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The Ultimate Guide to Social Media Marketing By Jeff Bullas Table of Contents T

The Ultimate Guide to Social Media Marketing By Jeff Bullas Table of Contents Table of Contents 2 Introduction 4 The importance of social media for business 5 But what is Social Media Marketing? 6 What are the benefits of Social Media Marketing? 8 How do you create a Social Media Marketing Plan for your business? 11 Social Media Research 11 Paid vs. Organic Social Media 14 Picking the Right Social Media Platforms 17 How Often You Should Post on Social Media 18 The Best Time to Post on Social Media 19 Using Social Media to Influence SEO 20 Growing a Social Media Audience 22 Social Listening 24 Social Media Community Management 25 Social Media Advertising 26 Social Media Management Tools 27 Social Media Reporting and ROI 27 Step 1 – Set SMART goals 27 Step 2 – Understand the metrics that contribute to those goals 28 Step 3 – Track those metrics 28 The Ultimate Guide to Social Media Marketing 2 Should you outsource social media marketing or keep it in-house? 29 Summing up 29 The Ultimate Guide to Social Media Marketing 3 Introduction Perhaps one of the biggest human flaws is that we tend to be a bit impatient. We speed date, eat fast food, use emojis instead of words, pay for overnight shipping, and get started with social media without knowing why or what to expect. I get it. The world is moving faster than ever before. New trends and technology seem to appear overnight, and it’s becoming increasingly difficult to keep pace. So, you get the temptation to jump on the social media bandwagon without a clear picture in mind of what you want to achieve. But, diving in without a sense of what it encompasses and how it can benefit your business can do more harm than good. This comprehensive guide will teach you everything you need to know about how to build a social media marketing strategy that delivers value to your audience and helps your business grow. TIP: I use AgoraPulse to manage all our social media posting from one single place. It saves me hours of time every day and I cannot imagine my life without it. Check it out! The Ultimate Guide to Social Media Marketing 4 The importance of social media for business Not too long ago, businesses considered social media as just a passing trend, a distraction for kids with nothing better to do with their time than to scroll through endless news feeds. Nowadays, it’s becoming clearer every day that social media is one of the most powerful marketing tools businesses have ever seen. (I am using AgoraPulse for my social media marketing.) Get this: there are billion global internet users, and over 2.8 billion active social media users. If social media were a country, it would be the biggest nation in the world. Source: Hootsuite Don’t forget that due to its gargantuan size, social media can provide you with more exposure and brand awareness than any other traditional marketing tool out there. Some of the most popular platforms have become such an integral part of our lives that we are willingly telling the world about our needs, preferences, problems, and burning desires. The Ultimate Guide to Social Media Marketing 5 Savvy businesses know how to benefit from the huge amount of data that users generate in real time. Sure, the numbers are overwhelming – every day, people send over 500 million Tweets, upload 95 million photos and videos on Instagram, and like 4.5 billion posts on Facebook. But, behind this mammoth amount of information, there are valuable insights about your customers: who they are, what they like, and what they are willing to pay for. Social media has made it easier for brands to eavesdrop on the conversations their customers are having and take part in the discussion. Social networks can also help you gather information about your audience and create better marketing messages that fit their profile. So, there’s no question that social media can benefit your business greatly. But what is Social Media Marketing? Imagine you are taking your first scuba diving lesson. You are given the equipment without being told what each item is, how it works, and why you need it. You wouldn’t feel too comfortable diving into the deep dark depths of the ocean without knowing how to differentiate between your submersible pressure gauge and your dive computer. The same stays true for getting started with social media marketing without understanding what it is or how it works. According to Wikipedia, social media marketing refers to the use of social networks to promote a product or service. That’s a rather broad and superficial definition, don’t you think? Let me take a swing at it. The Ultimate Guide to Social Media Marketing 6 For me, social media marketing refers to the use of social media platforms to identify and connect with key audiences in a meaningful way. Sure, your goal is to increase brand awareness, generate leads, and promote your products or services. But, you can’t do that without building meaningful relationships with your network first. Unlike traditional marketing, where you bombard prospects with sales messages – social media is a two-way process. You need to listen, engage, show empathy, become involved, and provide value if you want to create a seamless relationship with your prospects that can eventually lead to sales. If you can’t do that, your social media marketing is likely to fail. The Ultimate Guide to Social Media Marketing 7 What are the benefits of Social Media Marketing? Social media has become such an integral part of a brand’s marketing efforts, that over 97% of marketers are using it. Unfortunately, not all businesses seem to understand the benefits social media can bring. Recent studies show that about 50% of small businesses aren’t using social media marketing to promote their products/services. That’s huge. More than that, 25% of those businesses say that they don’t even plan to use social media in the future. Apparently, there is a big gap between those who understand the value social media can bring and those who still see it as a passing trend. If you’re one of the few businesses that struggle to see the value of social media marketing, here are some benefits to consider: ● Brand Recognition: Consumers tend to buy from the brands that they recognize. Social media can get your business in front of the right people and entice them to engage with your brand even when they aren’t ready to make a purchase. ● Humanizing Your Brand: Social media makes it easier to show your customers that you aren’t just a faceless corporation that is only after their dollars. It allows you to build a voice and showcase your personality, or the personality of your team. For example, the team at Buffer do a great job of empowering their employees to be the face of their brand on Twitter by adding a personalized sign off to all their responses: The Ultimate Guide to Social Media Marketing 8 ● Establishing Yourself as an Authority: Social media is an excellent platform to share helpful content that proves your expertise. Respond to industry-related questions, participate in discussions, and share valuable resources with your network to become an authority in your niche. ● Improving Your Customer Service: You may think that social media is a waste of time, but your audience expects you to be there. 67% of consumers go to social media for customer service. And, this statistic is four years old; you can only imagine that the numbers have increased since then. But that’s not all: consumers expect brands to respond to their request within 24 hours or even sooner. So, while you’re ignoring social media, prospects are talking about your business online. The Ultimate Guide to Social Media Marketing 9 This list could go on forever. Social media can also help drive traffic to your site, assist with link building for SEO, keep an eye on your competitors, and so on. But the real question is how can you build and implement a winning social media marketing plan that will reap all of these rewards. The Ultimate Guide to Social Media Marketing 10 How do you create a Social Media Marketing Plan for your business? “If you fail to plan, you are planning to fail.” – Benjamin Franklin This quote has withstood the test of time, and it’s never been more relevant than in the world of digital marketing and social media. Unfortunately, many business owners and digital marketers approach social media haphazardly with no clear direction. They “need to have a presence”, so they set up pages on every social platform out there, and start publishing inconsistent content. If you want to make the most of the social media for your business, first you need to understand what you are trying to achieve. Then you need to create a structured and specific approach for moving towards that goal. Here are the uploads/Marketing/ guide-social.pdf