VOL 19 | ISSUE 06 | JUNE 19

J U N E 2 0 1 9

Fundamentals of social media marketingInstagram Marketing Facebook Marketing LinkedIn Marketing Twitter MarketingQuora Marketing

W H A T ’ S I N S I D E . . .

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CreditsAdvisor: Sachin SadareEditor: Ravina Bamane

Creative & Design: Surendra Chavan

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Fundamentals of social media marketing

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Social media has fundamentally changed the marketing landscape. Companies, Large & small non-profits organizations are using social media marketing to engage with prospects, customers, vendors, employees and fans. Social media advertising is one of the most powerful ways to connect with customers and drive marketing impact. Every business is unique, so a successful social media marketing campaign for one business may not be successful for another. In addi-tion, the mindset of your target audience will vary for each platform, so a good post idea for one platform may not be a good idea for another. There is no single campaign, or campaign strategy that works for all businesses. In fact, you may have different strategies for different campaigns! But if you break your strategy down into fundamentals, you can simplify things and guide your business to success. 1. Your brand’s value proposition: The first step in building a successful social media marketing strategy is defining the value your brand brings to your social media audiences. Why? Because if you can’t define the value, you certainly won’t be able to show any value. 2. Your Objectives: Simply put, there can be no strategy if there’s no end goal. Your objectives are the foundation of your strategy, guiding every decision and tactic that comes next. Use the goals outlined in your overall digital marketing strategy as a starting point. This will allow you create social-specific goals that help contribute to the larger marketing mission. 3. Your defined audience: The success of your social media marketing efforts hinges on your ability to empathize and connect with your target audience. As a result, you need to understand their motivations, pain points, and content interests and needs. Dig into website and social platform analytics, and talk with sales team to uncover key customer insights and characteris-tics. Then use what you find to develop a customer persona—which is a general representation of who your target customer/follower is. 4. Your channel mix: Each social media platform offers a little something unique. As a result, many marketers may be tempted to design strategy that includes a presence on every platform. But—as with most things in the digital marketing world—quality over quantity is definitely a good rule of thumb. find out what channels are driv-ing the most website traffic and on-page engagement. 5. Your content mix: In today’s social media landscape, simply sharing links to your company website or blog with a bit of text will not drive your objectives. Your followers want and expect more from you. creation of a content plan that includes the appropriate mix of images, videos, links and discus-sion starters tailored to each platform. 6. Your Posting and Engagement schedule: Maintaining a consistent presence on your social channels is vital to the success of your marketing efforts. If you disappear for long periods of time, it’s easy for your audience to forget about you—and can prove more difficult to build engagement back up. Similarly, over-post-ing can be an annoyance, and cause your audience to turn away. So, your ultimate goal is to be a regular fixture in news feeds, but not overwhelm your audience. 7. Your method of measurement and data analysis: Measurement and data analysis are vital to any strategic initiative, providing you with the insights you need to continually refine your approach and ultimately prove ROI. Outline the specific analytics tools and metrics you’ll use to gauge success—both on (native engagement) and off (your website) social platforms. 8. Authenticity: If you want to achieve social media success, the importance of authenticity cannot be overstated. The beauty of social media is that you have the opportuni-ty to show your audience who you are, not just what you sell. Now that we know all the fundamentals on which social media marketing might work for your business; let’s see how these fundamentals are applicable to every social media.

