You used to think that upping your social media game is easy as one-two-three. But even if you already placed analytics tools and created impressive content, there’s always the possibility of not meeting positive outcomes and reaching promising organic reach.
Over the last few years, social media platforms have gone through big picture modifications that contributed to the changes in how we can and ought to use them.
For one, there’s a significant decrease in the organic reach by platform, and among those who experienced drastic falls is Facebook. Such a fall means that no matter how you’ve increased your content’s quality and quantity, it was not an assurance that many people have seen it on their timelines.
Another change is the ever-increasing fees of ads to promote your content. This modification resulted from the fact that as brands grew their follower count and social media platforms also attracted more brands, so did the competition. What happens when there’s a tough competition? Pricey ads, of course.
Lastly, promotions will always be a hit, or miss situation wherein, not every social media marketing effort can be successful, especially when it comes to returns on investment. One potential miss that could happen is when you hire an influencer to promote your products.
The common problem is your influencer’s follower count is largely composed of a bot audience and only minimal organic reach. Or worse, the influencer turned out as someone who hasn’t really understood and used your products well, so it caused viewers to be skeptical of your product.
With all these modifications, you might begin to ask: how should I map out my social media game plan? Or how should I utilize the results of these modifications to the advantage of my brand? The answer depends as to where your brand stands when these changes continue to happen. To stay afloat or to grow along as these platforms expand, prioritize the following:
Startups and Early Phase
During the early phase, you’re ought to build traction, conduct research, and learn more about your target audience. You must also identify the best message that can attract followers.
Strategy #1: Organic Development And Credibility
While being on this stage, you might already want to create a strong social media presence on your prioritized platforms. Unfortunately, the results won’t appear right away. Continue making efforts until you reach that goal and grow your business. Slowly build trust among your audience and create values and messages about your brand.
In the first strategy, you don’t have to worry yet about your organic reach since organic social media is not a primary driver of your business’ sales. You also don’t have a large follower count yet, and an organic reach of only one to two percent from your little following won’t do you any good.
Strategy #2: Paid Social Campaigns
The best way to make the most out of your time and money in this stage is on paid social campaigns that can check audiences, messages, creatives, and other offers. These campaigns often turn into engines that can contribute to the growth and development of your startup.
When you decide to invest in these campaigns, you can attract new customers, hold on existing ones, and gain an increased engagement of your current projects and content.
Strategy #3: Look for Micro-influencers
You may think that a major influencer’s follower count is directly proportional to the number of people they can attract into buying your products and services. That’s where you’re mistaken; it’s a risky bet you don’t want to gamble.
What you need to do is to look for micro-influencers whose audiences overlap with yours. By doing so, you can be assured that your brand message gets to your intended audience. Micro-influencers may not have a lot of followers, but that means there is a lesser chance that your message gets to bot audiences.
Now that you’ve developed a growing community and increasing brand supporters, it’s high time for you to start investing in premium content creation. That, with target promotion to increase your engagement and expand your reach.
Strategy #1: Social Analytics
Investing in developing strong analytics enables you to further comprehend how your target audience perceived your organic and paid content. Social analytics also plays a factor in shaping the framework of your content strategy.
Strategy #2: More Constant Organic Content
Do you know what could make organic content better? It’s the constant creation and sharing of such content. If you published less frequently during your startup phase, you might need to increase the frequency of posting organic content now that you are in the development stage. However, do not just upload any content; ensure that they are of quality and can sustain and increase your current audience.
Strategy #3: Expansion through Paid Campaigns
Even up until this stage, paid campaigns will continue to play a crucial part in expanding your organic reach and increasing your website traffic. You can also potentially capture promising leads that would convert to purchases of your products or services.
Congratulations, you’re now in the fully grown stage! Now that your brand grew thousands of followers, gained a solid community engagement, and increased your customer lifetime value — nothing could go wrong, right?
Wrong—anything can still go wrong even with well-established brands on social media. You’ve got to accept the fact that your content style will lose its appeal soon, and your current audience right now will surely evolve.
Strategy #1: Introduce Fresh Content
You need to produce ingenious, fresh, and creative content that can retain your brand’s message, gain new leads, and sustain the current ones from time to time.
You can never go wrong when you invest your time and energy in innovative and imaginative concepts with so much potential. And while entertaining such concepts, don’t forget that you still need to produce interesting and informative content that would drive interactions and entice your audience to join your campaigns.
Strategy #2: Paid Campaigns
Even if you’re at the fully grown stage, you can still benefit from paid campaigns. You can drive more engagement and attain key interaction goals among your audience.
If you have a new product or service launches, paid promotional campaigns can still impact your existing community’s decisions. Through paid promotions, you can continuously build your brand awareness among your community and the surrounding audiences that can become your leads soon.
When aiming to get that organic reach fails to give you the results you need, the only thing that could help your brand is to map out comprehensive strategies. Ensure that you create ones that allow you to view your business’ potential growth trajectory and your social media marketing efforts from a mature standpoint.