Social Media Marketing Tips for 2019

By on January 22, 2019

The landscape of social media marketing continues to evolve. What may have been considered an effective practice in the last two years could become antiquated in the course of 2019.

So as the new year rolls around, you need to ask yourself: How do you increase your social ROI with minimal upfront costs? Should you invest in new activities? What strategies should you focus on? Here is what you need to help you create a solid strategy to boost your social ROI in 2019.

The 2018 Social Landscape

In 2018, almost 90% of marketers experienced increased exposure for their brands, thanks to effective social media marketing efforts. As well, at least 75% claim they increased traffic to their websites. Their successes depended on which channels were utilized, the tone of their branding, and how engaging their content was.

It was also found that at least 48% of Americans interacted with brands, institutions, or companies on at least one social media platform. If you follow the golden rules for social media marketers and bloggers, then you know that you can lose followers quickly if they don’t like your posts. Over half of the U.S. internet users (51%) said they tend to unfollow brands if they see irritating posts. That’s already a daunting figure in itself, but at least 27% would take it a step further and block them.

While Facebook had its share of ups and and very public downs in the past year, it remains to be one of the most effective tools for social media marketing. At least 79% of Americans still use the platform, with 60% using it to watch viral videos. This means Facebook is still a viable channel for your retargeting efforts, particularly for custom audiences.

As the year concluded, it is clear that there are still many things you can do to improve your strategy. Are you ready to change things up?

How to Create a Solid Social Media Marketing Strategy

Determine Your End Point

The first thing you should do is to determine what you want to achieve in 2019. Your social media marketing goals will guide all your strategies and efforts. This is why every strategy begins with identifying your goals and objectives. When crafting your goals, make sure that they are SMART. This stands for Specific, Measurable, Achievable, Relevant, and Time-based. By sticking to this guideline, you would be able to have a clearer picture of how you will get to your desired goal.

For example, if your goal is to increase social referrals in 2019, one objective could be to increase post engagement by 30% in the first quarter of the year.

Embrace the Art of Segmenting Your Social Audiences

A common mistake brands make is not taking the time to segment their audiences. And while it may not seem apparent on the surface, this causes them to lose valuable business.

Think about it this way: your audiences are comprised of different groups. There are those who already know your brand and have purchased from you before, while there are those who are just getting to know your brand. Your messaging should be different for existing customers, and those in the early awareness stage. Different groups require tailored, personalized messaging.

For example, social media marketing for franchises can be tricky since customers may already know the brand, but they don’t know your specific store. Social audiences should be segmented into those accordingly.

Know Your Enemy (Or Competitors)

Understanding the competitive landscape means coming short of spying on your competitors. Evaluate their social tactics and see how you can modify it to complement your campaign. See which posts their audience responds to, how frequently they post, and which platforms they’re most successful in. Take the best out of what they are doing and make it your own by customizing it to fit your brand.

Encourage UGC

User-generated content is a powerful social media marketing tool to boost engagement.You can start by simply sharing content from a follower, tagging them, and giving a small token. You can also run a contest rewarding the best photos/videos with a particular hashtag.

Coke’s “Share a Coke” campaign, for example, generated 500,000 photos with the hashtag

“ShareaCoke within the first year. It also led to an additional 25 million followers. 

 Image Source: sixonclothing Instagram

Seize Video’s Power

Video continues to be the king of content. Majority of users spend a significant amount of time scrolling on their Instagram feeds to watch a series of videos from influencers, celebrities, and brands. And with a massive 1 billion monthly active users, IG Stories remains a space crucial to all brands.

But video doesn’t only reign on Instagram Stories, which makes it important to integrate your video content across all platforms.

Tap the Right Influencers

The increasing diversity in influencer marketing means that brands have to put ample thought on which ones to partner with. Additionally, an influencer’s number of followers is not always indicative that they are right for you.

To determine which influencers are, analyze the content they produce, and evaluate how their followers engage with it. See if the influencer’s voice and personality match your own branding. Influencer marketing will continue to be a thriving industry in the foreseeable future, making it even more important to build relationships with the right ones for your brand.

Go Hybrid with Paid and Organic Content

In 2019, the ideal social media marketing strategy is one that uses a hybrid of organic and paid content. Organic content’s reach may not be as strong as it used to be, but you can still maximize it by cross-posting, hosting Live sessions, and running contests. Complementing these with paid content would afford you targeted reach – a vital element in a highly-competitive social landscape.

Crunch Numbers and Improve Your Strategy

Finally, you have to routinely check your metrics to make sure you are going up and to the right of the graph. If you see that something is not performing well, then either tweak a particular tactic or campaign or bin it altogether. By keeping a close eye on your numbers, you would be able to adjust your strategy to align with your goals.

While social marketing is constantly changing, it is still possible to get the most out of it by following the tips above. Did we miss anything on this list? Let us know in the comments below!

About Aaron Chichioco

Aaron Chichioco is a digital PR/business columnist. He has vast experience in overseeing daily operations of several online businesses since 2011. He is currently employed with grit.ph. You can follow him on Twitter.
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