“We don’t have a choice on whether we DO social media, the question is how WELL we do it.” – Erik Qualman
A lot of people make the mistake of thinking that the concept of social media only emerged in the late 90’s or the early 2000’s. The truth is, the term was actually coined in 1994 by a photographer and researcher, Darrell Barry, who was working on a special online social environment at that time. The years to come saw the rise of many different social networks, including MySpace, Friendster, Facebook, Orkut, Twitter, YouTube, and the list goes on and on. Some of them died out while others grew to become giant corporations that are still changing the way we interact. The point is, the main goal of social media was to provide people with a platform to interact and socialize digitally. However, businesses saw it as an opportunity to engage with their target market and, thus, the field of social media marketing was born. With the introduction of cheaper smartphones and better internet connectivity, Pakistani brands, big and small, also started focusing on this channel. Today, it’s safe to say that social media marketing in Pakistan has finally caught on!
Surprisingly, there are still many Pakistani entrepreneurs who don’t know how to fully utilize the power of social media for their business. For that very reason, we have decided to share the basics of how (and where) to start doing social media marketing in this detailed article. By the time you are done reading this, you will definitely have a better understanding of this amazing channel. So, let’s begin!
ü Start by Creating a Social Strategy
Before adding stories and running ads, sit down for a moment and create an effective social strategy. This is a fancy term used to define what you hope to achieve for your business through social media, how you are going to do it and, most importantly, what platform you are going to focus on the most. The social strategy of every brand depends on a lot of factors such as niche, type, constraints, etc. Use the following steps to create your own:
- Define your business’ goals. What are you aiming for? Do you want to create brand awareness? Do you want to get funding? Do you want to increase traffic to your website? Ask yourself these questions and more.
- Set a budget and list down all of your constraints. This will help you a lot with your future marketing efforts.
- Consider your target market and industry and then select the social networks to focus on. For example, Facebook, Instagram, and Snapchat are best suited for e-commerce businesses.
- Make a content strategy. Focus on what type of content you will post, how often you are going to post it, where you are going to share it, and so on.
Don’t jump into social media without a proper plan. Take some time to create a strategy that really stands out.
ü Start Sharing User-Relevant Content
Content is the fuel which drives social media…and social media is all about engagement and reach! You should aim to keep your audience engaged while also ensuring that whatever you share is viewed by the relevant audience. For that reason, you need to develop a content strategy. As always, determine who your target market is and start creating content accordingly. Don’t just share promotional content on your business’ social accounts; instead, also focus on posting informative and valuable content that is relevant to your business/industry and is bound to get engagement. Finally, make sure that your content has the element of variety, which simply means that you should post both static and dynamic content (for example, images, as well as videos and GIFs).
The timing matters a lot as well. Do some research and find out when the best time is to share content on the specific social media platform(s) you are using for engagement.
IMPORTANT NOTE: As far as social media marketing in Pakistan is concerned, it’s best that you avoid posting controversial and religious-oriented content. You don’t want your content to backfire and harm your brand image, so share responsibly.
ü Identify KPIs and Start Tracking Performance
Almost every marketer would agree that the most difficult aspect of their job is to track results. Regardless, you must do it, whether you are doing outdoor campaigns or social media marketing. As far as social media is concerned, you must identify a few key performance indicators which you can use to determine the effectiveness of your social media marketing efforts. This depends entirely on your objectives and the social networks you are using. A few common KPIs include:
- Leads Generated
- Conversion Rate
Tracking results will help you identify the areas you need to work on and the strengths that you could further enhance by either tweaking your social media strategy or leaving it as it is. Some tools you could use to track results include Buffer, IFTT, and HootSuite.
This article was aimed at summarizing the complete process of social media marketing in the best way possible and we hope that we have managed to accomplish that! Keep all of the things mentioned above in mind and use the power of social media to grow your business to new heights. Invest time in creating an outstanding strategy and the rest will come easy to you. So, best of luck with that. And if you need help with your social media marketing efforts, you can always contact Mega Marketing Network – we’d be more than happy to assist you with our services!