Social Media Marketing Strategy

Social Media Marketing: A Consultant’s Insight

Trying to understand social media marketing? You’ve landed at the right spot. If you want your business or your role to flourish, then a precise social media marketing strategy isn’t just ideal –  it’s essential. After 11 years of hard-core top-level digital marketing and social media, here’s my take on crafting a potent social media game plan.

Social Media Marketing: The Basics

At its core, social media marketing is about leveraging platforms like Facebook, Instagram, Tik Tok, Linkedin, and X (aka Twitter) to broadcast your brand and offerings. It’s not just about launching a new product; it’s about engaging with your audience, narrating your brand’s journey, and using smart tools to manage it all.

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Getting Started: Define Your Purpose

Before diving into tactics, pinpoint what you aim to achieve. Common aspirations include bolstering brand visibility and fostering community engagement. As we sail into 2024, challenges such as talent acquisition, establishing ROI, and efficient execution will undoubtedly arise. Therefore, your objectives will shape your strategy’s direction, determining the resources you invest.

Setting Achievable Social Media Goals for 2024

Elevating Brand Perception

Go beyond mere ads. Spotlight your brand’s soul and persona.

One way to elevate brand perception is to go beyond traditional advertising and focus on creating content that reflects your brand’s personality and values. This could include sharing behind-the-scenes videos, customer stories, or even just funny or interesting posts that your target audience will enjoy.

Cotton On has a strong social media presence that is known for its playful and irreverent content. The brand’s posts often feature its clothes in creative and unexpected ways, and they often get a lot of engagement from its followers.

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Sparking Leads & Sales

Turn social media into a revenue hub. Flaunt product launches, seamlessly weave in your product suite, and roll out exclusive bonuses for your loyalists.

Social media can also be a great way to generate leads and sales. One way to do this is to regularly post about new product launches and promotions. You can also weave your product suite into your content in a natural way so that your followers are constantly reminded of what you have to offer.

Another way to spark leads and sales is to offer exclusive bonuses to your loyal followers. This could include discounts, free shipping, or early access to new products.

The Australian food delivery service Deliveroo often runs social media contests and giveaways to promote its service. These contests are a great way to generate leads and excitement for the brand.

Widening Your Reach

Dive into the industry chatter. Keenly observing trends and dialogues can extend your influence faster.

To widen your reach on social media, it is important to be active in the industry chatter. This means following relevant hashtags, engaging with other brands and influencers, and participating in conversations.

You can also use social media to keep an eye on industry trends. This will help you to stay ahead of the curve and ensure that your content is relevant to your target audience.

Australian tech company Canva is very active on social media. The brand regularly posts about industry trends and insights, and it also engages with other brands and influencers. This has helped Canva to build a strong following and to position itself as a thought leader in the industry.

Boosting Community Interaction

The mantra is to remain engaged. Champion user-driven content, spotlight customer stories, and spark relevant dialogues.

One of the best ways to boost community interaction is to remain engaged with your followers. This means responding to comments and questions, liking and sharing their posts, and participating in conversations.

You can also champion user-driven content, such as photos and videos that your followers have taken of your products. This is a great way to show your appreciation for your customers and to build a sense of community around your brand.

Spark relevant dialogues by asking questions, posing challenges, or simply starting conversations. This is a great way to get your followers to think and interact with your brand.

The Australian airline QANTAS often runs social media challenges to engage with its followers. These challenges have been very successful in getting people to talk about the brand and in generating excitement for its products and services.

Driving Web Traffic

Be it through routine posts or paid promotions, closely monitor conversions and URL engagement to measure your efforts.

Finally, it is important to track your results and measure the impact of your social media marketing efforts. This will help you to see what is working and what is not so that you can optimize your strategy over time.

You can track your results by looking at things like website traffic, social media engagement, and lead generation. You can also use paid social media advertising to target specific audiences and drive traffic to your website.

For example, the Australian retailer David Jones uses paid social media advertising to promote its products and drive traffic to its website. The brand has seen a significant increase in website traffic and sales as a result of its paid social media advertising campaigns.

Follow or connect with Crom Salvatera on LinkedIn.