4 Questions to Boost Your Social Media Marketing

Every company today is trying to improve its social media marketing strategy.

The number of users of social media is expected to be 3 Billion monthly active users and the average time spent is 136 minutes.

It accounts for ~30% of the marketing budget and a Gartner estimate for digital spend ads is $385 Billion for 2020.

This can work both ways. Consumers today react to products in real-time creating new demands on the organisation.  

So it is necessary to have clarity on the company's values and goals.

Framework for successful digital salary

What are the goals?

 For a new or niche product, the strategy may be to test new ideas, create awareness, build anticipation.

 In other cases, it can be to boost sales, expand reach, generating quality leads.

Once the goal has been set, identify the metrics - gain likes, start an online dialogue, inspire a behavioural change.

 Clearly defined metrics will ensure that you are on track to achieve your goals.

Which platforms to use

 Understand your customers' preferences to identify the platform to focus on. Do research to identify the platforms preferred by your audience. Youngsters may prefer Tiktok, Snapchat. your brand may want to focus more on visual medium in which case Instagram may be more suited. Identify geographical preference - Whatsapp in India, Wechat in China.

Content strategy

 Understand what types of content engages your audience - pictures, videos, articles, tutorials, slides etc., Contents in synce with audience preference drives conversations and sharing with the brand and amongst users.

Talk to customers in real-time

 Social media interaction is two way - customers and brands. So you should be ready to engage with the customers, real-time, listening and engaging with questions and suggestions. This ensures more engagement and brand recall and strengthens the brand in the long term.

Brands today have a bigger responsibility to inspire and connect with customers. Social media is a powerful tool to create engagement and build trust with the customer. 

Ensure that your social engagement aligns with your goals and adds value to your customers.

4 Questions to Boost Your Social Media Marketing

by Deepa Prahalad and Ananthanarayanan V

HBR January 17, 2020