Jul 07 2020
Building a loyal virtual community requires creating a brand persona with which your target audience can relate. Here are some guidelines on how to amplify your presence on competitive social media platforms without misdirecting your marketing funds towards the wrong consumer segments.
Your digital marketing plan is rendered incomplete without a section on SMART objectives dedicated to fine-tuning your social media communications. Having SMART objectives enable you to pinpoint which social channels best expand and engage your target audience, and which metrics accurately measure response rates after a realistic period. For example, Instagram is a great platform to add value to Generation Z customers through aesthetic visuals, and LinkedIn is fantastic for establishing credibility through enriching content revolving around a specific industry. Conducting competitor analysis and monitoring the audience's feedback, from trending hashtags to explicit keywords, will assist in catering to the demand of your chosen demographic without misspending resources.
Having a clearly defined audience will help you determine how to use your brand’s voice to deliver effective communications and content that will resonate with target personas. To build mutually-beneficial relationships with these customers, which will lead to lifetime value, it is also necessary to humanize your brand. For instance, if you’re enlisting a digital marketing company in Liverpool, UK, make sure that they empathize with your company’s unique story and value proposition, which they can convert into stimulating content. You also want to become an authority within your niche, so that industrial figures cite your long-form articles, establish backlinks, and share your visual aid, which enhances off-page optimization and deepens trust with target consumers. Recycling content, for instance, by transforming old blog posts into colourful infographics or an animated video, is also a great way to keep on engaging with customers, who may not all have benefitted from the initial posting.
Online marketing entails a balancing act between customizing your content to fit different channels and market segments, and having certain automated processes to maximize efficiency. While there is no doubt that customer care services should not be on autopilot, for instance, it’s more practical to rely on Social Media Management tools for functions such as auto-scheduling posts for times when your audience is most active. For instance, IFTTT.com enables you to coordinate posting on different social media platforms so that they are publicized at the same time.
It’s crucial to constantly evaluate engagement patterns, using either inbuilt social media analytics tools or advanced software dashboards, which will enable you to measure progress, identify deficiencies, and tweak strategies to meet objectives. For instance, platforms such as Facebook show you the most engaging post types, so you know what works, and Google Analytics provides invaluable insights on visitors, from detailed demographics to behavioural patterns. Data generated via customer comments and queries are also vital, as it enables you to improve on the areas where you may be falling short and escalate what you’re doing right.