Understanding User Flow:
One of the first steps to having a successful social media campaign is to utilize a system that will effectively and accurately track user engagement on all of your posts. For our campaign, we use a system called Misaic and it provides us with the tools we need to gather data and measure results effectively. User tracking will allow you to see what posts your audiences responds to the most, and help you to plan future content accordingly. Most importantly, user engagement tracking can help you identify where your clients are coming from, and how they are progressing through your sales or conversion pipeline.
Start by creating a marketing flowchart. You will use this information to establish entry points for how your customers will reach your site, as well as their paths through the lead generation process. A marketing flowchart will help you visualize the paths that customers take through your pipeline and can help you to see where it would be most beneficial to focus your efforts.
Pro Tip: If you are not sure how to tackle the marketing flowchart, start with the conversion and work your way backwards. If you're still stuck, schedule a Free Strategy Session with a member of Our Knowledgeable Team and we will help get you started.
Identify Target Audience:
The goal of building a community of followers is to provide value and build a connection. Although the end goal is to eventually convert a follower into a customer, the initial goal should be to simply build a connection with your community. Once you've setup your campaign, you're probably wondering, "How do I increase the click-through-rate on my social media promotions?"" To encourage engagement on your posts, you will want to make time in your day to create Attractive Marketing Devices (AMDs for short).
The first step in this process of creating engaging AMDs that will resonate with your readers is to utilize an analytics tracking tool, and identify your average customer’s age, gender, location, and interests. Then, use this information to create several Target Audience Profiles (TAPs for short).
This profile will represent what your average customer looks like based off information gathered from their browsers. You can make this profile represent either the ideal customer for your new business, or existing customers if you already have a brick and mortar business. Moving forward, all campaigns should be created with these Target Audiences in mind.
Pro Tip:When creating a Target Audience Profile, if you already have customers, think about an example customer to represent each TAP. Write down the needs of that customer, and how you solved that need for them. If you do not have existing customers, there will be more brainstorming and initial guesswork involved, but try and imagine their lifestyle.
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Develop Thought Zone Messaging:
Now that you are thinking like your customers, you are on your way to developing marketing content that will resonate with them. This is where you'll want to consider, "What thoughts keep my TAPs up at night?"
Put yourself in your customer's shoes. If you were making a purchase within your industry, what problem is the product or service you are looking for helping to solve? What would make you choose one seller over another? The first step is establishing value for what you are offering, highlight your products Unique Selling Points (USP for short), and make it clear why your product is more innovative, efficient, or cost effective than your competition.
Pro Tip: Creating Thought Zone Messages that resonate with your TAPs is like flexing a muscle. The more you do it, the more natural it will become. So, don't over think it and start brainstorming!
Create Relevant Content:
The most important part of creating a successful social media campaign is the content. If you want to keep customers coming back for more, you need to have unique or superior content than what is already out there. If you have an ecommerce business, your content should focus on the benefits or results that customers will receive from using your product or service.
Content can be dispersed through social media accounts like: Facebook, Twitter, Google+ and Instagram, or through a blog post on your site or on the site of a company that complements your industry. Most people scan when they read content online. So, it's important that you clearly and quickly convey your message with not only text, but also:
- Eye-catching Images
- Creative Titles
- Memorable Quotes
- Prominent Bullet Points
For those who are serious about taking their business to the next level, Contact Border7 Studios Today to Reserve a Limited Time Offer for a Free 30 Minute In-Depth Digital Strategy Session.
Keep these tips in mind when creating your marketing campaign, and you will be well on your way to taking your business to the next level.
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