Social media stands as an indispensable element within a company’s marketing arsenal. While many businesses may already boast a robust social media presence, fresh avenues for connecting with your audience are constantly emerging. As you prepare your social media marketing strategy for 2023, it’s crucial to evaluate the successes and challenges of the past year.
The opportunities are vast. With a staggering 4.5 billion global users, social media is poised to generate $1.2 trillion in revenue by 2025 as a marketing channel. However, amidst these figures, it’s easy to feel overwhelmed. To derive tangible benefits from your time investment, clear social media marketing objectives are essential.
Before delving into how to leverage your social media strategy to engage customers at each stage of the marketing funnel, it’s vital to reflect on the elements that have proven effective.
While analysts are still compiling data for 2022, it’s clear that social media is becoming increasingly lucrative as a marketing tool. For instance, 98% of users intended to make purchases via social media in 2022. Traditionally, platforms like Facebook and Instagram have dominated, but they are no longer the sole drivers of social commerce.
Hootsuite’s annual social trends report revealed that a quarter of marketers view TikTok as the most impactful component of their social media strategy. As Generation Z’s purchasing power expands, TikTok’s popularity among marketers is expected to surge over the next five years.
Social media remains the cornerstone for businesses to engage with their customers. In 2022, 75% of Twitter users, 59% of Facebook users, and 34% of Instagram users interacted with brands on social media. By incorporating engagement into their social media strategies, companies can strengthen their customer relationships.
With a focus on revenue generation and audience connection, here are four key objectives for social media marketing in 2023.
Investing millions in naming rights for sports venues and arenas serves a purpose: to ensure potential customers are aware of your brand. A cohesive social media marketing strategy offers a more affordable alternative. In fact, 40% of consumers use social media for brand and product research. Yet, merely posting to your accounts isn’t enough. Implementing strategic tactics is crucial for engaging potential customers and boosting brand awareness.
Google Analytics provides valuable demographic and behavioral data for your website visitors. By analyzing location, interests, gender, age group, and other insights, you can tailor your approach. Ensure you’ve enabled Demographics and Interest Reports and updated your privacy policy for accurate data.
When interpreting data, avoid overcompensation. For instance, if 53% of your users are women, don’t solely target them. However, if the majority of your traffic originates from the West Coast, consider scheduling live streams during optimal Pacific Time hours.
Google Analytics 4’s cross-device metrics offer additional insights. For example, if users discover your landing pages on mobile but make purchases on desktop, reassess your conversion funnel’s user experience and calls to action.
By incorporating location tags and relevant hashtags, your posts can extend beyond your platform. Utilizing hashtags like #dogsofinstagram on Instagram can help you reach new customers while maintaining engagement.
Leveraging customer insights from Google Analytics can also facilitate partnership marketing initiatives. For instance, if your audience enjoys cooking, collaborate with TikTok micro-influencers to share your product with their followers.
After establishing brand awareness, the next objective is to leave a lasting impression. Showcase your most loyal fans to demonstrate your customer-centric approach. For example, new users are more likely to purchase on Etsy if they see the platform values its loyal users.
Tailoring content to each platform is crucial. Video content excels on TikTok, static images are ideal for Instagram, and Twitter is perfect for concise text-based posts. Share platform-optimized content to maximize engagement.
Incorporating trending topics into your marketing strategy can shape customers’ perceptions of your brand. TikTok, in particular, thrives on current trends. For example, Spread the Love Foods used Amazon Prime Day to showcase its products.
Moving beyond brand awareness, the next objective is to guide customers towards a purchase. Differentiating your brand from competitors is essential during this stage.
Establishing your brand as an industry expert can set you apart. By sharing informative content, such as whitepapers, videos, and blog posts, you can answer customers’ questions and showcase your expertise.
Using surveys to gather insights on customer preferences and purchasing decisions can guide your product messaging and content creation. Following up on feedback with phrases like “by popular demand” can encourage new users to try your product.
Closing the sale should always be a social media marketing objective. Remarketing advertisements targeting customers who have viewed items on your website can be highly effective.
Nike’s Instagram grid allows customers to purchase directly, showcasing the convenience of social commerce.
Creating urgency among customers through flash sales and discounts can encourage immediate purchases. After converting prospects into customers, your focus shifts to retaining them.
Repeat purchases and referrals are crucial for long-term success. Engaging loyal customers through giveaways, referral programs, and highlighting product value can foster repeat business and referrals.
In 2023, experimenting with new social media strategies and tools can help your business thrive. Keeping these four objectives in mind will enable you to market effectively.
If you require guidance or wish to explore new ideas, Coalition Technologies offers a free social media marketing strategy review. Our experienced digital marketers are eager to discuss your goals and identify opportunities to expand your social media reach.
