In the 21st century, social media marketing is the best bet to expanding your customer base. Here are a few tactics you can use to get a one up in your business.
Understanding demographics: know who your users are.
If you really want to use social media to expand your customer base, you need to understand who your users are. In order to widen your business, study the demographics of the most important social media platforms. This way you will be able to understand what user group is using which platform. Simultaneously your ability to target audiences specific to your business will drastically improve.
Lets have a look at the biggest social media platforms and the demographics for the same.
According to PewResearch Centre more women use Facebook than men. Between the age of 18 to 29 years, there are about 82% American adults using Facebook.
According to the same survey, Instagram and Pinterest follow next. 26% of the entire US adult population uses Pinterest and 24% uses Instagram. LinkedIn is popular among age groups between 30 and 49 years. Pinterest is widely used more by women with 40% women using in comparison with men who consist of only 16% users.
When you understand demographics, you can use it to target audiences specific to your customer profiles. You can use online census reports to check for changes in demographics on various social media platforms. You can also use Google Analytics to target gender, age, device, local etc.
Tracking analytics will help you understand your customers better. Every social media platform has its own tracking tools. In order to get an idea about how well your campaign is doing you need to track analytics and evaluate your success based on that.
For every social media platform there are different things to look for. On Facebook, for instance, you need to check for photo shares, likes, links clicked, video play etc. For Instagram the focus should be on likes, shares and hashtags. Similarly, for LinkedIn you have to look out for connections, responses, shares. For Twitter one of the most important analytics is the hashtag tracking.
Platforms like Reddit, Facebook and Twitter have built in analytics to measure the performance of your campaign. Bit.ly is a great URL tracking tool which can be used for the same purposes. Moreover, you could also use Google Analytics to create custom tracking URLs with custom conversions. Additionally, you could also create a custom dashboard in order to make the best out of tracking analytics.
Using promotional tactics
Providing instant engagement will lead to greater customer acquisition. You just have to figure out how to do so. Some tactics of promotions are better than the rest and yet you can choose to be creative too. On social media platforms such as Facebook, Twitter and LinkedIn hosting polls, asking questions and posting entertaining content such as photos and videos really helps. On other platforms you could offer incentives, deals or packages to really promote your product. Taking feedback from your clients is not a bad idea either and by doing so you are really engaging with them. Besides these classic promotional tactics, you should be able to engage with your audience on an emotional level so don't be afraid to try out creative ways too! You can share or inspirational quotes and photos to engage with your audience.
Webinars are the way to go!
Webinars are a great way to expand customer base because they are an extremely engaging tool. You can create different videos for different topics in order to keep things interesting. When you are creating a webinar, it is up to you to decide whether you want to keep gateways or not. A gateway can potentially help you collect more user information, if you are designing a form to gather as much information as you can. Some websites such as HubSpot hide most of their content behind the gateway, others lets the customers coming by keeping no gateways. It is really up to your requirements and what your business needs. In any case, webinars are really useful in attracting more customers.
Social media is a powerful tool today. Your business can succeed with the ever expanding opportunities offered by social media. Creating webinars, tracking analytics and understanding demographics are just a few tools which can help you expand your customer base. When it comes to social media, you have to be creative as well as engaging if you want to retain customers and develop and long term relationship!.