Important stuff to know – besides social media posting!
Day by day things change at the digital world and specifically at social media platforms. This is only logical, on the other side… When you play on someone else’s platform, you don’t get the luxury of control. And if you want to hear it…. There! Networks can change their algorithms or cut it off completely at their discretion. For example, not long ago Facebook announced another news feed re-prioritization to show more “real friend” content over brand content.
So, if anything has been made clear to all of us over the last few years, is that organic reach on social media isn’t guaranteed. Only the biggest publishers can still experience that and only because they have deals with Facebook.
And since producing content, posting and easily being successful at the same time is a thing of the past, Real Marketing gives you 7 things on which you should be focusing instead:
- Mobile Optimization
Mobile optimization is already a diamond in the desert for marketers and especially for B2C brands. Forbes’s article on revenue and profit of Facebook says that nearly 3/4 of its ad revenue is from mobile, while Google’s recent “Mobilegeddon” (mobile-friendly ranking algorithm) announcement surfaced the fact that 44% of Fortune 500 websites are not mobile-friendly (http://techcrunch.com).
Things you must also take into consideration:
- Mobile users are different
- Mobile gets traffic measurements
- Mobile optimization gives better brand engagement & increased conversions
- You can reduce your bounce rate
- Highly Targeted Social Ads
Effective advertising is what social networks are offering and have to continue to do so for their own livelihood. With new ad products introduced all the time and up-and-coming social networks debuting advertising opportunities, paid social media is – and will continue to be – in the forefront. Moreover, social media offer the most precise ad targeting, allowing marketers to capitalize on the most personalized insights. Additionally, all sorts of social media platforms are extending to other ad types as well, allowing brands to use their social platform data to reach consumers. No matter how digitally educated someone is, is clear that social media are eating more and more of the internet — even more reason to focus on social targeting, that is why our advice to you is to focus on developing new strategies in order to get the right content in front of the right people.
- Leveraging Earned Social Insights
Like all different types of Marketing, the best social Marketing has roots in deep consumer insights. The ability to identify novel consumer insights is where social media differ from other advertising channels. Unlike to TV, radio, outdoor ads etc, when it comes to Internet marketers can monitor all interactions, when each individual came across an ad, read an article, pressed a link, Liked, Shared, commented. Through effective earned social tracking and measurement, brands can see when their audience is active on social, what social networks they are active on, what social content they engage with and what their posts look like when they share brand content (e.g. a link from the brand’s website).
- Creating Shareable Content
As Facebook sets the examples with its news feed algorithm that’s forever changing in favor of friend posts over brand posts, social marketers has no option but follow its lead. All professionals need to understand that brands must get their fans to share their content. By doing so, the post someone will see will be of a friend and will be shown more frequently and higher in the news feed. Nonetheless, people tend to find their friends’ recommendations far more trustworthy than brand messages. Contests, referrals, small things / acts that will surprise and also delight customers, rewards, post reminders etc will help you increase reach and influence more people.
- Developing Strategies for Emerging Social Platforms
The major social networks are saturated with content. It’s why Facebook has to keep updating the news feed algorithm to surface the content that their users actually care about. According to Forrester report (https://www.forrester.com) on social relationship strategies that work, less than 0.1% of followers interact with the brand’s post. It does show, however, that newer platforms are indeed a promising alternative – at least for now. Instagram, for example, has over a 4% follower interaction rate. That’s why brands (and marketers) that can understand these platforms will have a big advantage in the future, as they will better understand core consumer behaviors and will be able to more naturally deliver positive brand experiences.
- Take Conversions to Another Level
The true measure of social Marketing success is the ability to drive business conversions — whether that’s leads, content downloads, email subscriptions, or even purchases. That’s why social media conversations are for many people nowadays the new target message. You should be relevant and considerate towards the interests of the community. You should also be appealing, in order to overlap other communities and considerate towards community’s feeling. Don’t try to sell anything and first be willing to give before you take. Finally, you will be surprised to see that measurements can help not only Marketing department, but also sales and after sales support – in other words will have an impact on the business unit as a whole!
- Learn More About Your Customer
Marketers and brands often forget that social media is a two-way street. This means we give but also take information, we talk but also listen. So, in order to be effective, popular, viral and successful, going out and initiating conversations with people who probably don’t want to engage with us in the first place is not enough. On the contrary, it means that brands need to listen first what people say, observe what people think, search what people care about, hear the language they use, reflect on their attitude towards things etc.