Keeping up with the changes in the social media landscape is no easy feat. Every so often, there are new technological advancements and channels that allow new ways of interacting with audiences.
Given the nature of social media, it can be difficult to stay on top of the game and continuously embrace new trends. But the good news is not all businesses are expected to adapt. Marketers need to keep an eye out only for the channels that can benefit their business.
How can brands ensure that their social media strategy is up to date for 2020? What new techniques can marketers apply to increase engagement and convert more leads through social media? Let’s go through some of the things that marketers should consider to up their social media game in the coming year.
Not all brands need to jump on new channels to try and improve their social media marketing strategy. Nix Eniego, Vice President for Marketing at GetCraft, says that it’s more important to focus on the platforms that will work for your market.
“The key is to know which platform is actually being used in the market you are in,” he says. “For example, Snapchat was super hot as a social media marketing platform a few years ago, and marketers, blogs, podcasts, and every single ‘thought leader’ was telling everyone to go all in on Snapchat. While I understand the logic, one thing I want to emphasize for marketers is always prioritize the basic principles of marketing. One of them is knowing your audience.”
Regardless of what new social media channel is being talked about and built up at the moment, no one is expecting you to commit to it. “The moral lesson—whatever trend is coming up, always consider your audience and your brand before you jump the gun.”
Eniego mentions LinkedIn and TikTok as platforms to look out for next year. “Both are absolute goldmines depending on your product or service and the demographic you’re going after.”
For many brands and marketers, views are easy to consider as an important metric. However, this doesn’t always mean that they translate to leads or sales. That’s why focusing on metrics such as impressions and conversions is more valuable.
According to Eniego, these two metrics are what CMOs, head of sales, and CEOs most care about. “Views matter. Every person who sees your content is someone who can potentially convert into a paying customer down the line. However, clicks, conversions, sales, or you want to call them is the holy grail when it comes to metrics.”
He cited one more metric that can be hard to pin down. “There’s also the unicorn metric that is really almost impossible to accurately predict—your brand. Social media should be a vehicle to push and build up your brand as well.”
Some marketers let competitor analysis inform much of their social media strategy. Reactionary posts are also common especially if the competitor published something that got considerable mileage. But does this always work?
“It’s always good to be aware of what your competitors are doing, but I’m not a fan of spending too much time ‘analyzing’ competitors,” says Eniego. He emphasizes the importance of having firm brand and product knowledge instead. “Knowing the basics, what they’re good at, what’s working for them, what’s not working for them are all good to know and can be helpful when creating social media campaigns for your brand.”
Having a content distribution strategy is also key to having your content reach more audiences and get higher engagement. According to Eniego, “Content distribution is the key to getting the ROI on your content creation. Your articles, videos, and infographics won’t always sell themselves. Why wait to go viral when you can create it?”
A lot of marketers make the mistake of not interacting with their audiences online. Consumers are inclined to leave comments and feedback, and this is something that not all brands pay attention to. This is an opportunity to connect with your audience and understand how you’re perceived as a brand.
Eniego stressed the value of engaging with customers online. “Talk to your customers. Ask them questions. Treat them like friends. You’ll be able to get a better understanding of how you can really scale your business.”
Whether you want to increase the audience’s awareness of your brand or turn them into paying customers, you have to take advantage of your audience’s social media presence to forge connections with them. “Your audience uses social media to communicate with their friends and family. And as a brand, you want to be in that same category inside the headspace of your audience,” says Eniego.
See you on Wednesday, October 29, at the Manila Marketers Meetup where we will uncover the secrets of social media marketing success at our discussion Likes to Leads: How to Craft Effective Social Media Campaigns for 2020.