Customers are the lifeblood of every business. After brainstorming a killer marketing strategy, the next step is to put it into action by spending time where your potential customers are.
Taking time to interact with your target market strategically is a great way to foster credibility, trust and customer loyalty. According to a study by HubSpot, 93% of customers who have a positive interaction with a company that offers excellent customer service are more likely to return and spend more money with that company.
But, where do you find these potential customers? And how can you make the most of your interactions with them? Execute the following plays to improve your monthly website traffic and leads generated.
Prioritise Your Social Channels
Social media should be your number one priority when it comes to interaction. With over 4.62 billion active social media users worldwide, it's one of the most effective platforms for reaching your target market.
Platforms like Facebook, LinkedIn and Twitter provide ample opportunities to engage potential customers through content sharing, comments and private messages.
Develop a social media strategy by selecting which channels to prioritise in your plan based on past performance, market fit, customer fit, and potential returns. For example, LinkedIn is an excellent platform for business-to-business (B2B) companies because it offers opportunities to interact with other professionals in your industry.
If you're a B2C company, focus on platforms like Facebook and Instagram, where users are more engaged and likely to be making purchasing decisions. After rolling out your social media strategy, ensure to actively monitor your channels, track social media metrics and conduct an audit to overview your social media marketing performance.
HubSpot offers a suite of tools to help you with these tasks, including traffic analytics, social media tools, and contact create attribution. With a well-defined strategy and reporting tools in place, you'll be on your way to success.
Develop a Social Content Strategy
Your social media presence is only as strong as the content you share. Posting relevant, valuable and engaging content is essential to interacting with potential customers on social media. But, what type of content should you be sharing?
To build a content strategy, analyse how different content types and campaigns resonated with your audience in the past, consider your buyer persona's needs and interests, and see what competitors are doing. Based on this research, develop a content mix that includes blog posts, infographics, images, videos and social media updates.
The social media platform you're using will also play a role in what type of content you share. For example, LinkedIn is a great platform for sharing long-form blog posts, whereas Twitter is better for shorter updates and announcements.
Be sure to schedule your content ahead of time to develop consistency and experiment with different content types to see what resonates best with your audience. Once your content strategy is up and running, ensure you track the performance of your content using HubSpot's campaign reporting, contact create attribution and social media tools.
This will help you identify which types of content are most successful and adjust your strategy accordingly. Remember, content is the backbone of your social media strategy, so invest the time in creating high-quality content to engage your audience, build trust and loyalty, and increase conversions.
Build Out a Content Calendar
Once you have selected your channels and the content you want to post on each, build out a social media content calendar that you can use to plan content for the upcoming weeks and months. A content calendar will help you stay organised, keep track of your content goals, and ensure a consistent flow of content.
Without a content calendar, it's easy to get caught up in the day-to-day and lose sight of your long-term content goals. This results in haphazardly sharing poorly thought-out and irrelevant to your audience. Worse, you may even forget to post on social media altogether.
To build a content calendar, start by sketching out what you plan to post on each social media channel for the upcoming week or month. Once you have an idea of what you want to post, fill in the details for each piece of content, including the title, description, target keywords, publish date and time, and any other relevant information.
You can also use a content calendar to track the performance of your past content. HubSpot's social media tools and reporting features make it easy to track social media metrics and get insights into your content strategy. With this information, you can optimize your content calendar to ensure your content resonates with your audience and achieves your desired results.
Organise Content in Campaigns
Strategic content marketing requires organisation and structure. This is especially true if you want to track the success of your content and measure its impact on your business. Organise social content in campaigns to help you develop assets tailored to each channel that are related but not identical and be able to tie every post back to a larger goal.
When creating a social media campaign, think about the goal you want to achieve and how each piece of content will help you reach that goal. For example, if you're running a campaign to increase brand awareness, you may create a series of blog posts, images, and videos related to each other. However, each post should still be able to stand on its own and provide value to the reader.
Additionally, you'll want to create a landing page for your campaign and include a call-to-action (CTA) to encourage readers to take further action, such as subscribing to your email list or downloading a white paper.
With HubSpot's campaigns and campaign reporting tools, you can easily integrate your social media content and track the performance of your campaigns to ensure they are achieving your desired results.
Engage in Social Selling
Social selling is the rage right now, with 78% of social sellers reporting more sales than their counterparts that do not use social media for sales. And, it makes sense why – by engaging with your audience 1:1 on social media, you can build relationships with potential customers, foster engagement, qualify leads, and drive more sales.
Optimize your social profiles, join relevant groups and forums, share relevant content, research buyers and engage in meaningful conversations. Understand how each platform works and how to use it for social selling.
Social selling is most effective on LinkedIn, but you can also find potential customers on Twitter, Facebook, and other social media sites. The key is to be where your potential customers are and engage with them naturally and authentically, providing value and solving their problems.
When social selling, always keep in mind the buyer's journey. What stage of the buyer's journey are they in? What are their needs and challenges? How can you help them? With a comprehensive understanding of your buyer, you can tailor your social selling strategy to fit their needs and increase the likelihood of making a sale.
HubSpot's Messenger, LinkedIn Sales Navigator and Target accounts home integrations make it easy to connect with prospects and customers on social media and quickly turn them into leads, deals and repeat customers.
Key Takeaway
Customers are an invaluable part of any business. By understanding where they are, what they want, and how you can help them, you can create a marketing strategy to engage them and convert them into customers.
Partnering with a reputable, experienced, and full-service digital marketing agency for effective and efficient social media marketing is the best way to go. With the help of experts, you can focus on your business while they take care of driving results.
DigiKat is a full-service digital marketing agency that can help you achieve your social media marketing goals. We have the experience and expertise to help you create a growth-driven marketing strategy, execute it, and deliver results.
Being a HubSpot partner agency, we use the latest tools and technologies to get the job done quickly and efficiently. Get in touch today to learn more about how we can help you grow your business.
