The tree strategy
Having a strategy is the key to success on social networks, but it can be grasped in different ways. Above the ground, we see everything beautiful, the greens, the flowers, basically like a tree. What it means to our strategy is our web sites, social media profiles, interaction, simply all the visible activities that platform users and our customers come into contact with. That’s what’s on the surface, what’s visible.
A much more important part of the process is taking place under the ground. Under the ground are roots and nutrients that feed the entire tree. Market research, technology, data, analysis, reporting, search for target group, evaluation and measurement. We compare costs versus campaign revenue = ROI (return on investment) and ROAS (return on ad spend). How does it turn out when you don’t plant a tree and if it doesn’t have enough nutrients? We all know it. The tree would dry and then die after some time. The same thing can happen to your online presence. Facebook profile that no one has reached, web sites without updates and innovations, empty Instagram and LinkedIn ….
Strategy of the funnel
You already know the tree strategy, now let’s try another marketing perspective. How about marketing funnel? A very well-known term, but why is it called a funnel? Because it is a funnel. In the beginning, it is a very wide circle-shaped entrance where potential customers enter. However, they gradually disappear during the process. It is necessary to guide them all the way through the process so that the highest possible number of them remains at the end.
The goal is to attract and reach as many candidates as possible at the beginning of the process. How to reach them? Something that will interest them and catch their attention. Quality content that will bring them value that is good enough to click on your ad. This will pour your customers into the first floor of the funnel.
The second phase aims to attract customers. Engagement is the reason why a customer should return to the site over and over again, watch your social media profile, sign up for a newsletter or any other event. Other users than those who have passed through the first floor will not get here.
The next step is to start creating a relationship with the visitor and thus gaining their trust. These people will become real candidates for buying your service or your product.
Each part has its weakest point where you have to work with the customer’s needs and improve the process.
Step one: Setting the goals
Each social media platform differs in nature, what people do on it or expect, and what happens on it. Therefore, there needs to be set a goal that you should have on every platform. Target may vary from platform to platform. It may be an increase in followers on Instagram, specifically to raise the number of our followers by 1,000 in 3 months. Or it might be to raise followers and contacts on LinkedIn to get potential job candidates. Simply put, goals are different and will vary from platform to platform.
But what we hear most often from clients that own smaller companies is that they want to be on Facebook because everyone is there, and most importantly, it’s trending and IN. Actually, there is no reason to be there, which means that we stop them right here.. This reason to be on social media has no effect and it is a bad goal. The goal needs to be defined – in numbers, in a percentage increase, in the number of posts, anything that is measurable.
Step Two: Define your target audience
The second step is an equally important step as the first one – the definition of who your customer is and where your customer is. Are you asking how to recognize your customer in the real world? You should definitely start by visualizing how a person who would buy your service or product would look like and how the person might act. You may already have your first customers, and this may help you. Next, choose hobbies, job position, income, city (where the customer is located at), or what your customer’s age is If you ask yourself these questions and let yourself some time to think (brainstorm), you may find that your customer is completely different from what you have thought so far.
Step Three: Choose the right platforms
The third step to success is to choose the right platforms on which your target audience is at. Is it Facebook? Instagram? LinkedIn? Pinterest? Snapchat? Yes, there might be more, and that’s not bad at all. Ask yourself what platforms your target audience is located at? Oh you don’t know? Ask your target audience! Find a representative that represents your target audience and ask them on which platform they spend most of their time. Where do they draw inspiration, know-how, where do they watch their favorite influencers, their favorite brands . If you ask ten persons this way, you’ll have at least some “data”.
The important thing is that the answer has to be in the context of the topic, example: do you sell sportswear, in that case you have to ask him where does he follow the fitness / sports influencers? Where does he getting an inspirations for his trainings? Which person inspires him the most, who draws the most advice and what platform is it? Because if you just ask him “what platform he likes best”, he can answer that it is Snapchat and Pinterest, but if you ask him about the context of your product, maybe the answer will be different.
Step Four: Build a team
There is a need to build a team that takes all the social media activities on its shoulders. The biggest mistake that companies think is that the younger a person is, the better fit it will be for managing the social media. Because the younger generation is on social media every day. And that’s a big mistake. Perhaps such a person spends more time on social media than a 37-year-old father of two. However, that still does not mean that he or she will understand the social media more. It is necessary to know the patterns of social media, their context, knowing what contributions I can afford on a given platform and how much of humor or sarcasm I can use. Do these two directions fit into my marketing strategy at all?
Respecting Platform Context – When it comes to Facebook, Instagram, LinkedIn or Snapchat, it’s really everyone is on all platforms, but on each platform the person behaves differently and expects something different – different content, other interactions. The person expects to be spoken to by a certain language, etc. All this needs to be considered and choose the appropriate candidates that will make of a suitable team that will be able to support and manage the social media platforms. The ideal combination is experienced marketing veteran together with creative souls.
Step Five: Train your team
Training is the key to manage processes at the expected level. What does it mean? Demand on your people to do their best job according to your expectations. Determine criteria that are measurable and evaluate the work of your people accordingly. At the same time, people need to know and understand what they are expected to do. Describe each step to them the same way as you imagine it. When it comes to creating posts or designing creatives – here you will have to be more benevolent, as this is not a thing you can measure. It is a subjective opinion that determines whether a post has succeeded or not. Be sure to hold regular training and report check to see where you need to work on individual skills. Remember that you need to maintain a consistent communication style within the profile, of the given brand.
Step Six: Content creation
Content creation is reflected by all the factors that were mentioned above. Who is your target audience? What social media platforms are you trying to target? What do you want to tell your audience with your content?
The content can be a blog, picture, video, post, podcast, interview, infographic, case study, webinar, and much more. Your target audience responds to a certain type of content better and to some type worse – test it and give your target audience what they really care about. On the internet, you will find plenty of tools and a great deal of inspiration to help you create content. Check out how your competition is doing and be better. Give your content juice and life. Remember, you don’t create content for your own good feelings about using your creative-self, but for the good of user to seeing the content. Quality content will bring the user some emotions or valuable information, choose what function your content will fulfill.
Step Seven: Measure
We’ve already tapped this topic. Social media results need to be measured and compared. Why? No one knows which content, what targeting, what ad placement and what format will work the best until you test it. You cannot avoid measuring and analyzing if you want to create successful content. It’s an optimization process that allows you to achieve optimal performance for an effective amount of finance.
So what metrics need to be watched and analyzed? Major metrics such as CPM, impression, reach, frequency, but also CTR, CPC, conversion rate, bounce rate, etc. You should certainly count on engagement of your post like, comments and sharing, even if it’s not the most important thing, it’s always good to know what your target group responds best.
Lastly, step eight: Track
Quantitative methods of measurement have been described within the step number seven – analyzing of numbers and data. So what is tracking? We also need to monitor qualitative traits, such as: how do others talk about you, what do they say, how do they react, do they give feedback? They don’t like anything? Remember that you are on social media, communication here is a MUST! If you are not a hate brand or do not create some controversial posting, tracking will not take much time, but it is a necessity for everybody who wants to move their product or brand in the right direction.
If you would like to help with social media management or build a flawless campaign on Facebook and Instagram, do not hesitate to contact us.
Have a great day!