Author: Tahir Akbar / Source: Business 2 Community
Think for a moment; can you ignore social media in today’s marketing? Of course not. Nobody can afford to lose a borderless market that is bigger than China and India combined.
Owing to the same, companies are enthusiastically investing resources in social media marketing. In fact, social media is no more about branding or reputation only, the number of companies using it for business development has increased significantly. In 2015, 63% of the US companies were using social networks for lead generation and the percentage is expected to cross 90 percent by 2018.
However, there is another side of the story as well. Not every business is happy with the ROI offered by social networks.
According to a digital media survey, the brand’s (average) engagement rate on different social networks is very disturbing. It’s 0.007% on Facebook, 0.003% on Twitter, and 4.21% on Instagram.
Since ‘engagement’ is the prime objective of social media marketing, such lackluster response should be a big concern for marketers. However, changes to the algorithms and soaring usage of big data for social media marketing essentially means that marketers will have found out new and innovative ways to market their business as the organic reach of their posts will shrink with every passing day.
This article is aimed at helping you set the right tone for your social media marketing in 2018, and help you be more effective at engagement.
1. Set SMART Goals:
The starting point of any campaign should be your goals. Most of the digital marketers fail to determine their channel-specific goals and the vast majority wants to achieve “a set of goals” by single investments, which leads to failure. You should not plan to achieve leads, traffic, engagement, likes, shares, and follows from a single campaign; otherwise, the metrics will be too annoying.
If you set SMART goals, and clearly run a campaign against a particular one, success is a sure result. 92% of marketers believe that their social media efforts have generated more exposure for their businesses whereas 84% think it has directly impacted their web traffic. Therefore, you should set a clear goal of your campaign – say clicks or…
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