Any comprehensive online marketing plan should include social media. But unlike days of yore, not just any—or every—social media platform will do. To effectively use social media to market your business in 2019, there are some new strategies you may need to employ.
#1: Messaging Apps—They’re Where You Need to be to Connect
There are some industry influencers who believe that giant social media platforms have seen their peak. In other words, active daily use of social media channels like Facebook and Twitter will (slowly) decline.
Contributing to the abandonment of platforms that have been household names for years (and that’s a long time in the Digital Age) is users’ lack of trust. Users no longer have confidence that social media giants are keeping their data private or their best interests at the fore. Still, users want to digitally connect to their family, friends, interest-based communities and brands they like. So where are they going? Messaging apps like WhatsApp and Messenger.
Messaging apps have the potential for more genuine engagement with your existing and potential customers because the interaction can be one-on-one rather than publicly broadcast posts. Both the messaging platform and the more personalized interaction facilitate a higher level of trust in and with your brand, and that’s crucial to sustainability.
#2: Be Highly Selective in Your Choice of Social Media Platforms
For any social media marketing to work, you need to maintain an active and engaging presence; otherwise, you’re just wasting your time. And, you only have to maintain an active social media account for a minute to know that it’s a lot of work:
- Taking/selecting/editing images for visually appealing posts
- Posting frequently enough (but not too much)
- Posting on a variety of topics
- Responding to comments, commenting on others’ posts
- Building your following
- Managing your networks
…and the list just goes on.
To ensure that you get the best return for your investment of time (and time is money), you may need to scale back on where you are present online so that your social media presence is a valuable one.
The decision to launch a new social media account or let one die should not be guesswork. Look at your performance metrics to find out where your target audience are spending their time and which platform(s) are generating useful activity—e.g., traffic to your website, online mentions, shares and links, conversions, etc. Those are the accounts worth the effort to maintain.
#3: Increase Social Ad Spend Cautiously
Increasingly, to get visibility by new social media users, you need to invest in ads on the platform. Not surprisingly, social media ad spend is expected to continue to rise for the next few years. But, an increase in ad spend is also an indicator of an increase in ad saturation and competition for users’ attention.
Social media ads can deliver good ROI, but only if you take care to analyze which platforms offer the best visibility to your target market.
#4: Make Your Brand More Engaging with Podcasts and Videos
Social media users visit their favorite platforms to get informed, be entertained and connect. It takes more than text and static images to meet their expectations.
2019 will continue to see an increase in video content, so consider making your brand video-visible through:
- Short captioned videos
- Longer videos that reside on popular video-based platforms like YouTube and IGTV
- Livestream events
Podcasts are also growing in popularity as they provide users the opportunity to stay current on topics they care about virtually anywhere (even behind the wheel of a car or during a jog).
Online software allows just about anyone to record and edit video productions, making it a realistic social media strategy for nearly any budget.
The first step to improving your social media marketing performance in 2019 is to take stock of what’s working and what’s not. If you find that you need help to maintain the engaging presence your users expect, call in the pros. Contact SonicSEO.com for a social media marketing consultation.