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Instagram Marketing

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When Instagram first popped onto the scene back in 2010, it was just like any other social platform: filled with selfies, pets, and pictures of food. Fast-forward to 2019 and Instagram’s transformation from a simple photo sharing app to a full-on marketing channel is nearly complete. Just look at some of the platform’s newest features! In the last year alone, Instagram has released dozens of new tool for businesses, including advanced analytics, shoppable Instagram posts, and new ways to drive traffic from Instagram Stories, and the new standalone video platform, IGTV. Whether you work in ecommerce, education, or media and publishing, it pays to build a presence on Instagram. But if you really want to get ahead, you need to know the platform (and your audience) inside and out, including what kind of content resonates most, how to build an Instagram Stories strategy, and how to track your metrics and KPIs. We all know how great Insta-gram is for sharing photos and videos with our friends and family, but it’s also an incredible channel for ecommerce marketing. But why? Well, an obvious reason is Instagram’s format. Because of this visual nature, Instagram holds mas-sive opportunities for ecommerce businesses looking to showcase their products. Whether through regular photos, videos, or Instagram Stories, millions of businesses have learned that building a visual presence on Instagram can hugely compliment their ecommerce marketing. There’s this fact that Instaram users are the most active users than any other social media users. This is the reason why instagram is producing higher engagement rates for busiess profiles than any other social media like facebook or twitter. Another fact about instagram users that we need to take into consid-eration is that these users are mostly online shoppers. According to a recent study, 72% of Instagram users report making a purchase decision after seeing something on Instagram, with the most popular categories being clothing, makeup, shoes, and jewelry. There are some tips that every business who think instagram is their main source of engagement should use. 1. Understand your target audience. This is critical no matter what marketing you produce. You might create the most beautiful Instagram content in the world, but if it doesn’t appeal to your target buyer, what’s the point? 2. Use relevant hashtags. Hashtags help you “organize and categorize images and video content” to find content more easily. They’re a simple way to tag your content to make it easier to find for others. 3. Create beautiful visuals. Posting great content is always vital for social media marketing. It’s what makes them engage with your brand, and keeps them coming back for more. 4. Work with influencers. Influencers are industry VIPs, and their word goes a long way with buyers. Whether you’re trying to build your Instagram presence or make sales, their endorsement is just what you need. 5. Instagram analytics matters the most. Diving into your Instagram analytics is more than just finding out which photo, video, or story performed best. By defining and tracking key metrics over time, you’ll be able to develop a robust content strategy for your Instagram account that’s guaranteed to get you better results. It’s also important to look both at how individual posts and different content types perform against each other. As Instagram continues to grow and evolve as a marketing platform, it’s more important than ever for businesses to build effective Instagram marketing strategies. And that means having a thorough understanding of the Instagram marketing landscape to see what can work for them.

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Facebook Marketing

How Facebook Marketing is changing in 2019? A successful Facebook marketing strategy requires constant monitoring of the latest trends to ensure that you’re following Facebook’s best practices. Let’s see whats working for facebook Marketers in 2019. 1. Link posts are still the most popular. Study shows that 59.4% of the post are link posts and 29.1% are photos These numbers don’t necessarily mean that link posts are more effective than the other content types, but they also make an easy option when you want to share an interesting article or a quick update about your Page. Since status posts are not preferred anymore, link posts make the second easiest way to publish new content. On the contrary, videos usually need more time to upload and they require more careful planning in your Facebook strategy. but if you have time and want to create more enegagement on facebook then you should go for Videos. Because link posts might be the most popular choice because its easy but video marketing still tops the chart i.e video marketing can give you the highest number of interac-tions/engagement. Videos tend to have 65% more interactions than images. Images tend to have 105% more interactio than status updates. Status updates have 50% less interactions than images. Link posts have 72% less interactions than videos. Now that you know the stats its upto you what you want to post on facebook to create more enegegment. A good way to follow these interactions rates in your Page is to focus on the quality rather than the quantity. What if you share one video every week instead of three link posts? It should be a good experiment for your engagement rate and the impact it has on your Page’s performance. The most basic question when it comes to facebook posting is that “Caption length?” should we write long or short captions in our posts. 40.4% of the marketers use 51-150 characters in their posts. 25.3% of them use 151-300 characters. 13.5% of them pick captions of up to 50 characters. Only 12.5% of them create captions longer than 300 characters. So, the main reason behind telling all this is that we don’t necessarily need to create longer captions if the accompanying content is appealing on its own. For example, if you’re sharing an engaging image or video, you won’t need a large caption to convince your followers to pay attention to it. On the contrary, a link post may need a further explanation of the reasons that you’re sharing this link to your Page. It’s useful to experiment with different post lengths in your Page so that you understand what your followers want to see from you. We are not kidding but Sometimes even an emoji as a caption with your facebook posts can be enough if the post is really very engaging to audience!

Now people asks when is the right time or a day to publish posts on facebook? because this decision also makes a lot of difference to your engagement. An easy way to answer this question is to look at your Page’s insights and the most engaging days for your followers. However, it’s still useful to look at other Pages and the days that they prefer to share their own content. Today it is more import-ant than ever to remember the fact that Social Media popularity doesn’t always equal to profit. As always, you should have clear goals, defined KPI’s, and a path to profits (i.e., a sales funnel) to guide your Facebook strategy. Ask yourself the following questions: 1. What is our brand’s purpose on Face-book? 2. Which key performance indicators will we use to track success? 3. How will we track ROI for Facebook? Apart from this always remember to Test and Learn before spending money on Face-book ads. you could test out your Facebook adver-tising through a tweet or a blog post. If that works, you could make a picture that goes more in depth. If that gets traction, you could make a short video clip. If that works, expand that into something bigger. All these findings are really useful when we want to understand the changing marketing habits on Facebook. Don’t be afraid to try out different content types or posting times to improve your engagement rate. If you know what you want to achieve from your audience and if you are really clear it, then plan your strategy accordingly, then 2019 may be your best year yet on Facebook.

