Social media, when used strategically is targeted, and absolutely measurable. If you can measure the results of social media, you can determine its ROI.1.) Who are you trying to target?
Identify your buyer personas, by defining the key demographics of the audience you’re trying to reach - age, gender, occupation, income, hobbies and interests, etc. What are their challenges, and what problems are they trying to solve on daily basis?
2.) What, of value, do you want to provide to them?
Consistent, valueable content, whether you create or curate it, is the key to your strategy. What is the content that will help your target buyer persona solve the problems they have? Create it, or identify it, and post it! Consider creating downloadable content like ebooks, checklists, videos, and infographics that address your buyer’s pains. If the content is truly helpful and educational, people will be more likely to share it on social media and extend your reach.
3) What are the social channels your targets spend time in?
Research key networks to learn where your target audience is most likely to spend time, and focus your effort on building, nurturing, and sustaining a community there before moving on to another channel. Consider advertising on this network to help your business get noticed. Post often and make sure what you post is of value to your target.
4) Set parameters to measure your results
Start by looking at how much traffic is being driven to your website or blog from social media. See what content people are responding to, and look for trends related to particular topics or keywords that generate more interest than others. Set goals for key metrics and measure your progress. Here are 3 metrics that you may want to start with:
- Net new fans and followers
- Number of interactions
- Visits to your site from social media
5) Measure and adjust
Be patient, social media doesn't start working overnight. It takes time to build a following, establish yourself as an influencer, and start seeing results. Experiment a bit to find the right combination of channels, content, and messaging that works for your audience. Over time, you’ll be able to adjust content, and personas based on the information you’re gathering - which will help you fine tune your strategy and generate more consistent results!
Tracx compiled an infographic that breaks down the state of social media demographics -- who's using which social network, and for what. This could help you as you put your strategy for social selling together.
Good luck and get selling!