As a marketing guru, you have experience spending money to advertise on social media channels. In fact, eMarketer estimates that marketing teams spent around $33 billion in 2016 on social media ads. Advertising on social media networks has become one of the most common practices in a modern marketing strategy. Yet, according to a study by the Incyte Group, the return on investment from social media ad spending “has been dismal”. (Incyte Group Whitepaper) In order to make sure you are getting your money’s worth, here is a three-step strategy you can employ to make sure you are getting the maximum return on your social media investment.
Step 1 – Create a Private Branded Community
The first step to boost the impact of your social media investment is to launch your own branded community that links to your primary social network channels. Ideally, your community will have a social publishing tool or some other form of integration to social media. The reason this is important is because the majority of your audience is already on social media and you want to use social media as the top of the funnel back into your community. Creating a branded customer community is not an either/or decision, you should use both as complements to each other!
Based on research of consumer’s preferences for these types of communities, you should also look for content targeting capabilities in your community. This is important so that you can deliver the most relevant content to users in a timely manner.
Step 2 – Use Branded Communities to Make Your Website or App More Social
As the Incyte Group study showed, websites still matter. In fact, 89.3% of the consumers they polled stated that a brand’s website is the primary destination they go to for purchasing decisions. Think about the last time you found out about an awesome new product. Where did you search for it? Did you pull up that brand’s Facebook page or did you go to the brand’s website to learn more? Adding a community to your website or mobile app helps increase the time spent on your site by providing a familiar social network experience to complement important product information.
Consumers don’t want brand relationships to be a part of their open social networks; instead they want company Websites to be more like their experiences with open social networks – https://www.slideshare.net/cywong_/incyte-group-whitepaper
When evaluating branded community providers, it is important to find a solution that can easily integrate with your existing site and/or mobile app. This will increase accessibility to your community and create a seamless customer experience as consumers shuffle between your community and your website.
Step 3 – Leverage Your Community to Create Brand Advocates
We all know that a referral from a friend goes further in influencing your decisions than any ad campaign could.
As consumers are constantly looking for recommendations from friends and family on their purchasing decisions, it is critical to employ a branded community to cultivate your own brand ambassadors.