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.
How to increase Instagram followers in India – The Complete Guide
For businesses today, Instagram is the new cool. But Instagram, unlike Facebook, is more private. To boost posts or sponsor posts is expensive, and in that process brands also lose credibility. There was a point when Instagram allowed users to buy followers or use a bot to do so. But now, it has begun to filter out fake users and eliminate non-authentic ways to get real followers. Businesses today need real people who follow their page, so that it not only increases their visibility on social media but also converts them into billable clients.
Just as with any marketing idea, there are certain things a brand needs to keep in mind:
- Target audience: Who exactly are your potential customers? Who should be interested in your brand, and most importantly where do they live? Once you know your customer base well, you can target content towards them in a very specific manner that attracts them to your brand and get more followers on Insta!
McDonald’s will not want fans of fried chicken following their page, nor will they target an audience of the age above 50, because those people don’t particularly enjoy fast food.
- Problem solution: Every brand is a solution to some problem your target audience has, so hit those points well while you market your page, and you will have more people come forward to interact with your page. The more you position yourself as a solution, the more people will want to know about you!
Dunzo acts as a viable solution to people's needs. People are always forgetting things or running errands. Dunzo identified this problem and offered a solution by becoming delivery partners and running your errands for you, throughout Bangalore.
- Brand Image: Several brands present a unique persona of their brand, either by showing employee stories or customer stories. But since you’ve taken to that view, you cannot begin to suddenly shift and show content antithetical to that image. Your brand image should be consistent and easily recognizable. (use Mc.D or Burger Kings example via Mad Over Marketings page)
- Content is King: How engaging your content is determines the number of users. The more engaging the content, the longer the user stays on your page and interacts with your posts. Create a quiz, create a poll, create a challenge, and give away some exciting and useful rewards. Engage them with new ideas, while also entertaining them with the same. And in today’s world, people have a very low attention span, but a lot of time to spend on Instagram, so use that to your advantage!
TheWeddingScript has some great quiz ideas they present every week, either about celebrities or about how well we know their weddings to engage users.
- Aesthetic appeal: How your page looks matters a lot. People like direct communication. Your bio and your brand image must be clear. When a non follower who is unaware of your brand lands on your page, reading the bio and looking at your picture, or your first few posts must instantly figure out what the brand exactly does. Make sure your username is catchy and one that is used on your other social media channels (Facebook notifies people if the same brand has a page on both social networks) put in the details of your website because people will check that for credibility. Make sure you have a small bio, but a precise one at the same time.
The Mad Over Marketing page has just the right description and uses the perfect outlook, users on Instagram read the name and know all they need to know about the page, make a presence like that.
- Social Media presence: Make sure you have an additional social media presence so that you can promote this page on other platforms too. Present your brand in a way that people from other platforms want to check you out. If you create a buzz around your page, like a quiz or a fun challenge and promote the responses on your other platforms, you will have a larger footfall and gain more followers on Insta. People will be curious to know more about your brand and stay loyal as well. This also allows people on one platform to join the other, automatically increasing the number of followers. Don’t promote a post until you have a substantial amount of content present on your page. People should understand what you do.
- Get on the streets: Promoting your online page offline also gets likes and followers and likes for your page. Your website, your other social media platform profile, and your brand merchandise must all be linked to your Instagram page, so your customers can follow you online as well. Email blasts are also a very old albeit good way to inform people about your Instagram page. Since most people today have taken to Instagram, checking your page out will once be informed by email will be a call to action they will take.
- Your Nametag: not too many people know that your name tag can be scanned so you are found easily on Instagram. The top right corner 3 lines on your profile page show your name tag that you can share on all your marketing material and with just one tap people will be led to your profile and if they like what they see, you have an extended follower base.
- The Hashtag world: Instagram began this idea of hashtags, people use it for their weddings, brands use it for products, we tell you to use it for various posts as well. These hashtags allow people to see all posts that share the same hashtag. A lot of brides also use wise hashtags to get a wider reach on their posts. It's always good to use trending hashtags on your posts and stories, as well as to create some new ones of your own. Once people see the new hashtag being used, it will become a trend you started that caught on. Never use too many hashtags, the old saying of too many cooks spoiling the broth goes for too many hashtags too, it makes the post look like a scam. Hashtag stickers are better used in stories than just plain hashtags because Instagram shows all their friends' stories that used the sticker in a separate story for that user.
- Timing is everything: timing matters a lot, you need to post at the right time, post often, and schedule your posts in a way that people see it. People usually take out time for social media right after or before their meals. So posting at 1:30pm, 2:30pm, 6:30pm, 10:00pm would be apt, since this is the time people have been recorded to use social media the most, the more number of people seeing it, the more the followers too when you boost the post.
- Getting featured: it's always nice to see your brand featured on another page. Collaborations are a wise strategy to increase the number of followers and get real followers. And if you have the right content, you might also trend on Instagram. The minute people tap on the search icon, they’ll find your brand. You must also try and host live sessions with relevant personalities and announce upcoming events. During this lockdown, people have used social media more than ever and are viewing a plethora of content. Get features and feature trending personalities to boost likes on instagram!
