A dummy’s guide to Social Media for Indian Marketers – 2020 Guide
The world of Social Media Marketing is a large and confusing one. Have no fear! With this handy guide to social media marketing for dummies by your side, you are sure to conquer it. In this guide to social media marketing, we will cover the basics of social media marketing, an overview of the most popular Social Media platforms in India and common social media marketing terminology.
As of January 2020, there are approximately 3.8 billion active users on Social Media- that's nearly half the world's population! In today's digital world, it is imperative for brands to leverage social networks to market their product or service. The great thing about social media marketing is that it allows brands to target specific groups of people who are most likely to consume their product. Unlike traditional advertising platforms such as the television and the newspaper, a one-size-fits-all approach will not work on social media. Choosing the right social media strategy for your brand will require a deep understanding of the brand's key marketing objectives and target audience.
How to create a Social Media Marketing strategy that delivers
A strong social media strategy can do wonders for the growth of your business. If you are wondering how to start social media marketing, below are the main points to be kept in mind while planning your social media strategy.
- Determine your main business goals
- Identify your target audience
- Create an engaging content plan
- Analyze and optimize your campaigns
Determine your main business goals
The first question your need to ask yourself is what do you want to achieve through your social media marketing campaign. Your social media strategy needs to be centred around your business's end goal. Here are some of the top priorities for social media marketers:
- Increase brand awareness
- Increase social media following
- Generate leads and sales
- Drive website traffic
- Boost audience engagement
- Build a community around your business
- Improve customer support
- Increase brand PR
It is most likely that you will have a combination of these goals, which is totally fine! Determining your business goals will also help you decide on which social platforms to spend your advertising budget.
Identify your target audience
Once you determine your social media goals, you need to identify your target audience. Answer the following questions to help figure your audience targeting:
- Who- Who is your ideal target audience? What is their gender, age, location, etc?
- What- What kind of content are they looking to consume on social media? Is it entertainment, product information, case studies, educational content or more.
- Where- On which social media platform are your users most active?
- How- How do they consume content? Is it through videos, blogs, social posts or more?
Create a detailed audience persona to help you better understand your audience's social media requirements and maximise the performance of your campaigns.
Create an engaging content plan
In our guide on how to start social media marketing, this is perhaps one of the most important points. Content is king and engaging content is the key for a successful social campaign. The kind of content you put out will depend on your business goals and target audience. It will also vary from platform to platform. To keep your content from becoming mundane, it is best to include different content buckets and styles in your content calendar. While planning your business's content calendar, it helps to go through your competitor's social media handles and see the kind of content they are putting out.
Analyze and optimize your campaigns
With the social media marketing landscape constantly changing, it is important to regularly analyze your campaigns to determine what's working and what isn't. Monitoring your main metrics on a regular basis and making changes on a real-time basis help optimize your campaigns. Use the learnings from each campaign to improve the next one. All the major social media platforms have their own analytics tool to help you better understand your campaign's performance and provide audience insights. Use this to pull out data, create insights and determine actions points to give you the best return on investment.
How to choose which Social Media platforms to advertise your brand on
There are hundreds of social networking sites out there for everyone. The important part is determining which platforms would drive the maximum return on investment for your business.
So which is the ideal Social Media platform if you are wondering how to start social media marketing? Here are the most popular options:
Facebook is one of India's most popular social media platforms with over 241 million active users in the country. Facebook's advertising platform is highly customisable, and allows you to target very specific audience groups. Facebook is also a great platform to form an emotional connection with your customers and gain a loyal following. Facebook allows you to promote many different content types on its platform. Through Facebook's Ad Manager, you can run campaigns for a variety of objectives such as brand awareness, lead generation, website traffic, app installs, conversions, store visits and more. Facebook Analytics and Facebook Insights also provide you with a lot of information on your page's performance and audience behaviour.
This mobile-first platform has grown in popularity over the last few years. If your brand has visually appealing products, Instagram is a great platform to leverage. As compared to Facebook, the kind of content you can publish on Instagram is fairly limited and is restricted to photos and short videos. Now under Facebook's umbrella, you can run campaigns on Instagram through Facebook's Ad Manager. Instagram stories and IGTV are some Instagram assets that could add great value to your brand. The majority of Instagram's user base are millennials and Gen Z.
