Marketers' pain points in social media. How to Solve Them?By Elena On
Do you have trouble sleeping because you are so overwhelmed with massive amounts of data from many channels? Then maybe the following post is for you. You don’t need to have extensive knowledge in media or marketing strategies in order to understand the struggles of your business and find a way to fix them. We will discuss what the common pain points with social media are and how marketers can solve them.
To Build Reliable Identity: Consumer research suggests that 67% of Twitter users are more likely to buy from a brand they follow. Customers are more likely to follow the brand that proves itself as an expert in their field. For marketers this is a tough and tricky task because it is not just about informative material but authenticity and reliability. You also have to create content that will connect with people on a more personal and specific level. You need to identify the intersection of your customers preferences and your social media audience (on each platform) through research. Another thing is to note down customer’s topics of interest that correlate with your business niche.
Idea: In order to create content that matches the interests of your audience, you can use some automated social media monitoring tools to catch and respond to mentions of your brand. For example, Orla has a search option based on which you can select specific topics and relate them to your brand in Twitter, enabling you to open discussions.
To Keep a Track Of Time: Every time you login to Twitter, you see that there are hundreds of unread tweets. Your Facebook page is full with comments and posts from people you probably don’t know. And there are many blog posts that you are unable to read because of a lack of time. How can you keep track of everything that is coming through your timeline and ask your audience for feedback at the same time. Building a relationship with your customers is vital for your business because you are able to lead discussions and learn more about the needs of your customers. This how the brand is defined not only from you but from your audience. The question is how can you deal with such an everyday experience? Wouldn’t it be great if somehow you can filter out the noise from the important stuff. Imagine that there is a way to monitor and respond personally to every comment or complain. Wonder how?
Idea: There are social media management platforms such as SoDash which allow you to manage more efficiently and effectively multiple social media accounts into one place. You get an overview of what is happening in different channels, all on one screen. This is how you get information fast – when you need it. It can also help you to make automatic replies for specific groups of comments and tags. This is how you can prioritise your goals during the day and manage to multitask.
Customers Are Out there – but where: You probably know that your current audience is on one of these social media. But still your Twitter page is only followed by 35 people. Moreover, when these followers are online, they’re far more likely to see a post from Amazon, than content from their local store. Where are your potential customers, and how do you connect with them? A good starting point is to check out your customers’ social profiles. There are tools based on your existing customer email database. Second step, this is especially true for smaller companies, is to care about your customers and work with them. This means to help them get the right solution for them, to call or respond to them anytime for one-to-one support.
Idea: There are tools such Orla which are looking for information from your network on a specific audience, competitors or people you admire. Through these searches across your social network you can also noticed which profiles are influential and can bring more potential customers.
My content does not drive visits to my site: Social media is about sharing. But you’re also responsible fo your for your own content. How can you share, and still get people to check you out in the limited time you have for social media? One thing you can do is to create social media landing pages. You get all of the benefits of sharing great content with your followers, plus you can show them the interesting things that you’re up to at the same time.
Idea: There are tools such as SoDash which cover more data sources -- and can collect data from some blogs and forums which can be helpful to find the right content. On the other hand, tools like Orla will have playlist options. The Playlist is designed to keep your content active when you don’t have the time to do it. By cataloguing your posts, you’re able to recycle and share them time and time again. Of course, your followers don’t want to see the same content every day! But an occasional quote, nice photo, link to your website, or video? Why not! All you have to do is decide how often you want content to be shared, and upload your favourite messages.
Justifying Budget: Likes and shares aren’t solid indicators of actual ROI since their function is to present information of engagement. Yet, ROI for marketing may not always be specific figures but understanding which content leads people to your sales page can help you determine how effective your strategy truly is. You could use social media analytic tools like Google analytics for marketing insights and understand which social media marketing materials are performing best, when and by whom.
Idea: Define your goals and how they relate to your colleagues and clients. Then try to explain basic concepts and challenges without social technical platform. Next try to connect social media results with business-based goals so they can intersect. Choose some social media before you create a strategy and monitor it during the actual process. Use more automation in order keep a high level of customer awareness, with minimal time spent.
Recently, the role of the marketer has become more complex and stressful. New platforms continue to appear and they can help you cut through the noise on social media. If you still feel that you want to use your time for more creativity then let AI tools like Orla to do the work for you.