social media marketing Archives - Page 22 of 61

When you reach middle age life begins to change. Things don’t work like they used to, your favorite songs are now considered classics, and you start dreaming of convertible sports cars. Social media as a marketing tool has reach middle age and is maturing as a medium. Yet this doesn’t mean we are facing a mid-life crisis. It means we need to change the way we think about our social media strategies.

Social media is no longer new and has become mainstream for many.

Across the globe 3.5 billion people are active on social media. And while social media users are increasing there are signs we have entered a maturity stage. One sign of this new era is that user growth has stalled in certain markets. The number of social media users in the U.S. failed to grow for the first time last year. And Facebook’s growth has slowed in the U.S. and Canada to just 1% while growth in Europe was just 2%.

Growth has stalled in other areas as well. US daily time spent with social media fell 1 minute in 2018 after an increase of 13 minutes the previous two years. And it is predicted that time will remain flat at just 1 hour, 15 minutes through 2021. While we are spending less time on social media we are adding more social platforms. The average global social media user age 16-34 has 9 social media accounts. Even 55-64 year old’s are on 5 social media platforms now.

New social media platforms stats become more relevant.

In this new era social media managers must consider more than global monthly active users (MAUs) and overall user demographics of social platforms. Another stat to consider is daily active users (DAUs) among target audiences in specific markets. The question to ask may no longer be “What social media platform is my target audience on?”, but instead consider “What social media platforms are my target audience most active in?” This makes a difference as the table below illustrates.

Globally the top social platforms by highest MAUs are Facebook, YouTube, and Instagram. But if you look at global DAUs the top social platforms switch order with Snapchat in first, then Facebook, followed by Twitter. The platforms and order further change when you add demographics and a specific country. The highest DAUs for Gen Z (age 13-19) in the U.S. now become Instagram first, YouTube second, and third Snapchat.

Flat time spent with social media, stalled user growth and more social accounts means platforms and brands have become more competitive for user’s time. And this has lead to increased social ad spending. Social media used to be thought of as “free marketing,” but no longer if you want to remain effective and drive results. While social media marketing use among U.S. brands rose 1% in the past two years (90% to 91%), social media ad spending increase 48% ($18.6 billion to $34.9 billion).

A maturing social media landscape calls for some new strategies.

What do these signs of aging mean? It means putting the top down on your social media and letting in some new strategies. Instead of using social to saturate your audience with brand content across the same channels you may need to add social platforms where you have not been before. And if you haven’t already you’ll need to use more paid social to reach those users. But this doesn’t mean spray and pray. Success comes in targeting the right audiences at the right time in the right social platforms. And it means using AI machine learning to optimize those efforts.

Yet brand posts and brand ads may not be enough. Social media strategies must also integrate employee advocacy, executive communication, user generated content, social customer care, influencer marketing, and messaging. Paid can drive direct action and increase reach, but organic can build community which can lead to advocacy.

Finally, with the increase in social ad spending this means more than ever you’ll need to connect social strategy to business objectives using analytics to measure outcomes with a good Social Media Measurement Plan. Avoid a midlife crisis. Take the time to adjust your social media strategy. A good first step is to Perform A Social Media Audit of your existing strategy following a Social Media Audit Template. Social media author and consultant Jay Baer says, “If your social media strategy is older than a year, you don’t have a strategy.” As social media has matured and spending has increased after COVID-19 Ask These Questions To Ensure You Have The Right Strategy.

Social media has an important role to play in a new customer centered marketing cycle.

Google returns over 3,000 articles saying the marketing sales funnel is dead. Pronouncing a classic principle dead is helpful to attract attention and signify a big change. What is not helpful, is throwing the bath out with the bathwater believing there is no longer a path to purchase. Mark Ritson in Marketing Week appropriately said, “Reports of the death of the sales funnels are greatly exaggerated. Consumers might be bombarded with media and marketing from all angles, but markers must still understand how to influence their journeys towards a purchase.”

The original marketing funnel, also known as a sales, purchase or customer funnel is based on a hierarchy of effects model indicating consumers move through a series of stages to make purchase decisions. Known as the AIDA model marketing, advertising and sales people have been trained to move consumers through the stages of awareness, interest, desire and action. It is illustrated as a funnel because the number of potential prospects decreases with each stage and tactics change from branding and mass media advertising to sales promotion and personal sales.

The problem with the funnel is that it stops at purchase and does not map out post-purchase customer stages that influence repeat purchase and referral. McKinsey found that now two-thirds of the touchpoints during the active-evaluation phase of purchasing involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family – post-purchase consumer activity not accounted for in the funnel.

Post-purchase stages are now more important to consumers and marketers.

This social media fueled feedback loop has shifted power from seller to buyer. Search and social has enabled people to create their own paths to purchase via dozens or even hundreds of touchpoints. Google has found that no two journeys are exactly alike. The consumer is at the center of their own unique customer journey. Derek Thompson in Hit Makers describes this consumer revolution saying, “The gatekeepers had their day. Now there are simply too many gates to keep.”

The marketer has lost control over much of the information about their products and services. What’s more, the brand messages they do create are less trusted than content created about the brand by consumers. Edelman reports that 74% of consumers use one more advertising avoidance strategies and 63% trust what influencers say about brands much more than what brands say about themselves.

This doesn’t mean consumers don’t want marketing and marketers have lost all influence. Salesforce State of Marketing report indicates 79% of customers are willing to share data in exchange for contextualized engagement, and 88% will do so for personalized offers. Its no longer about being a gatekeeper it about joining the community of consumers who already talking about your brand.