with 600+ million active users, LinkedIn is all about Finding connections and building network. On LinkedIn it’s not only about who you know on the platform but who your connec-tions know also plays really important role for individual to increase credibility. That’s the real power of LinkedIn for business: the ability to tap into existing connections and grow your brand through word-of-mouth. It’s also the top-rat-ed social network for lead generation. If your LinkedIn mar-keting strategy is limited to a personal profile—especially one with an out-of-date, bare-bones resume—it’s time to up your game. You need a detailed Company Page if you want to grow your audience and drive business results. In fact, according to insights provided from LinkedIn, completed Company Pages generally receive twice as many visitors than those with incomplete pages. And organizations that post at least monthly generally gain followers six times faster than those that don’t. LinkedIn is not a job finding platform anymore but this platform is becoming the best place to drive business results, raise brand awareness, promote career opportuni-ties, and educate potential customers on your products and services. Rich content and compelling status updates can help to establish your brand as a leader in your industry. Setting up a company page is simple—but don’t let that lull you into slapping something together without a LinkedIn for business strategy to maximize your page’s benefits. Rather than simply racking up followers and connections, think about how you can use LinkedIn marketing tools to uncover new opportunities to grow. LinkedIn can support businesses in many ways so before starting with this platform you need to make a clear decision on why you are using linkedIn? Are you trying to build a network for social selling? Establish yourself as a thought leader? Recruit top talent in your field? Knowing who you’re trying to target is key to crafting the right message. If you’re using LinkedIn for recruiting, be sure to consider employees’ and candidates’ needs as well. When you start with your LinedIn page just remember that employ-ees are your biggest asset when it comes to building network on LinkedIn platform. and by adding them as followers you also tap into each of their networks, expanding your reach

termendously. Encourage employees to add their position at your company to their LinkedIn profiles. Your Company Page will then be linked from their profiles, and their profiles will in turn appear on your Company Page. The best way to grow your audience and keep your followers is to provide them with value by posting articles or company updates on a regular basis: LinkedIn recommends at least once per weekday. In addition to appearing on your Company Page, your posts appear in each of your followers’ news feeds. Being an active participant in a LinkedIn Group can help you and your busi-ness network with other professionals and businesses in your field, especially those outside of your immediate circle of current and present colleagues, classmates, and employers. Participating in a Group discussion will also attract views to your Company Page. LinkedIn’s research shows that posts tend to get the most engagement in the morning, followed by posts published after business hours. Fortunately, LinkedIn offers detailed analytics to help you learn what kind of content your followers are most likely to engage with, understand your follower demographics, and track traffic and activity on your company page. Tracking who is visiting your Company Page—and how they interact with your content once they get there—will allow you to tweak your LinkedIn for business strategy based on real data, maximizing the effectiveness of this important business social network. Above all, remember that LinkedIn is a professional network that allows you to build credibility, create a meaningful network, and glean insider expertise from established experts in your industry. It’s a valuable tool in your social marketing arsenal, so make sure you’re using every opportunity it provides.

LinkedIn Marketing

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Twitter Marketing

Twitter has always been an extremely valuable marketing tool for all types of businesses and brands. It is a highly-efficient marketing tool in itself when exercised appropriately. Quite different from how other social media channels work for your marketing strategies, working with Twitter in terms of your brand’s marketing means that you get a hold of the trends in real time as your feed gets constantly updated. Twitter has managed to establish itself as an authoritative and authenticat-ed brand marketing platform. As Twitter Content Marketing continues to grow and get more complex with each passing day, having a unique approach to your Twitter marketing strategy in 2019 will help you shape the way you market your content and the way your audience intends to consume it. There is this famous term in the world of digital marketing which is “Content Calender”. So, basically content calender has all the details about what content your business should produce in given time. In a similar manner, having a tweet bank prepared well in advance will help you stay organized, clear, and consistent on the content that you will be posting for your audience. Deciding upon the frequency of your tweet timing can help you reach and engage more followers. Having a prepared tweet frequency schedule can help you in more ways than you can imagine. Firstly, it increases your productivity as you don’t have to stop whatever you are doing at the moment you have scheduled to push out the tweet. Secondly, the quality and consistency of your tweets is maintained. You can use a scheduling tool like Buffer or Hootsuite to directly schedule your Twitter content. A recent study shows that over 62% of millennials want the brands they interact with to be personable and start a conversation with them. Using a person-al touch to gain loyalty is not a new marketing tactic.While you are interacting with your Twitter audience, you can effec-tively use personalized replies to create a connection with your users. You need to send out a semantic message that you value their feedback and that each user is valuable. This makes your followers feel like they’re a part of the conversation. Brands like Wendy’s and Netflix are showing other brands how having a humorous corporate Twitter account can not only make you capable of entertaining your audience but also it can make you unconventionally popular. We guess that is what we use marketing for. So, introducing a tinge of humor into your tweets is not a bad idea! If you are really keen on making your Twitter marketing work, you must integrate video marketing into your existing Twitter marketing strategy. This is so because tweets with video attract 10X as much engagement. Tapping this dimension will help you make your Twitter mar-keting way more vocal. Since 93% of Twitter videos are viewed on mobile, you need to take care of the mobile optimization

