Vanity metrics, algorithm-chasing, virality, and more. Does it feel like these are the only ways to succeed in social media these days? Clickbait headlines, mismatched content, and pandering to an indefinite target?
Your brand can do better. Shift your focus to building genuine relationships with your audience and provide content that enriches their lives. Sure, it may require more effort, but it’s the proven path to long-term success.
Think of your social media marketing strategy as a machine. When well-oiled by a sound strategy, its interconnected components – your social media profiles, advertising campaigns, content creation, and analytics tools – work together to form a cohesive approach that delivers desired results.
In essence: valuable content + the right platform + analytics = a higher chance for engagement!
Importance of Social Media Marketing in Today’s Digital Age
There are billions of active users on social media worldwide, transforming these platforms into a marketing playground for any brand looking to score big. So simply being on it and working with the system paves the way to snag opportunities: building your brand rep, getting on any potential leads’ radar, earning audience trust through consistent and meaningful interactions, and securing your spot as their suki for valuable content.
These combined efforts don’t just rake in sales today; they build a firm foundation for your brand to thrive and stand the test of time!
Related: Why Social Media Marketing is Important for Your Business
The Do’s of Social Media Marketing
- Understand Your Audience
Before anything, know that those potential leads aren’t just digits on screen; they’re a mix of diverse groups, each with their distinct interests and platform preferences. Meaning: what works for the #FinTok community might not work for those who are ‘gram flatlay aesthetic-obsessed. So when you pinpoint your target audience you instantly get a scope of which demographic to prioritize, where they likely linger online, and what gets them hooked on a brand!
- Create Engaging and Quality Content
Once you’re armed with audience insights, use those in your content creation approach to speak their language, spark their interests, and keep them engaged! What tone and format do they resonate with the most?
For instance, Gen Zs are more likely to respond to trendy slang (e.g., “naur”) and bite-sized, #relatable videos. Meanwhile, seasoned professionals may prefer the substance and depth of well-written blogs.
Pro tip: Run a quick poll on Google Forums or Instagram Stories to know their preferences. This could be anything from what topics they want to see more of to who you should collaborate with next; this gets them involved and lets you know what they’ll love!
- Use Hashtags
Iconic brands such as Jollibee and beloved programs like Drag Race Philippines know the power of a good hashtag; they whip up short, niche-specific phrases like “#JolliBINI” and “#DragRacePH” to carve a digital clubhouse where fans can share user-generated content, post their thoughts, and geek out together.
Once those hashtags hit the trending page, they appear to the general public. That’s instant visibility! Conversely, you can use the ultimate shortcut and hop on popular general hashtags (e.g., #OOTD) or ones relevant to your niche (e.g., #Unboxing).
But remember: Only use a few hashtags; don’t overdo it! Meta, for instance, encourages the use of relevant hashtags that can also contribute to your content’s SEO/discoverabilty.
- Post Consistently
A well-timed post can mark the difference between a few impressions and a ton of views. Figure out your audience’s feed-binge hours, and consistently base your content distribution schedule around it. That way, you tip the scales in your favor: more followers will see your content, you’ll stay top-of-mind, and they’ll know when to expect a new drop!
Pro tip: The more posts you have, the more data you have about what content works (and doesn’t).
- Interact with Followers
Interacting with your followers by responding to comments and messages can help build a strong community. It shows you value their input and are attentive to their needs. Also, encourage user-generated content – like testimonials – to increase engagement and provide you with more content to share!
Ever wonder why K-pop idols have such dedicated and active fanbases? It’s simple: they go the extra mile to connect with their fans – live streams, comment replies, fan meetings – they do it all! Your brand can also:
- Host Q&A live streams
- Reply to audience inquiries
- Provide swift remedies to concerns
- Implement member rewards or giveaways
- Analyze, analyze, analyze
Curious to know if you’re on the right track? Check the data! It will show if your current approach is a hit or miss so you discover areas that need refinement to better achieve your goals!
As for tools, there are plenty of choices. Use built-in utilities or select from a range of external options (free or paid)!
The Don’ts of Social Media Marketing
- Over-Promote – Excessive promotion and hard selling can turn off your audience. Strike the right balance to keep them engaged! NGP, for instance, is all about Connecting Your Story. Establishing a narrative instead of pushing a product makes for better, more engaging content.
- Ignore Negative Feedback – Address customer concerns ASAP before they spiral out of control. For best results, hire a PR expert to manage your brand’s image and offer solid strategies in case of a PR crisis.
- Buy Followers – Avoid the temptation of paid followers! Those digits might look good on your profile at first glance, but they can do some serious damage to your credibility. Consumers are more careful – they can see the difference between follower count and per-post engagement. Instead, invest in growing a real, organic following!
- Post Irrelevant Content – Stay on-brand and on-message. Irrelevant content will only confuse your audience and water down your message.
- Neglect the Visual Aspect of Your Posts – Invest in professional-grade images and videos to demonstrate your professionalism and solidify your credibility! Anything less won’t win over audiences.
In a nutshell:
Wading through social marketing can be overwhelming at first, with dizzying options of platforms, formats, and tools pulling your attention. But once you define your target audience, everything just clicks. Suddenly, you have all the needed insight as to what type of content to create, which platforms to hit, and the best time to distribute to generate not just buzz, but sustainable results!
Looking to become a go-to staple? Work with NGP-IMC for a tailor-made strategy that turns chatter into tangible results!
Gayle is a copy editor and contributing writer for NGP-IMC, covering all the latest buzz around PR and digital marketing. Previously, she’s penned personality-packed ad copies, headlines, print journals, and articles for industry-leading brands and publishers such as foodpanda, Under Armour, Klook, and more! Additionally, she’s profiled Olympic gold medalist Hidilyn Diaz, developed scripts for South Korea’s SK-Zic and interviewed female riders to shed light on their experiences at the forefront of dismantling gendered expectations within the male-dominated delivery space.
