Using social to measure content strategy success
Social media use has grown by more than 20% year on year, and it’s no secret that it has a true capability of engaging with consumers and influencers, and driving sales.
In 2016, almost half a billion people signed up to a new social media account. That is a lot of opportunities for marketers looking to engage, and a lot of pressure to drive results.
Marketers are increasingly being asked not only to justify their spend, but also prove their worth and deliver results to the board. With expectations that social media spending will nearly double in the next five years, only 11.5% of marketers can currently prove the quantitative impact of social media.
A mention of your brand by the likes of vlogger Zoella, and your product is likely to sell out – but do you have the measurement tools to demonstrate it?
With social platforms constantly adapting and evolving customer demands, maintaining an effective social strategy across channels is a challenge for marketers – particularly those with time constraints and a budget that’s being stretched further and further.
social isn’t a place to plug sales
It’s about much more than a mention from a YouTube celebrity; content should add value. Social isn’t a place to plug sales – for the average person scrolling through timelines for a total of five years and four months of their lives, seeing a repeated post about a half price sale isn’t going to cut it. The ruthless ‘unfollow’ thumb takes no prisoners.
Seventy per cent of marketers still lack a consistent, integrated content strategy and struggle to deliver high-quality content. Even accessing and editing content materials isn’t always as simple as it should be, let alone gaining insights on which audiences it should be pushed out to. On top of that, marketers are finding it difficult to prove social ROI – especially without the relevant measurement tools.
By setting out objectives, timely goals and choosing the metrics to measure the impact of your content, marketers can create a solid strategy to help them identify the many other ways their investment in social is paying off. The best place to start is by developing your strategy tailored to your business needs.
Whether it’s to build an authentic audience, gain traffic to your website or seek potential customers, knowing what you want to achieve and starting with a goal in mind is essential to documenting your growth.
Building your strategy is easier when using a social marketing tool, especially when it comes to implementing it into your current marketing plan. So what should the plan look like?
Creating a visual content calendar is a great way to map out your approach. It’s a shareable resource that you can use to plan all content marketing activity across the year, and means all relevant parties can see where and when content will be distributed.
This can be planned around important dates throughout the year, and having input from others means you can get buy-in from different parts of the business. As soon as people see what messages can be pushed out to their target audiences, you may see more resource coming your way.
Researching the kind of content that resonates with target audiences is the best place to start. Eighty per cent of all consumer internet traffic will be video by 2020, Cisco estimates, so when producing visual content, think about the spider’s web of connectivity. If you publish high-quality visual content, followers will more likely to organically share it to their followers. Those followers then share it with their followers and… you get the idea.
it’s better to specialise than to be a jack-of-all-trades
It’s better to specialise than to be a jack-of-all-trades. A highly-focused social content marketing strategy intended to build a strong brand has a better chance of success than a broader plan that tries to please everyone. People want to be part of a specific community, so you can afford to keep things a little niche
In six months’ time, you’ll want to look back to see how far you’ve come. And it’s not just for nostalgic reasons; you’ll want to prove all that work has paid off, and hopefully secure more budget.
Take a snapshot of where you started, and document your progress in numbers throughout your campaign through monthly reports. Invest in tools that help you track the campaign against your business metrics to prove ROI.
Ultimately, your social channels are there to give the brand a competitive edge. By simplifying the content process, gaining insight and using data to inform the next best action, you’ll increase the chances of finding that holy grail of marketing: brand loyalty.