TLDR: According to Matt Diggity, CEO and Founder at Diggity Marketing, social media activity can affect SEO rankings. The Yandex ‘leak’ which revealed 1922 search ranking factors, highlighted two ranking factors which related to traffic from social media. (Yes, Yandex isn’t Google, BUT it reportedly functions in a very similar way.)
Here’s what you need to know:
- There is a positive Yandex ranking factor if a website has traffic coming from social media.
- There is also a negative ranking factor if ALL your traffic is coming from search.
So, what does this mean for you? It means you might want to focus some of your efforts on social media, to drive more social traffic to your website.
In the early days, it was easy for businesses to see measurable results from a social media strategy, but today, with 61% of the global population using social media (that’s 4.95 billion of us), many brands are left scratching their heads, trying to figure out:
- Is social media still a valid marketing strategy?
- Can I compete with larger brands?
- Will I ever see results?
The answer to these questions is an unequivocal YES…as long as you have the right tactics.
In our social media guide, you’ll learn:
- Why brands struggle to stand out on social media and their biggest mistakes
- Why content is still king for social media (and why traditional posts are no longer enough to ensure engagement)
- How to embrace and implement technology into your campaigns
- Why social media marketing is an ongoing task that requires regular assessment
Why do so many brands have trouble standing out on social media?
Social media is still one of the best ways to connect with your audience and win brand exposure, but its sheer popularity means generic approaches no longer yield positive results. Let’s take a look at why so many brands fail to stand out on social platforms.
Content saturation
You think social media is the perfect opportunity to show people what you’re all about. The problem is that your competitors have the same idea, which means vast content saturation – even for niche brands.
Research from the European Commission highlights a 22% growth in enterprises utilising social media platforms from 2015 to 2021 alone. All of these brands are posting content, making it easier for yours to get lost in the crowd.
The been there, seen it mentality
Competitor research is integral to any social media strategy, but that doesn’t mean you need to post similar content. Using the same branding or posting content you’ve copied from the competition does nothing for your brand.
People want unique content that they find relatable, and failing to give them that often means your brand gets lost in the crowd.
No consistent strategy
In the early days of social media, brands could write a post, hit the button and wait for prospective customers to come. Consumers expect more from brands, so a lack of strategy can be a fatal error.
Not establishing when and where you’ll publish, along with failing to interact with people who engage with your content, creates a negative impression. Defining who’s responsible for what and implementing clear posting guidelines are central to a consistent strategy.
Not understanding the concept of social media
Most social media platforms have the same aim: to connect people. Brands that use them must understand that over-promotion is a massive turn-off for their audience. Adopting a consumer-first mentality means you can create content that resonates.
Also, every social media platform is different. Each has unique features and attracts different audiences, which means you’ll need a distinct strategy tailored to the platform.
Content marketing tactics
When it comes to social media, content is still king. You can’t have a loyal following without posting great content that engages your audience and compels them to interact with your brand.
Gone are the days of traditional posting because successful brands today utilise a range of innovative tactics that transform their social media pages.
Whether you choose to go it alone or seek support from specialists in content marketing, these tactics will revolutionise your brand.
Leverage storytelling
Think about your favourite brand and why you love it so much. There’s probably a great story behind why the brand came to exist and how it aligns with your values.
Storytelling can spark emotion and help your target audience resonate with your brand – with the right narrative. Aligning your content to your brand’s mission, vision and values gives it a degree of authenticity,
When telling your brand’s story, it’s important to:
- Know who you are, what sets you apart and why you’re around.
- Develop a deep understanding of your target audience and what makes them tick.
- Connect with people on a personal level and craft compelling stories.
- Maintain consistency and analyse your posts to see if they match your brand’s identity.
- Stay up to date with current events and ensure your posts are relevant.
Maximise engagement with interactive content
Content that resonates with your audience can enhance engagement rates and help you build a loyal following. Unfortunately, many brands fail to make an impact with their content because it’s all about them.
Imagine two brands with the same products, prices and target audiences. One posts about current events, shares jokes and offers tips that help readers enhance their lives. The other focuses on advertising their products and promotions.
The first brand is more likely to have higher engagement rates because audience members get two vital things: engagement and information.
Interactive content is one of the best ways to leverage social media, offering double the engagement of static content (Upland).
Quizzes
Who doesn’t love a quiz? Whether it’s a knowledge test or an ideal product finder, posting quizzes on your social media page gives your target audience a chance to interact with your brand. They’re also more entertaining than reading general posts.
Polls
Platforms like LinkedIn are great for polls because you can ask people for their opinions and learn vital information about your target audience. Just remember to make your polls fun, too, and don’t be afraid to get creative.
Interactive stories
Facebook and Instagram make it easy to maintain your audiences’ attention with the interactive stories feature. You can combine quizzes, sliding scales and polls to tell an exciting story and make it an enjoyable experience.
