Social media marketing avails businesses to potential clients and increases the chances of making sales.
That`s because many people spend their time on social media, meaning you can find people with various interests, making it possible to market any business.
No matter your marketing goals, with social media marketing, you succeed, whether you want to increase
- Brand awareness
- Lead conversions
- Sales conversions
Unlike blogging, you don`t need to worry about SEO or blog content writing skills. All you need are copywriting skills and consistency.
But how can you achieve that? That`s the purpose of this article—teaching you social media practices that can increase conversions to your business. So, here we go.
What Is Social Media Marketing?
Social media marketing refers to creating content on social media platforms to promote your business.
Social media marketing strategies vary according to your goals, whether increasing brand awareness, driving traffic, or boosting sales.
To achieve these goals, you must ensure that your content aligns with your target audience and helps them achieve their needs.
Identify Your Target Audience
Target audience refers to people interested in your goods or services. You can determine them by their demographics and psychographics.
Demographics are statistics related to a group of people in a population, which includes
- Age
- Locations
- Marital status
- Religion
- Employment Status
Conversely, psychographics is the categorization of people per their aspirations and attitudes.
To achieve your social media marketing goals, focus on people whose demographics and psychographics align with your products or services.
For instance, if you sell sports shoes, your target audience can be young people who want to improve their look and win girls or boys. So, the demographic is their age, and their psychographics are their attitudes toward the products, which is winning lovers.
So, when creating content, you will easily convert if you show that your products can enable them to reach their goals.
To identify your target audience, check your competitors and see how their clients interact with them. Based on the comments, you will know the goods that sell the most and what kind of audience makes the most purchases.
That will help you understand their clients` demographics and psychographics so you can create content based on that and increase the chances of driving conversions.
Here is more on how you can identify your audience`s intent and create converting content.
Align Your Marketing Campaigns with Your Business Model
Every business model has a different clientele. To drive conversions, your campaign must align with the relevant clients for that model: whether business-to-business (B2C) or business-to-customer models (B2C).
Here is how you can market your business on social media based on your model.
How to Market B2B Business Models
This is whereby a business sells goods to other businesses, eg., a warehouse selling goods to wholesalers or wholesalers selling goods to retailers.
For your business to succeed, you need to know your target audience and learn the problems they want to solve.
That will depend on your niche. For instance, if you are a smartphone wholesaler, you should know the phone types that make your client the most sales and the purpose for which clients buy. If they mostly sell to social media marketers, you should provide phones with specifications suiting that audience.
To know what your target clients are looking for, join relevant social media groups and see what people say concerning products related to yours.
You can also check your prospects' websites and social media platforms and see what their clients say about their products.
That will help you know your clients' interests and disinterests so you can create goods that have a high potential of driving sales.
Here is more on marketing a B2B business model on social media.
How to Market B2C Business Models
These types of business models sell goods to consumers.
Just like the B2B model, to market such businesses on social media, you need to consider your buyer`s intent and provide goods that offer solutions.
To entice people to make purchases, create content that aligns with their interests. For instance, if you sell smartphones to social media managers, you need to create video content showing how helpful your products are.
Moreover, use relevant language so they can easily understand. Don`t use formal language or slang that`s irrelevant to your target audience. Even when your products are helpful, people will misunderstand and ignore you.
You can learn an audience`s language based on how they communicate on relevant social media platforms. So, you should follow social media platforms related to your niche, examine their language, and use it in your content.
Learn more about marketing a B2C business on social media here.
Set Your Social Media Marketing Strategy
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Social media marketing strategy entails the actions you should take to achieve your desired goals.
When you market your business on social media, you expect to
- Make sales
- Increase brand awareness
- Build your email list
- Boost blog traffic
Although all strategies are geared towards making sales, others are based on a slow or long-term strategy.
For instance, if your goal is to make quick sales, create a copy that persuades people to make quick purchases.
However, increasing brand awareness won`t make you quick sales. It familiarizes your audience with your business, shows them how helpful it is, and ultimately converts them.
So with the making-sales goal, you need to create more promotional content. Meanwhile, brand awareness requires the creation of educational content.
To succeed in social media marketing, specify your goals. That will enable you to create targeted campaigns that have a high chance of driving conversions.
However, you need to be specific about the results you want to achieve with your goals, and that`s when setting S.M.A.R.T. goals helps.
The acronym S.M.A.R.T stands for specific, measurable, attainable, realistic, and timely.
Creating measurable goals implies having a defined amount of outcomes. If you want to increase sales, you should have an achievable amount of sales you want to get in a particular duration.
For instance, if you have a start-up company that makes $1000, don`t expect to start social media marketing and make more than $10000 within 30 days. This is because when you are starting, you don`t have a following that can help you reach that target.
In this case, you can aim for brand awareness so you can first build a following before focusing on sales.
After knowing the goals you want to achieve in your social media marketing, choose the platforms to market your business. Then create valuable content convincing your target audience people to perform your calls to action.
Check out more on how to set a social media strategy here.
Choose the Best Social Media Platform for Your Business
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Your niche and target audience determine the social media platforms to promote your business. That`s because each audience has a particular platform they spend time based on their interests, and that`s where you should be, too, if you want to attract them to your business.
To find relevant social media platforms for your business, do competitor research to know where your competitors market their businesses and how they perform.
That involves typing your business keyword into the search engines to know your related businesses.
For example, if you sell men`s t-shirts, type the keyword “men`s t-shirt” and search. You will find related businesses. Open the ranking ones and check their social media channels.
You can find companies` social media links on the header or footer of their websites.
Open the social media links and see their top-performing platforms so you can gauge the best one to market your business.
You can know a social media platform`s performance, based on whether it has many followers and if its content gets many engagements.
