11 Social Media Marketing Tips for Your Brand
Social media marketing is one of the most wide-reaching forms of marketing today. There are over 3.6 billion people on social media today – and another 1 billion predicted to sign up by 2025.
In fact, we’ve barely scratched the tip of the iceberg when it comes to social media marketing potential.
With these websites, you can connect with customers, expand your brand, and find new ways to market your services or products. All this is available to you with the click of a button.
But, that doesn’t mean that getting started is easy – at first. In fact, building your brand on social media can prove to be a massive undertaking. It requires a lot of blood, sweat, and late nights to become a successful social media marketer.
This is because, hope as you might, there’s no one-size-fits-all approach. What works for one brand may sink another.
Unfortunately, this means that a lot of social media marketing is testing out different tips to see which – if any – bring results.
That’s a lot of testing to get through.
But, with these 10 social media marketing tips at your disposal, you’ll be that much closer to developing a strategy that works for your brand.
Tip 1: Target Your Audience with Precision
One of the most important social media marketing tips is to target your audience wisely.
Consider that Facebook alone has over 1.5 billion daily active users. That’s a lot of potential customers!
But, if you tried to market to all 1.5 billion users, you’d run your business into the ground.
That’s where audience targeting comes into play.
There are several factors that go into marketing to your base. Look at elements of your strategy such as:
- Who you market to – and who you don’t
- When you advertise
- Layering your marketing criteria
While knowing your audience is critical, so is knowing who to exclude. If you sell dog products, for example, cat owners won’t need your products.
On top of this, it’s essential to know when to display your ads. If you run a pizza place, you may want to post before big events that include pizza, such as birthday parties or sporting events.
For example, Facebook ads allow you to target birthdays in the Ad Manager. Not only that, the activity of the account during the birthday week increases, as people are searching for friends’ connections or venues to celebrate at.
With the plethora of data in today’s society, there are dozens of options to target your audience. You can narrow your advertisements with criteria such as:
- Vehicle ownership
By layering these criteria, you can narrow your target audience and increase engagement on your posts. Thus, you start marketing to only the users most likely to make a purchase.
Tip 2: Leverage Your Marketing Strategy Across Platforms
It’s not enough to know who your customers are – you have to know how to market to them. But before you do that, you have to know how to leverage each social media site.
A great way to start is by asking questions and defining goals. Look at essential aspects of your marketing strategy, such as:
- Which platform(s) am I using?
- What purpose does each platform serve?
- How much of/who in my target audience uses this platform?
- How do I structure an effective post on this platform?
- What can I do to make my posts unique?
While you can try every platform out there, you should choose the ones that make sense for you. Remember: each social media site caters to a different audience, which may tip your marketing strategy.
Look to build a cohesive experience for your users by:
- Creating a unified theme across your accounts
- Gathering a list of hashtags
- Preparing posts in advance for high-engagement events
- Setting up your brand-specific events or referral contests
By using this checklist and adapting your approach, you’re that much closer to success.
Tip 3: Embrace Visual Content
Social media has forever changed the way we use the internet. This extends to the ads that social media marketers use to promote their brands.
One of the most crucial aspects that have changed is the emphasis on visual marketing. This makes sense; after all, humans are visual creatures who like pleasing images.
As a marketer, you have to appeal to that sense – without driving customers away.
Think about the worst ads you’ve seen. Everyone has stumbled across at least one straight out of the ’90s: neon background, bulky font, too much text in a tiny space.
These ads aren’t appealing to the eye for several reasons – they’re too childish, crowded, or plain look bad. Not exactly the kind of ad that inspires you to open your wallet to the business, right?
Thus, it’s crucial that your ads are designed well for both your business and your audience. You want the visual experience to be sleek and streamlined top to bottom. This goes for not only the images in your ad but the accompanying text, as well.
Tip 4: Test Your Posts
This may seem like a simple tip, but it’s essential that social media marketers assess their content. A/B testing lets you study how consumers react based on headlines, keywords, and copy.
By switching out certain phrases, you can run quick experiments to see what yields the highest engagement.
There are a couple of ways to go about testing your content.
One is to use Twitter as a “content lab” to gauge interest in a topic, test engagement, or experiment with new ideas.
Or, you can test your entire ads live by reposting the same content with new headlines or key phrases.
Once you’ve chosen your method of testing, you can then use the built-in analytics dashboard to see how your posts perform.
A/B testing can help you discover why your posts have poor engagement. It may not be because your posts are low-quality – your headlines may not be drawing enough attention.
Although you may think of hashtags as a way to help users find your content, they are capable of so much more. When used effectively, your hashtags can help foster a community of fans loyal to your brand.
After all, studies on Twitter show that tweets with hashtags get 2x more engagement.
And it’s not Twitter alone.
Because you can use hashtags across platforms, they can be a way to unify your brand. Through them, you can organize and cross-pollinate your content.
A good way to start this process is by making a list of hashtags to fit into your advertisement strategy.
But it’s important that you use them the right way – and in the right amount.
Studies show that the more hashtags you use, the less engagement you’ll see. People grow annoyed by the never-ending barrage of ###, which means they may scroll past your posts altogether.
Twitter studies show that tweets with 1-2 hashtags are best received, with 21% higher engagement than those with three or more. Moreover, tweets with more than 2 hashtags show a 17% drop in engagement.
Thus, our fifth social media marketing tip is simple: stick to 3 or fewer hashtags per post.