Never forget videos
If you’re not implementing videos into your social media strategy, you’re missing out on some huge opportunities. According to Oberlo, 91% of consumers want to see more video content, and 66% say they prefer videos on social media.
However, even though many brands use video marketing, few make use of live streaming despite its popularity. Live streaming should be non-negotiable if your target audience is teenagers and young adults.
Whether taking people behind the scenes or hosting live Q&A sessions, implementing live streaming sessions can significantly boost your social media engagement rates.
Unlock user-generated content
UGC is vital for social proof. Sure, you can say your brand is great, but nothing’s more powerful than a recommendation from someone familiar with your products/services.
Popular forms of UGC include:
- Reviews: Posting reviews on social media proves that people respect your brand. If you sell products, it can also remove barriers to purchasing them.
- Before/After: Most people want to know how a product or service will benefit their lives. Showing them authentic before and after testimonials can convey authenticity.
- Videos: Going deeper and into more detail than photos and short reviews, videos can help you build a sense of community.
When executed correctly, user-generated content can be an affordable way to resonate with your target audience and build a following where your customers feel involved with the brand.
Innovative tech tactics
Technology is intrinsic to social media success, and the solutions available continue to give brands new ways to interact with audiences. From implementing VR to revamping your campaigns with AR, these tactics are powerful weapons for any social media strategy.
Virtual reality
VR continues to become more advanced, and brands can use it to cut through the noise and offer their audience a unique experience.
While the technology can be expensive to implement, understanding its applications can help you embrace it in the near future.
Virtual experiences
Brands can use VR to showcase product demonstrations and host events that immerse users. Whether it’s a virtual tour or showstopping branded entertainment, engagement rates can soar because it’s a one-of-a-kind experience.
Examples include realtors using social media to advertise virtual property tours and Nike’s innovative VR training programme, which lets users learn vital techniques for various sports.
VR adverts
Social media platforms like Facebook are ideal for advertising new products and services—if you can stand out. While traditional ads can still capture attention, integrating VR can create a fully interactive experience.
Games and quizzes can turn a traditional ad into a fun-filled experience, driving more conversions.
Augmented reality
Augmented reality is another exciting technology that takes digital content into real-world scenarios. Instead of wondering how something might look, prospective customers can use AR to see it in real life.
The technology is popular for fashion and other products because it can eliminate doubts and streamline decision-making.
Here are some ways you can implement AR into your social media campaigns.
Try-ons
Sell clothing or beauty products? Let your audience try them on by using their camera to authentically visualise a product. Virtual try-ons are fast becoming a must-have for B2C brands, and many prominent names are seeing impressive results.
For example, Ikea has an AR app that lets consumers visualise how furniture would look in their homes. Advertising this app on social media gives them a competitive edge over brands that don’t have the technology.
Branded campaigns
Branded AR marketing campaigns have the potential to grab attention and drive conversions by offering a fun-filled experience.
Whether it’s creating unique challenges, giving viewers the chance to unlock exclusive products or completing actions that unlock discounts, the unique nature of these campaigns makes them impossible to forget.
Assess, test, grow
OK, so you’ve implemented all the above tactics – now it’s time to sit back and relax, right? Wrong. Social media is an ongoing task; seeing some results doesn’t mean your job is complete.
If you want to revolutionise your brand, ongoing maintenance is integral. From analysing your results to strengthening relationships, assessing your results is intrinsic to long-term success.
Measure your results
Analytics are vital for understanding which posts drive the most engagement and evaluating how your brand compares to competitors. Make time for regular checks and utilise A/B testing to ensure you give your target audience the best experience.
Understanding what’s working and what isn’t allows you to change your campaigns and look forward to more engagement.
Look at engagement rates
Understanding how your audience engages with your brand over time is also essential. Are you offering enough incentives? Do they feel that your brand offers value? Knowing these things can help you tailor posts and isolate what will make your audience tick.
For example, some brands find their audience loves flash sales and schedule regular promotions, while others might have customers who prefer useful information.
You could also create a web series or focus more on interactive challenges.
Make smart decisions
In an ideal world, you’d have a solid presence on all social media channels. However, small businesses can struggle to maintain a consistent posting schedule when creating content for all channels.
Looking at where your target audience is and how they interact with different platforms can isolate which are best for your brand. For example, teens spend a lot of time on TikTok, while Facebook is the most popular among Millennials.
Are you ready to win with social media?
The amount of work you put into social media doesn’t have to define your success. Instead, forward-thinking brands that anticipate what their audience wants can streamline various aspects of posting and focus on creating original content.
A brand that spends hours on coming up with generic posts won’t necessarily have the same success as a brand that posts an AR campaign.
Embracing technology and being willing to innovate will ultimately set your brand apart from the competition. If you need help, Assertive is always here to turn your marketing goals into reality.
