The problem with marketing for social media platforms is the sheer volume of work.
You’re juggling content for multiple platforms, while trying to stay on top of community responses and track performance.
That’s why you need to be forward-thinking — plan targeted campaigns and automate as much menial work as possible.
Read on to discover how to successfully manage your social media marketing, supported by monday.com as the backbone.
Why is it so important to nail marketing for social media?
When you consider that people spend nearly 2.5 hours a day on social media, it’s pretty clear that social platforms pose a huge marketing opportunity.
While social networks were originally designed for connecting with friends and family, they’ve now become the hub for shoppers to discover new brands and interact with companies online.
According to 86% of social media marketers, social platforms increase brand awareness.
But, it’s not just market exposure that social media marketing offers. 78% of social media marketers say that social media marketing increases traffic, while 67% agree that it helps them generate more leads.
This is all pretty common knowledge. Social media marketing has been used as a top-of-the-funnel marketing strategy for many years.
But, things are starting to change.
Now that platforms like Facebook and Instagram have enabled brands to sell directly from the social network, 59% of social media marketers claim that marketing for social media directly drives sales.
In this vein, a half-baked social media strategy is like pouring money down the drain.
The only way to achieve a well-managed social media strategy that meets goals, delivers consistency, and learns from its performance is with a sophisticated Work OS, like monday.com.
Why? Because juggling everything is a nightmare without a centralized social media tool to analyze, plan, automate, and track your campaigns.
How to build successful marketing for social media
The death of a social media campaign comes in the form of poor management. If you can’t stay on top of campaign planning, creation, distribution, and analysis, you’ll struggle to meet your marketing goals.
If you’re marketing for social media, here’s how to drive the highest ROI across all the platforms in 4 steps.
1. Analyze your audience
Customers expect brands to anticipate their needs and offer tailored suggestions to help meet those requirements. If your brand doesn’t achieve this, it’ll lag behind the competition.
But how do you know what your audience wants? You stalk them, of course — this is social media after all.
To get to the heart of your target audience’s desires and motivations to buy, you need to think like your buyer personas. You need to understand their characteristics, interests, and behaviors.
You can actually import your social media and Facebook ad campaign data into monday.com to analyze your audience’s behavior.
By patterning audience data, you’ll better understand where your target personas congregate, where they most engage, with what, and when.
This makes it far easier to determine the type of content to produce along with where and when to post it.
2. Plan your campaigns
Don’t try and create your campaigns on the fly. You need a social media marketing plan.
To make sure you get a good return on investment (ROI) when marketing for social media, you need to set campaign goals and plan content that’s aimed at meeting those goals.
For example, 59% of social media marketers are aiming to generate leads, while 48% are looking to increase community engagement.
A lead generation strategy might look more like a paid-for advert for a free demo or download.
To amplify engagement, you’re more likely to post a poll or launch a giveaway that encourages users to share your social media post.
But it’s not just the content you need to plan. You’ll also need a savvy posting schedule.
You need to post regularly as brand consistency increases conversion rates by 33%.
Most brands tend to post on social media 3-4 times per week. Follow this practice to keep yourself in the public eye but, be smart about timing.
The time you post on social media will also have an impact on its visibility. Make sure that you’re finding the optimal time for your industry and target audience based on research and analytics.
However, if you’re a tech firm, you’ll get more engagement when they post on Wednesdays at 6 am and between 9 am and 10 am, and again on Fridays between 7 am and 10 am.
To make sure you’re sticking to a regular schedule, you’ll need to create a social media calendar.
With monday.com’s social media calendar template, it’s not only easy to organize your content, it’s also a breeze to assign tasks, communicate with team, and track campaign progress.
3. Automate your content
Automation is the secret to every successful social media marketer.
On the one hand, you can automate repetitive administrative tasks. This speeds up organization and stops you from getting bogged down in the minutiae of day-to-day management.
Think about it — no more manually notifying team members or moving documents from folder to folder.
With a platform like monday.com, you can automate these tasks so that your campaigns order themselves like Mary Poppins tidying a bedroom.
But that’s not all.
You should also automate content distribution so that posts release automatically on the date and time they’re scheduled to post.
By integrating your social platforms with monday.com, you can schedule your social content to post automatically.
This not only saves you time spent manually posting. It also means you can post throughout the night so that your marketing for social media reaches a global audience.
4. Track your performance
To truly understand the ROI of each social media channel, you’ll need to track and measure the performance of your campaigns.
That way, you can see where you’re wasting time, money, and marketing effort.
You’ll need to determine your key performance indicators (KPIs) — which are your indicators for success.
If your goal is to boost engagement across each social channel, for example, what social media activity do you measure? 72% of marketers track likes and comments to measure engagement, whereas 62% measure shares and retweets.
If you’re measuring lead generation, you might want to look at the number of people who download your demo on each social platform to see which is the most profitable.
Try using this social media metrics template to keep track of your campaign performance. You simply import the data from each social media channel and you can compare performance using the variety of different charting tools.
Here’s how top brands use monday.com when marketing for social media
You know how we know monday.com’s Work OS is the only tool you need when you’re marketing for social media? Because our customers tell us so.
Check out the innovative ways our customers are using monday.com to make social media management that much easier.
Planning monthly social media campaigns
Previously, the agency was using Google Calendar to plan its social media content, but the overlapping boxes were super unclear, meaning lots of posts fell by the wayside.
Now, everyone’s on the same page and remote working has never been easier.As TJ Janus, Inscribe Management’s co-founder puts it, “[monday.com] is so visually organized and allows for collaboration between team members, while organizing all of your social media content needs.”
Managing multiple campaigns at once
Aviv Luski, the CEO of Digistage, admits that the whole company would crash without monday.com.
The digital agency needed a tool that was well-designed but simple enough for anyone to use for their multiple campaigns. They found monday.com, and the rest was history.
Now they use the tool to manage all their clients’ campaigns in one place. It helps them to build, budget, and prioritize campaigns, while tracking progress as they go.
As Aviv puts it, “It’s really helped me to manage my day, my customers, my employees, it’s perfect.”
Collaborating on social media projects
Keeping your team on task can be tough — especially if you’re working remotely.
Real estate firm, REIWA, tackled this task with monday.com.
Previously, they’d found it difficult to collaborate on social media projects, since it was difficult to get a big picture of all the campaigns, while simultaneously understanding what everyone was up to.
This meant the team was sending around 250 emails per day.
Now the team uses monday.com’s Work OS to organize their social media campaigns, they send 0 emails a day. That’s right. Zero.
According to the marketing coordinator, Jacinta Houzer, this saves the team around 7 hours a day.
Just think how much time you could save with monday.com.
So, what now?
Marketing for social media doesn’t need to be confusing. With the right tool in place, you can manage all your campaigns under one roof.
The success of your social media campaigns lies in your ability to set marketing goals, monitor progress, and track performance.