Solving the Most Common Social Media Marketing Challenges

25 Apr

Today, there are 2.307 billion active social media users around the world. That’s nearly one-third of our planet’s total population of 7.125 billion!

As social media marketing professionals, we’re lucky to reach even .000001% of that population with any one of our posts. This can feel a bit underwhelming for businesses and marketers looking to demonstrate the true value and ROI of social media.

Everywhere we look it appears that brands and companies have it all figured out on social media. With each new post to Facebook, Instagram or Twitter comes thousands of likes, comments, and shares.

Even Grumpy Cat has earned more than $100 million dollars since 2012!

This leaves the rest of us wondering, “What are we not doing right on social media?”

  1. Authentic connection with the audience

We’ve been seeing a massive shift in what it means to be effective on social media over the last few years. One challenge that marketers are facing in this new era of social media marketing is connecting with audiences on an individual and personal level.

Connecting with your audience helps to humanize your brand and build real, authentic relationships.

Solving this challenge:

Connect with your audience by utilizing free or low-cost brand monitoring tools such as Respond, Mention, or TweetDeck and respond to every single comment on Twitter.

Monitor all additional social media channels and respond to each comment in an authentic way. You can do this by asking questions, linking to other blog posts, providing insights, or offering help with a problem.

You may also consider creating and growing a niche forum or group on Facebook or LinkedIn, or even creating your own dedicated community site similar to inbound.org or GrowthHackers – this gives you the opportunity to engage with users as well as let them indulge their passions and connect with like-minded people.

  1. Creating a social media marketing strategy

You may know what you want to accomplish and why, but without a social media marketing strategy, you won’t have a specific plan on how to get there.

Think of your social media plan as a roadmap to your goals – Sure, you can stop off and check out landmarks along the way (experimentation), but you’ll want to return to the road that gets you to your destination in the shortest time and distance (goals).

Solving this challenge:  Creating a solid social media marketing strategy doesn’t have to take weeks to put together. For me, it helps to have 3 key things written down on paper:

 

Why we’re on social: Simply being active of social media channels for the sake of being there is one of the quickest ways to burn valuable time and resources. First, answer the question of ‘why’ your business is on social and what you would like to accomplish.

How we’re going to succeed: Next is to ask the question of how. This can be specific social channels, paid advertising budget, video or image creation, partnering with influencers.

How we’ll measure success: Key Metrics, Goals or OKRs that you would like to accomplish broken down into days, weeks, months, and the year. Breaking it down like this will allow you to focus on day-to-day activities while also keeping the big picture in mind.

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