Your ultimate goal when using social media as a marketing tool is to become talkaboutable and make sure your brand is well represented!
- Strategy
Which channels? Where is the target market? 2 and 3 or 1 but make it applied to the content
- Perception
How do you want to persevere as a brand,
How is this traslated via the voice and social channel?
- Content Creation
Make sure you craft good content, imagery and text which work together, less but defined, only post stuff you would repost
- Social Media Advertising
Get paid for, very targeted and cheap
-Community Management
Engage with the consumer, make a 2-way conversation, it's not the brand talking to people but the brand having a conversation, make a two-way conversation.
https://www.basicbananas.com/marketing-tip-social-media-framework/
https://www.slideshare.net/adamacar/social-media-marketing-frameworks
Step 1:
Planning I have to confess, I like to do the planning bit after the next steps, but all the text books say planning has to come first… Who will be responsible? Who needs to be kept informed? How is social media being used in your sector? What are you competitors doing with social media marketing? What are your SMART objectives? How will you report against these objectives?
Step 2:
Listening What terms will help you to identify relevant conversations in the social media marketing space. Try monitoring your digital footprint Who are the leaders of the pack, setting the agenda? At what points in a customer journey do people connect? How are you able to monitor these conversations?
Step 3:
Conversing Who are you speaking to? Journalists? Customers? Intermediaries? Which social media platforms do they use? Who is the “real” person who will be the voice of your SM? Create a content / editorial schedule What good stuff (“link bait”) will you have your site?
Step 4:
Responding How will you handle responding? Public vs private responding Do you have a Social Media policy?
Step 5:
Measuring Your Success Money is a key measure: Sales Reverb: Fans, Followers, Friends Engagement: Videos viewed, programmes downloaded Quality vs Quantity Return on Investment Google Analytics Social Media Filter & Goals
https://www.hallaminternet.com/social-marketing-marketing-strategy-framework/
Step 1: Create social media marketing objectives and goals
Step 2: Conduct a social media audit
Step 3: Create or improve your social media accounts
Step 4: Gather social media marketing inspiration
Step 5: Create a content marketing plan and a social media content calendar
Step 6: Test, evaluate, and adjust your social media marketing plan
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/
That social media advertising blueprint is broken up into three distinct stages:
Awareness
Consideration
Conversion
Pros and cons of social media advertising
Pros: Campaigns are easy to track
You can begin to drive traffic and conversions immediately (depending on your knowledge of your customers)
You’ll have a complete picture of the ROI on each campaign
Tons of targeting options, including: age, likes, interests, income bracket, location, and other demographics
Retargeting options for people who have interacted with your content or visited your website
Relative to other advertising mediums, social media can be extremely affordable (which we all love)
Cons: Depending on your target market, a majority of the audience may be irrelevant – Leading to “wasted” ad spend
Easy to create ads and leave them without ever checking on performance which can also lead to costliness
Social media advertising requires a lot of time and attention in order to maximize results
Run the risk of what marketers call ad fatigue.
Potential customers might be shown an ad too early or too often and be turned off
Larger investment upfront while you figure out a good combination of content, visuals, and copy
Organic social media content is a powerful catalyst in increasing word-of-mouth marketing. People are much less likely to share an advertisement that feels like an advertisement with their friends and family.
The main focus in the awareness stage is to create and share content that’s super-high-up in the funnel. This content shouldn’t necessarily ask for a sale or be a product promotion. It should simply look to provide fun, useful, or entertaining content to an audience who is unaware of your brand or unaware that they have a pain point.
The consideration stage is where your customers are either aware of your brand or aware that they have a pain point that they’d like to solve. So it’s important to articulate your ads in such a way that speak to customers at this stage of their journey. Similar to the awareness stage, people in the consideration stage still need a bit of guidance or time before making a purchase. In speaking to some big brands and people who specialize in Facebook Ads, successful content in this stage depends a lot on the value and perceived value that you’re providing.
Success in the conversion stage comes down to three critical components:
The quality of your targeting
The quality of your ads
The ability to track results.
It’s also worth noting that great conversion-focused ads almost always contain an irresistible offer.
https://blog.bufferapp.com/social-media-advertising
Step 1: Know Your Campaign Objectives & Choose the Best One
Increase Traffic: If you need more eyes on your homepage, blog or product landing pages, traffic helps. Traffic goals boost your total unique visitors and pageviews. This goal is perfect if you’re looking to promote a new site, brand, product or sale/deal.
Increase Visibility: Higher awareness of your brand leads to more purchases, recognition and loyal customers. Visibility goals are great for increasing reach and impressions, which is ideal for brand awareness campaigns.
Increase Engagement: How can you tell if users actually like your posts? Measuring engagement through shares, comments, likes and retweets can help you understand what content works best. It also allows your brand get the conversation going with users.
Increase Lead Generation: Many brands use paid social ads to help generate leads. This is ideal for brands wanting to promote gated content or other resources that can help users become more invested in your brand. This can be a multi-step campaign as you could target these invested users specifically on the next ad. It also helps bring prospects into your funnel.
Increase Sales: Online retailers have plenty of social advertising options to help sell products and services. Brands can run tests on paid ads to see product interest or to help run deals to get more sales. This is also ideal for brands releasing new product features.
Step 2: Carefully Select Your Social Platforms
Is this channel performing well organically for me?
Does this channel’s demographics match my brand?
Do our competitors target users on this network?
Does my target audience consistently engage here?
Does my ad format (multi-photo, video, GIF, etc.) fit the platform?
Facebook: The plethora of Facebook ad formats make it perfect for business-to-consumer campaigns. But its ability to make scaleable audiences is also great for B2B. These formats are ideal for getting deeper into your audience and uncovering potential customers through awareness and social reach.
Instagram: Increasing web traffic sales and driving awareness is ideal for Instagram ads. Highly-visual content gets users to engage with the content and show off products in the best light for high B2C conversions.
Twitter: Twitter’s various advertising options let brands work on getting new followers for a product launch or simply starting a new social channel. Twitter ads help grow awareness and drive clicks to your website.
LinkedIn: With a very specific demographic, LinkedIn is more ideal for business-to-business interactions. Your LinkedIn campaigns help gain visibility, generate leads, and boost traffic to your web pages through thought-leadership content.
Snapchat: This B2C platform works best with for pure engagement metrics, especially for younger audiences. Its sponsored filters and lenses are built to get users to engage, have fun and promote the product. Visibility and awareness are high markers for Snapchat ads.
Pinterest: The ads on Pinterest are often used to generate immediate sales of your product or services. Your paid content blends with other pins, allowing your brand to work as another avenue for your web store.
Step 3: Find the Middle Ground of Your Social Audience Targeting
Step 4: Seamlessly Blend in With Organic Content
This is why it’s necessary to learn the various ad formats so you can fit in well with organic content on the network. For example, if you only used text ads on Instagram, the “pop” or “wow factor” would be much less than a video or brightly colored image.
Step 5: Have a Specific Funnel for Users Arriving From Ads
Awareness: Your first goal is to attract various users whether they don’t know your brand or those who are highly interested. This broad cast helps bring in multiple users of various backgrounds and age ranges.
Consideration: This phase helps provide more relevancy to the individual user’s behaviors. Are they a former customer? A potential sale? New to your brand completely? You need to retarget each group differently to avoid being to spammy or repetitive with your ads.
Transaction: The most cautious step is transaction because you only want to provide ads that give one last push. Once converted, avoid targeting to this specific audience with sales-driven content.
https://sproutsocial.com/insights/social-media-advertising/
SUMMARY -
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