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10 Social Media Tips To Elevate Your Marketing Strategy

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10 Social Media Tips To Elevate Your Marketing Strategy

In today’s world, social media marketing strategies are inextricably linked. Social media is paving the way for a fantastic marketing plan that has the potential to be a game-changer. The underlying reason for a company’s growth is its marketing strategy, and getting it right can operate like a miracle. You can also do a social media marketing course that will help you get familiar with the various social media strategies and tools. Now, let’s take a look at some of the social media sparks that might help you develop an effective marketing strategy.

  • Set Objectives and Vision

Setting your goals and vision is one of the most important aspects of launching a marketing campaign. Only when an objective is precisely measured and the team members are specific about it can it be achieved. These objectives must be in line with the marketing plan.

  • Research on Target Audience

The second most critical component is to reach and be understood by the audience after the goals have been determined. To accomplish so, just as in escape rooms, you’ll need to know who your target audience is. To solve their problems, inquiries, and worries, it is critical to understand them. The audience’s point of view will be transparent thanks to the correct survey, and it will eventually aid in the development of a superior marketing strategy.

  • Use Social Media Platform

You will discover the most useful social networking site after thorough research and survey. Success can be attained through providing high-quality material on the platforms.

Every social media platform functions properly. In contrast, a good strategy for one social media site may be mediocre for another. Each social media platform must be treated individually in order to elevate the marketing plan, taking into account its functionality and characteristics.

Analytics allows you to better understand your audience and learn how to attract new ones. Along with monitoring social media analytics, the findings allow you to tweak your strategy as needed and plan for the future.

The quantity of content is less important than the quality of the content, which must be excellent. Copywriting tactics, accurately addressing the target audience, compelling hooks for social media posts, suitable descriptions, and more may all help you create ideal quality content. Higher engagement rates will result from high-quality social media content.

Video material, in general, has a stronger connection with the audience than other types of content. There is a lot of video content out there that, if utilized correctly, may help you establish a wonderful marketing strategy. Interacting with the audience is possible with live video material. All of the audience’s questions can be resolved and answered this way. This will encourage more people to interact with you, and the end effect will be fantastic.

  • Interact with the audience

Developing a positive relationship with the audience or clients will be extremely advantageous to the company. One of the most important aspects of a successful marketing plan is the ability to connect with the target audience. For you, the authentic approach of connecting will function as a miracle. Interacting on social media sites, engaging with individuals in social media groups, responding to comments, and more can all help. More people will buy the products as a result of this, and a new audience or customer will emerge.

Using the proper tools can enable you to enhance your marketing strategy and ensure that it runs smoothly. Social media management tools, analytics tools, proper use of pins, tweets, mentions, hashtags, and other tools may be required. This will draw the attention of the right set of eyes to your strategy.

Because reality can be confusing at times, the storytelling technique is the best and oldest means to connect with an audience. It’s the tales, not the products, that sell! Humans engage with tales, and brands or organizations that master the art of storytelling continue to advance while gaining widespread acceptance from their target audiences.

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Experts have always linked much more after implementing the storytelling strategy, which has been utilized by businessmen and also marketing people for a very long time.

  • Post Frequency Optimization

Your marketing strategy’s timing is critical. People of various ages are connected to different types of content and are online at different times. To engage with and be seen by the intended audience, it is vital to understand their timing and age group.

The appropriate posting frequency is just as vital as the content quality. There are no ideal solutions to queries like “What is the optimal number of posts per day?” There are no ideal answers to questions like “What is the ideal number of posts per day?” Alternatively, how frequently should you post? You can get an idea of when the posts will reach the most people by conducting thorough research on the target demographic.

Key Takeaway,

When people learn more about you and how you work, they are more inclined to connect with you or your brand. Giving them an inside look, which includes showing them what happens in the workplace, introducing them to the personnel, and demonstrating the human aspect of the company, will result in more favors. When the audience understands the workplace culture, they will invest a little more, if not a lot more.

Nowadays, studying people’s social media activity will provide you with a complete picture of their thoughts. Future planning is just as important as current planning. You can create the ideal future strategy with the assistance of social media.

A person can make a huge error by ignoring the promotion portion of the approach. When people see wonderful material, posts, photographs, videos, and other media, it can only bring them joy. Otherwise, it will all be for naught. This is where promotion comes in, and it will assist you in reaching a larger audience with your material. You can learn all that by doing an online digital marketing course, that will cover social media marketing along with other digital marketing aspects.

