Best social media marketing strategies and case studies
No matter if your business is old or new, or big or small, social media should be an integral part of your marketing mix. Social media holds immense potential in terms of effective and efficient marketing. We have seen exponential growth in the number of users on social media, especially after the imposed covid lockdowns, many businesses had to rethink their marketing strategies and to incorporate online marketing tactics.
But given the huge potential and use cases of social media, it can get difficult for companies to get the right strategies in place. We will be listing some of the top social media marketing strategies that we think would help you to up your social media game. But before we start with anything, let’s talk about some important points that you should keep in mind before going forward with any kind of social media marketing strategy.
Important things to keep in mind when doing social media
- Research your target audience
The importance of knowing your audience can never be underestimated. There is no point of doing any kind of marketing campaign without knowing the basic traits of your customers/users. Understanding your audience incorporates anything and everything starting from what they like/dislike, what are their hobbies, how do they spend their leisure time or which pages they follow on social media. All these questions can give you meaningful insights into your users, that can further allow you to concentrate your efforts in the right direction.
- Define your KPIs
KPIs or key performance indicators, as the name suggests are the most important metrics to measure the success of your campaigns. Without having the KPIs sorted before launching a campaign is just like driving a car without knowing the final destination. Your KPIs will give you the right point of reference and help you to understand how far you have come in terms of your campaign. Your KPIs can be different for different campaigns, for example for a brand awareness campaign, some of the KPIs that you would want to focus on would be impressions, clicks, likes/shares etc. Meanwhile for a conversion focused campaign, the KPIs you would want to look at would be conversions, CTR, CPC etc.
- Rethink your content strategy
2022 is going to be a year of innovation as has been every year before it. Every year we see new trends lining up and innovative content replacing the old content. With the launch of metaverse and the exponential growth of TikTok, brands will have to focus on incorporating these new changes into their content strategies. Creating reels and TikToks is soon going to be the most important form of content, if it is not already. While keeping on with the trends and the new channels, always make sure that you remember your brand strategy and what your brand stands for. Keep a human touch in your interactions and keep it simple to understand.
- Assess your performance
It is not an easy task to deliver with every campaign that you undertake. Some might churn good results while others might just end up being a huge cost blowup. But one thing that you want to make sure of is to not repeat the same mistakes again and again. You would want to visit your old campaigns and understand what went wrong or right. Assess your performance month over month or week over week and see how you are progressing towards your goal.
If you have checked the boxes on the above points, then you are already on your way to creating a successful social media campaign. Now lets see what are some of the top social media marketing strategies that you can incorporate into your marketing mix.
Top social media marketing strategies
- Creating educational content
Creating value for your customers should always be a number one priority. One should keep in mind that users have a lot of options other than your brand and it is very easy to sway them into a different direction. The only thing that could hold onto your customers is the value you create for them. Create content that educates them, it could be about anything that is related to your product. For example, if your brand sells furniture, educate your customers about the different kinds of woods that go into furniture making or educate them about the process of furniture making in the factories.
- Producing different types of content forms
Just uploading a picture onto your Instagram is not going to suffice. People out there are creating so much content that the whole of social media is saturated with pictures. Get out of your brand’s comfort zone and start creating different sorts of content. Think about making podcasts, creating memes, shooting reels on Instagram or making engaging tiktok content for your brand. Users want to see variety in the content and it is a great opportunity for you as a brand, to tell customers stories about your brands. For example, if you are in an office space with your colleagues, shoot a reel of you working with your team or the banter that goes on within your team and put it up. Users love unique and fresh content.
- Teaming up with micro influencers
Every marketer knows the potential of influencer marketing, but due to the high saturation in the influencer market niche, it is hard to get a cost efficient ROI. It is an opportunity for you as a brand to look in a different direction. Micro influencers are influencers with a smaller following but they have a higher engagement with their followers as they can interact with their smaller follower count more easily as compared to other big influencers.
- Keeping a human touch
Social media in itself has the word social as we do in our identity of being social beings. The whole aspect of social media is to create a social sphere of interaction between different individuals over a medium. You should always focus on interacting with your users like you would do with a friend. Keep the content and the conversations as human as possible, users don’t like the feeling of talking to a robot or a mechanical entity. Post content that you think would create value for a fellow human user. The best possible way to implement this strategy would be to put yourself in the shoes of your users. Imagine how you would feel if you would have to go through the content or the copy that you had put on your posts.
- Taking advantage of technology
We are in the 21st century and it’s about time that we start acting like it. We witness so many technological advancements all around us. Recent one being, the talks of metaverse. It is real and it’s going to be knocking at your doorstep sooner than you had expected. Brands need to incorporate a better UX for their users. For example, if you are a makeup brand, think about having an AR(augmented reality) interface for your users where they can visit and try different shades of lipstick right on your application. Another feature which you can add is AI powered chatbots, that allow for users coming into site to have a 24/7 source of assistance that can help your users to find information about your product.
Case Studies: Top social media marketing strategies
What a better way to understand a concept, than reading about examples or case studies about the practises undertaken from big brands on social media.
- Starbucks – #Whatsyourname
This particular campaign was undertaken by Starbucks UK to put a light on the social cause of supporting gender diverse youths.This campaign was focused on creating educational content for its users so that they can create an awareness for a social topic through their campaigns. Starbucks had partnered up with Mermaids to better understand the gender diverse youths and create an awareness campaign around it.
- Nescafe – Really Friends
Nescafe France came up with this campaign to emphasise the human spirit on social media, especially Facebook. The campaign focused on creating a community of users where the focus was to get them back in touch with their old friends on facebook with whom they had stopped talking to. This campaign was successful as it focused on understanding Nescafe’s buyer persona and then developing a campaign around it which focused on human interaction.
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