General

Overseas social media is now one of the ways many companies engage in marketing and promotion. Being able to directly interact with customers is an important advantage of social media platforms. If enterprises can do well in overseas social media marketing, they can obtain more overseas customer resources and attract foreign trade websites for enterprises.

Social media marketing is not difficult to say, nor is it simple to say. To create a highly interactive community marketing for the brand, in addition to time management, it also requires a set of effective marketing strategies.

Here are four questions to consider when formulating social media marketing strategies:

Question 1: Who is your audience? What do they want to see?

In social media marketing, content is very important, and before deciding what kind of content to provide to the audience, the first thing to consider is who the brand audience is? What do they want to see? Providing appropriate content to a specific audience is the key to achieving maximum brand benefits.

If there is no answer to this question yet, you can use online tools such as Facebook Audience Insight to analyze factors such as competitors' Facebook audience characteristics to find brand audiences.

You can also try to establish audience profiles to accurately understand consumers.

When designing portraits for consumers, one can summarize their existing experience, draw on the survey results of others, or conduct their own questionnaire surveys.

Question 2: Which social media platform should I use

Most brands are unable to invest too much time and resources in social media marketing for the first time.

Here, it is recommended to adopt the following methods:

In the initial stage, register an account on each platform that intends to develop, publish different content, and compare the interaction participation rate and audience response of each platform;

In the mid-term, focus on operating platform accounts with better response. If there are multiple platforms, differentiated management can still be adopted, while slowly testing which operating method other platforms should use to improve their effectiveness;

In the later stage, combined with the experience and achievements of mid-term practice, the scope can be extended to various platforms to meet all consumers as much as possible.

And different platforms also have different characteristics, for example: Facebook users not only want to learn about the latest situation among friends, but also tend to pursue entertainment content and tend to share interesting content with more people. Instagram users like to watch and explore visually appealing images, and after the emergence of Instagram Stories, Instagram has become a social media platform that gathers the younger generation.

Question 3: What are your marketing goals, post style, and post content?

Before planning the style and content of a post, you must first select a goal and then plan towards that goal. The goals of social media marketing generally include the following directions:

Provide better customer service; Enhance brand awareness; Bring in sales; Drain the store or website.

The so-called style is to create the brand's "personality", strengthening fans' impression of the brand through the narrative style and tone of the post, as well as the tone and wording of the Messenger chat robot. The fixed style is easier for fans to remember.

For example, if it is a mobile phone brand and you want to create a user-friendly and cute image, you can give the brand a cute name, and operators can use that name to self identify when interacting with fans.

In addition to goals and style, the brand should also have a plan for posting content to keep fans interested in the content you provide, and even cultivate fixed reading habits among fans. Therefore, a more comprehensive approach is to plan the content in a calendar format, which day the content sent can correspond to the previous and subsequent content, and which day is related to holidays.

In the arrangement of posting calendars, brands usually think in the following directions:

Merchant information: new product previews, new product releases, product usage guides, promotional activities, etc; Festivals: National statutory holidays, major sales celebrations, etc; Enterprise activities: enterprise market activities, enterprise award information, anniversary celebrations, employee travel, etc.

Question 4: How to track community effectiveness?

This is the era of big data, and through the setting of tracking devices, users' behavior on the internet will be recorded, especially on mainstream social media platforms, where users have nowhere to hide. Therefore, merchants can easily obtain the necessary information and analyze its data through third-party analysis platforms, so as to understand which content is effective and which is slightly inferior, and then adjust subsequent content strategies.

Taking Facebook as an example, you can go to Facebook Audience Insight to learn about when fans usually go online, how often they post, and what kind of content they are interested in after their fan page becomes active.

For Facebook advertising, merchants can choose to view the effectiveness analysis of each Facebook advertisement they place in the advertising backend, in order to obtain the advertising effectiveness.

When formulating a social media marketing strategy, it is important to remember a principle: no single product can meet all audiences. Therefore, in order to maximize marketing effectiveness, it is necessary to understand oneself, understand the audience, and meet the taste of the target audience. Only then can social media marketing succeed.