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Incorporating social media to drive engagement
Evolving Media CHRONICLES
By Jeff Poissant
Are you considering adopting an impactful marketing strategy incorporating social media to drive engagement and growth for your business or organization? Here are a few steps to consider to improve your odds of success.
First and foremost, set and identify specific goals. These include building brand awareness, generating leads, increasing website traffic, or improving customer engagement. Once you have established your goals, consider setting metrics for each social media channel you plan to use.
Audience reach refers to the number of people exposed to a particular message or content through a specific medium or channel. In marketing and advertising, audience reach is an essential metric for measuring the effectiveness of a campaign as it determines the potential size of the audience with a targeted message. You can measure audience reach using various methods, including website traffic, social media engagement, email opens and clicks, or TV and radio ratings.
The number of impressions refers to the number of times a prospective viewer or client sees an ad, a message, a landing page, or a social media post. It measures how often a particular content has been seen or displayed to an audience. On the other hand, viewer conversation rates refer to the percentage of viewers who engage with the content in some way, such as through a comment, like, or share. It is a measure of the effectiveness of the content in eliciting a response from the audience.
Audience growth rate measures the rate at which an audience grows over a specific period, calculated as a percentage increase in followers and subscribers or as a percentage decrease in the number of unfollows or unsubscribes. The audience growth rate is an essential metric for businesses and content creators who want to track the performance of their social media channels or websites. A high audience growth rate indicates that the content resonates with the audience and attracts new followers or subscribers. In contrast, a low audience growth rate may indicate a need to adjust the content strategy.
Videos can play an influential role in a company’s marketing mix. It offers a dynamic and engaging way to communicate with an audience by creating a wide variety of content, from product demos and explainer videos to brand storytelling and customer testimonials. Videos are also highly shareable, making them a great way to increase brand exposure and reach new audiences through social media and other online channels. Studies have shown that including videos in your marketing can lead to higher engagement rates, increased website traffic, and improved conversion rates. If you want to take your marketing efforts to the next level, incorporating videos into your strategy is worth considering. Let’s talk!
Completion rate refers to the percentage of tasks, projects, or activities successfully finished or accomplished within a given period. It is commonly used in project management, business performance analysis, and other fields to measure the effectiveness and efficiency of a team or individual in achieving their goals. A high completion rate indicates that a team or individual can deliver their work on time and within the set parameters. In contrast, a low completion rate may suggest productivity, time management, or resource allocation issues.
These matrices help track one’s progress and measure the effectiveness of your strategy over time.
To create content that resonates with your target audience, you should conduct thorough research to understand their preferences, interests, and pain points. Think surveys and focus groups, analyze conversations and trends related to your brand and industry or monitor your competitors’ social media activities. By understanding your audience, you can create engaging, relevant, and valuable content for them, which will help build trust and loyalty over time.
In addition to researching your audience, you should also study your competition to identify opportunities for differentiation and innovation. By analyzing your competitors’ social media strategies and identifying gaps in their content or engagement, you can create a unique value proposition for your brand that sets you apart from the crowd. Experiment with new content formats or channels, leveraging partnerships, or developing a distinctive brand voice and personality.
Once you have developed a clear understanding of your audience and competition, you can choose the social media platforms that are most relevant to your business—for example, LinkedIn is an invaluable B2B tool for businesses, Instagram for visual brands, YouTube to engage in a conversation, think Podcast, or TikTok for younger audiences. Creating a consistent and authentic brand voice that resonates with your audience across all channels is essential when developing your content strategy. Consider using a content calendar and scheduling tools to streamline your workflow and ensure your content is published consistently and at the optimal times for your audience.
Finally, use SEO to generate regular reports, adjusting your social media strategy based on the insights gathered. Track your metrics, analyze your engagement rates, and adjust your plan to identify the content that resonates with your preferred audience. Experiment, consider new formats or topics, tweak or modify your posting schedule, and invest in paid social media advertising to reach a broader market.
Adopting these best practices will help you create a strategy that drives growth and engagement for your business, builds brand awareness, and connects with your target audience on a deeper level.
Evolving Media Chronicles is our magazine celebrating a quarter of a century of working with entrepreneurs, businesses, governments, and organizations of all sizes to promote products and services to an international clientele. Here, we offer a historical glimpse of completed assignments, highlighting elements of what was involved. We further use this forum to discuss business issues, offer opinions, and provide food for thought.
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Articles written by Jeff Poissant, RGD
Senior Creative Director And Media Specialist
Evolving Media & Design Inc.
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