Obviously, where the organization's audience is. The choice of a platform does not depend on where colleagues work or where there are similar projects, but on where the audience will be most comfortable to consume the content.
What result do you need? Depending on this, the organization chooses one of three strategies: one window, a showcase, or promoting values and behavior.
Which format should you use? Typically, organizations don't need many formats. It is important to understand which of them is best perceived by the audience and whether it is ready for interaction. It's worth looking at what formats are being used by other organizations working with similar audiences.
Is it possible to implement the desired format on the chosen platform? Many formats can be learned, but if they do not work well on the chosen platform, there will be no demand for them.
TEN STEPS TO A SUCCESSFUL START
What needs to be done to build a successful online community or social media commercial account?
- Make a thematic plan. The whole team must work on social media. Employees should work together to think about which topics to cover on social media. You can use three types of content that is available in all social networks: news (what's new in the field), views (what different people think about the selected topics, what solutions they offer) and use (algorithms, instructions, advice).
- Make a timetable. Every organization has its own seasonal themes. You can also bind topics to dates. It is worth arranging these topics on the calendar and planning publications in advance.
- Design a group on social networks. It is important to the audience that the information is presented beautifully. Checkout posts.
- Invite loyal customers. This creates a club atmosphere.
- Announce one regular heading or hashtag. You can devote a month to one topic or one format.
- The presence of top officials of the organization. If a speaker is well-known and respected, the audience is more likely to accept the information he wants to convey.
- Specify the group address. It is important to indicate in the materials on the website and in mailings that the company has groups / accounts in social networks. This way more people can learn about them.
- Cross-references. It is worth negotiating with colleagues and publishing links to projects of other organizations. This will allow people looking for information to learn more about the topic and about you.
- Invite a reputable guest. You can ask a well-known expert to talk about films, books, TV shows, products on your topic.
- Test creation. The audience loves lightweight and interactive content. In order not to overload the test, it is advisable to make links to materials that say more about the problem.
Social media promotion is useful not only for brand awareness but also for increasing profits. Would you like the subscribers to your social media pages to become your customers?
5 actionable recommendations here, that will lead your followers to purchase.
Council number 1. Sales funnel assessment
What makes social media salespeople is your clear understanding of the first 4 steps to social media monetization:
- understanding of the marketing channels that involve the user in the sale at the moment;
- what should be the next stage of the sale;
- infusion of social networks into the selling chain;
- what period is required to complete the transaction.
To study the behavior of your subscribers, you need to test. The reason for this is the difference in user behavior on social networks from other marketing communications.
The main advantage of social networks for sales is an earlier start of communications and customer acquisition, since it is in social networks that brand recognition fits into 3 stages and allows you to significantly increase conversion.
- Customer acquisition: action / conversion.
- Brand awareness: engagement - influence - brand presentation.
Council number 2. Simplifying the buying process
A user, having liked your page on social networks, after getting acquainted with the content, should be able to easily make a purchase. If for this he needs to click on a picture, go to the site and find a way to make a purchase there, such a purchase will never take place.
Create a section on the page from which the user can directly make a purchase without making additional clicks and transitions. Lead the user to a purchase with quality content, in which you have to invest various call-to-actions.
Council number 3. Subscriber retention content
The fact that a person subscribed to your page and liked the post does not mean that he is ready to become a buyer of your product. You cannot miss out on such a user using email newsletters. Invite them to subscribe to your newsletters to receive content that is unique and useful to them.
Working with such an audience is always effective - these people are interested in you and your products, but have not yet made a purchase decision. Your task is to turn subscribers into potential buyers using a chain of letters. We have already told you about four types of emails that motivate you to buy.
Council number 4. Formation of an email strategy
When working with a base of subscribers from social networks, it is necessary to create a special structure for an email campaign. Each letter in the chain should consistently lead the reader to the purchase. You must tell everything about the product in detail, without leaving a potential buyer with a mountain of questions.
Give buyers interesting content. Add calls-to-actions to it, which will form the readiness to buy from the reader of your posts. As a CTR, you can use an application for a trial product, register for a webinar about your product, or download a manual.
Council number 5. Marketing campaign analysis
The effectiveness of your work in social networks can be tracked using the metrics in the Google Analytics system and its integration with HootSuitePro. Thanks to the received data, you will be able to answer the questions:
- How much did the banner display cost?
- How much was user engagement.
- How much the undecided user cost.
- How much the likely user was worth.
- How much one sale cost.