Just like landing page techniques, there is absolutely no ‘one size fits all’ approach when it comes to social media marketing. The strategies and techniques are as varied as the type of people your business is targeting.
While maintaining a social presence is fairly easy, knowing how to launch, run and optimize your campaigns for results is a different ballgame altogether.
Whether you’re launching a new campaign or optimizing last year’s campaigns to suit this year’s trends, here are 14 of our best social media marketing tips that will get you give you a good start in 2016:
1. Make use of retargeting on social media
Our top most social media marketing tip for the year is to use retargeting in your paid social campaigns.
Retargeting is one of the most powerful marketing techniques. By remarketing your products/services to customers who are already interested in it, increases the chances of conversions. After all, what is the point of giving more food to someone who isn’t hungry?
2. Leverage commercial intent with in-market segments
Take advantage of commercial intent through in-market segments and highly targeted keywords (similar to running PPC campaigns).
These in-market segments contain rich data like what purchases the consumer has made, where did he make them from and other information.
Platforms such as Facebook and Instagram provide advertisers with such rich data including interests, social triggers, online behaviour – combining this data with demographic information will present you with a potential audience that is ‘actually interested’ in engaging with your business.
3. Monitor campaign performance closely
Probably you’ve heard this before, but there is just no such thing as ‘set it and forget it’ – especially when it comes to social media campaigns. Trends change so fast in the social world, that a campaign could become completely obsolete in just a few days.
Create multiple variations of your ad to keep your campaign content fresh and monitor the performance of each closely.
Usually, the fresher your ads, the more impressions you’re likely to receive and hence, more conversions. You can either use the analytics offered by the platforms for this, or tools like Hootsuite, Buffer, Klout, Google Analytics and others.
Here’s a screenshot from what the Facebook’s analytics dashboard looks for social campaigns (varies according to your ad):
4. Don’t dig too deep into social audiences
Facebook, Twitter and some other social channels offer endless targeting possibilities – you could target a specific demographic or go incredibly granular.
We have all been told how knowing who your exact audience is the key to a successful campaign. However, a high specificity with which you target your prospect customers on social media might not bring the desired results.
Targeting too broadly reduces engagement rates and going too specific can hamper the campaign’s reach as well as performance. The actual key to a successful social campaign, is finding the right balance.
5. Layer your social targeting
Since going too broad with your targeting isn’t an option, using layering in granularity is the best way to approach your target audience.
Most companies generally suffice their campaigns by using demographics and targeting options such as age, income and level of education.
Layering adds more data to these targeting options by including filters like purchasing behavior, life events, places visited, hobbies, interests and a lot more.
This technique helps combine various data sets and targeting options to create highly converting campaigns.
6. Streamline your targeting to reduce costs
Yes, you’re targeting multiple sections of the audience.
But trying to target everyone through a single campaign is like asking for too much. This practice will neither get you the desired engagement nor the expected ROI.
The trick is to focus on increasing your engagement by narrowing down the audience you’re addressing per campaign.
By using layering (point no. 5), you can find the right balance in social targeting to achieve higher engagement rates.
Identify different interests of different sections of the audience you’re targeting, and create separate campaigns that are highly relevant to each.
7. Use the most converting ad copy in social ads
Just like the success of AdWords relies heavily on the Quality Score, the performance of your social ads depends on the Relevance Score (for Facebook) and Quality Adjusted Bids (for Twitter).
The most effective way to increase your Relevance Score or Quality Adjusted Bid for better visibility as well as CTR of your ads, is to use the most converting ad copy from your PPC campaigns.
This will save you the time of creating strong ad copies and testing them, and also help you maintain a consistent marketing message across all channels.
8. Test content ideas on Twitter
While most of us use the platform to promote our content, very few of us actually tap into Twitter’s ability to seek out the most trending topics.
If we knew what our audience was talking about, our content performance would automatically double. Right?
Make use of Twitter to test how different pieces of content perform on the platform or to gauge interests and subject areas that your audience is engaging with.
This will help you create an effective content calendar, keep up with what’s trending and get better results.
9. Align your campaign and business objectives
Most marketers in their eagerness to get more engagement on their social accounts, pay little heed to the core business objectives and end up bifurcating them into multiple smaller goals.
This only results in a messy, disorganized account that becomes twice as hard to optimize. Thus, bringing down the campaign’s performance.
Structure your social campaigns around your business’s objectives. Be it promoting your page, reaching people near your business, increasing conversions on your website or any other goal that you can target on social channels, this tactic will keep you organized and give better results.
For example: Facebook lets you choose what kind of results you want from your ads while setting them up – make your choice according to your business objectives.
10. Build social communities using hashtags
Have you been using hashtags on your social channels to help users find your content?
Now is the time to go beyond that. Hashtags can be used to build social communities of users and brand advocates.
The technique is easy to implement, can be used consistently across all social platforms and of course, brings in a lot of user generated content to fill in your social calendar too!
For example: Here’s Nike using #NRC to promote Nike+ Run Club on Instagram.
11. Offer a cohesive visual experience
Your social media campaigns have a direct effect on how consumers look at your brand and how they interact with you on web.
Offering a cohesive visual experience is as important as maintaining a consistent marketing message across all channels.
It is important that your social campaign’s visuals and marketing message are in sync with the landing page you redirect your audience too.
If your prospects see one thing on one platform and something totally different on the other, they will get confused and abandon your brand.
12. Leverage from user ‘life events’
Targeting the right people with the right marketing message in your social campaigns is important. But timing plays an important role too in determining the success of your campaign.
Leverage from the ‘life events’ people share on social platforms like Facebook to create timely, relevant campaigns. This ensures your campaign is visible to those who are more likely to convert because their life event demands so.
This targeting option also lets you specify ‘when’ after a life event occurs, do you want your campaign to be visible to the user.
For example: Facebook lets you set ‘life events’ filter for your ads and also gives you a potential reach accordingly. This helps create highly relevant social campaigns.
13. Test for leaky landing pages
Every business has a set flow for their leads – pipelines, funnels or customer journeys. But more often than not, the leads generated from social ads get lost right at the point of conversion – landing page.
Eliminate the possibility of losing your potential leads from your landing page by testing them or completely removing them from your conversion process.
You can either test out different variations of your landing page and choose the one that works seamlessly with your ads, or choose a call-to-action such as ‘Call’ or ‘Contact Us’ instead.
14. Make use of exit intent
If you think contacting you directly is not the way you want your visitors via social ad campaigns convert, create a landing page that not just puts across an even more compelling message, but also retargets those who are abandoning it.
Make use of exit intent on your social ads landing pages to reinforce your marketing message to those who are leaving the website.
Using a smart marketing copy and a design that is bound to get attention and make the visitors re-consider their choice of leaving, can drastically increase your conversions.
For example: We know who our target audience is and what is the most common challenge they face. Our landing page doesn’t just maintain a consistent marketing message as our social ads, but also reinforces the same message when someone tries to exit it.
Interested in trying out exit intent technology on social campaign’s landing page?
Over to you
What’s the one social media tip, tactic or technique you plan to use this year to up the performance of your campaigns?
We’d love to hear and learn from you!