product or use one of your services.
You can find out which of your customers should receive a marketing message from your company (for example, customers of a certain age, or those who reside in a particular country). This will help you get a better return on your investment when using social media marketing.
Targeting the right customers on social media is imperative if you want to increase the visibility of your brand, and you will then be able to redirect these customers to your web pages to close the sale.
Keyword Filtering and Brand Alerts
Keyword filtering is a process whereby social media platforms like Twitter and Facebook filter a feed using a keyword so that only posts that contain this phrase will show up.
This makes it easier for prospective customers to find your content on social media when searching for a particular phrase. Using keyword filtering can be a powerful weapon in your social media marketing arsenal, and will allow you to control what is posted to your social media accounts.
Brand alerts are just as useful, and will enable you to monitor what’s being said about your business on social media – whether it’s good, bad, or indifferent.
Here’s how it works:
+ You’ll receive an alert when the name of your company (or product/service) is mentioned in a Tweet or Facebook post, so you can keep track of public perception of your brand and quickly respond to any negative information.
+ For example, if an individual posts on their Twitter page that they had a bad experience with your company, setting up brand alerts will enable you to find the post and respond accordingly. You might want to reply to the post and ask the individual to contact your customer care team, or try and resolve the problem there and then.
+ In addition, you will be able to find positive feedback about your company, and respond to these comments, or even re-Tweet these posts.
Multiple Accounts Management
Instagram, Facebook, Google+, Vine… when it comes to social media, the list is endless. If you want to target as many customers as possible, you’ll want to open multiple social media accounts. This can also be beneficial when trying to target a particular demographic (research shows that Vine users are younger than Facebook users for example).
Best Social Media Marketing Software
There are a number of software programs that let you manage all of your social media accounts from one place, which makes it easier to control the content you are delivering to your audience.
If you are trying to increase the visibility of your brand on social media, it can be a laborious process when having to log into each of your accounts and update your status. Multiple account management streamlines this process, and you will be able to update all of your accounts at the same time.
Though there are many ways to leverage the competition in today’s cutting edge & technologically advanced market place, there are some very effective strategies that have recently taken to the forefront.
One of the most essential in both large and small businesses involve incorporating social media software products into the business’ operations. However, before any business owner implements this strategy into their business plan, they should know why social media marketing techniques are so successful.
This said, social media is effective in building a company’s brand, while it also provides excellent opportunities for word of mouth marketing. This marketing technique also offers a powerful reputation management tool that helps with monitoring their site’s comments.
Which means, good and bad comments can be managed accordingly. So, for small business owners who are interested in investing in the best social media software tools on the market today, here’s 5 top companies and what they do.
Brandwatch- Email Marketing Software Provider
Brandwatch is a leader in building email marketing software products and they are well known for providing the top social media platforms for both small and large business ventures.
Constant Contact – Mobile Marketing Software Provider
Constant Contact is well known as a one stop shop modern web communication provider. Businesses rely on their services to manage their social media needs.
Check out the Constant Contact Review here
HootSuite – Organic Search Marketing Software
HootSuite software products makes it simple for business owners to manage multiple social media accounts, use efficient tools to schedule messages and measure a campaigns success.
We have a review here…
Raven Tools – Campaign Management Software
Raven Tools – Provides their business users with a one stop shop Internet marketing platform that accommodates the needs of Social media marketing, SEO, Pay-Per-Click and Content.Management and report monitoring objectives.
Review for Raven Tools is here!
Outbrain – Content Discovery and Distribution Software
Outbrain is a leader in content discovery area. One of its primary purposes is to driving more visitors to the site so that they can read the sites’ content.