As part of your social media marketing strategy, you should include paid social media, dark social media, and influencer marketing. Here’s why:
Paid Social Media Marketing
Social media marketing has progressed to a point where sharing the odd post – no matter how well-crafted – with your followers and expecting them to do the rest is no longer effective.
To target your ideal customer, nurture their buyer journey, and ultimately get them to purchase from your website, you need to take advantage of the fact that all social networks now offer post promotion. Not only does paid social media put your message in front of far more users, not using this tool actually puts you on the back foot. According to a 2018 survey, 92% of small businesses are increasing their investment in social media.
Even though advertising on social media gives immediate visibility to your brand, don’t give in to the temptation to spend, spend, spend! From elementary user demographics to psychographics such as values and attitudes, interests and lifestyles, and personality, social media platforms have parameters to enhance your targeting.
But first, you need to determine whether Facebook, Twitter, LinkedIn, Pinterest, or Instagram is the best fit for your ideal client. It’s all about utilizing the appropriate platform to target the right audience with engaging content.
Facebook is by far the biggest of all the social networks with 2.41 billion monthly active users. An average Facebook user clicks on 11 ads per month. Their advertising costs vary depending on many factors like your industry, location, and objectives, but the average price for an advert decreased 4% in Q2 2019. Facebook is therefore a good place to start.
Dark Social Traffic
Not to be confused with marketing on the dark web, dark social media refers to the sharing of your content without your knowledge. Although you cannot track the impact of dark social media with your regular analytics, more than 80% of sharing from marketing websites happens “invisibly”.
If you think of it as a digital word of mouth, it makes sense that this is even more powerful amid COVID-19 social distancing, working from home, and digital communities.
So how do you get in on this action? Make sure that you include buttons on all your output that encourages sharing through email, text message, or direct social messaging. Moreover, include a strong call to action to go to a landing page, read another post, or sign up to your email list.
Having a prominent, respected trendsetter in your niche share your content in this intimate way will drive mass traffic. That’s where the next category comes in.
As consumers are bombarded with ever more marketing messages, so they tend to filter out an increasing amount. One way to catch the attention of prospects is to leverage the power of humans in your digital marketing.
Marketing guru Seth Godin notes that “People do not buy goods and services. They buy relations, stories, and magic.”
From published authors in serious fields to mainstream celebrities for younger audiences, influencer marketing uses the trust they have established with their large following to punt your product by supporting or endorsing your brand or co-creating content.
This is not an overnight strategy, as you need to build a relationship with influencers in your niche. Engage with them to the point where they value your expertise and enjoy your content. Slow and steady is the name of this game, but the results are well worth the wait.