Digital Marketing

Improved social media strategy increased visits by 230%


For anyone who must plan and execute a social media strategy, you know how difficult it is to be a leader in the ever-changing social media environment. Social networks continue to introduce new features, and it is important to distinguish outdated industry fashions from trends that can stimulate growth.

In this article, I will show you that investing time in developing and implementing a social media strategy has great benefits. If you read through to the end, you will know how to develop a social media strategy that can drive a lot of traffic to your website.

We will discuss how our social media strategy can become a priority and increase our blog and website monthly visitors from social media by 230%.

Social media is a new fusion of marketing and customer support. It is an equally important tool in sales, support and marketing.

At Hubstaff, there was very little work done in this area initially. We have an excellent advertising expert who is responsible for social advertising, but without good content, he can only do so much.

I’m more involved in blogging than anything else. For every blog post published, one of my to-dos is to share it on social media through the Buffer app.

However, this means that our social channels are dominated by our own content (completely unbiased and completely credible, right?) rather than important relevant information from the Internet. Visiting our Facebook and Twitter pages is almost indistinguishable from our blog homepage.

This is a huge mistake because people contact us on social media. Our page is relatively quiet (except for trying to broadcast our blog posts) and has a snail personality. Whenever we let visitors view our profile, they will not click the follow or like button, but will see our monotonous content and bounce back.

Collect data and develop guidelines

To be honest, I have dealt with social media pages before, but I am not a strategist. I created content for social media and plan to publish it. I have not dealt with social editorial calendars, analysis, creating guides or similar things.

Thankfully, many of my team members know what they are doing. In the first month, I let the spam slip away because I didn’t know where to look for it on our Facebook page (oops), continued to post like an automated bot, and made other embarrassing mistakes.

During this transition period, I developed a few things to help guide me and others who might handle our social media pages.

The first is the response guide document, which covers how to answer the questions we asked in our social profiles. The second is tone and voice practice, trying to refine the personality of our brand so that I can adjust my writing accordingly. Finally, I put all my responsibilities into a social media checklist to make sure I don’t forget to do anything every week.

My main goals are:

  • Reply to 99% of mentions on Twitter and Facebook
  • Delete all spam comments and posts from our Facebook page
  • Send interesting, useful and relevant content through our social channels

In general, in the first few months, I was in charge of our social media strategy, I was aboutTake the initiative instead of Dearpositive. When we got some professional advice from a social media consultant, the situation changed.

Work with consultants

Our social media consultant has done a great job for her, and our consultation meetings with her have shaped our new social media strategy moving forward. She pointed out what we are doing well and what needs to be improved.

For those who need to understand their social media strategies more directly or have no experience in social media marketing at all, I strongly recommend that you get some expert feedback.

The following is the information we learned from the meeting with the consultant:

Show benefits, not features

The “About” section on our social media pages is tailored for us, not our customers. Our description talked about what the company did with us, but did not explain how we helped potential customers:

“We make remote employee tracking and management easy through time tracking software with screenshots and activity levels.”

Our new description (still in progress) now says: “Through accurate time tracking, screenshots, GPS tracking, etc., improve the efficiency of remote teams and make team management a breeze.”

Actionable tips: Customer-centric.

Focus on quality rather than quantity

I posted too much content on Facebook, and it was all links. Our participation rate is very low, and we basically provide information to our followers without having any dialogue with them. If our participation has been low, the display of our updates on followers’ news sources will decrease, which will become a vicious circle.

It’s okay to share links, but the problem is that people have to click away from our social media pages to get value. We redirect traffic to pages that do not belong to us, instead of interacting with people through our social media pages.

Instead of posting on Facebook three or four times a day, I reduced it to one per day. I am more tolerant of numbers on Twitter, but I rarely exceed 6 tweets in a day (not including @mentions).

I also started to diversify the types of content I posted. I used Canva to create images that can be shared on Facebook and Twitter to provide value to our fans without having to go anywhere else.

Actionable tips: Increase your engagement by posting once or twice a day, don’t let your audience go anywhere just to get value.

Don’t be bored

Easier said than done, I know. But as far as we are concerned, we are really bored. I made a mistake in professionalism, which rarely applies to social media. In order to inject some personality into our social media pages, I started to pay attention to Hubstaff’s content that other companies cannot share.

Here are some things I came up with:

  • We have a 100% remote team, and team members share their views on time tracking software and remote work efficiency.
  • We share our journey through our growth posts. These posts document our failures and successes in the development of Hubstaff.
  • Our team travels frequently. We are all over the United States, Asia, Europe and other places. I never get tired of checking the team’s latest updates or hearing about their adventures on Slack in our team calendar.

I will turn a blog post showing our team’s unique perspective on remote work into a picture and then share it on our social media pages.

I emphasized our love for remote work and let people know more about our company culture. This picture of Jared’s (our co-founder) workplace performed well on Facebook and Twitter.

I also started to share customer success stories and recommendations from our case studies. It’s always great to hear good things people say to Hubstaff, and sharing them with our social followers both strengthens the brand and increases our credibility.

In the future, I want to post pictures of cool places where our team is working.

Actionable tips: Obtain personal information and share tips and experiences unique to your brand.

The consultant’s advice provided me with a good place to start improving my social media marketing efforts. I started responding to every tweet, sometimes using GIFs (more on that later), tagging relevant companies and people on Twitter and Facebook, and starting conversations with our followers.

I put more thought into the content I shared, and I saw the participation rate rise and how interesting some of our fans (and other brands) are.

Our current social media strategy focuses on personality and value

We are more humane in communication. I read every tweet and responded to almost all the tweets (exceptions are trolls or tweets, these tweets are completely meaningless), and I set up three levels of alerts, so I won’t miss any We who mentioned us were not marked. For these, I use mentions, notifications, and Google Alerts.

I find that one of the best things to do with Hubstaff social media accounts is the fun of GIFs.

We now pay more attention to customer satisfaction. In fact, we connected our Facebook and Intercom accounts so that all Facebook messages are sent directly to our support team. This means that all technical problems that I cannot solve are directly handed over to someone who can be solved, which saves the middleman and allows us to answer questions faster.

Our strategy is constantly evolving. We expand and grow through trial and error. We are observing what our audience likes, what they find useful, and the content they participate in.

What i learned is

Social media has evolved from a simple channel to reach target audiences to a way to develop relationships and provide value. When I first started using social media, I lost its potential. Six months ago, I would only see one or two people sharing our content or contacting us online every few weeks.

Today, I will regularly send thank-you letters to outstanding people who share our articles and interact with us through social media. The response has been very good, and as we connect with influential people and other excellent remote teams to discuss collaboration and talk about our experience so far, opportunities are expanding.

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