Stand up comedians doing a promotional video (Kusha Kapila and Danish Sait do a lot of these, have them feature on your page - their followers stop doing everything to listen to them!)
- Make a mark: Leaving your mark is one thing, but making a mark by telling friends to tag and post about your page, having influencers do the same, and posting valuable content will take your page to new heights and get you more likes and followers on Insta.
- Insights and inside shots: Instagram insights is a useful mechanism to see what’s working for your page and what isn’t. Use that to your advantage and also post ‘how-to videos’ and stories. They will make your viewer feel like they have inside access, which makes them feel closer to the brand. Always show responses to your stories. This shows that you are inclusive and that you care about your followers.
Aim for getting real followers on Instagram through great content, deeper engagement and a burning desire to form long lasting relationships with your followers.
Tools & Techniques required for a successful social media marketing campaign
You have discovered an opportunity, a pain point in the market that you know only you can best address. You’ve worked hard to build your product and a business around it. Now, you’re considering going digital! You’re curious about the do’s, the don’ts and the secret sauce behind a successful social media marketing campaign. Well, look no further. Read on to find out the essentials of successfully implementing a social media marketing strategy for your business.
1. Rediscover your product through the eyes of your customer
Before you begin your journey on social media it’s a good idea to take a look at how your customers perceive your products. Depending on your product, you can begin this process by making a list of your value propositions. Essentially, your value proposition is the solution or value your product offers in response to a pain point, problem, or gap in the market. In this process, you are trying to emphasize what makes your product unique, and why customers should choose you over your competitors.
How can you do this?
- Start by striking a conversation with some of your customers and team members, ask them what it is that keeps bringing them back to your product, and why they think you’re ahead of the pack when it comes to your competitors.
- Understanding the market’s perception of your product is the key to determining what aspects of your product you will leverage as part of your social media marketing campaign. Great, now keep this list handy, it’ll come in to play again when we work on your content bucket.
2. Learn more about your market and competitors
Put yourself in the shoes of your potential customers. These are people that, very much like yourself, have identified a pain point, problem, or gap in their lives and are seeking a solution to bridge that gap.
Often, these potential customers will begin their journey by searching for solutions on the web. Here, they will be presented with a sea of options, each packaged slightly differently, all vying for their business. This field of competitors and potential customers is your home base, each potential customer is now a member of your target audience.
- Your mission is to comb through this data, understand the digital presence of your competitors by observing their content.
- Next, identify how your target audience is responding to the content your competitors are publishing.
- Start looking for patterns and trends in special offers, communication style, value propositions, and creative approaches that are resonating with your shared target audience.
These trends can serve as a reference for your social media marketing strategy. Analysing this data will help you understand what consumers are looking for, what your competitors are offering, and will help you define the category you’re competing in.
3. Understand the role of social media in your business
After analysing your competitors you’ve probably noticed that each competitor may have a slightly different approach. Some emphasize on special offers, others focus on starting conversations with customers and fans, and yet others may have curated features of their products that their followers covet. In essence, social media marketing is multifaceted and can play different roles for your business depending on your needs. Broadly speaking, your social media marketing campaign can have one or a combination of the following objectives:
- Brand Awareness: Improve your brand awareness if you are trying to reach out to different types of groups and target audiences. It is ideal for campaigns like product launches, announcements, and to garner visibility.
- Community Engagement: Engaging with your community entails having conversations with your followers, churning out highly relevant content and receiving validation through engagement (views, likes, comments, follows) regularly. This a strategic objective for everyone, regardless of market and tentative needs. Engaging with your community is the fastest way to grow your digital presence and work your way to becoming a household name. It often requires businesses to have a clear understanding of who their community consists of and what their aspirations are for the successful execution of a social media marketing strategy.
- Content Distribution: You’ve probably encountered a click-worthy “top 10 ways to ____” list whilst browsing the internet. Content such as these lists, entertainment articles, thought pieces, and how-tos are some of the elements that make up a good content-distribution campaign. This objective is especially useful for businesses that are devoted to providing utility to their followers on social media. It’s a great way to learn who your audience is while at the same time making it easier for them to get to know you better too.
- Sales/Lead Generation: 77% of consumers research a brand on social media before making a purchase decision. And that’s why most businesses on social media have a component that caters to solidifying their sales funnel either through social proof, special offers, or even product demos on their social media to nudge consumers to pick them over their competitors. Depending on how much you’d like to leverage your social media marketing strategy to drive sales, this objective can be an important component of your social media mix.
4. Exploring your target group
Now that you have a clearer picture of who your competitors are, what approaches have worked for them, & what category you are in, it’s time to define your target audience. Your target audience is the group of people that fall into the intersection of consumers that could benefit from your product and those who are in the ideal demographic to purchase your product.