If your competitors have many followers and high engagement on Instagram and Facebook, for instance, that`s where you should promote your business as well. That`s because you are guaranteed to get clients when you focus your business there.
Competitor analysis also enables you to know the kind of content your audience needs so you can offer services or products with a high potential to convert.
Here is more on how to do social media competitor analysis and choose the right channel for your business.
However, you don`t have to choose all the social media platforms that your competitors are in. Pick several platforms that you can manage according to the size of your business. Too many social media channels will overwhelm you and fail your business.
That`s because you will be required to consistently create content and engage with clients on all platforms. That can be tiresome if you have no money to hire freelance writers to help you.
Therefore, if you have a small t-shirt business, pick two to three channels that you can manage to avoid burning out.
Plan and Consistently Publish Your Helpful Content
Social media success doesn`t happen overnight. To attract clients, you have to consistently create and publish content that helps your audience solve their problems. That`s how you can attract an audience with a high potential to convert.
Also, consistently publishing content enables social media algorithms to crawl your content and avail it to the relevant audience.
However, without a proper plan, you can get overwhelmed and fail.
To create a working plan for your social media marketing campaign, you must identify your audience`s problems and the kind of content they like.
If for instance, you sell hip-hop music courses, your marketing platforms can be YouTube, TikTok, or Instagram. The main content used in these platforms is videos. So, you`ll have to create Hiphop videos to entice people to buy your courses.
So, your plan can be to publish three videos weekly on YouTube and one video daily on Instagram and TikTok. To be timely, you will need content to be ready before the publishing time.
Therefore, set a time to create content three months in advance so you can have something to publish in case of inconvenience.
What`s better, when you have ready content, you can schedule it so it`s posted automatically, even when you are offline.
Most social media platforms have in-built scheduling tools. However, it still can be overwhelming if you have a large business and need to schedule content across many platforms. In this case, you can use third-party scheduling media marketing tools.
With third-party social media scheduling tools, you can schedule content for multiple channels in one place and publish it on time. That saves the time to navigate from one tool to the other.
Some of the effective social media marketing scheduling tools include
Engage with Your Audience
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People trust businesses that value them and one of the ways to prove that is by addressing their concerns. Ignoring your audience lowers your reliability and makes them avoid your business.
That`s why, although scheduling content automatically publishes content, you still need to log in and reply when people comment on your content.
When people have any concerns about your business, address them and ask if they are satisfied. Satisfying your clients increases authority in your business.
Sometimes, people might mention your brand on their pages without tagging you. You need to check and engage with them as well.
This enables you to reply and appreciate the ones mentioning you or address any issue they might have concerning your business.
That proves authenticity, which builds brand credibility.
To measure brand mentions, use social listening tools such as
These tools collect all posts and messages that mention your brand from different social media platforms.
To use them, you have to paste your social media channel URL in the tool and search. You will see all the platforms that mention you.
Fasten Your Marketing Results with Social Media Ads
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Whether you want to grow your following or increase brand awareness or sales, social media advertising is a better way to go.
It helps reach a wider audience in a short time—even when you have a new social media platform without followers.
What`s better, you can choose whom to reach.
For instance, you can target people based on their location, interests, and behaviors.
You can also set ads focusing on people who may have interacted with your ads before but didn`t buy. This practice is called retargeting. It helps remind people who may have the intention to buy but complete the purchase.
There are many types of social media advertising, based on the social media platform you choose.
For instance, on Facebook, you can set
- Video ads: with video ads, you set a single video to showcase your products or services.
- Carousel ads: these ads allow users to slide and click through several video or image ads, which can include different landing page designs.
- Playable: these ads are perfect for gaming apps; they allow users to click and play games before deciding to download the apps.
- Stories: these are mobile-only ads that display full screen in the stories.
- Messenger ads: these ads show up in the messages tab among the targeted people`s conversations.
However, before you do social media advertisement, study the particular platform`s advertising regulations to avoid your ads being rejected or their reach limited. For example, your Facebook ads can be rejected if you advertise prohibited content.
Then place bids targeting the keywords you want your ads to show up. And, ensure your ads are relevant to your target audience and use copy that shows them what benefit they can get for clicking on the ads.
Check out more about how to create social media ads here.
Analyze Your Results
After creating your campaign, you have to measure its performance to know what to and not to change and drive more conversions.
To examine your social media marketing campaign performance, analyze
- Your social media follower number
- The comments your content gets
- The conversions you get
- The number of views your content gets
These are also called social media engagements.
If you get few social media engagements, then you might be creating low-quality or irrelevant content.
It can also be because you don`t create content more consistently, making it difficult for the social media algorithms to crawl and match your content with the relevant audience.
To know your social media campaign performance, use social media analysis tools. These tools help in calculating your engagement so you can compare them with your goals and see if you reach, surpass them, or fail.
If your campaign doesn`t perform well, check the cause and correct it.
That can mean adjusting your language to suit the audience persona, using copy that convinces people to act, or using appealing videos and images.
Most social media marketing platforms have built-in tools that can show your campaign performance. That`s an advantage if you have a small business and don`t have money to invest in third-party marketing tools.
However, if you have some cash, investing in third-party social media analysis tools is a better choice. Social media analysis tools examine campaigns from different social media platforms in one place, which saves time.
Some of the social media marketing analysis tools to use are
Utilize Social Media Marketing and Increase Your Business Conversions
Apart from being the simplest marketing method, social media marketing avails your business to a wide audience and increases the chances of making sales.
However, for your marketing campaign to be successful, target a relevant audience.
Then create a marketing strategy that aligns with your goals choose social media platforms where your audience spends time.
Later create content that helps them solve their intent and you will increase conversions in your business.
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