Social media marketing has become a veritable tool for Nigerian Small Scale and Medium Enterprises, hence they have continued to leverage various social media tools for growing their business.
Unfortunate its success has become elusive to some business owners due to the fact that they have failed to do the needful. Social media marketing especially in developing countries like Nigeria should adhere to certain rules and checklists.
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Even if you have good and relevant content and post them on your social media platforms, without advanced strategies and tactics, you won’t get far. It’s become so overwhelming that a social media marketing checklist is required just to keep things consistent and meaningful.
Define Your Target Audience
Defining your target audience is usually indispensable. If you fail to know your audience that means you are wasting your time and energy posting on the social media without achieving results.
Social Media has made it easier to target those who want to hear your message and bypass those who don’t. Now, drill deeper into your buyer personas.
Therefore taking a more in-depth look at who you want to reach will improve your marketing results immensely. In no distant time you’ll have more than one demographic and in most cases those demographics will overlap in their needs, concerns and questions. It’s therefore helpful to define the following basics first.
- Gender
- Ethnicity/Race
- Marital and Parental Status
- Age
- Basic Demographics and Location
- Income Level
- Occupation
- Education
Consumer Behavioral Demographics
- Behavioral Characteristics
- Cultural Factors e.g societal environment and cultural trends
- Social Factors such as network influencers, family, groups and social status
- Shopping Behavior
- Buying Frequency
- Personal Factors eg age and lifestyle
- Psychological Factors (motivation, perception, beliefs and attitudes)
Develop a Content Strategy to Attract Your Target Audience
In fact content comes first before social media marketing. It is when you have content then you start marketing on the social media.
The content you create needs to have a strategy supporting it so you don’t go off willy-hilly sharing anything and everything. Your content should be relevant to your brand’s personality AND be relevant to your target customers.
Answer the following questions about your ideal customers.
- What does a successful purchase look like to them?
- How do they gather information on the road to purchase?
- What are their questions and concerns?
Create content that’s relevant to them
- What’s important to them?
- What might be holding them back from buying? How to they come to a decision?
Consistency
Being consistent is a veritable social media marketing checklist. If you want to make good out of social media marketing. You have to Always be consistent with your efforts, and you’ll generate the momentum you’re looking for to get customers through the door.
Social Media affords you the opportunity to touch the customer. You do that by sharing content, interacting with prospects and using specific marketing and advertising tactics to drive leads and sales.
Blogging
- Subscribe to 2 new blog feeds weekly
- Write 2-3 blog posts each week
- Share each post more than once on Facebook, Twitter, Google+, LinkedIn
- Share 3 blog posts from your feeds daily
Google+
- Publish 3 updates daily, including your blog posts
- 5 pieces of content weekly
- Use Circles to create relevant connections
- Make 3 relevant comments on content daily
- Add at least 10 people to circles weekly
- Host a Google Hangout monthly
- Re-Pin 3 pins daily
- Add boards your target customers would be interested in weekly
- Comment on 3-5 Pins daily
- Share your blog posts 3 times weekly (make sure they link back to your website)
- Follow 5 new inspiring boards daily
- Publish 3 updates daily
- Always refer to content strategy before your hit “send”
- Syndicate your blog posts regularly (with links back to your website)
- Monitor for comments; reply as needed
- Review Insights and Ads Manager daily
- Connect with 5 new people weekly
- Follow 5 relevant companies weekly
- At least publish 5-6 updates daily
- Like or comment on 3 pieces of content daily
- Leverage Advanced Search daily to connect with people you want to know (prospects)
- Scan industry groups 2-3 times weekly; participate if appropriate
YouTube
- Subscribe to 1 industry-related channel weekly
- Post a new video weekly
- Always focus on your customers’ interests and sprinkle in some fun
- Share 3 videos in other Social channels weekly
- Use #hashtags to follow or lead conversations
- Track mentions and keywords
- Publish 5-6 tweets daily, including your blog posts
- Retweet 3-5 relevant tweets daily
- Follow 15 relevant users or brands daily
- Use Lists to categorize SMEs (Subject matter experts)
- Use #hashtags to connect and converse daily
- Post 1-2 images daily
- Show another side of your business: promote your personality not your products
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