Social media marketing services: essential objectives

Over the years, businesses have understood the value of investing in social media marketing services and the full meaning and possibilities behind the term “social.”

What are the objectives for your social media marketing services?

 Brands are realizing that social networks are no longer an exotic. Isolated marketing channel reserved for younger targets, with an axis solely dedicated to communication and product promotion. Social networks have proven useful for producing tangible results (monitoring, leads, social selling ), developing points of contact, and then meeting between the consumer and their brand to improve the famous customer experience, sometimes (often ) undermined.

Develop brand awareness

As we have discussed in other posts for a long time, developing brand awareness is valuable for reducing the sales cycle length, increasing market share, and positioning yourself as a leader in your sector. It is necessary to develop a reputation and brand audit. That will allow you to evaluate your positioning and the potential impact of your actions compared to your main competitors. Differentiation strategies are numerous. We can cite creating original content, personalized according to your targets, targeting prospects according to their profile. Product development according to insights collected on social media, and communication axes adapted by socio-demographic centers of interest.

Mentions:

Number of times your brand/product/manager has been named on social media and conversation spaces by integrating coverage and sharing (RT, share, etc.)

Impressions:

Number of times a message (article, post) has the opportunity to be seen and impact the Internet user. It’s a “simple” addition of audiences.

Reach (potential audience):

“Reach” The number of people who have seen an impression from a publication is referred to as the “reach.”

Number of people talking about it:

To assess the real reach of the transmitters: a small community with high space or, on the contrary, a large community with low reach

Social interactions:

How your information and your campaign is shared and propagated (shares, RTs, likes, reposts, etc.)

Social Sessions:

Number of visits to your site, blog from your social media marketing services, or other social media.

Share of voice:

Most visible brands and subjects vs. competing brands or other brands in the group = X% of mentions of my brands vs. other brands, % of the audience for my brands vs. other brands (or by-products, models).

Grow social media marketing services and target audiences.

Indicators you can use include:

• Community performance:Number of fans, followers, subscribers broken down by social media channel
• Community progression:Growth rate of subscribers and fans by social channel
• Share of the voice of communities:Number of fans and subscribers compared to your competitors.
• Share of voice by channel:% of communities for each social media is reduced to the total of your communities.
• Social visits:Visitors from your social media to your website/blog.

Tips: Remember saas technical seo in Rannkify SEO agency.

Strengthen engagement and interactions for loyalty and ambassador programs

Here, the main objective is to generate a lasting relationship between the target audience and the brand by identifying key people for your brands and your sector. Communicating in a targeted manner in collaboration with people with credibility, legitimacy, and authority in the network is appropriate. We are discussing something other than a high audience among these opinion leaders. Depending on your market, a small, active community with an opinion leader is more effective than a large, passive community. We can, therefore, launch a strategy with micro-influencers or even nano-influencers .

This is why effective social media marketing services aim, in particular, to collect and analyze messages from your users and all stakeholders to detect profiles to integrate:

• influencers with a large audience
• micro-influencers with high legitimacy
• ambassadors and nano-influencers with strong sympathy and involvement

Thanks to this, it is possible to influence and accelerate the evaluation and comparison phases of the customer journey of your target audience.

Some indicators that will help you achieve this goal are:

Interaction Performance:  Number of interactions (Likes, ReTweets, shares, repins, etc.), number of comments.

Evolution of Interactions:  Growth rate of interactions.

Performance of publications:  Number of messages generating interactions greater than a certain number (to be defined), engagement rate per publication.

Population of influencers:  Number of new influencers – ambassadors. % in the target population.

Increase customer satisfaction and positive perception

To improve the customer experience, it is necessary to capture messages and reviews about your products (i.e., a whole wide range of consumer insights ) to measure satisfaction and perception and, above all, their evolution over time-based on your marketing actions and other strategic actions of the company.

Here are some indicators you can use to measure your satisfaction goals:

• Brand perception:Feelings associated with your brand and products, % of positive messages, comparative perception of competitors.
• Evolution of perception:Growth rate of positive and negative feelings.
• Evolution of net sentiment:allows you to understand how the share of positive vs. negative emotions evolves over your study period
• Emotions associated with the brand:beyond the positive and negative feelings, we detail here the range of emotions related to the customer journey (fun, satisfaction, happiness, sadness, anticipation, disappointment, etc.)
• Reputation score:Sentiments associated with your brands weighted by the share of voice of each.
• Response performance:Response rate to queries on social networks.
• Resolution performance:Number of customer tickets resolved over a given period, the growth rate of customer tickets resolved over this period.

 Convert social media marketing services contacts into qualified leads for sales services

We are approaching the end of the marketing funnel: your content, your campaigns have generated a certain number of leads on social media, and messages from Internet users potentially interested in your brand and its products. It is appropriate to measure the volume of leads of interest to salespeople and business engineers using this type of indicator:

• Several leads from social media/channels over [period]:% of marketing leads from blogs or social media transformed into qualified sales leads and integrated into the CRM platform.
• Growth of leads from social media:Growth rate [monthly] of conversions from Social leads to Sales Qualified leads.

Clear objectives help lay the foundation for your social media marketing management services. If one of your main goals is to improve customer interactions. Don’t hesitate to analyze the data you already have to identify what’s working and needs fixing. Remember that your strategy to enhance customer interactions will differ from the one you use to generate new customers or increase traffic to your website. By isolating the objectives expected to impact your business in the coming months, you will know exactly where to start.