How To Improve Your Social Media Marketing

Social media is a great way to engage with your audience, offering businesses a fantastic opportunity to drive brand awareness, gain important insights and create meaningful relationships with potential and existing customers. However, to be successful on social media, you need a plan. You need to do your research, use social networks that are right for your business, be aware of what your competitors are doing, and create content that connects with your target audience.  

If you’re looking to improve your social media marketing efforts, here are some top tips to help get you started: 

Understand your audience

Understanding your target audience is crucial for creating content that resonates with them. Take the time to research your audience demographics and interests. By knowing what appeals to your audience, you can tailor your content and messaging to them. 
Look at creating buyer personas for your audience and focus on what will attract them to your social media pages. Some things to consider when looking at your target audience are:

• Age
• Location
• Job title
• Income
• Pain points or challenges (that your business can solve)
• Interests or hobbies
•  Values or goals (to tie into social issues they care about)
• Most used social network

Choose the right platforms 

All social media platforms offer their own unique benefits and features, as well attracting different audiences. Focus your efforts on platforms where your target audience is most active and that align best with your business goals. Make sure you have optimized your pages with contact details, company history and information, product and service descriptions, and good use of photos and video where possible. Performing a social media audit is also a good way to work out where you are currently and how you are performing on social media platforms. Below are some things to consider when performing a social media audit:

• Which platforms are you using?
• Are your pages fully optimised and up-to-date. Think about photos, cover images, bio/about us information, etc.?
• Which pages are getting the best results?
• What posts get the best results?
• Who is connecting with you?
• How frequently are you posting?

By performing this exercise, you should be able to establish what is working and what is not, by determining what social media platforms are used by your audience and ideal customer. 

Do some competitor analysis

Taking the time to do some competitor analysis will give you an insight into more improvements you can make to your social media pages, by seeing what your competitors are doing. It will also help you to see what the industry is doing so that you know where there might be opportunities to be unique, as well as areas you will have to cover on your pages.

Think about your content 

Visual content tends to perform better on social media than text-only posts. Incorporate eye-catching images, videos, infographics, and GIFs into your content to grab attention and convey your message effectively. Hashtags are also a powerful tool for expanding your reach on social media. Research relevant hashtags in your industry and incorporate them into your posts to connect with users who are interested in similar topics.
Social media is constantly evolving, with new features being added all the time. Make sure you keep on top of the latest developments and be willing to adapt your strategy accordingly, and remember to keep an eye on what your competitors are doing.
Create a social media content calendar to show what you want to publish, on what date, and on what channel. Don’t forget to mix things up by using images, link sharing to blog posts, videos, and clever text to keep people engaged. Remember to take into consideration optimal posting times.

Some ways to generate strong content include:

• Leverage your blog content
• Repurpose other marketing efforts such as landing pages, videos, offers, etc.
• Post and share industry news
• Use influencers (where applicable)
• Share tips and tricks such as recipes or unusual ways to use your products
• Ask followers questions to generate conversations

Analyse your results

Regularly monitor the performance of your social media efforts using analytics tools provided by the platforms or third-party software. Track metrics such as engagement, reach, clicks, and conversions to assess what's working and what's not. Use this data to refine your strategy and optimize your future campaigns.