Social media marketing, which is also known as SMM, involves using social media channels to connect with a target audience. Brands promote their products, create content, and run ads on platforms such as LinkedIn, Instagram, Facebook, Snapchat, and others.
In today’s world, SMM is particularly crucial due to the following reasons:
- It is estimated that 5.85 billion people will join social media by 2027.
- Users spend more than 2.5 hours daily on social media.
- 28% of customers rely on social media platforms to research brands.
All these factors make a strong case for using social media marketing strategies to boost engagement and conversions. This article focuses on tactics that marketers can use on social media to capture the attention of their target audience and convert prospects. Let’s explore these strategies together.
There are several types of social media marketing strategies that businesses can use to improve their online visibility and attract customers.
Let’s take a closer look at some of them:
1. Influencer marketing
This strategy involves partnering with influencers of different sizes, such as micro, nano, and mega influencers, to promote your product and build trust with your target audience. Examples include Ryan Reynolds promoting MNTN and Shay Mitchell promoting H&M.
2. Content Marketing
Companies can use content marketing to share thought-provoking content, link to blogs, or share other valuable content that adds value to their audience. For instance, Luxury Presence, a company specializing in real estate SEO services, creates informative content to attract the attention of real estate agents.
3. Sponsored Content
Sponsored content includes paid ads and product placements, usually accompanied by a “Promoted,” “Sponsored,” or an “Ad” tag. Here is an example of a sponsored post:
Alternatively, sponsored content can also be in the form of direct messages that you receive on social media channels.
4. Community Management
To build a loyal following, you need to build brand loyalty, which can be achieved through creating and managing a community.
Xbox One runs a subreddit to build a community, while brands like Audi, Nissan, and The Economist host Ask Me Anything (AMA).
Other brands prefer to manage communities through interactions on platforms like Twitter or by creating forums.
No matter the size or type of business, a combination of strategies can help increase online visibility, promote special events, and engage with customers to sell products.
For instance, a small local florist and a large brand like Costco can both use sponsored ads, promote special events, and interact with customers to attract more business.
How to boost engagement on social media:
1. Create Shareable Content
To increase engagement, create content that is worth sharing, such as educational posts, memes, and relatable content.
Analyze competitors’ strategies, ask your audience for feedback, and identify content gaps to create engaging posts.
Example: Grammarly and Certified Keto Diet share educational and relevant content on their social media channels.
Consider using different SMM strategies, such as influencer marketing or sponsored content.
2. Encourage user-generated content
Promote user-generated content by providing direction or hosting contests.
Canva frequently hosts contests to encourage UGC.
3. Run contests or giveaways
Contests and giveaways can incentivize customers to interact with your brand.
Offer prizes such as collections from your brand or free vacations.
TooFaced Cosmetics and Hill House collaborated for a giveaway, promoting both brands.
4. Use hashtags effectively
Using creative, relevant, and trending hashtags can improve the visibility of your posts. Keep up with trending hashtags, avoid overusing them, and use hashtags that are relevant to your brand.
Example: Visme uses hashtags on Twitter to expand the reach of their posts.
5. Host webinars and live events
Webinars and live events can educate customers about your brand, build authority, and provide a platform to discuss their pain points.
Example: Microsoft promotes their webinar on Twitter.
How to increase conversions through social media?
1. Utilize Social Proof
Social proof such as customer reviews, testimonials, awards, recognitions, brand shoutouts, and follower count can help establish trust and drive conversions. However, it’s essential to use genuine social proof rather than creating it.
For instance, BriteCo, a jewelry insurance company, displays its “Best Engagement Ring Insurance” award from Investopedia to enhance credibility.
2. Provide exclusive discounts or promotions
Offering exclusive discounts or promotions creates a sense of urgency and scarcity, making customers feel valued and more likely to convert. Share these offers during special occasions or with loyal customers.
For example, Lizzie Davey provides her email subscribers with an exclusive 20% discount.
3. Create landing pages optimized for social media traffic
Ensure your landing pages reflect the social media post’s offer, such as paid LinkedIn ads, to boost conversions. For instance, the LinkedIn ad promoting FRM certification redirects to the certification page.
And here’s the corresponding website landing page:
4. Use retargeting ads
Retargeting ads can capture potential leads who previously showed interest in your product or service but didn’t convert. Offer them discounts, personalized pitches, or free shipping to increase the conversion rate.
Customer data platforms can enhance targeting efforts, and brands like ASOS, Love Wellness, Madewell, Everlane, and Glossier use retargeting ads on social media.
5. Leverage influencer marketing
Partnering with influencers as affiliates or collaborators can increase trust in your brand and tap into their followership.
Many popular brands like Gymshark, Target, Daniel Wellington, and CRED use influencer marketing.
How to excel in social media advertising?
Social media advertising refers to sponsored ads that are run on social channels to educate customers about your product, reach a wider audience, or convert leads.
If you’re new to social media or running exclusive offers, it’s best to use paid ads to reach the maximum number of people. The types of paid ads you run can differ based on the channel.
For example, on LinkedIn, you can run inMail, sponsored content, and text ads, while on Pinterest, you can run app-install, photo, video, shopping, or carousel ads.
To achieve different goals, you should use different types of ads.
Story ads increase awareness, shopping ads convert prospects, and text or video ads educate consumers.
For example, Fidelity ran a video ad to educate prospects about the difference between an HSA and HRA account.
How to measure success?
To measure the success of your social media marketing strategy, first, define which key metrics work for you, such as engagement, conversions, return on investment, brand mentions, follower count, and page reach. Once you define the metrics, use tools like SaaS XPRT, Social Sprout, Hootsuite, Tailwind, or Buffer to track them.
Next, run A/B tests to boost performance, find areas of improvement, keep up with trends, identify content gaps, and participate more on social channels to increase your voice share and get noticed.
Final thoughts
In the modern world, your social media presence says a lot about you. An excellent social presence can help you get noticed, boost conversions, and build authority.
At SaaS XPRT, we understand the importance of social presence. That’s why we’ve created a tool that allows you to manage all your social channels from one place. If you’re interested, you can get a free 7-day trial of SaaS XPRT (with no hidden fees, credit card requirements, or contracts to sign).
To your social media success!