With just a few improvements, your social media profiles could become the crown jewel of your digital marketing strategy in 2018. By switching up your approach and committing to a higher level of quality, you could soon be generating more leads, revenue, and interest in your company with minimal effort. The great thing about social media marketing is that it doesn’t have to take a lot of your time to work wonders. If you plan ahead and use social media to reinforce your other marketing activities, you can achieve huge ROI through both organic and paid social campaigns. So, to inspire you to improve your social presence and go beyond expectations, try implementing the following five highly effective social media marketing improvements in 2018.
1. Create a Social Media Marketing Strategy DocumentWriting down your marketing ideas matters. According to CoSchedule, professionals who document their planned marketing strategy are over five times more likely to achieve success. Also, 88% of people who set marketing goals actually achieve them. Documenting your social strategy involves both high-level and low-level considerations. On the high level, you want to include your overarching goals for social. You want to describe how social media fits into your overall digital marketing plan. You want a few guiding pointers for brand voice and the type of values you want to express. For low-level strategy, consider how often you want to post per week or per month. Plan a budget for the next quarter. Describe publisher sources for shared content you want to write. Getting all of this down in writing helps you stay focused and consistent. It also makes it easier to communicate your intended strategy to others, such as employees or contract marketers. Most importantly, it keeps you from approaching your social media activities haphazardly. Having intention and purpose is the key to achieving better results.
2. Coordinate Social Posts With Specific CampaignsIf you want to push your social media marketing to the next level in 2018, try a couple of test campaigns. These campaigns should tie into special events, promotions or campaign pushes so that they can have an express purpose beyond “just posting because.” For instance, if you have a promotional offer like a free consultation, your social campaigns can convert audiences into leads or customers. If you have an event, like a big in-store sale, you will be aiming to increase foot traffic over the sale period. Connecting social media activity to campaigns in this way ties them to concrete goals. Your performance can be benchmarked, helping you seek out ways to improve your next campaign based on past data. For each campaign, create custom graphics and a variety of post ideas. For example, you can plan to develop a few beautiful photo-based posts as a way to turn heads on a platform like Instagram. You can also create a few strong call-to-action posts to generate interest and early signups on LinkedIn or Facebook. Creating special, limited time campaigns like these helps you learn quick lessons and improve rapidly with your social media use. The data you generate and experience you gain gives you skills that make you better at using social media, helping you improve and accomplish your goals more consistently over time.
3. Create Content Marketing Assets and Landing Pages Just for SocialYou can significantly upgrade your social media marketing returns by creating assets specifically designed to complement social posts. For instance, you can create a lead capture landing page for specific target segments to use with targeted promoted social media posts. That way, your call to action can take 18-year-old college students to a different page with different appeals than your page aiming to convert 70-year-old retirees. You can also create assets that you know will perform well on social, such as infographics. Infographics get around 41.5% engagement, on average, making them the content with the second-best ROI behind video. Developing assets like these help connect your social media presence to customer actions that actually generate revenue. They also ensure you have a best-fit destination for each outgoing click to your website, as opposed to shoehorning a single “contact us” page link into every post or something similar. Since each asset is custom-made for social, they’re better suited to their individual purpose.
4. Invest in Professional Grade Social VideoSpeaking of developing visual content with high ROI, now is the time to start considering using video within your social media marketing strategy. Businesses that use video marketing generate 66% more qualified customer leads and earn 54% more brand awareness compared to those that don’t use any video. Even more impressive, 77% of small business owners who use video report significant benefits and positive ROI. In the past, we’ve mentioned how live video and repurposing content as slideshows can be a great way to dip your toes into the video marketing scene. But to truly revamp your social presence, you should consider budgeting for a few (3-5) short, professionally made video assets worth sharing on social. Why? Because these assets get attention and shape the way people see your business. They serve as a form of social proof for the quality of your services when they include live testimonials. They give you something to link to within other campaigns and to embed within your blogs. They also serve as brief sales pitches that can be far more convincing than any chunk of text. For best results, plan ahead for when and why you want to use your video assets and how you can repurpose them in multiple ways for future campaigns.
5. Promote Posts to Targeted Audiences with Paid Social AdvertisingLike video, we’ve suggested using paid social media advertising several times at this point. Well, we’re going to mention it again because it’s an easy marketing method that can have a huge impact on your bottom line! Social media engagement almost always comes at a lower cost per lead and cost per click compared to advertising on paid search or through display ads. Promoted social media posts can also be targeted to specific customer segments, helping you get your messages in front of the perfect audience you need to earn more customers. Social advertising platforms also generate useful data to help structure, strategize and shape your future social media marketing plans. Combine it with any and all of the strategies above to take a truly professional turn in 2018 and create a more polished and welcoming social media presence.