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By now, we know that amongst the myriad social media and networking platforms available today, there are some that truly are indispensable for businesses hoping to expand their reach and increase sales. Business owners just need to know which platforms they’ll be most able to engage with their target demographics. Once they know where to post and what to say, the leads will basically just start rolling in.
But as any social media manager knows, growing and maintaining engagement online is also easier said than done. Algorithms evolve, and new cyber communities emerge daily. So how do you stay relevant and competitive in today’s rapidly evolving digital sphere?
Continue reading for tips to refine your digital communication proficiencies and level up revenue.
Create Captivating Content
The heart of any successful marketing strategy is to build intriguing subject matter around the topics and events that are relevant to your audience. Images and videos perform exceedingly well on social platforms, with just enough text to complement and inform, but not overshadow the artistry.
For instance, if your clothing company wanted to introduce a new saree line during the Festival of Lights, your team could create a Diwali Instagram highlight cover showcasing this year’s latest designs and colours with creative, high-definition photo shoots. This post would catch viewer’s attention and encourage them to learn more about your brand by visiting your main site and signing up for your email list. From there, you can announce sales, offer discounts for new subscribers, and activate limited-time promotions coinciding with Diwali.
Be sure to maintain branding consistency across all your platform accounts to align with your traditional offline presence, such as traditional advertising channels (TV, print), signage, vehicle logos, and packaging. Consistency is key for both personal and business branding so don’t overlook this rule in developing your own corporate socials. Use the same voice and tone, colours, fonts, and styles for all visuals, including your email newsletters.
Encourage UGC
User-generated content (UGC) is one of the most powerful digital marketing trends of 2024 to date. UGC is a component of any dynamic content calendar, as it can be used to cultivate community and trust around your brand. Suppose your products inspire customers to sing your praises by producing their own videos or making posts telling the world how satisfied they are with their purchase. In that case, you’ve got significant momentum and are several steps ahead of competitors.
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Capitalise on this advantage by running a few contests or giveaways which incentivise social media sharing. Use branded hashtags to organise and promote user content on your official channels and highlight your customers’ contributions.
Post Frequently
Once you’ve engaged subscribers, don’t let the relationship stale. Maintain an active, consistently scheduled content calendar so that the audience remains engaged but not overwhelmed. Use different types of material to keep the feed compelling and diverse.
Use data analysis to determine the optimal times for posting. Don’t forget to include fresh hashtags and calls-to-action for viewers to take advantage of your best promotions.
Define Your Audience
One evergreen rule of social media marketing that you can’t afford to forget is that even the best-crafted campaigns are destined to fail if you don’t know who you’re speaking to (or ‘who your audience is’, to use industry lingo). So before you craft any message, think about whether you’re resonating with your target demographics. This will mean engaging with their preferences, pain points, behaviours, and – arguably most importantly – their motivators, or what inspires them to take action.
Use analytics to harvest buyer personas of your most frequent customer demographics. It helps to know ages, gender, locations, occupations, and education levels. Ideally, you want to know their interests, hobbies, values, and lifestyle choices.
Together with their pain points (the problems or challenges your products will solve), this valuable data will help you complete these buyer personas to create a marketing campaign perfectly tailored for this community.
Solicit Feedback
Participate in the conversations happening on your primary channels. Actively engage in the comments, provide requested information, share your expertise, and let customers know you’re listening.
Liven up the channel by asking open-ended questions to encourage dialogue and gather feedback to help you improve future product releases or services. Periodically introduce team members by posting a photo alongside a short bio detailing the employee’s role and area of expertise, or perhaps a video where they acquaint themselves with the audience.
Find the most prevalent industry-related community groups and forums and take part in those discussions. Provide sincere input and value to the discussions, and promote your brand without being “spammy” or overtly promotional.
Audit the Data
Although curating a content calendar may feel like a creative endeavour, it’s actually best handled with a multidisciplinary approach that prioritises research as much as it does inspiration. After all, your social media content is supposed to build user engagement, so you can only benefit from maintaining a data-driven content strategy that’s optimised to deliver results.
Many social platforms have analytics tools where you can comb the data from your audience interactions. Use these implements to look for patterns you can use to make your content perform better.
For instance, what times are your audience most active inside your channel? What types of content do they most frequently like, share, and comment on? Do they prefer photos, videos, or informational blog posts? Cull and interpret this data consistently to better understand audience behaviour and adjust your content accordingly. Remember that preferences aren’t static; audience whims will vary periodically.
Be flexible and ready to change course. Don’t be afraid to experiment with new content formats and messaging if shifts in your industry suggest a new narrative might be prudent. It’s an ongoing process that requires persistent effort, yet it is undeniably cost-effective compared to traditional marketing channels like TV, radio, and print.
Quality Above All
Ultimately, your audience wants well-produced products and services; the same goes for the content you serve them. According to your analytics data, ensure it is relevant and serves their interests and needs.
Provide value through expert insights, helpful information, and entertaining personality. Most importantly, be authentic with genuine and transparent messaging–it cultivates trust. It builds long-lasting connections that ultimately lead to more sales.
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