![]() For example, one of the authors (Deepa) is currently working with ArogyaWorld, a global health nonprofit, on a campaign to help establish some common understanding around “eating right” in India. Your content should be unique, useful, and shareable. Great content strategies create conversation and sharing with the brand and amongst other users. You need to understand what types of content - for example, articles, video, pictures - will drive engagement with your audience. This leaves both revenue and goodwill on the table: One survey revealed that 46% of consumers reported they follow brands because of the inspirational content. Quite often, organizations have the budget, team, agencies, and ideas in place, but they have haven’t thought deeply about content. The same logic applies to geography - WhatsApp is popular in India, whereas if you want to reach people in China, you’d need to focus on WeChat or Weibo. Health and wellness brands, with their emphasis on aesthetics, may want to develop on a more visual strategy, focused on Instagram. ![]() For example, younger audiences may be more effectively reached on newer platforms, like TikTok or Snapchat. Different social platforms appeal to different demographics, and you need to do the research to find out where your target audience hangs out online. Which platforms should we be using?ĭecision making around platforms must be rooted in an understanding of your customer’s identity and preferences. ![]() Not only do goals allow you to clearly measure your progress, they will also give you a clear answer to the next question that you need to ask which is… 2. Clearly defined metrics, including a timeline and budget, will ensure that your campaign is on track. The sheer volume of available data can make this task challenging. Are you looking to gain “likes”? Do you want to spark an online dialogue around an issue? Or do you want to inspire behavior change, for example, encouraging your followers to recycle? Your metrics must align with your marketing goals. Once you’ve set your goals, identify your metrics for success. In other cases, the goals can be far more specific - boosting sales, geographic expansion, increasing real-time brand engagement, or generating quality sales leads. In the case of startups and niche products, your social media marketing strategy may begin with the need to test ideas, create awareness and build anticipation for new products and services. To develop your strategy, ask yourself the following questions: 1. Successful digital strategies are not about aesthetics or style, but a fit between what your brand promises and delivers. Generating and sustaining high levels of engagement and enthusiasm online requires clarity around the firm’s goals and values. Consumers today react to products, services and ad campaigns in real-time through social media, creating new demands on organizations. Yet these numbers are a double-edged sword. Many organizations have responded by allocating more resources to digital marketing - technology now accounts for 29% of total marketing expense budgets, according to a recent Gartner estimate, and digital ad spend for 2020 is estimated at about $385 billion. The data speaks for itself: The number of worldwide social network users is expected to reach 3.09 billion monthly active users by 2021, and global internet users spend some 136 minutes per day surfing social networks. Companies of all sizes today are looking to improve the effectiveness of their social media marketing - and with good reason: Digital platforms are constantly innovating the way that brands are discovered, shared and experienced.
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