of your videos if you are already into video marketing of your Twitter content. Promoted tweets with video content are also doing really well these days. Monitoring & measuring your twitter metrics will remain relevant in 2019 & beyond. Measuring the ROI on your Twitter marketing efforts and tools is very crucial so that you can be sure that you are not beating around the bush. Learning how to track the right twitter metrics will help you with insight-ful decisions about your future marketing cam-paigns. Metrics like: Tweet performance, Reach and Mentions on Twitter, Twitter Engagement and Ctegory of Engagement, Followers Growth, Twitter Interactions are very important to measure the success of twitter marketing. Tools like Twitter Analytics, Klear, Quintly, Mentionmapp, Sprout Social, and various social media tools and resources can immensely help you track the above metrics to ensure absolute Twitter marketing success. Starting up a Twitter page for your company is easy. Anyone can come up with a Twitter handle, upload their profile photo, fill out their bio and send out their first Tweet. What’s not so simple, however, is growing your Twitter account and turning it into an actual tool that generates leads and builds up your brand on twitter to complete with others.

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Quora Marketing

Should you be using Quora for marketing? In 2019, Quora turned 10 years old. However, you might have missed that it can also be a power-ful platform for reaching your brand’s audi-ence. More than 300 million monthly users are scouring Quora at any given time and now marketers have a variety of ways to reach them. If you’re looking to develop your thought leadership presence, confirm your authority in your niche or simply spread brand awareness, Quora is the way to go. How-ever, just like any social marketing campaign, you’re going to need a strategy. Quora is an information-focused site where people ask and answer questions. The queries range from “Who would win in a fight between DC & Marvel?” to “How to market on social media?” With around 400,000 topics on Quora right now, you’re sure to find something worth talking about. Similar to Reddit, Quora relies on a credit-based upvoting system. The more people that upvote your answer, the more exposure it gets. A question and answer site might not seem like the most exciting addition to your social media marketing strategy. How-ever, Quora is excellent at generating organic awareness, improving your reputation and even helping you to learn more about your audience. Social media Marketing on quora is

powerful. The platform doesn’t just give you another way to reach your audience. It also provides a roadmap into what they’re looking for from your business. Why spend money on expensive consumer surveys when you’ll find out what your customers are asking for on Quora? Questions and answers are an excellent insight into your customers, how they think and what they need. What’s more, if you’re struggling with writer’s block and you need to update your blog, your Quora marketing strategy will help. For example if countless people on instagram are talking about how to increase followers on instagram? then you know that its worth writing about. You can even follow topics on Quora to see what your competitors are doing. Getting ahead of them and actively catering to the problems your customers have ensures that you remain relevant. Once you’ve found questions that are relevant to your business, make sure that your answers stand out. One or two sentences on “How to use Pinterest” won’t impress anyone. However, an insightful response with links to relevant content on your blog, case studies and statistics demonstrates your thought leadership. Remember, show your passion for the topic and don’t be afraid to let your brand’s unique tone of voice shine through. If you’re trying to appeal to a younger audience, you might even try Quora’s version of emojis. One of the easiest ways to construct a fantas-tic answer is to pull snippets from the content you’ve already created. Grab a crucial quote from a recent article and expand on it, complete with a link back to your site. Quora isn’t just a search engine; it’s a social media platform. That means you need to be “social” with it. Like most social channels, Quora allows users to communicate directly with other people. For brands, this is a great way to enrich your relationships with customers. On Quora, you might even find that people are asking questions about your specific product or company. Who better to answer those queries than a leading employee of your business? Quora is an excellent way to address any concerns or queries your customers have too. According to the reports 55% of people call brands out to get a response or resolution. Find people talking about your company and respond to them in a meaningful way. The more value you give, the more likely it is that you can turn unhappy clients into advocates. Learning how to use Quora for marketing is a fantastic supplement to any promotional strategy. The most important one to remember is that you need to deliver value. Present yourself as a helpful, knowledge-able resource and your customers will flock to you in search of answers. So, if you never thought of Quora as a potential marketing platform then start using it now so that you can clear the doubts or any queries of your target audience.

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