How To Build Your Social Media Strategy? No Marketing Agency Will Tell You This!
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We have written this guide to help you build your social media strategy. While servicing many of our new clients, we noticed that many businesses are not taking advantage of social media to increase their revenue even though social media is one of the mainstream marketing channels. Social media platforms are constantly improving and finding new ways to improve engagement between both users and advertisers. Each social media platform has its own user base and they have provided advertisers across the world access to their user base. Business owners and managers are completely baffled when it comes to selecting the best social media platform, and allocating the right budget in order to maximize their return on investments (ROI).
If you are looking to boost your conversions then you might also like to read 7 Most Popular Digital Marketing Strategies to Boost Conversions
The death of organic social reach
Social media platforms offer an extreme density of users to advertisers to reach out to with their content and this has caused an oversaturation of content. But social media platforms have built algorithms to provide the most relevant content to each user by decluttering and highlighting information to provide users with a better experience. Facebook has been continuously tweaking its algorithm since 2009 in order to show the most relevant content to users based on their preferences. And, since 2015, Facebook has been showing only 2% to 3% of posts created by businesses in the news feeds which is guaranteed to eventually decline to 0%. Marketers now have to rely on paid campaigns and can not depend on creating engaging posts. It has become necessary for businesses to create well planned, and well targeted paid social campaigns as Facebook, Twitter, Instagram and other social media platforms expand on these practices.
How to reach your customers on social media platforms?
There are many tools available for marketers to reach and engage with their target audience on social media platforms. As a marketer, first you need to understand your target audience, secondly, which social media platform is used by your target audience, and lastly, how the target audience is interacting with each social media channel. After you have selected the right channels for your business, you need to identify the right advertising options. But before jumping on to selecting advertising options, it is recommended to have clear goals for your business. Selecting advertising options becomes easy once you have your goals laid out clearly. You can use the following advertising options on social media platforms that fit into most social strategies:
- Boost Posts on Facebook – You can easily get additional reach and engagement on your Facebook posts by Boosting the post. You can also include a button to like your page. This is a great option if you have a special offer to share with your audience. We also recommend you to include a link for more information in your post.
- Carousel Ads on Facebook – Using this option, you can include upload upto 10 images for the user to scroll through and also include links to your websites, pages, or apps.
- Promoted Posts on Twitter – Promoted posts on Twitter are similar to Boost Posts on Facebook. It includes a follow button as well and makes it convenient for users to follow your business on Twitter. We recommend you not to include any hashtags in your promoted posts. If a user clicks on the hashtag, he will be redirected away from your post but you will still end up paying for that click.
The above-mentioned options are not the only social media advertising options available out there. Therefore, we recommend you to review your social media advertising options regularly, perhaps every quarter, as they are changing continuously.
Practice, Learn, and Grow
Our recommendation to new businesses is to start broad when advertising on social media platforms as targeting your preferred audience has a direct impact on your budget. You can target your audience based on their location, age, gender, interests, and more but we recommend you to rely on the platform’s advertising system and start broad. Broad targeting can help you understand what kind of messaging is getting more engagement with your audience. And, you can target your audience more uniquely once you have a better understanding of your messaging and audience. We recommend doing this because the narrower your target, the larger the cost per action charged by the social platform.
Developing a Social Media Advertising Budget
A business should create social media campaigns targeting it’s current followers, try to acquire new followers, and should also try to test out new audience demographics. In comparison to traditional marketing channels, social media advertising is relatively low cost. This makes social media platforms ideal for testing and measuring the levels of engagement. We recommend that you use 10% of your overall paid marketing budget on social media and allocate that budget on different social media platforms that contain your target audience. We at Digital Panda, recommend maintaining a 80-20 rule when it comes to advertising. You should allocate 80% of your budget to Facebook and Instagram and the remaining 20% should be spent on Twitter ads.
You can control your ad spend by choosing a daily maximum budget or a lifetime budget for your advertising campaigns. This helps in controlling your overall spend so that you do not overshoot your budget. Businesses that are well-versed with social media advertising often boost their posts and we recommend you do the same. Creating a high value content such as videos, specials, etc., take time and effort. You can reach more users when you boost your posts rather than just sticking with small organic reach.
Many brands have been so successful on social media advertising that they have moved completely to social media advertising only. But our recommendation is to consistently use paid social media to increase your reach and engagement rather than switching your entire marketing budget to social media advertising alone. Considering the fact that organic reach has substantially decreased over the years, a business has to focus on creating a good content strategy and promoting their content at the same time.
If you need help with your digital marketing needs, website development, SEO, etc., feel free to contact us on firstname.lastname@example.org or fill out the form by clicking at the button below and a member of our team will be at your service.
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