Social Media Marketing Strategies

Customer Goals and Motivations

• Expanding visibility and reach among the target audience is a key brand goal.
• Social media ads (e.g., Facebook Ads) and organic content can broaden brand exposure.
• Engagement is fostered through likes, shares, comments, and participation in polls or contests.
• Tools like Hootsuite or Buffer can schedule and monitor engagement metrics.
• Conversion involves driving actions, such as purchases, sign-ups, or downloads.
• Leverage retargeting ads and platform integrations like Instagram Shopping to boost conversions.
• Loyalty programs and personalized content can maintain relationships with existing customers, aiding retention.
• Social media CRM integrations, like Salesforce Social Studio, track customer interactions and preferences, also aiding retention.

Motivations

• Customers are motivated by brands that share their values or create relatable experiences, establishing an emotional connection.
• For example, a fitness brand posting inspirational transformation stories to connect with its audience emotionally builds emotion connections.
• People engage with content that offers utility, such as tips, tutorials, or discounts, providing value.
• A B2C brand sharing "how-to" videos for product usage is an example of adding value.
• Audiences seek humorous or creative content to break the monotony, providing entertainment.
• Viral challenges on TikTok or Instagram Reels serve as examples of entertainment.
• Transparency and authenticity in communication motivate trust.
• An NFP organization using live streams to show how donations are being utilized builds trust.

Creation of Personas

• Personas are fictional profiles that represent ideal customers.
• Fictional profiles are created by analyzing demographic, psychographic, and behavioral data.
• Personas help tailor content to resonate with specific audience segments.
• Improves targeting and messaging accuracy.
• Personas also guides content creation for different platforms.

Organizational Type Usage

• Focus on LinkedIn for professional networking and lead generation in B2B.
• Emphasis on Instagram and TikTok for visual engagement and direct sales in B2C.
• Use Facebook for community building and donor engagement in NFP.

Content to Support the Marketing Funnel

• Top of the Funnel (Awareness): Blogs, infographics, social media posts, and short videos are examples of content used.
• Tools include social media ads, boosted posts, and hashtags.
• Example: A skincare brand posting educational content about skincare routines.
• Middle of the Funnel (Consideration): Webinars, case studies, whitepapers, and testimonials are examples of content used for consideration.
• Tools that can be used: LinkedIn campaigns, email follow-ups, and remarketing ads.
• A SaaS company sharing a webinar on improving team productivity with its software is an example.
• Bottom of the Funnel (Decision): Demos, free trials, product comparisons, and customer reviews are examples of content for decision making.
• Retargeting ads and landing pages optimized for conversion are used.
• A gym offering a 7-day free trial membership with testimonials is an example for helping with customer's decisions.

Keyword Tone of Voice

• Use keywords and phrases that reflect the audience's vocabulary and preferences to create tone relevance.
• A travel agency targeting millennials using phrases like "budget-friendly getaways" is an example of relevance.
• The tone should align with the brand's identity creating consistency.
• Use a formal tone for B2B to establish professionalism.
• Use a conversational tone for B2C to appear approachable and relatable.

Copywriting Techniques

• Encourage users to take specific steps with a call to action (CTA) (e.g., "Sign up now," "Claim your discount today").
• For example, a fitness app promoting a "7-day free trial".
• Relate to the audience by using familiar language and addressing pain points.
• For example, a parenting blog using terms like "kid-friendly meals" or "parent hacks".
• Evoke feelings like joy, urgency, or empathy to drive engagement with Emotional Appeals.
• For example, use the campaign titled, "Be the reason someone smiles today".

Benefits of Social Media Tools in Managing Activities

• Scheduling and automation: Tools like Buffer and Hootsuite automate posting, saving time and ensuring consistency.
• Analytics and insights: Social media platforms provide detailed analytics to monitor engagement, audience demographics, and campaign performance.
• Customer relationship management (CRM): Tools like Salesforce Social Studio integrate social media data with CRM systems for personalized customer interactions.
• Real-time interaction: Tools like Sprout Social enable immediate responses to customer queries or feedback.

Explore strategies for expanding brand visibility and engagement through social media. Learn how to use ads, organic content, and interactive campaigns to drive customer action and loyalty. Discover tools for scheduling, monitoring, and CRM integration.