How To Improve Your Social Media Marketing Strategy
Social media platforms are an excellent means of content promotion. You can reach a wide variety of audience, and it’s an interactive medium that lets you build a real relationship with your readers and visitors.
However, it’s very important to constantly monitor your social media performance. What does that mean? It means that you need to be constantly evaluating whether your content and social media presence are working for you, i.e., expanding your business by bringing you the kind of customers you want.
In this post we take a look at three key indicators that you must use for your social media marketing strategy:
A. Review of KPIs: Key Performance Indicators (KPIs) are critical to understanding the health of your marketing strategy. For businesses that are customer focussed (B2C), KPIs can include retweets, likes, shares, comments etc. For Business to Business (B2B) establishments, the KPIs will be clicks, conversions and web traffic.
In reviewing KPIs therefore, you must understand what the numbers are telling you, and what trends they are throwing up. For instance, as a B2C establishment, you have to analyse what kind of content is getting the maximum number of likes, shares and comments. What is its subject? What is its length? What time of the day or week was it posted on? What sort of audience was it targeted towards?
Similarly, which posts or content pieces are getting you the least number of conversions? What are the attributes that might be behind that trend? Understanding these metrics go a long way in helping you tweak your content for the better.
B. Republishing content: Identify which of your content pieces performed the best. Again, your KPIs will help you here. Once you’ve done that, consider republishing them. However, be careful not to republish time sensitive content. i.e., content that is relevant only to a particular point in time. Also, consider posting across different time zones, to groups that you haven’t already posted to, and using different handles than the one used before.
C. Evaluate your profiles for effectiveness: While it’s best to have as many profiles (completed, not incomplete) on social media as possible, it’s also important to periodically evaluate your profiles for their performance. This includes metrics such as likes, comments and tweets, but also how many visitors your profiles are getting to your website.
If after doing so, you notice that some of your profiles are performing way below their potential, consider why that is so. Is it because the profiles are too old? Are they not being updated frequently? Or are they simply no longer relevant? Finding the answers to these questions, especially the latter, will help you decide what to do with them – i.e., keep them as they are, upgrade them or delete them.
Therefore always keep the above pointers in mind. Writing content for social media platforms is an everyday affair, and needs constant tweaking and periodic analysis to get the very best results.