The social media landscape is constantly evolving. Marketers need to think of new ways to promote their brands on social media for a greater engagement and higher ROI. If you are still thinking that your post will go viral by simply sharing it across social channels then you need to revise your current strategy.
In this post, I’ll share three brand new ideas with you to create a conversion-oriented social media strategy.
1. Automate customer interactions with Facebook Chatbots
Facebook allows you to create a chatbot using its own set of developer tools and APIs. Chatbots are powered by artificial intelligence (AI) and they allow business owners to interact with every customer one to one, leveraging the power of predefined nodes.
Currently, there are more than 11,000 bots on Facebook that automate customer interactions and engagement for different brands. Moreover, chatbots can easily respond to audios, videos, images, etc., thereby proving to be a crucial element in the overall customer engagement experience.
Let’s see some examples how you can make use of chatbots to streamline your social media marketing strategy.
Assisted e-commerce search
You can develop a chatbot for your e-commerce store that allows users to have a direct conversation to order a product. Today, if people want to place an order they have to manually search for what they want. However, you can use the power of chatbots to allow your customers to provide an audio input about what they actually need, and deliver that product directly to them.
A chatbot can be created to provide users with personalized answers to their queries. As a business owner, you need to understand your customers’ questions and worries and know how to talk to them in a way that ultimately leads to a conversion. For greater insight, you can create a survey bot that gathers social data, then segment users and target them more specifically in your marketing campaigns.
Enhanced social interactions
As in-person relationships are decreasing in today’s virtual world, it can be a good idea to create a chatbot that befriends the user. A friend chatbot will encourage more and more people to join your network, and later it can also refer your products and services. The chance for conversion may greatly increase this way.
2. Make use of social media analytics
I have seen many marketers relying only on the data provided by Google Analytics. Although the data provided by GA is good but for accurate segmentation of your social audience, you need more than that.
I recommend you to make use of the data accumulated by individual social analytics dashboards, then merge them in order to get a clearer interpretation of your audiences. Here are some social analytics dashboards that you should be using.
With Facebook Insights, you can easily segment your audiences based on region, sex, age, interests, ethnicity, family income, education, social class, marital status etc. You just need to install a pixel or upload an email list to get access to this data.
I recommend you to follow the fruit salad rule while analyzing the metrics. Do not calculate daily values over a period of 30 days. This might lead to incorrect data, as the same person may be included twice in the calculation.
Use the below table for calculating non-unique metrics (in the Yes column) over a 30-day period to have an accurate data of what is working and what is not.
Posting better tweets automatically helps increase engagement. Some of the unique metrics you can get with the help of Twitter Analytics are tweet impressions, profile visits, mentions, followers, engagement rate, audience interest, comparison audience, and their country & region.
With LinkedIn Analytics, companies can get details regarding their reach and engagement. It provides you with metrics such as clicks, interactions, followers acquired, total reach generated through organic and paid campaigns, page views, visitor demographics like industry, function, company size, follower demographics, and follower trends.
Simply click on your Pinterest profile at the top of Pinterest Analytics, and it will show you the top pins from the last 30 days. You can get insights about total impressions, unique viewers, total repins, clicks, and likes. With the data about your highest performing pins, you can easily align your existing Pinterest strategy for greater engagement.
YouTube Analytics allows you to see a high-level summary of how your videos are performing on YouTube. Performance metrics (watch time, views and earnings) and engagement metrics (likes, dislikes, comments, shares, and favorites) let you calculate the total ROI of your video campaign.
Moreover, you can also make use of the YouTube Analytics APIs to automate complex reporting tasks and build custom dashboards.
3. Combine slogans with 360° videos
A good business slogan helps people connect with the brand easily. An appealing slogan should reflect the views of your company and should be able to powerfully communicate your brand message to your target audience.
Here are some ideas and tips to get started with creating the perfect slogan for your next social share. Your slogan should:
- * represent the real essence of your brand
- * be easy to read and understand
- * focus on a social cause
Whenever you create memes to share across the brand social channels, keep the above factors in mind. You can simply make use of slogan creator tools, such as the Spaces Slogan Maker, where you can type your main keyword, and it generates several slogan titles within seconds. The below screenshot displays so many slogans with the keyword “Crude Oil” generated with the help of this tool:
Impressive slogan + 360° video = Viral formula
If you are able to pair a video with an attractive slogan, you can expect it to go viral in no time. The latest video marketing trend is focused around 360° videos which are powered by virtual reality.
360° videos allow you to record a view in every direction at the same time. Dedicated VR cameras do this trick and the result is awesome.
Flipkart, an Indian e-commerce retailer recently unveiled its “Big Billion Day” sale with an impressive 360° video on Facebook. It’s not just a video but a game in which the users have to navigate to spot offers and deals.
How to create 360° videos on YouTube
Download the Spatial Media Metadata Injector from Github. Unzip the file, then open the app. Next, select the video file, and click “Inject and save”. Enter a name for the file, and save it.
A new file will be created in the same location as the original file. Once done, upload the new file to YouTube. Finally, wait for the 360° effect to process. This may take up to an hour.
How to create 360° videos on Facebook
Before publishing your video, click the “Advanced” tab. Then check the “This video was recorded in 360° format” option to make the “360 Controls” tab appear. Click this tab in order to set the initial camera orientation and field of view for your video. Finally, click the “Publish” button.
That’s it! You are ready to rock!