The following is a guest post by Jann Chambers of UK Web Host Review.
The start of the year is always an opportune time for reflecting on current marketing strategies and making the necessary changes to stay relevant and effective. Over the last decade, social media marketing has rocketed and people are continually trying new platforms, new content ideas and new approaches to generate leads and increase followers.
2018 will bring a large number of new opportunities, particularly for those who are looking to invest time and effort into this channel. With so many new platforms and trends emerging, it can be very difficult to keep up to date with the most effective strategies and practices. If you are looking for some help in this area, then don’t worry because you have arrived at the right place.
We have rounded up 7 effective social media best practices for 2018 to give you a helping hand:
1. Use video content
Video content is the dominant marketing channel right now and don’t expect that to change in 2018. Whether you are using Facebook, Twitter or any other social media platform, look at ways that you can use video content as this will attract more interest and is more likely to be shared. Videos offer a more succinct way to deliver information and people have greater attachment with video, where they can connect with people’s emotions. 43 % of people want to see more video content.
2. Keep tabs on what happens with organic reach
Platforms like Facebook have been cracking down on people who are using certain methods like encouraging people to tag their friends in posts. Just like Google and the search engines, social media platforms use algorithms to try and counteract people adopting shortcuts. So many businesses that were using certain methods will be seeing their organic reach decreasing. Whilst Facebook is currently the most active with changing algorithms, the others generally follow suit, so make sure that you are constantly analysing performance to see if your strategies are no longer working. It is even being mooted that Facebook are going to fully remove organic reach entirely.
3. Explore what paid ads can do for you
As we just mentioned, organic reach is dwindling and ads are becoming the norm. Whilst nobody likes finding extra money in their marketing budget, sometimes you have to go with the flow to reap the rewards! Facebook ads are well regarded for their ad success and precise tools to hit the right audiences.
4. Get personal
Personalisation has been big in email marketing for some time but now we are seeing social media marketers using social analytics to create content that is more relevant for the audience.
5. Optimise user generated content
Thinking of new types of content, new ideas and topics takes up time but if you review comments from followers, you can use their comments to great effect. Building conversations that start off with users can really take off and turn into something big and powerful, so you don’t always need to lead the conversation to make it a success.
6. Get your frequency right
There is a fine line between too many posts and too few posts. Striking the right balance is a real art and not many people tend to get it right. According to HubSpot you should change your Facebook post frequency according to the number of followers, with companies having 1-200 followers receiving 100 clicks per post when posting 1-5 per month. Comparatively, when they posted 31-60 posts per month they were closer to the 35 click mark. Again, analyse what works and if your follower numbers grow, you might need to make changes in frequency.
7. Sometimes less is more when it comes to social media platforms
Many marketers get drawn into using as many platforms as they possibly can to reach more people. Whilst the reach potential is undoubtedly higher, this approach has many drawbacks. For example, it will be very time consuming to create and post content, check and reply to comments etc. Neil Patel advises that you should pick one channel to use for social media.