Most businesses are on social media in Kenya or at least have an active account or two. To succeed at social media marketing in Kenya, you need to be more than present.
You need to be aware of and work hard in mastering several key elements in order to sway consumers to your brand. In this article, I will share with you the 5 key components to social media success.
“Content is king” – Bill Gates
Why is content so important? Content is going to be the biggest reason, and maybe the only reason, your target audience visits your social media page. First, if you don’t have a steady stream of content, then your page is going to be filled with dead air. For a platform like Facebook dead air can be a day or two of zero content. For Twitter and its rapid pace, dead air can occur if you’re not posting more than 3 times a day. If you don’t have a steady stream of content, your page will look dead and your audience will just move on.
Second, not any content will do. Your content needs to achieve one of three things: be entertaining, informative or helpful to potential customers. If it’s not doing one of those things then you need to rethink your content strategy.
Also, be sure to mix it up and offer some variety. Nobody wants to be sold to in every post they see. The best format is to offer two pieces of entertaining, informative, or helpful pieces of content for every sales pitch you make.
Lastly, you need to consider the format. Will it be written content, videos, or images? It’s best to listen to your audience and see what they respond to. You can always test different formats, analyze what works, and put your best foot forward next month.
2. Customer Service
Having customer service as a part of your strategy is just good business. You will, however, be shocked to find out how few companies are using social media for customer service, or are, but fail miserably, whether it’s not responding to customer complaints, or not responding fast enough.
Customer service etiquette will make or break your image on social media. The main problem is most businesses just don’t have the time or resources to respond to each complaint or to do it in a timely fashion. Unfortunately, your customer doesn’t care about that; they have a complaint or concern and if you don’t solve it, another business will.
Customers expect a speedy response time as well. Typically, the expectation is an hour.
3. Social Listening
Good social media is about reaching the right people, at the right time, with the content most suited to meet their needs. To accomplish this goal you need to include social listening into your strategy.
Social listening is more than just monitoring brand mentions or responding to every comment that comes in. Don’t confuse monitoring with social listening. Monitoring consists of reacting to notifications and mentions where social listening is more about taking that data, analyzing it, and using it to create insightful content, marketing campaigns, improve public relations, improve customer service, and even create new products to bring to market.
To perform social listening there are plenty of free tools at your disposal like Social Mention, or a paid tool with tons of features like Mention.
4. Paid Advertising
Every day marketers in Kenya are finding it harder and harder to reach their audience through organic social media. Paid social media is now a critical component of your social media strategy. Paid social media is sponsored content or advertising to boost your website presence in third-party feeds and pages. Paid social media in Kenya, like traditional advertising, is an effective way to increase brand awareness or to drive traffic to either a website or storefront.
Why chose to advertise on social media versus traditional avenues? For one, Social media platforms offer advanced audience targeting options such as location, age, gender, and even as detailed as the pages they visit and activities they engage in both on and offline. Traditional advertising has its benefits, but lacks the ability to direct campaigns based on behavioral data.
It might go without saying but analytics is the foundation of successful marketing, and social media is no different. Social media platforms today offer unbelievable access to audience data to delve into before you even start building out your strategy. If you’re just starting out and you’re not sure what to track and measure, its best to focus on what is most important to your overall business objectives.
The most typical things to start measuring are the number of followers, reach (number of people your content is being shown to), engagement (number of people interacting with your content) influence (who is talking about your content) and share of voice (how you compare to your competition). If you’re trying to drive traffic to your website, each platform makes it easy enough to track clicks and conversions as well.
Social media analysis can be a bit overwhelming, but just remember to hone in on what matters most to your business. Test out new content, copy, campaign structures, and changes to your profile. Finally, measure each change you make and see what moves the needle. Wash, rinse, and repeat!
I hope this information helps you when improving your social media efforts or maybe now you can see the value social media can bring to your business and you’ll feel comfortable enough to take the leap!
Social media is a powerful marketing tool at your disposal and although time-consuming it is a relatively inexpensive form of marketing that has the potential for a big return on investment provided it is done right and you understand The 5 Key Components to Social Media Success.