Using these basic tactics and techniques will ensure that your marketing plans are constantly one step ahead of the competition. As a result, devise a plan for executing these strategies flawlessly. You’ve got the hang of it now!

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MARKETING

8 major email marketing mistakes and how to avoid them

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8 major email marketing mistakes and how to avoid them

As email marketers, we know we need to personalize the messages we send to subscribers and customers. I can’t think of a single statistic, case study or survey claiming an email program of one-to-everyone campaigns outperforms personalization.

Instead, you’ll find statistics like these:

  • 72% of customers will engage only with personalized messages (Wunderkind Audiences, formerly SmarterHQ)
  • 70% of consumers say that how well a company understands their individual needs affects their loyalty (Salesforce)
  • 71% of customers are frustrated by impersonal shopping experiences (Segment)

But what marketers often don’t understand, especially if they’re new to personalization, is that personalization is not an end in itself. Your objective is not to personalize your email campaigns and lifecycle messages. 

Rather, your objective is to enhance your customer’s experience with your brand. Personalization is one method that can do that, but it’s more than just another tactic. 

It is both an art and a science. The science is having the data and automations to create personalized, one-to-one messages at scale. The art is knowing when and how to use it.

We run into trouble when we think of personalization as the goal instead of the means to achieve a goal. In my work consulting with marketers for both business and consumer brands, I find this misunderstanding leads to eight major marketing mistakes – any of which can prevent you from realizing the immense benefits of personalization.

Mistake #1. Operating without an overall personalization strategy

I see this all too often: marketers find themselves overwhelmed by all the choices they face: 

  • Which personalization technologies to use
  • What to do with all the data they have
  • How to use their data and technology effectively
  • Whether their personalization efforts are paying off

This stems from jumping headfirst into personalization without thinking about how to use it to meet customers’ needs or help them solve problems. 

To avoid being overwhelmed with the mechanics of personalization, follow this three-step process:

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  • Start small. If you aren’t using personalization now, don’t try to set up a full-fledged program right away. Instead, look for quick wins – small areas where you can use basic personalized data to begin creating one-to-one messages. That will get you into the swing of things quickly, without significant investment in time and money. Adding personal data to the body of an email is about as basic as you’ll get, but it can be a start.
  • Test each tactic. See whether that new tactic helps or hurts your work toward your goal. Does adding personal data to each message correlate with higher clicks to your landing page, more conversion or whatever success metric you have chosen?
  • Optimize and move on. Use your testing results to improve each tactic. Then, take what you learned to select and add another personalization tactic, such as adding a module of dynamic content to a broadcast (one to everyone) campaign. 

Mistake #2. Not using both overt and covert personalization

Up to now, you might have thought of in specific terms: personalized subject lines, data reflecting specific actions in the email copy, triggered messages that launch when a customer’s behavior matches your automation settings and other “overt” (or visible) personalization tactics.

“Covert” personalization also employs customer preference or behavior data but doesn’t draw attention to it. Instead of sending an abandoned-browse message that says “We noticed you were viewing this item on our website,” you could add a content module in your next campaign that features those browsed items as recommended purchases, without calling attention to their behavior. It’s a great tactic to use to avoid being seen as creepy.

Think back to my opening statement that personalization is both an art and a science. Here, the art of personalization is knowing when to use overt personalization – purchase and shipping confirmations come to mind – and when you want to take a more covert route. 

Mistake #3. Not maximizing lifecycle automations

Lifecycle automations such as onboarding/first-purchase programs, win-back and reactivation campaigns and other programs tied to the customer lifecycle are innately personalized. 

The copy will be highly personal and the timing spot-on because they are based on customer actions (opting in, purchases, downloads) or inactions (not opening emails, not buying for the first time or showing signs of lapsing after purchasing). 

Better yet, these emails launch automatically – you don’t have to create, schedule or send any of these emails because your marketing automation platform does that for you after you set it up. 

You squander these opportunities if you don’t do everything you can to understand your customer lifecycle and then create automated messaging that reaches out to your customers at these crucial points. This can cost you the customers you worked so hard to acquire, along with their revenue potential.