Customers today demand connected journeys through more personalize marketing.

Salesforce research has found 84% of consumers say being treated like a person, not a number is very important to purchase decisions. And 70% say connected processes, such as seamless handoffs, situation specific engagement, and needs anticipation, are important to their customer journey. In other words, consumers are looking for relationships. We need to put the “social” back in social media.

Many experts have seen this coming and describe the shift in various ways. Mark Schaefer in Marketing Rebellion calls for human-center social media marketing. Joseph Jaffe argued for conversational marketing and a move from corporate centric to customer centric marketing. Seth Godin says marketing now needs to be relevant not loud. Shoving declining mass advertising into the top of a disappearing sales funnel is making less and less sense.

Consumer engagement is key in a new customer centered buyer journey.

In our digital era the marketing funnel is more like a circular system. The consumer is at the center controlling much of their own buyer journey while influencing other consumer’s on path to purchase. The marketer joins the conversation via engagement as a guide not a gate keeper. This can be seen in the marketing cycle illustrated below.

The customer journey no longer follows a linear path of predictable marketing tactics that move consumers down a funnel of awareness to purchase. A Facebook ad or blog post may appear in the consumer’s feed or search results to generate awareness or could be the touchpoint they engage with right before conversion. A customer service interaction with a current customer on Twitter may recruit a new customer as a customer rating and review on Amazon or Trip Advisor my influence a conversion.

The engagement in the middle of this marketing cycle can impact any part of the journey at anytime. Positive or negative interactions and comments can pull more customers in or push more customers out entering any stage of this new circular path to purchase. The customer is at the center of this journey, but the brand can still join in and help guide the path. Google research reveals a mixture of paid, owned and earned media is consumed via unique paths to purchase with dozens or even hundreds of touchpoints.

After purchase customers use the product or service, form an opinion and share that experience through social media. This user generated content (UGC) is found by perspective customers via search and social networks feeding back into the marketing cycle influencing their awareness, interest, consideration and conversion stages.

Marketers must shift from a control mindset to one of engagement.

Seth Godin says to be seen marketers must learn to see. This begins with social media listening. The focus is on creating meaningful and relevant experiences at the appropriate time and place. The brand engages with potential customers through varied touchpoints along the journey from prepurchase awareness, interest and consideration to purchase conversion followed by postpurchase use, opinion and sharing.

These touchpoints become the tactics of social marketing strategy. A social media measurement plan can reveal which tactics and strategies are producing positive interactions pulling potential customers towards the next stage and which are creating negative experiences pushing them off the marketing cycle path to purchase.

HubSpot calls this moving from a funnel to a flywheel where the marketers role is to add force to the areas that have the most positive impact, and decrease friction in areas with the most negative impact. Doing so will increase size of your flywheel adding more customer promoters. A flywheel uses the momentum of your happy customers to drive referrals and repeat sales. It brings customer relationship management to social media marketing where your own customers become part of your sales force.

Engagement with the connected consumer can’t be one-size-fits-all.

The shift from marketing funnel to marketing cycle has left many marketers confused. Social Media Examiner’s Industry Report reveals that the top question social media marketers face today is how to best engage their audience. Uncertainty may come from trying to view the connected consumer as one audience.

Brian Solis argued that there is no one audience. A target audience is made up of audiences of audiences representing varying roles of the social consumer. In a marketing cycle you must reach the right person in the right stage and touchpoint with the right message. Solis says, ” It is our responsibility to assume the role of digital anthropologist and sociologist to understand the needs and wants of people within each network and to design programs around these discoveries.”

Uncertainty may also come from trying to meet these varying consumer needs with a one discipline team. Different team members from various departments are best suited for engaging with consumers in different buying stages. Marketers are great at brand building, PR pros are relationship experts, sales people know how to close, and customer service gets problems solved. Marketers can lead, but to succeed social needs to be a cross-discipline team of marketing, sales, public relations, advertising, corporate communications, customer service and human resources.

This uncertainty and needed new approach can be seen in the executive summary of the latest Salesforce State of Marketing report. It identifies how marketing is evolving around the new connected customer. In this new model “marketing becomes the cross-functional glue of customer experiences.” Data unification, real-time engagement and consumer trust becomes the goal. Artificial intelligence (AI) offers an opportunity to help make it happen through personalized marketing.

Trust is a deal breaker in buying decisions.

In a recent Trust Barometer report 67% of consumers said they would stop buying from companies they don’t trust. How do you build trust? Edelman’s research found that the best way to build trust is to lead with peer (UGC, influencers, etc.) and amplify with owned, social and paid. In other words, to build customer relationships marketers must remove themselves from the command of a marketing funnel and put consumers in the center of a new marketing cycle. Trust starts with listening in a customer centered social strategy.

Trust built through connected consumer relationships has its rewards. Edelman also found consumers that trust brands reward them by buying their brand first (53%), staying loyal (62%), advocating (51%) for the brand and defending (43%) the brand. Social media and the connected consumer disrupted the sales funnel where marketing people played gatekeeper, but marketers still play an important role as guide in the new customer empowered journey.

Are you still thinking of the customer journey as a funnel? Does putting the consumer in the center of a marketing cycle change your social media marketing strategy? A good first step is to Perform A Social Media Audit and as social spending increases Ask These Questions To Ensure You Have The Right Strategy.