Does your small business have a social media presence? If the answer is “no,” you may be missing out on significant benefits for your brand. The nature of social media allows people to stay in touch and interact, create and share content with friends, family and various communities of their interest.
How can Kulture Konnect support your social media efforts?
Through social media, you can acquire new customers and have more meaningful relationships with current ones if your content is something of relevance for them. People are on social media 25/7, so, as a brand, why not go where people are? We can help you with:
Social media strategy
A social media strategy includes your social media goals and it helps you outline the content that you will post, the responsibilities of your social media team, and the social media channels you will use to promote your business. We will help you with the definition of your goals, audience, personality, tone of voice and the creation of an editorial calendar.
Social media content
Based on your social media strategy, you can start developing your posts. We will help you with the post captions as well as artwork assets for regular posts, stories and reels.
Social media advertising
Organic social media posts have a very low reach, so, you need additional ways to gain more exposure. We will help you to develop an ad strategy, create ad audience, write ad copy and create artwork, set up, deploy and monitor ads.
Learn more about how we can support your social media efforts.
Social media can greatly influence several aspects of your business, from marketing to customer service to sales to hiring to crisis management. Here are eight benefits that social media provides:
- Brand awareness. According to Facebook, 60% of Instagram users find new products using the platform, which, as a single fact, makes social media an invaluable tool for any brand.
- Brand personality. Since social media has become such a popular platform for individuals and businesses, it is crucial that your brand finds its own tone of voice and personality that allows them to engage with customers on a human level. Social media provides an easy avenue for defining such identity to display your brand in a relatable way.
- Thought leadership. Social media allows your brand to become the expert so you can solidify your credibility and establish yourself as an industry leader. This is done by creating thoughtful articles and sharing curated content.
- Increased website traffic. If you have an audience that continuously shows interest in your social media content, their interest won’t stop there. They will go to your website. This means higher website traffic and more opportunities to generate leads and convert.
- Reputation management. With the globalization of social media, the speed in which content can be shared and the immediacy of good or bad news, reputation is everything. Social media gives you the perfect platform to communicate with customers and solve issues quickly or to highlight positive reviews or comments.
- Analytics and insights. Follower counts, engagement rates, click-through rates and more can help you make decisions about content type, posting times and your overall social media strategy so you can make adjustments accordingly.
- Targeted ads. One of the most successful strategies in social media is targeted ads. With this type of ads you can create ads that can specifically target your audience based on behaviors, interests and more.
- Competitor analysis. Social media platforms like Facebook allow you to gather some intel on your competitors through Facebook Audience Insights and create a competitive analysis with the help of tools like Google Adwords Keyword Planner. This will give you insights on what works well for them and what doesn’t.
Social media content vs social media advertising
When we talk about social media content vs. social media advertising, we need to make a clear differentiation between the two:
Social media content has to do with unpaid methods used to generate social media activity and presence, including posting, liking, commenting, sharing and so on. Social media advertising involves running paid ads instead of unpaid, organic posts. These can be native ads or boosted posts. Advertising is usually implemented to run a promotion, get more brand exposure or push your services.
But, which one is better? The answer is simple, you need both. Social media content is important because it helps you build brand recognition, you can build a community around your brand and you can foster relationships with current and potential customers— but it’s a long game. Unfortunately, unless you have over 100K followers or more, organic posts on social media don’t have much reach on their own and aren’t likely to get a lot of organic engagement.
Enter social media advertising. Paid social allows you to target specific audiences, and it puts your name, products, services and brand in general in front of people who are looking for what you offer right now.
Using social media content and social media advertising in tandem to reach and engage your audience will allow you to optimize your results for the best possible outcome.
How can I measure the ROI of a successful social media strategy?
Just like any other marketing initiative, the first step will be to determine your immediate and long-term goals. This will help you unify your social media efforts with your business and branding overall objectives. Once you’ve done this exercise, follow these 7 steps below:
- Define what metrics to track. The importance of determining your goals is because it will give you a platform to define which metrics you need to track to see progress. But, most importantly, it gives you insights to adjust your strategy along the way.
- Beware of vanity metrics. Social media platforms give you a lot of metrics so, make sure that you identify vanity metrics right away. Vanity metrics are called as such because they show good numbers, but don’t necessarily tell the whole story about a campaign’s success.
- Build relationships. When your followers feel that they are part of your brand and that you care about them by putting out relevant content to them, they are more likely to engage with your content and follow through with a purchase or initiate their own buyer’s journey.
- Quality vs. quantity. Your social media should be there to serve your business achieve specific goals, not just to exist. Many businesses had the belief that the more they post the more impact they’re making on their audience. The truth is that you can be posting as little as a couple of times a week, but, if your content is carefully crafted with your audience in mind, you would have better results.
- Facebook pixel. If you’re doing paid ads on Facebook, make sure to install their pixel on your website or landing pages. It will provide you with crucial breakdowns of traffic, attribution, and conversion data
- Create a benchmark for paid ads. With a reference point or benchmark for your social media, you can see and measure the impact of your social media advertising strategy.
- Paid ads metrics. With a benchmark in place, it is important to determine what kind of action you want from the user so you have a clear picture of the performance of your ads. For example, if your business wants to drive sales from social media advertising, you want to focus on metrics like conversion rate or cost-per-click (CPC), rather than page views.
Businesses with the best social media results focus on continual improvement.
Some of the best ways to stay ahead of the game are to stay up-to-date with industry news and trends, experimenting with A/B testing in terms of copy, visuals and ad formats, and monitoring competitors so you can look for inspiration or simply to see what is working and not working for them.