This intersection can be visualized by creating a set of consumer profiles that contain valuable behavioural and demographic information of your target group. For instance, here’s an example of one consumer profile for a cake shop:
Description: A young professional, looking for a wedding cake guests will remember
Motivated by: Unique flavours and designs, attentive customer service to make her wedding planning woes simpler
Can be reached on Email, Facebook, Instagram, Pinterest
The idea behind making such a profile is to better understand how to target, reach, & communicate with your target group. These insights of the consumer can be sourced by examining the behaviours and demographics of your existing customers or those of your competitors. Ideally, your target group should include a handful of consumer profiles, with as little overlap between them as possible.
By defining these consumer profiles, you'll be able to craft your social media marketing campaign with a face (albeit a hypothetical one) in mind, making it easier for you to gauge the tone, language, and values to reflect in your content bucket. Now that you have set-up your consumer profiles, let’s move on to setting up your branding guidelines.
5. Setting up your branding guidelines
This step is all about making a blueprint for your visual style on social media. The objective is to provide a seamless, cohesive and exciting visual experience. This entails achieving consistency in the visual style, colours, typefaces, and brand marks. In this creative process, carefully select a handful of colours, fonts, icons, and creative assets to develop your brand’s visual identity.
Select styles that consumers will instantly associate your brand with. The final step is to ensure that you constantly stick to your brand guidelines in all your creative assets. This allows your brand to “own” colours, typography, visual styles, and eventually broaden the perception of your brand in the eyes of your consumers.
Consistency is key when it comes to implementing your brand guidelines.
6. Making your content bucket
To put it simply, a content bucket is an assortment of topics with an overarching theme. By selecting various topics that are relevant to your consumer profiles, you can ensure that you have a well-rounded communication and social media marketing strategy, which will give your target audience a full picture of what your business offers.
Creating a content bucket will help you ensure that your marketing content is varied in type and form, garnering more engagement from people in different walks of life. The consumer profiles we made earlier are the perfect vantage points for you to look through when selecting topics to include in your content bucket. Include topics that you think will resonate with these consumer profiles.
Furthermore, the topics you select must be in line with the objective you have in mind, whether its engagement, brand awareness or any combination of the objectives we discussed earlier your objective(s) should be the overarching theme that connects the topics you've included.
Now that you have a handful of topics in your content bucket, go ahead and mould them into well-constructed posts that leverage an assortment of creative formats such as GIFs, carousels, and videos along with the perfect captions to tag along. When you write these captions make sure that your communication encourages readers to take actions by your objectives.
7. Creating a calendar and going live
If you’re familiar with planning an itinerary for a holiday, you already have the skills to get started on your social media marketing calendar. Your social media calendar is an essential tool to plan out what, when, and where you will be posting your content. It is what it sounds like, a calendar (digital or otherwise) that details the times and days you will be taking your content to live.
To create your calendar, you can rely on a plethora of online templates (available through a quick search) or create one bespoke to you on a simple spreadsheet, feel free to get creative here, you will be looking at this frequently. Within your calendar, alongside the days and times, it is a good idea to include parameters such as post captions, creative briefs, and platforms you’d like to go live on, this will help you add some structure to your campaign and help you easily track your progress throughout your campaign.
After you’ve populated your calendar, with posts on your content bucket and objectives, it’s time to go live. Going live with your content in a scheduled fashion is a fairly doable task provided your calendar is complete, and your creative collateral is standing by.
Make sure all the relevant assets, such as creatives, captions, and your social media login credentials are ready well in advance of them going live.
There are also some tools available online that will help you automate this process to some extent, platforms such as Hubspot, Hootsuite and Sprout Social are just a few of the tried and tested platforms you can subscribe to automate the process of taking your content to live at precisely the days and times you intended.
8. Understanding what metrics to track and what they mean for your business
Now that you have successfully begun posting content on your social media, you’re probably wondering, what’s next? To succeed, and continue to succeed on social media it’s as important to observe as it is to publish. Consumers today are constantly being bombarded with content in all forms and platforms, so it is safe to assume that their attention spans are short-lived. Therefore it is important to nurture and be sensitive towards how your audience is engaging with your content. The following parameters are a good start to determine what's working and what isn't -
- Impressions: These are the number of times a platform like Facebook showed your posts to a user. Ideally: a high number that's growing
- Reach: these are the number of people that viewed your post for 3 or more seconds . Ideally: a high number that's growing
- Impression to reach ratio: this ratio shows you what percentage of your audience is paying attention in comparison to those that have chosen to ignore your posts. Ideally: a percentage that's approaching 100%
- Likes, comments, and shares: these are the number of people that have interacted with your post. Ideally: a number that's growing
- Follows: the number of people following you. Ideally: a number that's growing
Now that you know what these metrics mean and which direction they should be moving, monitor and compare them on each post/piece of content with your competitors around the same time to decipher what resonates with your audience and what does not. Make sure you do this regularly as your audience is likely to change its preference over time. Learn from these analyses to draw inspiration for what to add to your content bucket next, to stay on top of your social media efforts. Publish, analyse, improve, repeat.
A successful social media campaign is a fairly attainable goal for anyone. By maintaining a disciplined approach, being detail-oriented, and constantly aspiring to iterate and improve, unlock the power of social media for your business!