Over the past few years of social media’s growth, a lot of people developed a need to see huge numbers of interactions and engagements in whatever they post. To a certain extent, the amount of likes, shares, and followers of any account has significance; but someone who actually wants to grow their brand or business shouldn’t focus on these vanity metrics. If this is you, you should instead focus on metrics that convert sales.
Growing your business can be challenging, especially if you are someone who has no idea how to market it through social media efficiently. Realistically speaking, it shouldn’t be as hard nor costly as if you were to do it in a non-digital space. According to Hossain, a Senior Performance Digital Marketer from LinkedIn, social media marketing is much cheaper than traditional marketing. Although social media marketing might seem like a huge unknown path for some, the truth is there’s always someone to ask directions from.
Whether you’re a new business or not, building a partnership with brands or content creators that will help you is beneficial to your business. These content creators already have a number of reach and can help broaden your audience. In order to get the full potential of your partnership with a content creator, you must be able to streamline what valuable content you want from them—which brings me to the first step.
Understand how the Marketing Funnel works
As marketers, this is one of the most basic concepts you must understand. But if you’re just starting out, a marketing funnel is a series of stages to guide prospects through the customer journey. Through careful analysis, it will let you know what your company must do to influence consumers at certain stages.
The Marketing Funnel can be divided into 3 different stages: awareness, consideration, and conversion—all of which have the same importance. To briefly explain each, the top of the funnel is the awareness stage where prospects become aware of your brand and engage with it for the first time. The next stage is consideration, where a business must earn the trust of potential customers and set the brand apart. The last stage is the main focus of this blog, conversion. This is the bottom of the funnel where a business gives specific reasons to choose their brand. It can be done in different ways either by offering a trial or demo of your services or simply writing a how-to guide that answers questions they might have had during the journey through the funnel.
Determining and mapping out steps on each stage of the funnel in relation to your brand is an essential step since this will be the North Star for your customers and your marketing team. The marketing funnel is unique for each business and should be designed for how customers buy and not how you want to sell.
Develop a Customer Persona
One of the first few steps new businesses must take is to determine the demographics and psychographics of their target customers. As customers are the lifeline of your business, investing time and resources to develop a better understanding of your customer’s thinking is an essential move. The idea is to put yourself in your customers’ shoes, asking different questions from what type of videos they watch to what subscriptions they have. Through this, you’ll be able to figure out their perception of your business. By developing a customer persona, we are also able to know what type of content our potential customers would respond positively to.
Focus on Actionable Metrics
As mentioned earlier, as tempting as it is to create content just for the sake of vanity metrics, it isn’t something we should focus our time and resources on. Instead, focus on actionable metrics as they have a higher guarantee of reaching old and potential customers. An example of this is awareness metrics like reach and audience growth rate. By focusing and tracking these actionable metrics you’re able to tell if your strategy is performing and if it will have an impact on your overall business.
Partner with Influencers
Social media influencers have been providing value in marketing for businesses over the past few years. There are different industries and brands they partner with, most of which are all able to deliver the message and raise awareness of a certain product or service. Since influencers bank on creating content for their platform to attract their target audience, they have great training in terms of which content strategies, communication angles, and visual delivery. This is a win-win for brands since content production costs would usually be included in an influencer’s rates. Audiences these days tend to give credit and consider their favorite influencers as trusted sources. Hence, working with content creators in your campaigns will not only bring create an opportunity to make your product or service stand out; but also open doors for building a community that will support your business.
Adapting these three steps into your social media strategy will allow you to approach content creation in a more genuine and for-people manner. Knowing your customer persona and their journey will enable you to help potential customers. At the same time, knowing that these three steps have been a focal point for your growth as a business, will help you efficiently work with social media influencers and content creators. Partnering with creators relevant to your brand will most definitely guarantee a wide enough reach to potential customers allowing you to streamline content based on your target psychographics.
Visit www.pop-star.me or email our Account Group Head at firstname.lastname@example.org for more information on how PopStar Philippines can help you start your Influencer Marketing strategy today.