Wednesday, September 19, 2018

YOUR Explosive Social Media Growth Strategy?


Three ways to diversify your marketing strategy after explosive social media growth..

It’s common for an e-commerce business to start out using only one or two digital marketing channels. Take, for example, Freshly Picked -- a company that uses social media (namely, Instagram) as its primary marketing strategy.



While explosive follower growth and aggressive influencer campaigns (Frank Body’s influencer marketing and user-generated content come to mind) can get you far, relying on one or two channels can be dangerous.

Not diversifying your strategy can leave your business in an uncomfortable spot if anything goes wrong. For instance, Instagram deleted Frank Body’s fast-growing account after it launched (the body scrub company had been posting risqué photos of models), forcing it to start over from scratch.

When you diversify your marketing efforts, you’ll be less prone to panic if Instagram changes its algorithm or Facebook pushes an update.



Get More Out Of Your Current Social Followers

If you’ve had success on social media, start there as you begin to diversify your strategy, rather than diving headfirst into unfamiliar territory.

For example, expand your social influencer campaigns to include more microinfluencers (generally, accounts with fewer than 10,000 followers) and brand ambassadors. Though they have fewer followers than the mega-stars of Instagram, microinfluencers often charge lower rates and boast higher account engagement than their larger counterparts, delivering a higher return on investment (ROI).

Brand ambassadors (typically unpaid, real users of your product) go beyond the one-off sponsored Instagram post or story to regularly advocate for your product because they use and love it. To begin building a network of engaged brand ambassadors, you can start with your existing customer base. Reach out to customers who mention your product on social media to turn their one-time positive comment into a long-term relationship.

To reach an even wider audience, you can also consider asking brand ambassadors to post about their experience with your product on other digital channels: industry forums, blogs, review sites, YouTube videos and so on.



Leverage Paid Advertising For Quick Revenue

If social media is currently your primary source of traffic and sales, paid social is a natural next step for a diversified marketing strategy -- but you have to make sure you do it right.

A good starting point for paid social is ad retargeting, which will go after social media users who have already demonstrated an interest in your product. As long as you have an audience of at least 1,000 people, you can start serving them ads.

Retargeted ads can be set up a number of ways but for starters, look at how long it takes a user to typically convert using analytics data. For example, if 80% of people who visited your site have not made a purchase within eight days, you should consider setting up retargeting ads to put your products in front of them again, reminding them to purchase.

Don’t just set up an ad and hope for the best. Test different types of ads (video ads, product carousels, customer testimonials, etc.), and keep an eye on the data to see which ones convince customers to purchase. From our experience in using hyper-targeted ads with various clients, you should see an ROI/ROAS (return on ad spend) of at least three times.



Start Building A Long-Term Strategy For Organic Traffic As Soon As You Can

Referral traffic (both from social media and Google ads) is great, but you’re limiting yourself if you aren’t going after organic search traffic.

Building out a robust content strategy is a longer-term plan that typically won’t deliver immediate sales. But, as the amount of relevant, quality content on your site increases, so will your organic search rankings. This will, over time, provide you with a steady stream of incoming traffic from potential customers who are searching for answers to their questions.

Is your product new or disruptive? Or something that customers will research extensively before they purchase? If that is the case, begin creating content that answers their questions and assists readers in their product research.

If your product is something that requires less research -- a pair of shoes, for example -- your content marketing strategy may focus more on brand awareness, creating backlinks and top-of-funnel content that, while not selling your product directly, speaks to your target demographic.



Centralized Data Helps Your Marketing Efforts Work Together In Harmony

As you add more marketing channels to your strategy, think about how they can feed one another, working together to convert customers. Having a central point for collecting and reporting will make all the difference. Many businesses layer on numerous marketing channels but fail to connect all the data together.

As you create robust pieces of content and your organic traffic increases, you can serve a larger pool of people your retargeted social -- and even pay-per-click (PPC) -- ads. The more content you create, the more assets you have to share on social media, boosting referral traffic and potentially earning you more backlinks as people share your content.

Guest Authored By T.J Welch. TJ is the VP of Marketing at Stryde, supports in the strategic business planning of the company with 12 years of marketing experience. Follow TJ on Twitter.





"By having centralized data and reporting in place, you can identify how each piece of your marketing is impacting the whole. All aspects of your strategy should be used in harmony with one another, exponentially boosting your bottom line.." -TJWelch


    • Post Crafted By:
      Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Salt Lake City, UT. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
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