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Social media marketing is finally becoming accepted practice among the higher ups, but the pressure is still there. \u201cWhat are we getting out of social media?\u201d, \u201cIs social media getting us any leads or sales?\u201d, and \u201cWhat is our social media ROI?\u201d are all common questions that executives want answers to. Social media activity certainly can, and will, improve the bottom line as long as you are using it properly.<\/p>\n
Like any other marketing tactic, you need to be strategic about your social media marketing activities and set goals. Social media ROI isn\u2019t going to be immediate, which needs to be understood from the start. It\u2019s a long term strategy that helps to keep a company or brand top of mind with consumers.<\/p>\n
Social media is a good tactic for every business. However, it’s important to get it right. Here are some ways you can get the most out of your social media investment:<\/strong><\/em><\/p>\n Just because nearly everybody today uses social media in some capacity, it does not mean that you should be targeting \u201ceverybody\u201d. It\u2019s important to stay true to your brand and participate in activities that will get you the right kind of followers. The number of followers\/fans that you have is less important than the rate at which fans and followers engage with your content.<\/p>\n Ultimately, you will want to target followers that will help grow your business in some way. Likes and follows don’t mean anything unless you’re helping the right types of people find your brand.<\/p>\n When it comes to B2B, LinkedIn and Twitter are especially important. It may also make sense to have a presence on YouTube and Pinterest. It really depends on your target audience and where they spend their time. There may also be niche\/industry social networking opportunities available.<\/p>\n Spend some time really thinking about the social platforms where your potential customers and clients tend to gravitate and focus your efforts on those.<\/p>\n Typically, the marketing department runs the social media show but it\u2019s important to remember that other departments should also be involved. Social media is increasingly becoming a customer service tool and the sales team can benefit from insights that are achieved through social media. Don\u2019t keep other departments in the dark about what the strategy is.<\/p>\n On other words, social media is something that all departments in your company should take part in. They might have valuable input as to what will attract potential clients and customers.<\/p>\n The content that you share in social media lays the groundwork for success. It\u2019s what gets you followers and keeps them interested. It\u2019s important to know what followers are looking for and share that kind of content on a regular basis. Good content certainly isn\u2019t free and there\u2019s no \u201cROI\u201d without the \u201cI\u201d. A good content\/social strategy doesn\u2019t come cheap.<\/p>\n Don\u2019t use social media as just another avenue to promote your products and services. Use the medium for its intended purpose and actually connect with others. Don’t be afraid to interact with people on the platforms. With the right dialog, these individuals could even become customers or clients!<\/p>\nTarget the Right Customers<\/h3>\n
Select the Best Platforms<\/h3>\n
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The social media \u201cgo to\u201d is Facebook. It\u2019s the most popular and most talked about and it has the biggest user base. While it\u2019s good to have a Facebook presence, it shouldn\u2019t be the be all, end all of a social media strategy. You don\u2019t want to forget about the other avenues that are available to you.<\/p>\nGet all Departments Involved<\/h3>\n
Share Great Content<\/h3>\n
Track and Measure<\/h3>\n
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It is possible to track your social media leads and sales. Create specific landing pages for social media campaigns. For an e-commerce site, provide a social-only promotional code that visitors can type in for a discount. Analytics is important because it can help you assess if your efforts are successful or not.<\/p>\nBe Social!<\/h3>\n