Tip 6: Track Your Performance
This is another underrated social media marketing tip worth repeating: it’s crucial to analyze your performance.
News and advertising move fast in the world of social media – which means you can’t just “set it and forget it.”
The older your posts become, the less effective they are. This includes your branded advertisements. Pushing out new, high-engagement content is the only way to counteract this effect.
This is where your analytics come in.
To get started, identify the key metrics that determine the success of your brand. These will change across platforms, but we’ve put together a quick list of some of the most crucial data to follow:
- Impressions, retweets, and @mention on Twitter
- Reach and post engagement on Facebook
- Impressions, clicks, and interactions on LinkedIn
- Comments, @mentions, and likes on Instagram, as well as views on Stories
To build your best strategy, you should check these metrics at least weekly. You should also pull monthly, quarterly, and even annual reports.
Tip 7: Optimize Your Approach
This is another “duh” of social media marketing tips, but it’s also the one that’s going to do the most for your engagement. And, like many of the tips on this list, it can be difficult to know where to start.
So, we’ve put together a list of essential elements to keep in mind.
- Select your platforms with care. Use the sites that allow you to put out the best content for your targeted demographic.
- At the same time, treat each site as if it’s unique. As mentioned above, leveraging your content is crucial to your success.
- Set up a social media content calendar. By planning for the future, you can distribute resources and collaborate efficiently.
- Automate your approach. There are dozens of social media tools that let you schedule a single post across many platforms. Use them to your advantage.
- Know when to post. Social media posts see a 30% higher interaction between 8am-7pm.
By keeping these tips in mind, you’re that much closer to optimizing your social media marketing strategy.
That being said, make sure to test your content on different platforms. Try to do so without prejudice. To give you a real-life example, while it is commonly known that the Pinterest audience prefers posts about fashion, recipes, lifestyle, and similar topics – it is not limited to that. Content like best webinar services has a surprisingly high CTR which can be on the same level as the more popular topic choices.
Though of course it must be added that the impressions are lower as these are more of a niche topic for Pinterest.
Tip 8: Humanize Your Brand
While the way to a man’s heart may be through his stomach, the way to your customer’s wallets is by proving there’s a human behind the screen.
Thus, our eighth social media marketing tip is to show your audience you’re like them.
There are several ways to go about this.
For instance, you may share a video of the fun team-building exercises your staff enjoys every day.
Bohemia Interactive is making short interviews with its employees.
In the interview, you would find out a bit about the main tasks, day to day job but also some hobbies. This makes the user realize that there are actual people behind the products of Bohemia Interactive.
Or, you may integrate widespread use of emojis to make the purpose behind your text more clear or fun.
While this example does not use emojis, you probably heard about Wendy’s official Twitter account:
Some brands even let their employees take turns running their social media accounts. Not only does this change up how the brand feels to users, but it also creates a more “authentic” experience.
But one of the best ways to humanize your brand is to let your humanness shine through – by embracing your mistakes. Instead of ignoring that typo or pretending that post wasn’t scheduled for next week, turn it into a joke. Or a meme. Or even a blog post.
After all, anything you can do to increase awareness is great for your brand.
Tip 9: Get Involved
We already know that Facebook has over 1.5 billion daily users – but did you know that Instagram has 1 billion monthly users on top of that?
Or that LinkedIn, the boring business site, generates over 80% of social media leads in the B2B space?
With such large networks to navigate, it’s important to join smaller communities inside those networks.
While the communities change based on the site – Groups on Facebook, Chat on Twitter, etc. – there are plenty of ways to get involved. And, by participating, you can establish your brand and connect with new followers.
Furthermore, by joining social media groups, you can curate meaningful conversations with individuals. You expose yourself to an audience that will ask questions and add comments. In turn, this further increases your engagement – so everybody wins!
Tip 10: Don’t Let the Robots Get You Down
This is one of the most valuable social media marketing tips that we can provide – so we’ve saved the best for last.
Unfortunately, our social media sites are subject to the whims of the site’s creators. This means that when their algorithms change, your entire strategy may have to shift with it.
Instead of getting frustrated at losing engagement through once-viable methods, look at this as an opportunity for growth. Rather than trying to “beat” the algorithm at its own game, try to find out what, exactly, is new about the system.
Instead of trying to make do with what’s worked in the past, experiment with your brand. Try out new posts and methods to reach people. Put up new content and examine your analytics. Whatever you do, be prepared to adjust your strategy for the future.
By using the underlying code to your advantage, you can then bolster your engagement more than ever.
Tip 11: Go Easy On The Sales Pitch
Subtle sell is the best sell. No need to be too aggressive and pushy about it. Sure it is important the people know what you want or what products you offer, but no need to push the service and price into each post.
The goal of social media marketing is to create a presence, a rapport with your online audience. With time you will become an authoritative brand in the field and potential customers will be coming to you with buyer intent, without you pushing them into it.
Provide your followers with new information, invite them to various events and online courses building that connection.
So when the time for purchase will come, the audience will know who is the specialist on the topic and come to you.
That does not mean that you can not put a “call to action” from time to time, but that should not be the main theme of your online presence.
Building a presence and a following on social media is a long run. The sooner you will start and position your brand and work towards positive exposure on various social platforms that apply to your niche – the better.
Each platform will require a slightly different approach while keeping the overall feel of the brand the same for every platform. It will take time to tweak and test everything, but when you will get the feel of how to approach each social marketing channel – you will see consistent growth.