Summary of 30 seconds:
- Social media has become an increasingly important way for the fate of brands’ online performance
- There is a link between brand perception, social listening, customer service and the ultimate consumer power
- Here’s how social media marketers can make the most of social channels to increase business value
In order to gain sales and increase leads, social media marketing must be fully integrated into a business’s overall marketing strategy – including search.
For businesses that want increase lead generation For sales conversion and building long-term customer relationships, social media engagement tends to be more cost-effective and successful in the long run than traditional short-term marketing methods.
Over time, social media’s return on investment is best measured in terms of customer loyalty, customer relationship management and an improved corporate perception in the general market.
1. Frequently updated content increases search engine rankings
Research shows that by providing relevant and constantly updated content, businesses can gain new customers, rank higher in search engines, and increase online visibility. Online marketing methods that focus on search-optimized content can also improve a business’s business SERP position.
Now that search engines like Google index social media content, keyword rich posts and relevant comments within social networks. It has become a viable marketing tactic.
According to Google’s Gary Illyes in one of his discussions with SEO, Eric Enge on social media listings and rankings, and how Google can use online brand listings on social media and networks:
“The context in which you engage online and how people talk about you online can actually have an impact on what you rank.”
Furthermore, related research conducted by Cognitive SEO discovered an unequivocal link between social stock and SEO. Analyzing 23 million social media shares on selected platforms has shown that likes, comments and shares that receive placements are important signs for Google and other search engines to rank sites.
2. A positive presence of brands on social media strengthens the reputation of the internet
Involvement of potential consumers – in social networks – can strengthen a company’s reputation and strengthen its capacity improve customer service. A business that engages its customers online and engages in dialogue is better positioned to respond to customer inquiries.
According to Convince and convert, 32 percent of customers expect the answer to be within 30 minutes and 42 percent of customers expect it to take place within an hour. In addition, approximately 57 percent of customers expect response time during weekends and nights to correspond to response times during normal business hours.
Having a fast response time not only leads to a satisfied customer, but can also lead to extra revenue for businesses. A study done by Twitter found that when an airline responds to a tweet within six minutes or less, the customer would want to pay about $ 20 more for the airline in the future. However, when an airline took more than an hour to provide feedback, the customer was willing to pay only $ 2.33 extra for the airline in the future. It really gives you a good idea to respond to customers, right?
Also, a business with a strong presence on social media is better positioned to respond to customer complaints. Negative comments can serve as an early warning system, empowering a brand to:
- quickly adjust his message,
- strengthen the value of its product,
- to positively nurture relationships with clients, influencers and brand advocates.
Whether a negative word of mouth buzzes in the form of a degrading online video, as a comment in a user forum or through an unfavorable online product review, companies with an active and solid presence on social media can help restore their reputation by responding in a timely manner.
3. Measure the effectiveness of social media
Companies involved in analysis and other statistics for social media meet effectiveness can use several simple methods to determine the success of social marketing campaigns. Some ways to measure and track social media marketing include:
A. Increase in followers
An increase in the number of followers on social media means an increase in the popularity of a brand. It is worthwhile to understand the involvement of the public and set up campaigns on social media that can increase your social media.
B. Responses to published posts
Evaluating the reactions of audiences to posts on social media helps to determine what is most interesting. It helps to focus more on what interests users the most.
This applies to all social media channels, whether it is Facebook, LinkedIn or Instagram. The built-in analysis provided by these channels helps to evaluate the way the audience responds to published posts.
Similarly, online marketers need to see if someone is tagging it in a post or mentioning it. The more labels they get, the more users they reach. It helps immediately increase business visibility as more people engage online in brand content.
C. Social media reach
Achieving social media campaigns helps determine the total number of people being reached within and outside the target audience. The more responses and engagement with published posts, the better the online visibility.
Having a good reach of business posts on social media is a clear indication that the marketing campaigns are on point.
D. Referral Traffic
Another important measure that businesses consider when measuring the effectiveness of social media is the referral of traffic. It gives a clear picture of how the marketing campaign went on social media. Every online marketer should evaluate the performance by measuring the difference between the actual goal achieved and the goal set.
This will help determine the effort required. If it is found that a particular channel is not getting enough traffic, it should be reconsidered. A social media channel that does not resonate with the nature of the business is likely to be a waste of time and effort.
E. Clickthrough rate (CTR)
Clickthrough rate is another important factor in measuring the effectiveness of social media, as it is closely related to direct conversion.
In general, a higher CTR means that a marketing campaign is effective. Because more clicks means more visitors being drawn to the site. CTR is considered by most companies to be one of the KPIs and is commonly used in PPC advertising campaigns, landing page links, etc.
4. ROI based on soft statistics
While hard metrics of conversions (sales, cost-per-sales, and profit) are the way many businesses rate social media ROI, businesses should also consider some softer metrics to measure their campaign effectiveness.
In fact, according to research by the Association of National Advertisers,
’80 percent of U.S. marketers on the customer side have measured the effectiveness of their social content, with statistics on social media such as ‘likes’ being the most common.
To measure the effectiveness of the campaign, taking into account softer statistics, the following questions can be asked:
- Are brand-relevant tweets being tweeted again on Twitter?
- Are there more fans and brand friends on Facebook?
- Is there an increase in online conversations about the launch of a new product or web design enhancements?
- Do website visitors and customers share opinions and discuss what they want and need?
Such questions may not contribute to real sales and quantifiable profits in the short term, but ROI based on soft statistics can certainly provide insight into the value of social media marketing. It has the potential to turn into profit and hard ROI in the long run.
Make clear marketing goals on social media
Marketing teams need to implement strategic marketing plans to take full advantage of social media channels for effective marketing and improved profits. Businesses need to apply measurable metrics, take a long-term approach, and clearly define their social media marketing goals.
Only through this can marketing on social media be worth proving business value.
Jacob M. is a copywriter, marketing blogger, inbound marketing consultant and founder of Write Minds. He can be found on Twitter @ jmcmillen89.
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