As the AWG social media program coordinator, I definitely have a specific theme to my blog posts. That theme has narrowed down even more in the past few years as social media continues to evolve. With that evolution, I regularly remind the audience reading our blog that dynamic, engaging and even targeted social content is essential. It’s always been important but as social media channels become more and more saturated with brand content, and as Facebook continues to update its algorithm, it’s becoming more vital for brands and businesses to be as strategic as possible with their social media marketing.
With that idea in mind, AWG Marketing recently rolled out a new service structure for our members who are on our social media program, specifically those who use our services for their store’s Facebook page(s). We used to offer three separate tiers with various levels of involvement and posting frequency for three separate prices. But after a year or so of this structure, we realized it’s not to the benefit of our members to be on the two lower tiers. Even at a lower price, it no longer makes sense to have social media just to have it.
This is especially true with Facebook. It’s still the most widely-used platform and it has an ever-changing algorithm that determines who sees your posts and how often. With that in mind, we work with members to encourage them to keep us informed about everything going on in their store so we can provide their page with content that resonates with consumers and draws them to the page and into the store. We also help our members create geo-targeted paid Facebook ads, as well as contests, dynamic campaigns, and a variety of other advanced social media marketing strategies.
In today’s social media landscape, your Facebook presence needs to stand out to be seen through all the clutter in your customer’s timeline. But how do you make it stand out? First and foremost, determine what your goals are for your marketing strategy and apply them to your social media marketing. Are you launching online shopping or are you trying to grow your online shopping program? Are you collecting email addresses to grow an email program? Are you focusing on item and price to compete with a store close to yours?
These short-term goals will help you with short-term strategies. Long-term goals are just as important. How do you want your customers to view your store? Do you want them to see your store having the lowest prices, the freshest produce, or the best meat department? Are you focusing on the angle of convenience with online shopping and meal solutions?
Ask yourself these types of questions, determine your goals, and base your long-term and short-term social media strategies based on these goals. Some tactics and strategies you can try are:
- Giveaways & Contests
- Highlight your website capabilities and regularly drive traffic to it
- Use paid advertising using specific objectives and targeted audiences
- Find out what content resonates with your customers and use it
- Experiment with video content
- Use Facebook Groups for your pages
- Tell your story
Gone are the days when you can set up a Facebook page, post your ad pages to it every once in awhile and still expect to get anything out of it. We work with the members on our social media program to help them find the best use of their time and money on social media.