To keep up in today’s digital age it is vital to have a savvy social media presence that captures an engaging following.
With every brand being completely different, it’s more important than ever for every social media marketing campaign be just as unique.
There are countless strategies that help guide you to a successful social media presence, but we’ve rounded up the tactics we believe are the most efficient for garnering a large and active following.
1. Brand development and consistency.
Branding is one of the most valuable components of a company. Branding is responsible for public perception of a company’s philosophy, tone, character, values and commitment to customer service.
Without a solid, well-defined brand, customers will have a hard time understanding what you’re about, and you won’t carry much appeal with your specific target audience.
2. A/B testing. A/B testing entails executing and comparing two similar yet distinct experimental conditions. When you start out in social media marketing, you won’t have a reliable idea of which strategies work and which ones don’t; you may have an inkling based on your prior experience, but you don’t have any hard data. Over time, A/B testing can help you find the best of the best strategies to use.
3. Social media monitoring. Sprout Social says this entails “tracking conversations around specific phrases, words or brands, and then leveraging them to discover opportunities or create content for those audiences.” It’s a way of learning what your customers are talking about and what’s important to them. With that information, you can build a better all-around strategy, sculpting your content to appeal to people in those demographics.
4. Follower engagement. It’s not enough to create and upload posts; you also must help your followers realize that they’re an active and recognized part of your community.
You can do this through follower engagement, which can be as simple as responding to a user comment or as complex as having an ongoing conversation with your followers.
Doing this makes each individual feel more engaged, and it’s attractive to prospective followers who see how your brand responds to vocal followers. If your followers feel unheard, they’re going to unfollow you, so this strategy is crucial to success.
5. Measurement and analysis. In addition to A/B testing, you should be measuring multiple metrics related to your campaign: “likes,” shares, comments, post popularity, and click-throughs and traffic patterns to your site.
Without this objective information, you’ll be flying blind, unable to gauge the effectiveness of your campaign. You should also be able to tie these metrics to a return on investment (ROI) figure, so keep track of how much you’re spending on your campaign.