With Social Media users increasing exponentially it’s no coincidence that marketers have switched their focus to targeting these sites. Disrupting the noise has never been more important, but how do we prevent shouting in the void? This blog is the first in a series diving into all aspects of Social Media Strategy. But before we go too in-depth, here’s how to identify what success looks like in the Social Media world:
With an audience that has a lower attention span than the average goldfish (an unfortunate truth) marketers are tasked with grabbing eyes, interest, and action all in the same blink. Computing success on social media is more than basic ROAS data. You have Impressions, Reach, Ad Recall, Brand Awareness, Engagement stats, and tons of other measurable data that may not directly correlate to your usual analytics. Not to mention the unmeasurable benefits of a strong social media presence. So, what does success look like with social media?
Social Media is more of a necessity than ever. That’s not to say you need millions of followers, viral videos, or snappy comebacks seconds after a customer Tweets at you. Sure, that works for giants like Wendy’s and Nike but what about the average business?
First thing’s first is to understand the two different types of social media strategies: Organic and Paid Social. Organic Strategy is maintaining your page/posts without paying the social site. Besides the cost of labor, your Organic Strategy shouldn’t cost anything. Paid Social Strategy is your strategy behind actual ad dollars spent on the social site(s).
I’ll usually tell clients you can look at Organic Strategy as your brand’s personality. Even though Organic Strategy doesn’t technically have “ads” it’s still important to maintain for many reasons. It’s where you give life to your brand beyond your website or other marketing materials. It’s also a great space to create a community and connection with your audience. That may not seem like a necessity at first, but with other options and competitors only a click away, connecting to your customer emotionally may be what ends up setting you apart. And failing to do so, may lose you the sale altogether.
A solid Organic Strategy is having 2-3 posts per week, replies to comments and tags within the same week, and updated bios/pictures to reflect the way your brand appears on other sites. Organic Strategy becomes even more necessary if you’re also running Paid Social Ads on the same social site. It’s common for the customer to click through the ad to your business’s page and having that second touch with a new customer being a page that’s been barren since 2014 won’t exactly instill brand loyalty!
Organic Strategy is one of the most cost-effective ways to elevate your brand. Whether it directly translates in analytics or not, the intelligent buyers in the eCommerce world understand and react to the differences of a brand with and without the consideration of organic engagement.
Paid Social Strategy:
Paid Social is easier to see the black and white successes behind your strategy in place. But, as with most things in marketing, there’s also some gray that shouldn’t be written off right away.
To measure success with Paid Social Ads it’s all about your objective for the campaign in place. When asking eCommerce clients what their objective is for a specific initiative I usually get the same response across the board: “SALES!” Of course, we’re trying to get sales! But as we mentioned earlier, there’s a couple of steps that need to be taken before we get that magical transaction. So, how can Paid Social help with that process?
One of the most successful ways to use Paid Social is as a remarketing tool. This is especially true of Facebook and Instagram. If your Facebook Pixel is actively capturing user data on your site, you can remarket site visitors down to the specific page they were on, remarket purchasers, or even abandoned cart triggers (my personal favorite).
If you’ve never run Paid Social Ads on your page before and have newly installed the Pixel you have to get a little more creative. Jumping right into conversion campaigns will cost you a lot of money for very little return. With Paid Social Ads, it’s more of a marathon than a sprint and it’ll require some experimenting to discover what audience, creative, objective, and platform is best for your brand’s success on Paid Social. Best practice is to start with Awareness or Traffic campaigns to bulk up your site user data at a low cost, then remarket to those interested users (rinse, and repeat!). In most cases, this won’t be an immediate spike or viral launch but it will lead to an overall richer eCommerce strategy with an enhanced brand and loyal customer base.
In summary, Paid Social Strategy success can appear differently for all businesses depending on your objective, audience, creative, and plenty of other factors. The important thing to keep top of mind is to keep experimenting! With the flexibility and various capabilities of Paid Social Ads, there’s a successful route for any and all businesses – you just have to find yours.
Social Media Strategy can seem like a lot, but we’ll make it simple. Drop us a line today and our experts will get to work on creating a Digital Strategy that works for your brand and impresses your customers. Contact Us