Credit : Socialnomics
Half of all people who have an internet connection use Facebook. This is why social media is one of the most popular marketing channels. It’s not just the sheer volume of people who use these platforms, 41% of marketers report that content marketing has a better ROI when social media is used to distribute content.
But starting a Facebook or Instagram page and posting something once in a while is not enough to succeed. Planning is one of the most important things for SMM success.
Here’s where you start.
Understand your audience
The first step towards having a successful SMM campaign is researching and understanding your audience. After all, the whole point of reaching out to your main audience on social media is to get them to listen to your message. If you don’t tailor the message to them or try to talk to your audience on a platform they rarely use, you’re doomed to fail.
Do you already have a business with a website and are trying to get into SMM? If you do, you have plenty of data for analysis on your audience already. At the very least, you have the demographic data on your leads and customers.
Age is important, but you have to gather more than that. Marital status, employment situation, life goals, all of this data is going to tell you a lot about your audience. How do you gather this data?
Use survey software like Hotjar to create surveys and ask your website visitors questions you need.
If you don’t want to get into Hotjar, just send your newsletter subscribers a Google Form. Make sure you offer a gift or a freebie to incentivize them to fill out the form.
Figure out the funnel
Now that you know who you are talking to, you need to understand how to attract these people to your social media page and convert them. You need to understand the concept of social media sales funnel.
You probably know what a regular sales funnel looks like. The social media one is very similar except it’s more geared towards content.
You have two main concerns with this funnel: how to increase awareness and how to grow the base of brand advocates. These are the people who love your product and content so much they will give you free advertising by talking about it with friends.
Here are your options when it comes to attracting attention:
HashtagsPaid advertisingWorking with influencersLinks to social media from the website
Getting people to become brand advocates is much harder. You’ll have to combine amazing content and customer service to sway them your way.
Choose social media
The next step is to choose the right social media. This choice largely depends on your audience’s age.
Instagram and Snapchat are great for younger audiences, but Facebook isn’t just for old people. Pretty much all generations use Facebook, with the age group of 18 to 24 being the only exception.