The second-largest search engine in the world, YouTube has over 265 million monthly users in India. YouTube ads can be run for business goals such as reach & brand awareness, product & brand consideration, driving website traffic and lead generation. Google Analytics and YouTube Analytics provide deep insight into your campaign's performance, audience demographic, YouTube channel and much more.
With its 280 character limit and strong emphasis on real-time information, as a social network, Twitter is used mostly by brands as a PR tool. While it is a predominantly text-based platform, Twitter also supports pictures, GIFs and videos. Twitter's advertising formats include Promoted Tweets, Promoted Accounts and Promoted Trends. Twitter's built-in analytics tool provides valuable insights into the performance of your tweets and profile activity. Twitter has over 11 million active users in India.
A professional social media site, LinkedIn is the go-to platform for B2B marketing, professional networking and talent acquisition. Over the years, LinkedIn has evolved as a platform for business to establish thought leadership and authority in their industries.
LinkedIn's advertising opportunities include brand awareness, website visits, post engagement video views, lead generation, website conversions and job applicants.
Social Media Marketing Terminology
The world of Social Media Marketing is full of terms and abbreviations that might seem like gibberish to the outside world. The list below explains the most commonly-used terms.
A/B Testing: A/B testing or split testing is the practice of running two or more similar ads at the same time to determine which one performs best. Usually, just one element on the ad is changed (it can either be the creative copy, ad caption, image, etc). A/B testing helps you better understand your audience by showing you which ad people liked more.
CPC: CPC or Cost Per Click refers to the amount of money spent to get your audience to click on your ad. A low CPC means you're getting more clicks at a lower price, while a high CPC means you're paying a lot for people to click on your ad. CPC can vary based on many factors, including who you're targeting with your ad, the size of your audience, and how relevant your ad is to your target audience.
Reach: Reach refers to the number of unique users who have seen your post or ad.
Impressions: Impressions refer to the total number of times your content was displayed to your audience. It differs from reach as it does not record the number of unique accounts reached, but the number of times your ad was seen. If the same ad appeared on the user's newsfeed and story, it would count as two impressions. A single user could have multiple impressions for the same post. Another thing to note is that the viewer does not have to engage with the post for it to count as an impression.
CPM: Cost Per Mille, or more commonly known as Cost Per Impressions, CPM refers to the amount of money you pay per 1,000 impressions. CPM can be calculated by dividing the total amount spent by the total number of impressions and multiplying it by 1000. When doing a brand awareness campaign, CPM is an important metric to track.
Lead Generation and Lead Magnets: As the term states, lead generation is the process of grabbing your audience's attention and acquiring leads. Lead Magnets are tools that capture your customer's information by offering free giveaways, offers or memberships in exchange for their email ID or phone number.
CPL: CPL or Cost Per Lead is the amount spent to acquire a lead. It can be calculated by dividing the total amount spent by the number of leads achieved.
CTR: CTR or Click Through Rate shows how many times your viewers clicked on your post. It can be calculated by dividing the total number of clicks your post received by the total number of impressions and then converting this into a percentage.
Engagement Rate: Engagement rate is a metric that helps you determine how many users are interacting with your post. The higher your engagement rate, the better your post is! It can be calculated by dividing the total number of engagement received on a post by the total number of impressions and then converting this into a percentage. Engagement rate is tricky to compare across social networks, as what counts as an "engagement" differs from platform to platform.
Frequency: Frequency measures how many times your ad is shown to a single user. It can be calculated by dividing the total number of impressions by the total reach. If your frequency is too high, you may be wasting your budget by showing your ad too many times to the same user.
CTA: CTA or Call to Action refers to a cue that catches your audience's attention and prompts them to perform an action such as download a free ebook, submit their contact details, and more. As a best practice keep your CTA short and make sure it stands out from the rest of your ad.
Retargeting: Retargeting is a specific type of audience targeting where you show your ad only to users who have interacted with your post, page or website before.
Lookalike Audience: Lookalike Audience is an audience targeting option that lets you target users with similar behavioural patterns to your current audience. Lookalike audiences are built by uploading existing customer details onto your social platform's ad program which it will use to target similar users.
Social media is an essential tool for all brands and businesses that want to stay relevant and have a strong online presence. It allows you to reach customers across the globe and is an excellent medium to increase brand awareness, generate business and even improve customer experience. With this guide to social media marketing for dummies, you will be able to figure out which social media platforms your target audience is active on, the kind of content they are looking to consume and how to leverage this to generate revenue for your business.