Social Media Marketing Strategies that Deliver

June 21, 2019

Social Media Marketing Strategies that Deliver

Social Media Marketing Strategies that Deliver

A marketer’s job is never done. There is always another product to launch, another customer to approach or retain, and another channel on which to connect with them. Don’t be overwhelmed by the multitude of possibilities – here is a list of social media marketing strategies that deliver exponential results for the effort you invest.

Content Analysis

The first step to executing any plan is an accurate analysis of the current situation. In social media marketing, that involves identifying:

  • Audience content preferences – consider type (text, video, and images like infographics), their length or size, and the posting schedule
  • The most effective engagement platforms – time spent on each and the follow-up actions e.g., clicks, shares and purchases

All Channels Go

Customers today consume information across multiple channels simultaneously. Minor inconsistencies in the look, feel, and tone of the message you project become glaringly obvious when juxtaposed with each other. Even small variations can potentially turn off customers and earn your brand a reputation for awkward experiences.

Synchronizing the message that your brand disseminates through different media by having a single output point is essential. Today, marketers are abandoning the idea of silos that may have had value in the past and embracing omnichannel marketing. Omnichannel marketing is a term that can aptly describe the increasingly complex, multi-device, multi-channel customer journey.

According to John Bowden, SVP of Customer Care at Time Warner Cable, “omnichannel is viewing the experience through the eyes of your customer and orchestrating the experience across all channels so that it is seamless, integrated, and consistent.”

Automated Learning

In a previous article, we discussed how Artificial Intelligence (AI) is revolutionizing countless industries and is continuing to impact even more with each passing year. In many industries, we are seeing exciting developments as a result of integrating AI into products and services that impact our daily lives. We enjoy the convenience of Siri and Alexa, look forward to self-driving cars (well, some at least), advancements in video gaming and more. AI continues to touch our lives in a myriad of ways.

The future looks exciting with machine learning developments, but are we ready to turn everything over to AI? Our answer is a resounding "no." It's important not to get caught up in the excitement, and eliminate the human thought, creativity, and analytic capabilities. Instead, it's best to embrace what AI can provide to enhance business success without relying too heavily on a machine to "think" and "do" without much human input.

A Foundation of Trust

A foundation of trust is indispensable – these two active steps work very well to establish and strengthen the bond you have with your base:

  • Be open and unambiguous about the data you collect, and with whom you share it
  • Identify sponsored content and use that transparency as an asset

Remember, if your content has true value, users will willingly and eagerly share personal data for access.

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