Mistake #4. Not testing effectively or for long-term gain

Testing helps you discover whether your personalization efforts are bearing fruit. But all too often, marketers test only individual elements of a specific campaign – subject lines, calls to action, images versus no images, personalization versus no personalization  – without looking at whether personalization enhances the customer experience in the long term.

How you measure success is a key part of this equation. The metrics you choose must line up with your objectives. That’s one reason I’ve warned marketers for years against relying on the open rate to measure campaign success. A 50% open rate might be fantastic, but if you didn’t make your goal for sales, revenue, downloads or other conversions, you can’t consider your campaign a success.

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As the objective of personalizing is to enhance the customer journey, it makes sense then that customer lifetime value is a valid metric to measure success on.  To measure how effective your personalization use is, use customer lifetime value over a long time period – months, even years – and compare the results with those from a control group, which receives no personalization. Don’t ignore campaign-level results, but log them and view them over time.

(For more detailed information on testing mistakes and how to avoid them, see my MarTech column 7 Common Problems that Derail A/B/N Email Testing Success.)

Mistake #5. Over-segmenting your customer base

Segmentation is a valuable form of personalization, but it’s easy to go too far with it. If you send only highly segmented campaigns, you could be exclude – and end up losing because of failure to contact – many customers who don’t fit your segmentation criteria. That costs you customers, their potential revenue and the data they would have generated to help you better understand your customer base.

You can avoid this problem with a data-guided segmentation plan that you review and test frequently, a set of automated triggers to enhance the customer’s lifecycle and a well-thought-out program of default or catch-all campaigns for subscribers who don’t meet your other criteria. 

Mistake #6. Not including dynamic content in general email campaigns

We usually think of personalized email as messages in which all the content lines up with customer behavior or preference data, whether overt, as in an abandoned-cart message, or covert, where the content is subtly relevant.

That’s one highly sophisticated approach. It incorporates real-time messaging driven by artificial intelligence and complex integrations with your ecommerce or CRM platforms. But a simple dynamic content module can help you achieve a similar result. I call that “serendipity.”  

When you weave this dynamic content into your general message, it can be a pleasant surprise for your customers and make your relevant content stand out even more. 

Let’s say your company is a cruise line. Customer A opens your emails from time to time but hasn’t booked a cruise yet or browsed different tours on your website. Your next email campaign to this customer – and to everyone else on whom you have little or no data – promotes discounted trips to Hawaii, Fiji and the Mediterranean.

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Customer B hasn’t booked a cruise either, but your data tells you she has browsed your Iceland-Denmark-Greenland cruise recently. With a dynamic content module, her email could show her your Hawaii and Mediterranean cruise offers – and a great price on a trip to Iceland, Denmark and Greenland. Fancy that! 

An email like this conveys the impression that your brand offers exactly what your customers are looking for (covert personalization) without the overt approach of an abandoned-browse email.

Mistake #7. Not using a personal tone in your copy

You can personalize your email copy without a single data point, simply by writing as if you were speaking to your customer face to face. Use a warm, human tone of voice, which ideally should reflect your brand voice. Write copy that sounds like a one-to-one conversation instead of a sales pitch. 

This is where my concept of “helpful marketing” comes into play. How does your brand help your customers achieve their own goals, solve their problems or make them understand you know them as people, not just data points?  

Mistake #8. Not personalizing the entire journey

Once again, this is a scenario in which you take a short-sighted view of personalization – “How do I add personalization to this email campaign?” – instead of looking at the long-term gain: “How can I use personalization to enhance my customer’s experience?”

Personalization doesn’t stop when your customer clicks on your email. It should continue on to your landing page and even be reflected in the website content your customer views. Remember, it’s all about enhancing your customer’s experience.

What happens when your customers click on a personalized offer? Does your landing page greet your customers by name? Show the items they clicked? Present copy that reflects their interests, their loyalty program standing or any other data that’s unique to them?  

Personalization is worth the effort

Yes, personalization takes both art and science into account. You need to handle it carefully so your messages come off as helpful and relevant without veering into creepy territory through data overreaches. But this strategic effort pays off when you can use the power of personalized email to reach out, connect with and retain customers – achieving your goal of enhancing the customer experience.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Kath Pay is CEO at Holistic Email Marketing and the author of the award-winning Amazon #1 best-seller “Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers.”

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