As a marketing tool, social media has never been more potent. To get the most out of it, CMOs and marketing managers should analyze how the marketing landscape has changed in the last year – and design their social media marketing strategies for the future accordingly to maximize the return on their social media investments.
During the pandemic, social media has become crucial to marketing, according to the Special COVID-19 Edition of The CMO Survey. As per the study, social media spending surged by 74 percent from 13.3 percent of marketing budgets in February 2020 to 23.2 percent in June 2020.
According to the report, businesses are witnessing unprecedented returns on their social media investments. In fact, CMOs believe that social media spending will continue to rise, and that they would invest more in online consumer experiences. It is apparent that social media will continue to play a significant role in attracting customers to digital services.
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For marketing leaders planning for a post-pandemic future, here are a few social media marketing strategies to consider.
social media marketing strategies
New features and channels
Social media strategists should keep up with what’s new on existing platforms at all times. New tools present an opportunity to develop a unique connection with customers, who will link their discovery of these features with the businesses that use them first. A robust social media marketing strategies should also include a method for swiftly finding new features and channels and developing content for them.
Social media talent
Social media managers are now expected to oversee an expensive but very effective part of the marketing budget, as well as a role that needs them to be multifaceted. As a result, marketing leaders must carefully consider who should occupy this critical position. Furthermore, in order to attract top personnel in this field, compensation must remain competitive with the role’s increasing value.
Agile social media management
The year 2020 has demonstrated how rapidly the social media landscape can transform. Recognizing this, CMOs placed “ability to pivot as new priorities emerge” as the most important attribute in marketing recruits. CMOs must ensure that their processes, workforce, and agency partners are ready to respond to and capitalize on these abrupt shifts when it comes to social media management. Organizations that are prepared to rethink their social media strategies in the face of a quickly changing landscape will reduce risk while increasing opportunities to interact with customers.
Influencers and creators
As online traffic grows, organizations will need to identify the right influencers in order to attract target customers and identify growth categories. It will also be critical for social media managers to engage in relationship building and influencer training; influencers are an excellent way to establish trust and authentic relationships with followers, who may eventually become paying customers. Individual and group meetings with influencers to discuss product upgrades and get input on trends they are seeing will go a long way toward creating a mutually beneficial relationship.
Social media and e-commerce platforms
To make online purchasing simple, social media managers must ensure that customers are guided smoothly from social media to their e-commerce site. As new digital tools emerge, social media teams must insist on frequent engagement with development teams to create a seamless customer journey from mobile apps and social media sites to the company’s e-commerce site.
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Onboarding agency partners
Selecting, training, and maintaining a strong relationship with agency partners is becoming increasingly critical as they are now an important part of an organization.
As the COVID-19 pandemic drives people to spend more time online, social media has become a significant factor in the relationship between brands and their customers – both current and potential ones. To adapt to the new landscape, now is the time to invest in developing an integrated and agile social media management function.
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