Social Media Marketing

Most Social Media specialists will say you need a social media marketing strategy; Well, we are a little different because we believe you need a marketing strategy for your business as a whole where social media marketing is a tactic that needs to be fully invested in your business's marketing strategy.

Not so long ago you could get away with doing your social media marketing on the fly; After all, you were creating a presence when your competitors were not. This logic no longer works because your competitors, who will now have a presence, will be using marketing professionals to develop and implement their social media marketing.

Our role is to understand your business and work out how Social Media Marketing can support your Business's Marketing work out how Social Media Marketing can support your Business's Marketing Strategy.

Social Media Marketing Goals

The first step will be to be sure you understand what you want from your social media marketing and it is a good idea to think of this in terms of goals. It is important these goals not only represent your expectations but remains realistic objectives. There is little point in setting a goal of an extra million Facebook like's in the current year when the chances of achieving this, at an economical cost, are small.

Goal setting is a root discipline of all marketing strategies and getting started is an area where we can help. Here are some of the key goals we will look at to see how it may apply to your business:

  1. Increase brand awareness
  2. Customer targeting through hashtags and keywords
  3. Promote foot traffic to your outlet
  4. Improve sales margins
  5. Create a loyal fan base
  6. Monitor your competitors

Kelston Social Media Marketing

Digging Into Demographics

You will know things like, who buy's your product? What age group are they? Where are they located? etc. T his market intelligence will enable you to target your Social media marketing to people who are more likely to become a customer.

Understanding your audience is critical if you are going to reach your goals economically. It's a bit like the difference between putting up a billboard in a city centre and putting a leaflet through the front door.

Social Media sites have different demographics so it is important to research these and see how well they match your goals.

Facebook Demographics

Facebook is the market leader for social networking sites with an average of 1.15 Billion daily active users. We would also look at Instagram, Twitter, Linkedin & Pinterest in any marketing program and while it is true that Facebook may not have the young person appeal of Instagram or Snapchat, 79% of internet users still log onto Facebook:

  • 88% of 18 to 29-year-olds
  • 84% of 30 to 49-year-olds
  • 72% of 50 to 64-year-olds
  • 62% of 65+ year-olds
In developed economies, approximately 8 out of 10 adults have access to the internet making the potential market very large indeed. Facebook demographics continue to skew heavily toward women with 83% of adult women using the network, compared to 75% of men.

Kelston Social Media Management

Managing Metrics

Social Media Marketing Metrics are a collection of statistical information about your activities that allow you to better understand how your social media marketing is performing.

We are all familiar with checking out our followers and likes however there are other metrics that can be more revealing and allow you to evaluate whether your activities are supporting your goals.

  • Reach — Is the number of unique users who saw your post and is an indication of how far your content is spreading across the network.
  • Clicks — The number of clicks on your content and tracking this per campaign is essential to understand what drives curiosity such that users interact.
  • Engagement — This is about seeing what ratio of people that saw your content decided to interact with it.
  • Hashtag Performance — This will help you to understand which hashtags are right for your brand in terms of engagement.
There are two types of Post; Paid ads and organic responses. It is often enlightening to compare the metrics between the two as this will tel you how well your existing fan base compares with your efforts to expand it.

Social Competition

Investigating your competitors can be enlightening because you will often find new ways to look at the content by seeing how successful or otherwise your competitors have been.

The toughest competitor is often the one you do not know about; So, go to a search engine and search your own SEO key phrases. Once you know who is also using these key phrases you can go to their Social Media Networking sites and investigate what they are doing that makes them successful.

Kelston Social Media Marketing Demographics