Seven steps for leveraging social media marketing
6. Measure your results based on goals.
Now that you know that results are more than just “likes,” decide how you are going to measure results before you start any social media activity, as well as the specific metrics you’ll use to determine success. Social media is just like any other marketing initiative, which means you have to answer some key questions, such as “Why are we doing this?” and “What are we hoping to get from it?”
Each business will have its own definition of social media success. For one business, a metric like sales or leads is vital. Other businesses focus more on market share. Decide before you start what’s important to you. For a free measurement tool, use Google Analytics. For standardized reports, consider using an out-of-the box report suite, such as Sprout Social or Raven Tools.
7. Commit to it.
Too often, a small- or medium-sized business sets up a Facebook page, goes gung-ho with it for a few weeks, and then gets busy and forgets about it. That sends a negative message about the business. To avoid this scenario, start small with activity you can handle and stick with it. Post something daily, or at the very least weekly so your company can stay relevant.
Additionally, make sure what you’re doing looks professional by getting custom banners to match your website. If you are pinching pennies and don’t have a designer in-house for custom designs, you can get something that looks reasonable on sites like Fiverr, or something that looks very professional on sites like 99 Designs. Both are better than just “winging it”.
Social media can be one of the best investments your company makes. The key is to be smart about it and to treat it like any other business activity. So if you’ve attempted social media in the past but let it go by the wayside, or if you haven’t embarked on this journey yet, now is the time to take the plunge and get on the social media platforms. By following these strategies, you’ll find social media to be a rewarding, enjoyable and profitable endeavor.
Natalie Henley is the vice president of client services at Volume 9 Inc. Volume 9 creates custom search marketing campaigns for clients, including a mix of SEO, paid search management, social media, local search marketing and website development for over 100 clients and 200 managed websites. For more information, visit www.volume9inc.com.
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